Magazine article CRM Magazine

Stryker Takes Brochures into the Digital Age with Adobe's Publishing Suite: Adobe DPS Cuts Production Time and Cost for the Medical Device Company

Magazine article CRM Magazine

Stryker Takes Brochures into the Digital Age with Adobe's Publishing Suite: Adobe DPS Cuts Production Time and Cost for the Medical Device Company

Article excerpt

When it comes to building content for a company like Stryker, a surgical and health equipment manufacturer, the devil is in the details. Each device the company sells is accompanied by an extensive set of specifications, guidelines, and precautions, which must be digestible to customers but still include every bit of relevant information about the product. From a marketing standpoint, that's a major challenge.

Though the company primarily relied on brochures to distribute marketing content in the past, Stryker's marketing team eventually decided to transition to a digital distribution platform. Once the iPad became a popular sales tool, Stryker began building apps instead of continuing to create brochures to cut printing costs and speed the content development process. But the apps only made things more complicated for Stryker's marketing team and sales personnel, the apps' end users.

"[The apps] were difficult to make, and there were lots of resources involved," Stephen Brown, creative director at Stryker, says. "We were looking at a three-month build-and-release period. It was a very drawnout process." The apps were also expensive--Stryker's IT department couldn't handle the load and outsourced the assignments, which cost roughly $5,000 per product, not counting any necessary animations. Embedding an animation ran an additional $2,500, according to Brown.

Because the apps weren't being built by marketers or designers, maintaining brand consistency was difficult, and often the content produced did not reflect Stryker's standard or style. The apps appeared bulky, and the material was difficult for salespeople to use and more difficult for customers to process. For content pertaining to medical equipment, that was "unacceptable," Brown says. When the company began using Adobe's Digital Publishing Suite solution, however, the problems virtually disappeared.

"When Adobe released DPS, we realized as designers that this is where we needed to be. It puts the creative power back into the hands of designers, because it uses the same structure that we used when we were making brochures, while eliminating the cost of printing," Brown says.

[ILLUSTRATION OMITTED]

Indeed, the backbone of Adobe DPS consists of tools from Adobe's Creative Suite, most of which are familiar to designers. InDesign, for example, is the product at the center of Adobe DPS, Dave Dickson, senior product marketing manager for digital publishing, explains. …

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