Global medical device leader expands market with Sitecore

According to The Borgen Project, a US non-profit, there are 27.8 million people in China with hearing loss, of which 11% are over 60. Cochlear China and its parent company, global medical device leader Cochlear Ltd., are tackling hearing loss with innovative cochlear implant technology, a surgical device and procedure that helps improve hearing.

However, Cochlear China was limited by its B2B focus, and needed to engage with consumers directly. And not only parents researching treatments for their children. There is a large untapped market of adults with hearing loss — Cochlear China wants to counter perceptions that hearing loss should be accepted as part of aging. It’s also critical to accurately translate complex medical and regulated information. Cochlear China aimed to build consumer and brand awareness for cochlear implant technology, and its affordability and benefits. The business needed a digital platform to bring information to consumers easily, raise brand awareness, and market products.

With its parent company, Cochlear Ltd.’s trust in Sitecore as its enterprise-wide digital experience platform, Cochlear China chose Sitecore to support its expansion into the B2C market. Sitecore partner QEdge Digital Solutions provided technical, strategic, and Chinese market expertise, implementing Sitecore XP Headless JSS hosted in-country on Alicloud. Sitecore seamlessly integrates with other marketing technology tools to enable omnichannel, multi-language engagement with Chinese consumers. Sitecore integration with Transperfect streamlines translating company-standard digital assets from Cochlear corporate to meet local needs. Through Sitecore, Cochlear China now has an enterprise level platform to deliver personalized, consumer-focused, omnichannel digital experiences, including via local social media channels such as Weibo and WeChat.

Sitecore has helped Cochlear China raise brand awareness in the consumer market by 56% year-over-year and increase consumer engagement by 90% year-over-year. Web traffic has increased between 10% and 30% bi-monthly, and content authoring is easier and faster. Seamless integration between Sitecore and TransPerfect streamlines content translation, while also meeting the accuracy levels required by China’s National Medical Products Administration standards. With Sitecore, Cochlear China can present visitors with relevant content and more personalized experiences based on how they browse and search the site.