A Biowearable Brand Gets Off to a Great Start with Insights-driven Personalized Marketing - Brillio

Powered by Adobe Experience Manager as a Cloud Service (AEMaaCS), Adobe Analytics, Adobe Target and CommerceTools

About the client

The client is Fortune 100 global healthcare company that develops, manufactures, and markets a wide range of medical products and devices, including pharmaceuticals, diagnostics, medical devices, and nutritional products with revenue of over USD 43 billion (as of Dec 31, 2022).

Business Challenges

In the rapidly evolving bio wearable technology space, creating immersive digital experiences is crucial for engaging customers and driving growth. The client wanted to leave no stone unturned in ensuring superior CX for their novel collection of bio wearable sensors for consumers. It is designed to gather a wider array of biological data to aid users in augmenting their exercise and nutrition routines, while improving their overall health. These sensors monitor various metabolic indicators that are relevant for both professional athletes and individuals with less intense exercise regimens.

The business need was to establish a robust digital ecosystem that would deliver captivating customer experience.

One of the major challenges was the lack of seamless content consumption across multiple channels. Go to Market was slow and inefficient due to multiple channels not consuming content from single source of truth.

Additionally, the existing AEM environment experienced prolonged deployment times in the past, leading to disruptions in the project schedules. The available data visualization and granularity of analytical data were also inadequate, limiting the client’s ability to gain comprehensive insights for informed decision-making.

Another challenge was the absence of a fast and efficient method to rollback and restore content from backup, leaving the client vulnerable to setbacks. Limited personalization capabilities further hindered their efforts to deliver targeted and relevant content to their audience.

Furthermore, integrating with emerging technologies and future-proofing their digital ecosystem proved to be a complex task. Despite these challenges, the client demonstrated unwavering determination and innovation in implementing solutions.

On the back of Brillio’s extensive experience in Customer Experience solutions, specifically Adobe suite, Brillio successfully addressed the challenges by seamlessly stitching together AEMasCS, Adobe Analytics, CommerceTools and Adobe Target resulting in superior CX for client’s end customers.

Brillio’s Solution

The implementation of the AEMaaCS Headless CMS as a cloud-based solution was a pivotal step for seamlessly managing the company’s web and mobile properties. To ensure efficient content and code transfer across different AEMaaCS environments, the team developed proprietary scripts in-house, guaranteeing regular backups at each stage.

Recognizing the importance of secure access control, a comprehensive permission model was established and deployed as code across all AEMaaCS environments. This not only improved security but also enhanced compliance and governance.

To optimize content delivery speed and enhance performance, a well-defined caching strategy was devised. Utilizing Dispatcher, Adobe CDN, and Customer CDN, the company achieved faster content delivery for their website and mobile apps.

Integration points were established between AEM, Adobe Analytics and Adobe Target. CommerceTools was set up to enable seamless data exchange.

A significant achievement was the proof of integration of the email marketing automation tool, Braze, with AEM. This allowed the company to plan utilization email campaign templates created in AEM CMS as the only source of truth for all their marketing materials, streamlining their processes.

To maintain control over content visibility, the company implemented measures to restrict public access to unapproved MLR (Medical Legal Regulatory) content while providing easy preview options for stakeholders.

Configuring Adobe Analytics for their website and mobile apps, following best practices, enabled the company to gain valuable insights into user behavior, content performance, and engagement.

The integration of Adobe Target empowered the company to leverage A/B testing and personalization capabilities, enabling them to deliver tailored content and experiences based on user preferences, demographics, and behavior.

Customized dashboards in Adobe Analytics provided the company with tailored insights and analytics on end users’ interactions, behaviors, and journeys on their website and mobile app. These insights helped identify trends and patterns quickly, enabling informed decision-making for their business.

In addition to these implementations, Brillio developed custom tools and utilities for content migration and backups. These tools offered self-service capabilities to business users that facilitated the synchronization of content across environments. The company plans to further adapt these tools for use with other brands and markets.

Key features:

Content Modularity: The Headless CMS architecture enabled the creation and management of reusable content modules, ensuring consistency across channels and facilitating faster updates.

Personalization Capabilities: Adobe Target’s personalization features allowed the client to deliver tailored content and experiences based on user preferences, demographics, and behavior.

Flexibility and Scalability: The Headless CMS architecture using GraphQL provided the flexibility to deliver content to web, mobile, or any future touchpoints, ensuring scalability and future-proofing the digital infrastructure.

Integration Capabilities: AEM’s extensive integration capabilities enabled seamless integration with third-party systems, such as Veeva Promomats and marketing automation tools.

Analytics and Insights: Adobe Analytics integration provided valuable insights into user behavior, content performance, and engagement, enabling data-driven optimizations.


The client successfully implemented a scalable architecture using AEM as a headless CMS, allowing for seamless onboarding of additional tenants. This architecture provided flexibility for expansion while maintaining efficiency.

The company achieved faster time-to-market by streamlining content management processes, reducing the time required to publish updates and new content.

Enhanced personalization played a crucial role in improving customer engagement and satisfaction. Customer behavior tracking coupled with personalized content minimized bounce rates, increased conversions, and fostered brand loyalty. Custom dashboards were developed to provide insights into key performance indicators (KPIs) and relevant metrics, tailored to specific business needs.

Consistent branding was achieved through the utilization of reusable content modules, ensuring a unified brand experience across various digital touchpoints.

To optimize the user onboarding process, the company implemented well-defined workflows, resulting in a smoother and more efficient onboarding experience.

The integration of Adobe Analytics empowered the organization with valuable insights and analytics, enabling data-driven optimizations and informed decision-making. Efficiency in deployments was achieved by significantly reducing deployment time for AEM artifacts across different environments. The company also implemented enhanced security and compliance measures, ensuring regulated access controls for users.

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