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Web Design After a Merger or Acquisition

Digital strategy should be a major talking point in your merger or acquisition strategy. Your digital presence will be an integral tool for your communications, change management, and public relations. See how we helped Versiti, now an affiliation of four community partners, reintroduce their organization with value-added resources and minimal disruption for their Blood Health community.


The Challenge

Versiti is an affiliation of BloodCenter of Wisconsin, Heartland Blood Centers, Indiana Blood Center, and Michigan Blood. Versiti’s website needed to be the centralized location for all partner information. The challenge? To honor and preserve each partner's distinct local brand and audience needs. Blood Health patients, students, and healthcare partners rely on each site for donations, research, and news. It was crucial that Versiti's website would be in sync with each partner's data sources and easy to navigate.

Content Personalization

To give users a tailored experience, we moved Versiti's site to Kentico EMS. We used Kentico's geolocation and content personalization features to serve dynamic content based on a user's IP address. For example, a visitor located in Michigan would only be served Michigan Blood branding and imagery (visitors also had the option to self-select other partner pages if they wanted). 

Content Administration

The move to Kentico drastically improved content administration too. In addition, we implemented Kentico smart widgets to serve up documents, articles, and FAQs relevant to the content on each page. With the targeted categories and document repository structure, administrators can easily find and manage all the data shared between the four partners.   


The most important piece for Versiti was diagnostics lab integration from other databases. A section of their site gave up-to-date blood donation fulfillment needs, for example "We Urgently Need XX% Platelets." This data is managed from several different systems and Kentico pulls it all together. 


We chose Kentico with content personalization in mind. With four distinct brands under one Versiti umbrella, Kentico allowed each community to connect with their unique audience in an authentic way—and easily find the information that pertained to their region.

Additional Highlights


"Donate Blood" Button Clicks


Diagnostic Lab Form Downloads


High Traffic

Over 8 million sessions in the first few months of launch

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