Personalizing DNA Testing Content to Deliver Unique Patient and Physician Journeys

Business Objective

Natera, a global leader in genetic testing and diagnostics services, sought to deliver highly personalized experiences for patients and physicians

Transformation

• Natera partnered with Exadel to implement a personalized content management and publishing strategy
• Exadel developed and executed a program to deploy a versatile web portal and content management system (CMS) that empowers the publishing team while providing unique end user experiences
• Created personalized user journeys for patients and physicians, based on user behaviors and target audience segmentations
• Ensured content management ease-of-use for the content team, improving productivity and freeing up development resources