Case study / Johnson & Johnson / Website
Delivering Compliant Digital Experiences for Johnson & Johnson Vision in ANZ
Johnson & Johnson Vision is one of the world’s largest eye health businesses, with a portfolio spanning cataract surgery, laser vision correction, glaucoma treatment and surgical consumables.
In Australia and New Zealand, its digital presence is published by AMO Australia Pty Ltd and spans two very different properties: Clear Vision For You, a patient education hub covering cataracts and laser vision correction, and JJV Vision Pro, a product site intended for eye care professionals.
Emote works with the ANZ team as an ongoing digital partner across both platforms, delivering development, content operations, regulatory remediation and SEO within one of the most tightly governed content environments in the market.
The Challenge
Healthcare website development in the medical device sector operates under strict regulatory requirements. Every claim, image, disclaimer and downloadable asset must pass medical, legal and regulatory review, carry the correct approval codes, and reflect the appropriate market. Content that is compliant in one region may not be compliant in another, creating significant complexity across the ANZ websites.
The patient hub had several compliance issues, including footer links directing users to a US healthcare professional site, social media links appearing in restricted areas, and Australian and New Zealand privacy policies being published against the wrong markets.
The Vision Pro website also required an ANZ version to be built from an existing European site. Product ranges, ordering information, disclaimers, references and approval codes all differed between regions, requiring localised content while removing products unavailable in Australia and New Zealand.
Alongside this, the SILK laser vision correction content lacked organic visibility. URLs, metadata, heading structure, image alt text and schema required optimisation, but every SEO recommendation also had to meet strict regulatory and brand approval requirements.
The Approach
Emote structured the engagement around three parallel streams: regulatory remediation, market build and localisation, and SEO uplift, all running through a shared ticketed workflow that takes each task from backlog and estimating through build, QA, client review and approval.
Regulatory remediation was prioritised by removing non-compliant content, correcting footer links, privacy policies and sponsor information, and updating navigation while revised content progressed through Veeva approval.
The ANZ Vision Pro build was delivered in Contentstack, giving the team a headless platform that supports multiple locales from a single content model. This covered the home page, product listing, and product detail pages for TECNIS Eyhance, TECNIS PureSee, TECNIS Odyssey, HEALON GV PRO and BAERVELDT Glaucoma Implants, along with contact, terms of use and privacy pages. The interactive Vision Simulator was carried across from the European instance and rebuilt for ANZ with a localised lens list, revised ordering, market-specific wording, disclaimers and approval numbers. Options for gating professional-only content were also assessed as part of the build.
SEO optimisation focused on five SILK laser vision correction pages, improving URLs, metadata, heading structure, internal linking, image alt text, schema and keyword-targeted content while maintaining regulatory compliance. A new Hub Page was also recommended to support future educational content and strengthen internal linking.
Alongside this, downloadable assets were kept current, with patient information leaflets, sales aids and patient selection guides updated to approved versions and correct sponsor addresses as new documents were released.
The Outcome
Johnson & Johnson Vision now has a clearly separated patient and professional digital presence in ANZ, with content that reflects local regulatory requirements rather than inherited settings from other markets.
The patient hub is aligned to Australian and New Zealand compliance expectations, with the market-specific errors resolved and a clear process for taking content down, updating it and republishing once approval is granted. The Vision Pro ANZ site gives eye care professionals a localised product experience, including an interactive vision simulator built around the products actually available in the region.
The SILK content has been restructured around how patients search for laser vision correction, with the technical SEO foundations, metadata, headings and schema in place to support organic visibility, and a content pathway mapped out for continued growth.
Just as importantly, the ANZ team now has a delivery rhythm that suits a regulated environment. A shared, transparent workflow with defined QA and client approval stages means updates can move at pace while still respecting the review cycle, supporting a partnership that continues to evolve across both platforms.