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To advertise and explain its medical products with suitable images and videos HARTMANN now relies on the CELUM-based solution from the experts at Vanilla Reply.
For two centuries and with 10,000 employees, HARTMANN has been committed to improving treatments, outcomes, and experiences in healthcare, both in the professional sector and at home. The wide range of medical and hygiene solutions includes products for wound care, incontinence, and infection management. Customers, patients, and partners (e.g., hospitals and care facilities) already associate the product lines with "trustworthy", "premium" and "effective" because of the high product quality. To further strengthen this impression quality digital assets were required too.
Suitable images and videos are not only important in terms of the aesthetic presentation of medical products. More so than in many other industries, they are considered to have a major information function. Customers use available product images to check whether it is the same product that they have been using in the past and to check the instructions or ingredients shown. In addition, application videos make the purchase decision easier because they reduce the risk of incorrect application and thus the resulting health consequences.
The old media management system had developed historically with many processes and numerous stakeholders from four divisions and 36+ countries. This meant that many different approaches had been tried and implemented, resulting in duplicate assets and information, drastically increasing the time it took to search, create, and filter digital assets. HARTMANN then commissioned Vanilla Reply to develop a new solution that would make it quicker and easier to find the right visual content for different medical products and use it for advertising and information materials.
Today, HARTMANN utilizes a new cloud-based software solution from the specialists at Vanilla Reply. It is based on the DAM system from Celum and is characterized by the following features:
Process optimization through "workflow module"
Quick search & bulk processing
Optimized metadata
Ecosystem and Public URLs
The creation and approval processes of digital assets were fragmented due to the lack of an integrated solution for collaboration. Thanks to the Celum Work module, it is now possible to map the creative process that takes place in collaboration between external agencies and internal departments in the system. This replaces the tedious exchange via e-mail and makes the use of other sharing tools superfluous. As a result, marketing campaigns can be launched more quickly.
The system's extensive search functions allow digital assets to be located in a variety of ways. "Brand", "Country" and "Asset Type" are just some of the options that can be used for filtering. Bulk functionalities have enabled further time savings to be realized. Large quantities of assets can not only be uploaded together using a CSV file but can also be easily edited. These savings free up time for value-adding activities.
Product images, application videos, and marketing materials are now provided with a range of metadata during upload so that the time required for subsequent searches and editing is reduced to a minimum. In addition, these are mainly structured using selection fields with predefined options. This makes data entry easier and prevents errors.
The existing connectors from Celum's extensive ecosystem have made it possible to connect the DAM system to SAP Hybris and Sitecore. With the available API, it is possible to connect to other third-party systems in the future. Thanks to the public URLs stored in the DAM, the digital assets can be forwarded to many end systems without duplicating them. The DAM thus remains a unique source for media.
The new solution from the specialists at Vanilla Reply now enables HARTMANN to manage their 50,000+ assets conveniently. Today, employees from divisions and countries – from product managers in Germany to compliance employees in Australia – benefit from the following advantages:
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The Hartmann Group is a leading European provider of system solutions for medicine and care. Every day, medical professionals and patients rely on Hartmann product brands in the incontinence management (e.g. MoliCare®), wound care (e.g. Zetuvit®), and infection management (e.g. Sterillium®) segments. We bring this to life with our brand promise "Helps. Cares. Protects." to express this. In 2022, Hartmann achieved sales of EUR 2.3 billion. Founded in 1818, the company is present in more than 130 countries with its products and solutions. The Hartmann Group is currently implementing its strategic transformation program for the future with its high-performance, customer-oriented, and passionate team. Transformationsprogramm für die Zukunft um.
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Vanilla Reply is the expert for web applications and e-commerce. Our interdisciplinary teams implement cloud-based solutions powered by Javascript and PHP. Together with performant product partners such as Shopware, Sylius, Akeneo, Storyblok and TYPO3, we ensure smooth integration into existing system landscapes and a minimal time-to-market. As part of Reply Digital Experience, we provide consulting services to our customers on the topics of PIM and CMS as well as on the implementation of digitization initiatives.