CASE STUDY

Healthcare web marketing: digital strategy case study di Seda

AZIENDA:Seda S.p.A.

CATEGORIA:B2B medical sector

Seda is an Italian company that distributes high-quality medical products. For them, we carried out a full website redesign and managed the SEO positioning in both Italian and English, strengthening Seda’s presence in Italy and launching selected medical products on the international market.

Between February and April 2023, we also launched a webinar funnel strategy.

RESULTS

In one year from the start of the project, the results of our digital strategy for the healthcare sector implemented for Seda were:
+185% organic traffic from Italy;
+209% organic traffic from the United States.

* Data: 2017 vs 2016.

In October 2018 alone, we recorded:
+158% organic traffic from Italy;
+310% organic traffic from the United States.

* Date: 2018 vs 2017.

These numbers are the result of a focused keyword strategy built around high-volume product search terms:
+160 top keywords ranked in Italy;
+50 top keywords ranked in the US.

The improvement in online visibility, along with the increase in qualified traffic, had a direct impact on the number of leads. Daily contact requests continue to grow from both Italy and abroad: over 530 commercial leads were generated via the website in just one year.

With this healthcare web marketing project for Seda, we were nominated at the Interactive KEY Awards and Mediastars, winning 1st place.

In April 2023, we launched the first online event which generated 300 registrations and 120 attendees, leading to multiple commercial contacts.

CUSTOMER SATISFACTION

“Pietro Marilli and the Cdweb team have rapidly increased the online visibility of Seda S.p.A.

With their professional approach and assiduous commitment they have helped us to acquire new contacts in Italy and abroad”.

— MARCO ZARELLI

THE CHALLENGE

The digital strategy developed for SEDA had as its primary goal the lead generation of prospects for the sales network, along with increasing the company’s brand awareness and online visibility within a previously identified target audience.

The healthcare web marketing project for Seda S.p.A. aimed to strengthen the company’s presence in Italy and launch some of its medical products not only on the national market, but also abroad, with a view toward international brand expansion.

The webinar funnel initiative was designed to generate new commercial leads by introducing a new medical device and simultaneously raising awareness around key topics among the target audience.

THE PROJECT

SEO strategy and lead generation. Sales Oriented Development (Web Design and Web Application)

There were two areas of intervention in the digital strategy designed for Seda: development work (Web Design and CRO) combined with search engine positioning work (bilingual SEO).

Specifically, with regard to the new Italian and English-language site, the Web Design and CRO (Conversion Rate Optimisation) work started with a complete restyling – also in structural terms – so as to make it mobile friendly and responsive, as well as SEO oriented and optimised for conversions.

Once the development work on the new site was completed, the search-related work began. For the SEO setup , the search trends of the company’s potential buyers were analysed, and then the keywords were selected by means of a ‘cascade’ process: starting with the first level of the clinical sectors (e.g. Cardiology) in association with the keyword medical products, we moved on to the second level of the products divided by areas of operation (e.g. Syncope, Cardiology). Cardiology) in association with the keyword medical products, we moved on to the second level of products divided by areas of intervention (e.g. Syncope) in association with the keyword medical supplies for, finally arriving at the last level with the various products available for the treatment of the indicated pathology (e.g. Non-invasive monitoring).

All analyses were performed using tools such as Google Instant and related searches, as well as professional SEO tools such as Semrush.

Funnel webinar strategy

In April 2023, we launched our first online event: a webinar on a new medical device, an event aimed at gaining new business contacts.

The project started by sending out an initial questionnaire aimed at conducting market research on users’ interests and problems in the medical field.

The actual launch of the webinar, which took place via social platforms, the website and the newsletter, was preceded by an editorial plan for the blog with the intention of creating a storytelling.

An advertising strategy supported the entire project.

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