The brief

Founded in 2017, start-up company CoolMed provide medical refrigerators to hospitals, surgeries, clinics and more. As a new business, they approached Blue Digital with no web presence whatsoever, and needed guidance getting their ecommerce site off the ground. We proposed a holistic organic, paid and brand awareness strategy to meet their goals.

How we made a difference.

Defining a digital brand

Every strong digital strategy starts with an even stronger brand. We held a workshop to identify CoolMed’s core values, and define their brand messaging: offering expertise to the medical industry. A simple, accessible logo and approachable green colour palette formed the foundations of their brand.

 

With the design in place, we created a new website using advanced Magento 2 ecommerce. The site is integrated with Panther to facilitate simpler shipping. As a promotional offer, we also added a 10% discount for all new users. Beyond the standard ecommerce functionality, we installed bespoke features including a warranty registration form, downloadable instruction books, wish-list creation, a search function, and product reviews.

 

Building an online presence

We proposed a simultaneous paid and organic strategy to get the site off the ground. Extensive keyword research gave us a focus for both, allowing us to create structured paid campaigns focused on terms such as medical refrigerators.

Building trust would be especially challenging for a ‘YMYL’ site, focusing on healthcare. We employed rigorous on-site optimisation techniques to focus on core keywords. We also continually refined the site over time to ensure better rankings, for example, optimising meta data and compressing images.

 

Establishing thought leadership

To add a further layer of search engine ‘trust’, we devised a solid content marketing plan. We implemented a regular blogging schedule to address key ranking terms, and answer user queries. We revised all editorial content quarterly to ensure Google recognised CoolMed as a thought leader.

The result

Over a continual optimisation period of two years, CoolMed was transformed from relative obscurity to page one ranking. The team now rank #1 for more than 500 targeted terms, and have seen year on year growth of up to 284%. We are constantly refining the site to maintain this momentum, and CoolMed has become the leading brand in medical refrigeration.