“We couldn’t have asked for a better web development partner than Miller Systems. Their team assessed our design and content requirements and identified an information architecture appropriate to our target market. Miller Systems delivered a new web presence for endoVia that supports our brand and provides site visitors with a rich, content-relevant experience. Leveraging its common sense approach, robust technical proficiency and design expertise, the team at Miller Systems delivered results that were on time, on target and on budget.”
Ronald R. Rudowsky Senior VP Marketing & Business Development endoVia Medical
Founded in 1996 as Brock Rogers Surgical, endoVia is an emerging medical device manufacturer offering next-generation, physician-guided robotic systems for minimally invasive surgery. As the company neared Phase II FDA trials for its robotic laporoscopy, it began to ratchet up its marketing efforts, coming out of "stealth" mode and renaming the company to endoVia in 2002. Requiring a new website that would serve as the premier component of its overall corporate re-branding strategy, endoVia relied on Miller Systems for its industry expertise, its award-winning approach to design and information architecture and its powerful dataDriver suite of dynamic publishing tools.
With a complete corporate name change and new branding strategy, plans to complete pilot production in summer 2002 and commence clinical trials of the Laprotek System that fall, endoVia demanded an online presence that reinforced brand- level messages and reflected the medical needs of each of its target constituents. As such, Miller Systems planned a ground up effort that required the development of all new information architecture, design and content, as well as task specific content management required for recruiting, news and events. However, careful attention to these elements was necessary, as the company was only allowed a limited ability to market its products prior to FDA approval.
Applying its "beyond brochureware" approach to site architecture and collaborating closely with endoVia senior management, Miller Systems structured endoVia's product content according to medical practice areas and common surgical procedures, giving site visitors easy access to information that best suited their needs and interests. By doing so, Miller Systems helped endoVia better direct visitors and prospects to relevant content, thereby increasing opportunities to generate revenue. Partnering with an expert content development professional, and layering in well-branded design elements, Miller Systems successfully created a website for endoVia that accurately presented the company's offerings and brought life to the company's mission. In addition, Miller Systems' easy to use, highly acclaimed content management tools-dataDriver Press Room for updating company news and event information and dataDriver Job Board for managing job posting and the candidate application processes-were integrated with the site. Designed for non-technical users, these tools empower members of endoVia's marketing and human resources staff to contribute and update content, keep the site current and continually offer site visitors excellent information. Lastly, Miller Systems hosts the entire solution in its redundant, enterprise class Cable and Wireless/Exodus facility, where it is managed by the Miller Systems IT Infrastructure team.
By quickly developing an overall understanding of endoVia's key constituents, Miller Systems was able to integrate creative design and information architecture seamlessly and deliver a well-branded site that meets the company's cost-saving and revenue generating requirements. Overall, Miller Systems provided endoVia with an online presence that supports its brand and provides site visitors with a rich, targeted, content-relevant experience, dramatically improving the perceived professionalism of the company, and, more importantly, giving the company the ability to communicate with prospects as it moves forward with clinical trials. Additionally, with Miller Systems' dataDriver content and community management tools in place, endoVia staff can easily update news, events, and employment opportunities, keeping site content fresh and accurate. Moreover, with a website framework already established for additional surgical specialties, endoVia will be able to augment its site as the product continues to develop and/or receives FDA approval. Finally, recognized for delivering an elegant experience to endoVia's constituencies, the endoVia website was nominated a finalist at the 2002 MIMC Awards in the Healthcare/Pharmaceuticals category from the Massachusetts Interactive Media Council.
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