LockDown Medical manufactures the LSSS device for shoulder stabilisation surgery. They needed a website that served two completely different audiences: orthopaedic surgeons evaluating the product and patients researching their treatment options.
Medical device marketing requires serving multiple stakeholders. Surgeons need clinical evidence, surgical technique details, and continuing education. Patients need to understand their injury, treatment options, and recovery process. Both groups were hitting the same generic homepage.
The existing site had basic product pages with no clear path for either audience. Traffic was almost entirely branded searches. There was no conversion tracking, no lead capture system, and no way to nurture prospects through the decision process.
We built three distinct content hubs, each designed for a specific purpose.
The healthcare professional hub included LSSS product information, detailed surgical technique guides, comparisons with traditional options, clinical results and case studies, continuing education resources (webinars, presentations, peer-reviewed studies), and a medical events calendar.
The patient and caregiver hub covered ACJ injury education (symptoms, causes, risk factors), what to expect before, during and after surgery, recovery and rehabilitation guidance, patient testimonials with before and after documentation, and physiotherapy protocols.
The education centre consolidated clinical papers, surgical skills courses, training events, and product documentation. We added filtering by speciality and content type so surgeons could quickly find relevant resources.
