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Lutronic

Lutronic Optimizes Corporate Brand Management

“The service and support that we got during the entire process was very accommodating, really contributing to our success with WebDAM.”

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Background

Since 1997, Lutronic has pioneered the use of lasers for aesthetic applications and continue to expand into new medical fields. Originally founded as MAX Engineering, Ltd., Lutronic’s products are approved for use in hospitals and cosmetic medical offices around the world. From elective cosmetic procedures to the treatment of dermatologic conditions, Lutronic holds more than 130 current and pending patents and has been featured in major television segments and print journals across the globe.

Today, Lutronic is recognized as a global leader in the medical aesthetic device industry. Dedicated to being at the forefront of innovation, they devote a large amount of focus toward research and development for patentable core technologies. With the ongoing evolution of energy-based medical procedures, along with the aging Baby Boomer market, Lutronic’s footprint on the medical device industry continues to grow significantly.

The Problem

In January 2012, the company recognized that its global reach and business growth required a top-to-bottom workflow restructuring to optimize distribution of marketing files and images. The existing solution proved to be cumbersome at best; it lacked organization and usability, creating confusion and slowing down workflows when staff or distributors tried to access marketing and product materials. They also needed to enforce consistent brand guidelines and appropriate usage of files across the globe.

With Lutronic’s global workforce, the need for a multi-lingual interface became integral, along with the ability to scale. Above all else, the interface had to be extremely intuitive and easy to learn. Users had to feel comfortable using a platform without having to constantly refer to manuals or documentation. In summary, Lutronic’s global marketing team recognized that they needed an easy-to-use and scalable system capable of sharing a wide range of files across a structured, permission-based enterprise cloud platform.

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The Solution

Lutronic developed a corporate-wide initiative to find and deploy a digital asset management (DAM) system to act as the central repository for their media files. The planned scope of the DAM project ranged beyond just images, as the company’s executives sought a way to streamline the management of everything from presentations to internal documents — making everything secure and accessible from anyplace, anytime, from any web-enabled device. Searching for a DAM, the number one requirement was an intuitive user interface designed for successful enterprise-wide adoption. “If users are not comfortable with the system, they won’t keep contributing to it nor keep it up to date,” said Bill Lightfoot, Senior Manager of Global Web Management. Mr. Lightfoot was no stranger to DAM. He deployed another cloud-based DAM platform at a previous company but it was poorly adopted due to the challenging administrative interface for contributors.

Lutronic’s global marketing team also began searching for a DAM solution that featured multi-lingual support. They quickly found that most DAM solutions had not yet built effective multi-lingual functionality. And, they only offered multi-lingual capabilities through custom development. Lutronic wanted out-of-the-box functionality. “Multi-lingual support was the highest priority next to an easy-to-use interface,” said Mr. Lightfoot. “When I did a search for a multi-lingual DAM, WebDAM was one of the only systems that met our requirements.”

WebDAM fulfilled the language prerequisite, and once Lutronic’s staff received more exposure to the WebDAM platform, they were convinced that the system would easily be adopted due to the well-designed interface. Secondary priorities such as scalability, metadata, security and performance were soon evaluated, and it quickly became clear that WebDAM was the winner. WebDAM provided everything that Lutronic was looking for.

Analysis & Results

Once Lutronic finalized their decision to use WebDAM, the administrators began setting up the system’s folder structure and permission levels for different types of users. Contributor-level users were allowed to upload files while general users received appropriate access for downloads. Lutronic’s taxonomy was defined after a joint review by global product marketing managers, the director of communications, regional marketing managers and the IT department.

WebDAM provided a customer success manager who simplified the experience and optimized the deployment each step of the way. “WebDAM was very flexible and provided helpful services to ensure a smooth implementation,” said Lightfoot. “The service and support that we got during the entire process was very accommodating, really contributing to our success with WebDAM.”

Lutronic saw immediate traction with all users. The company’s initial assessment of WebDAM’s intuitive interface proved to be accurate, as there was little need for internal tech support and training. This was a giant relief to the Lutronic IT team, because they were able to focus on their business success, instead of a global technology deployment.

The Lutronic team has integrated WebDAM for a variety of uses around the world. For marketing and sales staff, the system provides accessibility to files (images, logos, presentations, brochures, etc.) while ensuring that the most current versions are only used, administering brand consistency. In addition to providing a centralized resource for marketing and brand materials, WebDAM is also being utilized by various operational departments. For example, Lutronic’s HR team has begun using WebDAM to distribute internal employee forms. Other departments plan to follow suit, thanks to WebDAM’s robust file-type capabilities.

Conclusion

Within 90 days, Lutronic saw the benefits by way of global adoption of their integrated marketing, as well as faster and more efficient team workflows. The new centralized resource of documents, assets, images, and other marketing materials has streamlined global collaboration, ensuring that only the most current revisions of key marketing files are used — all while unifying brand strategy under a single, focused vision.

Ultimately, the users themselves defined the success of the WebDAM rollout. User activity has remained high since deployment; more importantly, IT support requests were minimal, demonstrating how quickly Lutronic’s staff adapted to using WebDAM.

Today, Lutronic is thinking ahead with WebDAM. The global marketing and IT staff are looking at expanding WebDAM into other company departments for an even more unified environment. “It was an easy system to get comfortable with and to start using for our users and administrators,” says Lightfoot. For Lutronic, WebDAM has provided a means to structure, easily access, and organize files. And, it provides a platform for materials communication and distribution — as cutting-edge as Lutronic’s products.

Highlights

  • Streamlines marketing workflows
  • Enables global collaboration
  • Unifies brand strategy
  • Centralizes marketing collateral

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