Dental technology specialist W&H has been a Netural customer for more than ten years. From website relaunch to custom-made augmented reality apps, Netural has realized numerous digital innovations together with the company from Bürmoos – thus demonstrating the strategic value of digital technologies for best-in-class companies in the medical technology sector.
The W&H Group, headquartered in Bürmoos, Austria, is one of the world's leading manufacturers of dental transmission instruments and devices.
- Industry
- Healthcare
- Solutions
- Mobile Apps
- Websites
- Webshops
- Service & Customer Portals
- Technology & Architecture Consulting
1. Website Relaunch
When an existing Content Management System shows its age and needs to be replaced with a future-proof solution, it can be a real challenge for large-scale web presences. The relaunch of www.wh.com proves how to master such a task professionally.
On the frontend side, W&H's internet presence has always been state-of-the-art – also thanks to previous facelifts. Over the years, editors had access to a powerful Enterprise Content Management System. However, like many of its generation, despite all its functionalities, it appeared too cumbersome for the growing demands of a digital brand presence. The solution: a switch to the modern, cloud-based Headless CMS Storyblok.
The challenge: there should be zero compromises in terms of user experience. At the same time, the content elements of the new design had to follow the established structure to avoid a time-consuming adaptation during the migration of hundreds of articles. What seemed like a balancing act succeeded. A specially programmed, intelligent import/export interface ensured the transfer of all content without manual editing.
And here's what's new on wh.com: a modern, clear website for presenting products and the company, fully responsive for mobile devices, and in the future, available in numerous country versions. Storyblok enables fast, flexible content maintenance directly in the browser and impresses with worldwide best performance thanks to Amazon Web Services.
2. Corporate Website Relaunch
W&H's steadily growing range of dental precision instruments demanded new clarity. A comprehensive corporate website relaunch provides structure – with a particular focus on the product and service areas. At the same time, the entire online presence receives a modern, fresh look.
Whether for dentists, students, or B2B partners: large-format product images and uncluttered page structures make it easy to find detailed information. 3D views combined with animated application examples illustrate functions and benefits at a glance. The download center is based on the logic of iTunes, and the search functions for service partners and dealers have been functionally improved. Another highlight: the integrated price inquiry, which proved to be a real conversion tool immediately after launch.
3. Augmented Reality App – Product Presentation
W&H's dental precision instruments are to be brought to life in advertisements and brochures – supported by an Augmented Reality App specially developed by Netural. This app allows printed images to be enhanced with digital content such as videos.
Markers integrated into the brochures enable (prospective) dentists and trading partners to access additional content on products and specialist topics via smartphone or tablet. If a brochure is not readily available, the required markers can also be printed directly via the app. With the Augmented Reality App, W&H once again demonstrates its pioneering role in the competition.
4. Country-Specific Online Shops
What began with an initial B2B shop for registered dealers has developed at W&H Dentalwerk into an international e-commerce platform in record time. The online shop is now also open to dentists in selected countries. To meet market demands, W&H also showed courage in the area of e-commerce: following the successful launch of B2B shops in Italy, Austria, and Germany – registered dealers can purchase used products via the partner portal – the next step followed. The shop was opened towards B2C; initially for Austria, Australia, and Canada. There, dentists can now order dental accessories, consumables, or open-box products online.
Custom Shop Solutions
With Storyblok as the technical platform, W&H can easily roll out further shops – including country-specific requirements such as currencies or payment modules. In addition to setting up the multi-shop operation, Netural also developed the shop design, which is embedded in an optimal user experience.
E-commerce at Top Speed
The concept allows W&H to map a wide range of needs and quickly develop further, individual shop solutions. Feedback from customers and W&H country organizations is positive. E-shops are therefore to be rolled out in further countries in the coming years.
Conclusion
From website relaunch to international online shops and the augmented reality app: Netural has been supporting W&H on its path to digital top solutions for over a decade, demonstrating how modern technologies, a headless CMS, and sophisticated UX design drive digital transformation in medical technology.
