Miva's custom B2B features and functional integration with NetSuite ERP meet the complex legal, and operational demands of an omni-channel B2B business.
Clint Pharmaceuticals, a national wholesale distributor of FDA-regulated medications and medical products, needed a modern ecommerce solution which could adapt to the needs of its customers, while supporting automated ERP integration.
Miva partnered with Clint Pharmaceuticals to design and implement a customized ecommerce solution that incorporated a full suite of custom-designed UI features, paired with seamless data integration to and from NetSuite ERP.
The business is able to deliver unparalleled customer service, while exerting fine control over pricing and orders, with robust APIs to integrate customer, product, shipping, payment, and order information with NetSuite. Customers get the same excellent experience across all channels, increasing average order value and long term customer retention.
Clint Pharmaceuticals, Inc. is a national distributor of pharmaceutical drugs and medical supplies, with a diverse range of customers including thousands of doctor's offices, pain management centers, and sports clinics.
To manage the growing complexities in pharmaceutical distribution, including more stringent purchasing agreements with suppliers and the pricing needs of group purchasing organizations, the company needed a complete systems overhaul. In addition to driving sales and offering a premium customer experience, a fundamental system requirement was FDA compliant tracking of all pharmaceuticals from manufacturing to their ultimate consumption at the dispenser level – not feasible via Clint's 15-year-old legacy proprietary ERP system.
As a vital precursor to this system, Clint determined that the development of an ecommerce strategy would be foundational for its new operational and sales strategy.
Clint chose Miva for its flexible site design capabilities and B2B features, which allowed for a creative blend of B2C design with additional shopping cart and order fulfillment workflows that delivered a seamless omni-channel experience for the company's B2B medical clients.
The most important element of Clint Pharmaceuticals' new site is a seamless, highly personalized customer experience, an essential component of Clint's sales process – regardless of how each customer prefers to shop. Upon examining the unique needs of the broad customer base, Miva Professional Services created a comprehensive suite of custom features that maximized customer satisfaction and successful transactions.
All phone-based orders are taken in Miva, with link buttons which allow staff to Shop as Customer while interacting with a customer by phone.
Individually negotiated, volume-based price deals are synced across systems via web-services API. Upon customer login, personalized pricing is displayed on product pages and automatically applied to the shopping cart.
Miva developed an intermediate navigation between category pages and product pages that act as a B2B-like order page for similar products, allowing customers to easily order multiple related products on a single page – saving time and increasing AOV.
Miva developed a custom "Associated Products" function at the category page level, allowing different related products to be designated at the category and product page.
A four-deep category level structure with custom data and content utilizes reference codes which convert to crucial general ledger data for posting sales and returns – allowing for a matched profit analysis in in category-level Revenue and Cost of Goods Sold accounts.
Miva developed unique control logic to facilitate SEO, including custom HTML fields for product feature table displays, and a module for modification of URL displays in search engine results.
Customers can be tagged for unique shipping or payment terms, add-on modules support, advance shipping quotes and multiple payment/address profiles. Additionally, custom legal terms and conditions prompts have been added to the checkout process.
Functional developments included a sophisticated pricing model, enhancements to product categorization, sales orders, shipping quotes, and payments, and retention of all order history in Miva. Miva's Pro Services team delivered effective and elegant solutions to Clint's unique design and functional considerations.
With a powerful ecommerce strategy now in place, began the selection and integration of an ERP system, ultimately choosing NetSuite.
During implementation, the team built a direct web-services API integration between Miva and NetSuite, that allowed the two systems to function together as a seamless enterprise structure.
APIs were developed to synchronize virtually all customer, product, shipping, payment, and order information between the two systems, with Miva retaining the history of all orders.
Changes to customers, categories, products, pricing, orders, and other information in the Miva system are automatically pushed to NetSuite. New products customer changes originating in NetSuite and are pushed to Miva via smart link.
All unique functionality developed to support online orders in Miva was replicated in the NetSuite system.
“The professionalism and skill of the Miva team are unparalleled in our experience. As importantly, Miva engenders a client-focused culture that is inviting and contagious. Working with the Miva organization has been a delight and a privilege for the Clint Pharmaceuticals team.”
– Doug Blumhardt, Digital Consultant for Clint Pharmaceuticals, Inc.
Three years after initial launch, the Miva platform has proven to be an outstanding choice for Clint Pharmaceuticals. By offering the flexibility to create unique, personalized B2B purchasing experiences with the reliability of a stable, cloud-based SaaS solution, Miva has set the standard for modern commerce. Custom ecommerce functionality conceived by Miva Professional Services laid the groundwork for key enhancements to Clint's use of the NetSuite ERP system, and then helped functionally integrate these processes into Miva via web services APIs.
With Miva as a partner, and now equipped with an FDA compliant, omni-channel commerce solution, Clint Pharmaceuticals continues to scale sales and streamline operations while offering a premium customer experience to its growing list of satisfied clients.
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