A new digital ecosystem

A New Global Web Presence

Taking care of one’s bodily needs is one of the most natural things in the world. But unfortunately, not for everyone. For many people, bladder and bowel issues are part of everyday life and significantly impact their quality of life. Our friends at the global medtech company Wellspect work every day to deliver products that help improve daily life for everyone facing challenges related to their bladder or bowel.

When it was time for Wellspect to rethink their global website, Esatto was entrusted with taking on the role of a full-service provider for a new digital ecosystem—one that can seamlessly meet the high demands for controlled information and accessibility required by Wellspect’s operations.

Previously, the website’s messaging was primarily aimed at the target group of Healthcare Professionals. Now, Wellspect aims to create a unique and relevant user experience for End Users—that is, the patients who use Wellspect’s products daily and live with various challenging conditions and diseases where these products are essential for a functioning everyday life.

“There is a lot of heart in what we at Wellspect aim to achieve. We are all inspired by the feeling of working with products that truly make a difference. If we succeed in communicating effectively and getting our information out there, we can help people facing difficult and life-changing problems on their journey toward a better life.”

Maria Lundbäck, Head of Corporate Marketing Communication, Wellspect

Execution

To gain a deep understanding of end users’ challenges and motivations—and to tailor both content/messaging and the user experience accordingly—Esatto’s work began with a short preliminary study. During this phase, we developed a solid understanding of user needs, which was then translated into a content strategy for both global and local use, along with innovative UX and design tailored to appeal to the new priority target group.

“We needed an agency that could give us a lot of attention and quality, and we assessed that Esatto was the right team for the job—and that’s exactly how it has felt. They are attentive and flexible, both when it comes to the positive aspects and the more challenging parts of the project, and they always act quickly and proactively. We truly feel that they believe our project is important and want it to be just as good as we do!”

Patrik Willesson, Project Manager, Wellspect

One Step at a Time

Once the direction had been set, the development work began and the journey toward an entirely new web presence was underway. Initially, the focus was on launching a new version of Wellspect’s educational platform, Education, where the company presents scientific content aimed at healthcare professionals across a total of 13 different geographical markets. At the same time, work also began on creating Wellspect’s new full-scale global website, with the company’s .com site being the first to launch, followed by all local market sites.

“It’s easy to think that a website is just a website, but that hasn’t really been the case in this project. The team has had to handle multiple integrations with a range of supporting systems, such as Salesforce Marketing Cloud, which has definitely added complexity to the solution. We’ve also been mindful of the editors’ experience with the tool and have continuously worked on developing custom functionality to make the solution as editor-friendly as possible, based on Wellspect’s specific needs.”

– Patrik Willesson, Project Manager, Wellspect

Optimizely as the Hub

The platform chosen for the new web presence was the well-known and established content management system Optimizely. With built-in functionality for things like language management, review workflows, and personalization—as well as a familiar and customizable editorial interface—it meets Wellspect’s requirements for smooth day-to-day usability and enables long-term scalability.

In connection with the implementation of the new platform, the developers spent significant time working on integrations with several different systems, such as marketing automation, Active Directory, digital asset management, and translation support.

A Unique Delivery

Throughout the journey, Esatto has continuously been entrusted with an expanded role by Wellspect. In addition to contributing with content strategy, UX, design, project management, and frontend and backend development, they have also supported the project with a Content Lead role, SEO support, and editorial work during the rollout.

“I am so proud of the delivery our teams have achieved together. No other web project I’ve been involved in has moved at the same pace or maintained the level of quality we’ve managed to achieve. It’s fantastic! I’m also incredibly proud of how my team has developed over time and increased its digital competence, much thanks to the team at Nowadays being open to working with mentorship in areas such as customer experience and customer journeys, and supporting us in our skills development.”

– Maria Lundbäck, Head of Corporate Marketing Communication, Wellspect