Challenge

Unifying digital presence

AHA sees its digital presence as a key tool in every aspect of its mission. However, the organization was limited by a CMS that had not been redesigned in a decade. Altering content had grown cumbersome to update and AHA was seeking a new way to leverage analytics to personalize communication.

Solution

A horizon of new possibilities

XCentium enabled American Heart Association to unify their digital presence across their disparate platforms, all while enabling personalization.

AHA turned to XCentium to bring their strategy to life. We deployed Sitecore to unify an AHA digital presence across disparate platforms. Sitecore provided a consistent approach to page construction and optimization, as well as a roadmap to personalization.

Outcome

Closer to you at any point

With the power of personalization, AHA was able to learn about their customers without collecting personally identifiable information and complying with HIPAA regulations. By answering strategic questions, users were able to quickly navigate content that mattered, while giving AHA information about their member's health concerns. Site visitors who indicated that their blood pressure is in the high range could be served appropriate recipes or lifestyle information.

AHA's new site was automated and integrated with Salesforce Marketing Cloud to help deliver email campaigns at scale. For security and reliability, their website was migrated to a multi-region Azure Cloud. “We’ve been down this road for years of buying, patching, and managing infrastructure. We wanted to get out of this business, the cloud offers that benefit.” said Todd LeCocq, Director of Digital Solutions at AHA.

About AHA

Formed in 1924, the American Heart Association (AHA) is the nation’s oldest and largest voluntary organization dedicated to fighting heart disease and stroke. Its shared focus on cardiovascular health unites our more than 33 million volunteers and supporters as well as our more than 3,400 employees.