NMDP unifies and personalizes digital experiences with Sitecore

NMDP’s website plays a vital role in changing lives for families across the US. Digital technologies are integral to NMDP’s operations, from maintaining the national registry to coordinating patient care. To provide the highest levels of service to patients, families, caregivers, transplant centers, and research institutions, NMDP relies on enterprise-level digital solutions. As a nonprofit, NMDP must carefully evaluate its investments to ensure they stay within a limited budget while maximizing impact.

As part of its rebranding to NMDP, the organization directed its digital modernization efforts toward its digital platform, aiming to consolidate its various microsites and brands while improving its competitive advantage and integrating new technologies that served their business needs. Its digital footprint included dozens of independently developed websites catering to diverse audiences, such as B2C, B2B, and B2G (business-to-government). This resulted in disparate and outdated legacy systems, including a CMS that was nearing its end of life and no longer fit for purpose.

NMDP embarked on a multi-year, multi-site initiative to rebuild and rebrand its digital presence. This effort involved improving operational efficiency by replacing outdated platforms with modern, robust headless solutions powered by Sitecore. NMDP selected Sitecore Experience Manager (XM), Sitecore Experience Platform (XP), Sitecore CDP, and Sitecore Personalize as the foundational service provider for its new digital capabilities.

“We evaluated many tools before choosing Sitecore,” commented Elycia Arendt, Director of Application Development at NMPD. “Sitecore integrates well with our digital ecosystem. Its headless architecture and ease of integration with our platforms were critical factors in our decision. It’s also exciting technology for our development team to work with.”

Sitecore solutions seamlessly integrate with NMDP’s Salesforce CRM system and Okta for identity and access management. With Sitecore, NMDP can efficiently manage and deliver content online, connect customer data analytics across its ecosystem, and personalize user experiences in real time. For example, Sitecore is the foundation of NMDP’s new network website — a B2B site that provides thousands of government documents essential for transplant centers and medical professionals. As part of simplifying and unifying the organization’s brand presence, NMDP also conducted a content audit, reviewing more than 4000 pages and over 40,000 files across NMDP’s entire network website.

“With Sitecore, we’ve created a website that makes it easier for users to find what they need through enhanced search and personalization, simplifying their work and improving efficiency,” Arendt explained. “The feedback has been overwhelmingly positive.”

With its new websites built on Sitecore, NMDP has unified its brand presence and streamlined its business processes. These websites provide a consistent and cohesive digital landscape that aligns with NMDP’s digital strategy. Featuring simplified navigation, personalization, 90% fewer site pages, and enhanced search capabilities, the new platform significantly improves the customer experience and excels at meeting customer needs, making it easier for users to find the content they’re looking for.

Within the first two days of launch, the new websites drew 2,500 unique visitors with only five service disruption incidents reported. NMDP is now the number one site for “bone marrow donation” searches, and the organization has experienced an increase of 132% in searches for “NMDP volunteer”.

The benefits extend beyond website users. NMDP has also enhanced productivity, decision-making, and satisfaction for its enterprise IT developers, marketers, content creators, and other stakeholders by optimizing operations and functions. “Thanks to Sitecore, we’ve unified processes and made life simpler, enabling the web team to focus on delivering more advanced capabilities rather than spending hours updating content,” commented Arendt.

Previously, the organization frequently relied on external agencies to deliver projects and campaigns. Empowered by Sitecore, NMDP can now handle these tasks internally. Marketers can independently create campaigns, develop and upgrade content, and implement personalization strategies. Sitecore continues to underpin NMDP’s digital transformation.