Growing Henry Schein One's Leads 820% with Optimizely
Overview
Henry Schein One engaged Velir with a dual mission: to revamp its primary business site and create a digital foundation that unifies its diverse brand portfolio. As the world’s largest software and services company for the dental industry, Henry Schein One, a division of Henry Schein, provides a full suite of practice management solutions that enable dental practices to streamline workflows and enhance efficiency. As part of Henry Schein — a U.S.-based, publicly traded healthcare products and services distributor with a 90-year legacy and a presence in 33 countries — Henry Schein One empowers dentists to focus on patient care while ensuring practice success.
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Challenge
Henry Schein One partnered with Velir because it struggled to establish its main website as the hub for its brand portfolio. Many dental practices, where the dentist is often the owner, must balance numerous priorities, so Henry Schein One aimed to serve them by positioning itself as a "care catalyst" — providing everything dental practices need to succeed. However, the company’s digital ecosystem couldn’t deliver on this brand promise due to its disjointed structure, which was formed by a patchwork of legacy and acquired brands.
This array of unique brands and legacy system for managing them created a confusing information architecture that made it hard for users to navigate and find solutions, which hindered Henry Schein One’s sales growth. Additionally, with no site search functionality and limited wayfinding, potential customers often overlooked henryscheinone.com in favor of product-specific sites, where they missed engagement and lead generation opportunities.
Internally, managing the website also challenged Henry Schein One. The previous homegrown system, managed entirely by its IT team, required all changes to go through lengthy approval workflows and processes, which inhibited fresh, timely content delivery. In addition, the site’s rigid lead generation forms focused solely on pushing product demos. This failed to address users in the information-gathering stage of their journey, seeking more details or solutions to their problems.
Henry Schein One wanted to transform an inefficient, outdated web property into a user-friendly, personalized experience that could adapt to changing consumer needs throughout the marketing and sales funnel. This reimagined platform needed streamlined pathways to product discovery, enhanced search capabilities, and tailored content for distinct audiences, all powered by a robust market-leading digital experience platform (DXP).
Henry Schein One’s challenges included:
- Shifting away from a homegrown content management system to a market-leading DXP
- Turning a complex patchwork of brands into a cohesive information architecture
- Implementing a site search and improving customer wayfinding with streamlined paths to product discovery
- Expanding lead generation techniques to include users still gathering information
Approach
After conducting a comprehensive DXP evaluation with Velir, Henry Schein One selected Optimizely for its new user-centric digital ecosystem. With a DXP chosen, Velir collaborated with the client’s stakeholders to define key “jobs to be done” on the website. We used this process to create an intuitive site navigation that serves users who know exactly what they want, and those who need help finding the right Henry Schein One product(s). In tandem, our design team also performed a complete brand refresh, updating the client’s colors, fonts, icons, and templates for digital and non-digital assets to establish a cohesive and modern look and feel, extending beyond the website.
Optimizing the site's content strategy was another key to our redesign process. We conducted a thorough SEO analysis, including keyword research and the development of pillar page strategies, providing detailed content briefs for Henry Schein One’s team to create and refine content. To enhance lead generation, we incorporated gated content and robust forms powered by Pardot, ensuring customer data capture throughout the funnel that can power targeted digital marketing campaigns and nurture programs.
Because Henry Schein One offers several practice management solutions, Velir introduced a new Build Your Own Solution (BYOS) feature — a multi-step wizard designed to guide users in identifying the right solutions for their needs, integrating both frontend and backend technologies for a seamless experience.
We leveraged Coveo as a site and product search tool, integrating it with Optimizely's content graph platform to deliver powerful and relevant search experiences for internal and external users.
Our analytics teams also led a goals workshop, wrote tagging requirements, and built dashboards, so Henry Schein One can effectively measure its new site’s performance. Lastly, we developed event pages for the site to streamline in-person training and registration.
Our approach included:
- Defining jobs to be done, and using inputs to create an intuitive navigation for all users
- Refreshing the client’s brand colors, fonts, icons, and templates to serve digital and non-digital needs
- Optimizing the site’s content strategy with SEO research and analysis, and detailed content briefs for the client’s team
- Enhancing lead generation with gated content and Pardot forms that ensure customer data capture throughout the funnel
- Creating BYOS — a multi-step wizard to help users determine the right solutions for their needs
- Leveraging Coveo as a site and product search tool and integrating it with Optimizely
- Conducting critical analytics activities, so the client can effectively measure the new site’s success
Solution
Henry Schein One’s new website is a scalable, data-powered platform that equips the brand to innovate, engage, and grow confidently. It reflects the client’s revitalized brand while empowering its marketing and IT teams to execute and measure data-driven growth strategies with precision and agility.
The website now positions Henry Schein One as a trusted resource with clear pathways to product discovery, thought leadership, and customer support; personalizes content for distinct audiences; provides a comprehensive site search through Coveo; and enhances lead generation by anticipating and addressing unique audience needs through empathetic design. Most importantly, this new site brings Henry Schein One’s “care catalyst” brand promise to life for dental practices worldwide.
The project demonstrates our commitment to designing digital experiences that achieve real business impact. Just one month after launch, Henry Schein One saw an 820% YoY increase in leads generated as well as substantial increases in sessions, engagement, and average time on site from the previous month. By leveraging the power of Optimizely’s platform, we ensured that Henry Schein One’s site is primed for ongoing innovation and growth. With this scalable framework we’ve provided, Henry Schein One can easily leverage existing components to build other brands onto this platform.
Results:
- A scalable, data-powered platform that equips Henry Schein One to innovate, engage, and grow while delivering on the brand promise of being a “care catalyst”
- A revitalized brand look and feel that applies to digital and non-digital assets
- Enhanced lead generation through gated content, Pardot forms, and the BYOS tool
- One month after the site’s launch, we achieved the following year over year (YoY) and period over period (PoP):
- +820% leads generated YoY
- +144% sessions YoY
- +53% engagement PoP
- +40% average time on site PoP
- +338% leads generated PoP
- +36% engagement form submissions PoP
"Velir has been an incredible partner in helping us create a website that embodies our vision of being the ‘care catalyst’ for dental practices. Their expertise in Optimizely’s tools and their strategic collaboration have resulted in a modern, data-driven platform that delivers value to both our teams and our users."
