Dean H. Stanton · Selected Work
Direct-to-Patient E-Commerce Turnaround & Digital Sales-Funnel Program
An early direct-to-patient commerce program that turned a website into an operating sales channel connected to digital acquisition, analytics, checkout, and legacy order execution.
Results
Results and contributions.
These historical measures cover different periods and should not be added together.
01
Situation
Operating context
PPI needed its Internet presence to function as a real direct-to-patient sales channel rather than a brochure site.
02
Challenge
What made the work difficult
The channel had to connect digital acquisition and measurement with account creation, checkout, payment, shipping, and reliable handoff into the company's legacy order environment.
03
Dean's role
Responsibility and authority
Dean led the operating design, Internet-sales analysis, digital acquisition and analytics configuration, and backend order-integration requirements for the direct-to-patient channel.
04
Actions
How the work moved forward
- Defined and operated the end-to-end direct-to-patient commerce workflow.
- Connected account, cart, shipping, payment, and order-confirmation steps to internal operations.
- Used Google AdWords and Analytics to support acquisition and channel measurement.
- Integrated Internet orders into the legacy PPI order environment.
- Managed the channel as an operating business process rather than a standalone website.