Founded in 1896, Roche Diagnostics is a closed system medical instrumentation and chemistry company that dominates the market (similar to Apple in consumer electronics). We designed a new, singular, global web presence to consolidate 377 separate sites and provide Roche Diagnostics with a uniform content authoring tool, elevate quality standards and reduce compliance risk.

Our goal for the new regionalized experience — built on AEM to support dozens of content authors and multiple languages worldwide — was two fold. First, reduce friction for those seeking product information. Second, create an opportunity for Roche Diagnostics to showcase some of its impressive thought leadership and sexy instrumentation.

Despite a long track record of innovation and invention — the kind that reduce errors and save lives — Roche Diagnostics was not capturing the benefits of it’s leadership. Every country has it’s own federal approval requirements for medical technology so it isn’t actually the product that unites the audience — it’s the human-centered stories. I proposed taking product off the home page entirely for un-authenticated visitors and publishing journalistic stories there instead. Complete with custom photoshoots and info graphics these stories help to drive an appreciation for Roche’s ‘why’.

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