Medical Device Startup Outranks Competitors through AI-Enabled SEM

Learn how a medical device startup rank on Google’s first page through a tactfully planned  search marketing program.

PROJECT OVERVIEW

On average, about 735,000 Americans have a heart attack every year, and atherosclerosis is a contributing factor. Sotere Medical Solutions offers the Sotereogram, a revolutionary cardiac platform designed to detect early signs of atherosclerosis with 97% accuracy in clinical trials. Early detection and treatment of a silent killer like atherosclerosis can prevent a heart attack and save lives. 

PROJECT TYPE

Website development

SEO, SEM

PROJECT SKILLS

On and off page SEO

Google Ads, social media marketing

TECHNOLOGY STACK

WordPress, Mailchimp

SEMrush, Hootsuite

Medical Device Startup Outranks Competition Through AI-Enabled SEM

CHALLENGES

Sotere Medical Solutions wanted to reach PCPs, cardiologists, and patients, a varied audience. These buyers needed to see the product’s potential and why Sotere’s offering was better than its competitors. In this case, the patient audience was influencers, healthy individuals in their late 40s to early 50s with a family history of heart disease. We needed to educate them about the importance of early detection and treatment of atherosclerosis. 

SOLUTION

Soterogram’s new website offered a self-guided, personalized user experience to its audiences. The homepage was welcoming and clearly communicated brand values and the solution offered by the new product. The product page featured technical information and case studies that appealed to the buyer’s analytical nature. The patient page provided educational resources to arm patients with information about the early detection of atherosclerosis. Clear, concise calls to action and lead magnets on every page helped grow the email list to 75K contacts in less than a year. 

AI-Powered Search Marketing Program

Search Engine Optimization (SEO): The Soterogram team wanted the website to rank on Google’s first page for patient-focused and buyer-focused keywords. I used AI-powered SEO tools like SEMrush and MorphL to uncover the intent behind search queries and design high-converting experiences at every stage of the marketing funnel. Structured FAQs were used to show rich content on Google search and address the patient’s most frequently asked questions. The FAQ appealed to the Google algorithm and contributed to higher search engine page rankings for the website, as the site's content was featured in Google snippets. 

Google My Business (GMB) Manager: The GMB account was updated with the latest photos and the most relevant keywords. I verified the NAP (name, address, and phone number) for consistency and ensured that Soterogram had a healthy list of citations.  

Google Ads: To attract high-quality leads at an optimal cost per acquisition, I incorporated some of the most successful organic branded keywords into Google search ads and created Single Keyword Ad Groups (SKAGS ). This approach drove highly relevant traffic to the website through paid search campaigns and improved the quality score for Google ads by 65%.

Social Media Marketing: Highly engaging patient-focused social media campaigns drove targeted traffic to Soterogram’s website and boosted website traffic and ranking. Some of the most successful campaigns include:

# Love your heart: A Facebook campaign used the #LoveYourHeart hashtag to share real stories of atherosclerosis patients on Facebook and Instagram. These campaigns inspired others and communicated the message that preventative care could save them and their loved ones from heart disease.

# Prevention is better than cure: This Facebook campaign shared educational and interactive infographics about healthy lifestyle choices and dietary changes to prevent atherosclerosis. 

# Be the physician of tomorrow: A series of physician-led webinars on Facebook and LinkedIn put Sotere at the forefront of the industry and positioned them as the experts in the cardiovascular preventative healthcare space.

 

Sotere-medical-social-media
love-and-joy-6

RESULTS

  • 60% increase in organic visits to the website
  • 86% increase in branded traffic
  • 20% increase in CLTV (Customer Lifetime Value)

KEY TAKEAWAYS

  • Webinars are one of the most effective ways to establish industry leadership, including but not limited to medical equipment manufacturing
  • Offer your customer a smoother onboarding experience and reduce your sales cycle by paying attention to the website experience. Make it personable and fine-tune every detail
  • Unlike traditional SEO, an AI-enabled search strategy can help you outrank your competition in less than 90 days!

Let's Connect

Want to achieve double-digital growth? Let's get to work!


Created with passion by ZB 2020 ©