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BtoB

By Design

Published on .

Company: Boston Scientific, Natick, Mass.

Web site: www.bostonscientific.com

Agency: AKQA, London

Launch date: Initial launch in January 2002, with ongoing updates and subsequent addition of several regional sites.

Design: Boston Scientific, a manufacturer of medical devices, redesigned its Web site under the direction of global interactive marketing agency AKQA as a part of a global brand initiative. The overhaul of the site included front- and back-end changes in content, functionality and design.

Before, the site had been arranged according to the company's divisions, and the information was not consistently presented in each section. For example, cardiology information could be found in multiple places on the site, making comprehensive searches more difficult for the user. As part of the redesign, content is divided by medical specialty for patients and medical professionals. The new site also offers localized content across 16 different regions and countries, and much of the site's content is translated into local languages. However, brand identity is consistent throughout the site. "We can have that unique content, but it is all wrapped in our Boston Scientific brand," said Ellie Martinez, Internet program manager at Boston Scientific.

-Nadine Youssef

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