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The Siemens website went through a myriad of changes and designs during the time I was with them. Some of this was due to preference, but a lot of it had to do with rapidly changing technology.
The sample shown here is just about where the site has evolved to today. You enter through a portal page and pick a path based on your needs; "Consumers" for basic information; "Dispensers" for more advanced information; and "mySiemens" for customers who actively do business with Siemens.
The hearing healthcase industry is one that primarily does business based on relationships. This combined with the fact that Siemens does not sell directly to consumers means that Siemens doesn't need to compete that fiercely in SEO or PPC. However, it never hurts to dedicate a certain portion of your advertising dollars to ensure that your company is coming up in the first page or two of search engine results.
