Fresenius Kabi migrated 70+ global websites to Adobe Experience Cloud, creating a centralized, scalable platform with multi-site and multi-language capabilities—empowering regional teams, accelerating time-to-market, and ensuring healthcare compliance.

The Challenge

Fresenius Kabi’s fragmented CMS landscape slowed updates, diluted brand consistency, and complicated compliance. Marketing teams lacked flexibility and speed, with regional sites operating on outdated, disconnected systems.

The Solution

Building a Global, Compliant Digital Platform for Healthcare

Fresenius Kabi partnered with Comwrap Reply to consolidate more than 70 fragmented websites—spanning multiple regions, brands, and business units—into a single, cloud-based Adobe Experience Manager (AEM) platform. This new environment combines centralized governance with decentralized authoring, enabling regional teams to quickly update content while maintaining strict brand and compliance standards.

We implemented a modular, component-based architecture built with reusable templates and UI components tailored to healthcare-specific needs, such as regulatory notices, localized dosage information, and accessibility compliance. This approach ensures every piece of content can be adapted for different markets without duplicating effort or compromising consistency.

The platform was designed with multi-site and multi-language capabilities, making it easy to manage global product pages alongside local market variants for regulatory approval. Integrations with Adobe Analytics, SAP PIM, and PING CIAM ensure seamless access to accurate product data, user authentication, and performance insights across the entire digital ecosystem.

Governance and compliance were baked into the workflows from the start. Role-based content approval, audit trails, and automated deployment pipelines enable Fresenius Kabi to release updates quickly—without the risk of non-compliance or errors. The result is a scalable foundation for future digital initiatives, from personalization with Adobe Target to omnichannel engagement.

How we did it

Phased Migration with Zero Downtime

To deliver this transformation without disrupting day-to-day operations, Comwrap Reply adopted a phased migration strategy.

The first milestone was the migration of 22 Fresubin brand websites—covering design, development, testing, deployment, and content migration—completed in just four months. Each subsequent phase followed a structured rollout process:

We began with an in-depth discovery and architecture phase to map existing content, define governance models, and align workflows with both global marketing and local compliance teams. This ensured every decision considered operational efficiency and regulatory requirements from the outset.

A standardized component library was developed in AEM to serve as the backbone for all sites, enabling consistent branding and layout while allowing regional teams to localize content and adapt messaging for their markets. We built automated data migration scripts to transfer legacy CMS content into the new platform, ensuring data integrity and reducing manual effort.

Integrations with SAP PIM, Algolia search, and PING CIAM were implemented using API-first principles, allowing seamless access to product data, secure authentication, and enhanced site search capabilities.

To minimize risk, every site migration was tested in parallel with its legacy version. Automated deployment pipelines ensured zero downtime, with changes pushed live instantly across regions. Training sessions were held for content authors and administrators, ensuring rapid adoption and immediate productivity gains post-migration.

This combination of technical rigor, operational planning, and change management enabled Fresenius Kabi to transition to a future-proof platform while maintaining uninterrupted service and compliance in the highly regulated healthcare sector.

Stellantis&You

Fresenius Kabi is a global healthcare company specializing in lifesaving medicines and technologies for infusion, transfusion, and clinical nutrition. Operating in over 100 countries, the company serves hospitals and outpatient care providers with a strong focus on quality, innovation, and patient care.