MicroPort Orthopedics came to Boston Digital to combine three disparate microsites into one cohesive platform. By highlighting their expertise as a global medical device leader, demonstrating their breadth of products and solutions, and creating unique navigational pathways for every audience, MicroPort Orthopedics gained visibility in the marketplace, boosted their SEO, and increased user engagement – from local patients to international physicians.
Solutions
Consolidated three disparate microsites into one unique web property to direct consumers to one online destination, while boosting their SEO
Rebuilt the “Find a Surgeon” section with photographs of doctors and an easy path to find the procedural specialties of each surgeon
Created a locator map to ensure that every user can easily find surgeons and salespeople by attributes, within seconds
Built a private login area for surgeons, enabling them to access surgical demonstrations, photos, diagrams, PDFs, and high-level content that validates their decision-making
Included different navigational pathways for patients, surgeons, and international audiences, giving every visitor a unique path to their medical device needs
Took the site from zero marketing functionality to a lead generation-enabled platform, resulting in a 490% increase in conversions post-launch
Rebuilt surgeon locator from scratch, resulting hundreds of queries to find a geolocated surgeon
Created an international dropdown navigation allowing visitors to go to the correct country’s version of the site depending on their IP address
Implemented a responsive website, allowing for users on all devices to access needed information
