The upgraded site uses 'machine learning', a type of artificial intelligence based on pattern recognition, to offer personalised content. The technology is now commonly used in consumer sites, such as Netflix and Amazon, but until now has not been used in the veterinary world. Content is further personalised for those vets and nurses that complete their profile on the site.
The upgrade was commissioned after Boehringer carried out a user experience survey of its old website, which revealed that whilst vets appreciated the CPD and educational materials, many were trawling through content that was not of interest to them or struggling to find what they wanted.
Jemima Mead, brand manager at Boehringer, said: "We aimed to create an engaging portal – a one-stop shop for vets who want to access high quality CPD and/or relevant information about any of our products. Vets are busy people so need to find relevant information quickly – giving them more time to focus on their clinical responsibilities. Our new slick site, tailored to their individual professional preferences, provides a valuable service that simply has not existed before."
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