Sales and Marketing in sync for a better customer experience

Straumann Group

The Straumann Group (SIX: STMN) is a global leader in tooth replacement and orthodontic solutions that restores smiles and confidence. 

It unites global and international brands that stand for excellence, innovation and quality in replacement, corrective and digital dentistry, including Anthogyr, ClearCorrect, Dental Wings, Medentika, Neodent, Straumann and other fully and partly owned companies and partners. 

In collaboration with leading clinics, institutes and universities, Strautmann group’s researches, develops, manufactures and supplies dental implants, instruments, CADCAM prosthetics, biomaterials and digital solutions for use in tooth replacement and restoration, or to prevent tooth loss.

Headquartered in Basel, Switzerland, the group currently employs more than 7200 people worldwide and its products, solutions and services are available in more than 100 countries through a broad network of distribution subsidiaries and partners.

Keeping a worldwide team in sync with corporate branding

“Anything that can be digitized, will be digitized. Stay ahead of the competition and become a leader in digital dentistry”, it says on the Straumann Group website.

The Straumann Group is already offering its customers best-in-class dental solutions with the latest digital technology.

Why should its sales and marketing teams not carry best in class sales tools to educate customers and prospects about the latest products and innovations as well? 

The goal is to offer customers a delightful experience during customer pitches or at events without the need to compensate for occurring loading times with off-topic small talk.

The Straumann Group operates worldwide with thousands of sales representatives and regional marketing managers. Managing and aligning a dispersed team is a challenge. 

Keeping all of them up with the latest product information is one of those challenges. 

Speed and availability of context providing information are vital factors for successful customer pitches. Therefore, optimizing such processes is of great importance.

To improve sales and marketing activities, the Straumann Group had to tackle several challenges:

• Ensure the latest product updates are available across a globally distributed workforce
• Provide an easy-to-use and instantly available solution for product demonstration
• Educate prospects and customers with a rich offline experience

Enable easy sharing of marketing materials

One Inside developed a customized and mobile solution for the Straumann Group. 

This solution allows any person from the sales, marketing or event team to access and organize all product information from an iPad or Windows tablet. Providing consistent user experience across platforms was a crucial requirement.

The application is very intuitive and user friendly. A user can create a ‘playlist’ of videos, images or PDF on their tablet. 

For example, a sales representative can organize future appointments by collecting the elements needed for the sales presentation. When visiting the customer, all this information is available directly on the tablet, and the conversation can be started with the support of images, videos and slides right away.

Any marketing or event managers can access hundreds of marketing collateral for their country via the application. Various features help users to search, filter, and sort the materials according to their needs. 

The assets can also be downloaded onto the device. This is helpful when internet connection isn’t guaranteed. It allows the user to prepare their workspace and desired sales materials beforehand, without getting stuck with loading indicators.

The assets are centrally organized and always stay in sync. The marketing team manages them through a content hub directly from Adobe Experience Manager (AEM). The hybrid mobile application is directly connected to AEM Assets. 

It’s a perfect example of “Create Once Publish Everywhere”. The Straumann Group uses AEM for their websites to share sales materials across the globe. It ensures one source of truth.

As a result, a sales representative or local marketing manager can present the latest available material to the customer or prospect and work with easy-to-use sales presentations. This is a great example of an online-to-offline customer experience. 

The Straumann Group can send the right message to its prospects and customers wherever they are, on the website or through their globally distributed sales team, providing consistency and security in what information is to be used publicly.

Hybrid mobile application

The hybrid mobile application is based on the latest Ionic framework in conjunction with a hybrid interface to support primary native platforms and enable native mobile functionality. This approach helps create a device spanning, consistent user experience without the overhead.

Using device-local storing and caching technologies and intelligent synchronization algorithms, this app enables a fully functioning offline experience to tackle environments with uncertain connectivity. Caching assets like brochures, images or slides according to individual priorities allows the user to prepare their workspace beforehand.

The application offers the following features:

• Browse a library of images, videos and PDFs stored centrally in Adobe Experience Manager
• Trigger forced uploads and deletions
• Search, sort and filter the assets
• Organize the content in the playlist
• Offline mode
• Share by e-mail
• Order hard copies
• Notifications about updates or forced deletionsWork on iOS and Windows
• Offline tracking and analytics using Google Firebase