IRIDEX Case Study
Medical Manufacturer Gets Restructured and Exceeds Goals with Internet Marketing
Founded in 1989, IRIDEX is a worldwide leader in developing, manufacturing, and marketing innovative and versatile laser-based medical systems, delivery devices and consumable instrumentation for the ophthalmology and otolaryngology market.
They are committed to the success of our customers, with comprehensive technical, clinical, and service support programs. IRIDEX is dedicated to a standard of excellence, offering superior technology for superior results.
New leadership and larger sales goals put pressure on both the sales and marketing teams to deliver results. IRIDEX was restructuring the company with a new product focus, while discontinuing some of the product lines they offered. During this transition they saw the need to move from a ‘product brochure’ website, to one that markets and focused on lead generation to support the sales staff.
Working with the product managers and sales teams, we quickly identified that potential customers needed additional education on IRIDEX products and to fully understand the benefits of switching to IRIDEX technology. The existing site was supporting branded traffic and existing customers, but the use of flash navigation elements, and poorly optimized copy was making it difficult to find them. We also identified critical missing steps in lead follow-up, management and tracking.
Beginning with a pilot PPC program, we quickly identified key search phrases to optimize a newly designed website. A modernized website included conversion architecture, displaying content and articles based on a doctor’s specialty, combined with new product layouts that compacted additional data, clinical information, videos and specs along with advanced analytics and improved calls to actions instantly delivered results.
During phase II, a marketing automation system and CRM was implemented for end-to-end tracking of leads to closed sales closing the gaps between the marketing and sales teams.
Wthin the first month of launching the new site, lead generation was up over 400%, traffic increased, and additional tracking mechanisms put instant focus on internet marketing as an integral piece to drive growth. The marketing and sales teams now have a clear picture of their sales funnel, customer engagement and activity, and ROI.
IRIDEX product page before