Hu-Friedy

The challenge

Hu-Friedy makes more than 10,000 dental instruments and infection prevention products, sold mostly through distributors. Its website worked as a catalog with no B2B ecommerce, its stack had no clear systems of record across CMS, CRM and ERP, and analytics couldn't show how customers used the site.

What we did

We began with a Digital Value Creation Plan, then produced a technical blueprint and ecommerce discovery covering scope, pricing logic and ERP integration. An ongoing optimization program covers conversion, UX, site performance and analytics, including a redesigned homepage and partner portal. We recommended Contentstack and are now rebuilding the website and migrating its content, alongside work on AI use cases and event commerce.