Avery Biomedical Devices (Avery) is the global leader in diaphragm pacemakers, designed to assist patients in breathing without large mechanical ventilation.
Avery wanted to make improvements to its online presence in order to reach more people worldwide, create more awareness about its life-changing product and increase the number of leads generated through its website.
After an initial analysis of Avery’s online presence, we first focused on creating a new website that was search engine optimized. The old website used antiquated technology and was not optimized to be found online.
With the introduction of the new website, we then launched an extensive SEO plan and paid-advertisement campaign for selected markets. The content marketing strategy focused on expanding Avery’s patient catch basin by increasing the reach to new target groups and geographies. For each of the target groups, we developed a custom content marketing plan.
Within the first year of engagement, organic search traffic to the new Avery site increased by over 480%. More importantly, conversions directly attributable to search (combination of paid and organic) brought in leads worth an estimated six times the total company revenue of the previous year. Furthermore, inquiries from medical facilities about the Avery products started to come in from around the globe. Some of them have resulted in long-term partnerships and distributorships.