B. Braun: A central PIM as the basis for global omnichannel product communication

How can 120,000 product variants be communicated consistently, efficiently and in a regulatory compliant way across the globe? A Customer Success Story initiated by priint provides insight into the product data and publishing landscape at B. Braun and shows how a central PIM becomes the basis for global omnichannel communication. Advellence is involved as a Solution Partner to B. Braun in the PIM and integration environment.

As a globally leading medical technology company, B. Braun faces the challenge of communicating an enormous product range consistently and efficiently across numerous countries, channels and formats, and under demanding regulatory conditions.

At the heart of the architecture is a central PIM based on Syndigo. It brings together product information from a range of source systems and forms the central data foundation for around 5,000 products and 120,000 variants. The systems connected include SAP, PLM, Master Data Governance, classifications and various document management systems.

The result is a central single source of truth that supplies websites, B2B shops, catalogues, CRM systems, apps and further touchpoints with up-to-date and approved product information. Around 20 endpoints are connected via APIs, and more than 150 digital channels are served consistently with product information today.

International collaboration also benefits from the central data foundation: around 1,000 active content contributors from Marketing and Sales work with the system worldwide. Texts can be generated automatically from structured attributes and then translated. This takes pressure off the country organisations while enabling targeted, country-specific product communication.

Print is a particularly striking example of the high degree of automation. The Aesculap catalogue, covering around 6,300 surgical instruments, runs to roughly 1,700 pages across 33 chapters and is rendered directly from the Syndigo PIM, with no manual finishing. Overall, the level of automation in catalogue production exceeds 95 per cent.

The Customer Success Story initiated by priint illustrates how central product data, system integration and automated publishing work together. As a Solution Partner, Advellence contributes its expertise in the PIM and integration environment, supporting the foundation for consistent, scalable omnichannel communication.

Read the full Customer Success Story