Officials at Henry Schein, a global distributor of medical, dental, and veterinary supplies, including vaccines, pharmaceuticals, financial services, and equipment, want to build a greater customer experience.

As a result, the company launched a redesigned website, which features new content and enhanced functionality built to deliver a greater customer experience.

With a refreshed, contemporary look and feel, the new site includes a wide range of enhancements, including better navigation and search capability to help customers efficiently maneuver through the wide selection of branded and Henry Schein private-brand products, and gain easy access to the many other technology, clinical, business, and supply chain solutions featured on the site.

Developed using responsive design, the website is compatible with all mobile devices and tablets and is optimized for today’s browsers. Changes to the website are being phased in, beginning with the Henry Schein Dental website, which has been redesigned to offer improved product presentation. This includes expanded descriptions and photos, allowing customers to access the company’s full solutions portfolio for dental practices and dental laboratories.

Dave McKinley, chief commercial officer for Henry Schein, talked to Loyalty360 about the company’s goals for the new website from a customer engagement/customer experience perspective.
 
“Henry Schein’s new website intends to make it easier for customers to find the products, services, and solutions specific to their practice needs,” McKinley explained. “A more streamlined approach will help make the experience more effortless and feel more natural and intuitive to selecting the right health care solution. Also, by integrating the voice of our customers, we are creating a ‘community’ value where peers not only discuss critical issues within the industry but also share how the business, technology, clinical, and supply chain solutions we offer have enhanced the productivity and efficiency of their practice, and the quality care they provide to patients.”
 
McKinley explained that the website is part of Henry Schein’s digital transformation and represents the company’s commitment to creating an exceptional customer experience for dental, animal health, and medical practitioners.
 
“This redesign includes significant streamlining of common online tasks as identified by customers,” he added. “With a renewed focus on enhanced search and product content, we now make it easier for customers to find products and make selection decisions easier and quicker.”
 
What’s more, McKinley said the 85-year-old company continues to use RFMS (recency, frequency, spend, and buying in multiple categories) as key metrics to track customer loyalty, which has evolved to include metrics around engagement.
 
“These key metrics are allowing us to expand our data portfolio, as well as create better alignment with our brand to deliver the solutions health care professionals rely on to improve the performance of their practice so they can improve the lives of patients,” McKinley said.

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