An Australian manufacturer of high-quality medical devices for clinical and home use.
Services
Client
Year
Website
đź’ˇ Rebbecca Stewart | Marketing Manager
“Gudu is more like a part of my team, than an external agency – my KPIs are their focus. They deliver results and are an absolute delight to work with.”
Challenge
For years, m|device’s online presence has been exclusive to a B2B audience, made up of healthcare professionals who prioritise technical specs and bulk procurement for their line of duty. To futureproof themselves and grow the brand beyond B2B, m|devices launched a Direct-to-Consumer (DTC) experience. Not only did this open the door to a brand new audience, but it also required a complete shift in how they structured their user journeys, and built trust with consumers.
But the hurdle wasn’t just technical; it was a matter of brand translation because every digital touchpoint was originally created for a professional clinical audience, leaving the tone and messaging ill-equipped for the nuances of consumer engagement.
So, m|devices needed a solution – one that would resonate with everyday Australians while continuing to meet the strict regulations and clinical authority that the brand is known for.
Though compounding this shift in market positioning was a history of missed opportunities. A previous agency partnership had resulted in months of ineffective planning and a total lack of transparency. With no clear metrics to show for their investment and significant budget already spent, m|devices needed a partner they could trust; someone who could collaborate with their internal developers and turn their DTC vision into a reality.
Solution
To navigate the transition, m|devices engaged Gudu to lead the strategy, design, and project management of the new DTC experience. The thing that set us apart, was that we didn’t just treat this as a visual refresh; we stepped in as a strategic partner to bridge the gap between their established B2B authority and the new consumer market.
Working in lockstep with the m|devices internal technology team, we made sure the digital experience remained technically seamless while pivoting the brand’s soul toward the new target consumer.
Our approach began with a deep dive into discovery and research, mapping out how consumer behaviour differs from clinical procurement and translated these insights into high-conversion user journeys and design concepts. We made sure each step balanced the compliance requirements with a modern, approachable feel. Through iterative prototyping and interaction design, we were able to provide the team with a clear, refined roadmap that prioritised trust, clarity, and commercial results.
With the foundation built, we turned our focus to a multi-channel growth strategy, which was designed to meet customers wherever they were in the buying cycle through a range of digital avenues, such as:
- Google Ads where we deployed targeted search campaigns to capture high-intent traffic, driving immediate conversions from consumers.
- LinkedIn Ads as we knew it was important to continue to build a strong presence within the professional community with top-of-funnel activities, making sure that even as the brand expanded into DTC, it remained a household name for healthcare experts.
- Meta Ads because we wanted to reach those not yet searching with the use of engaging social campaigns on Facebook and Instagram. This also allowed us to build brand awareness and capture the interest of potential consumers through visual storytelling.
Result
By delivering a digital experience specifically tailored for consumers, we effectively doubled the brand’s digital capability and authority. The transition was seamless, not just for the users, but also the m|devices’ team as the new platform integrated perfectly with existing systems throughout the business.
The impact of our multi-channel strategy was also immediate and measurable, proving the value of a balanced approach to the sales funnel. This was shown via:
- High-intent conversion: Our Google Ads campaigns generated 1.36k clicks from 13.8k impressions in just 3 months, driving a surge in sample request forms and meeting the brand’s primary DTC objectives.
- Dominant market awareness: On the professional side, our LinkedIn top-of-funnel activities were a huge success, achieving over 220k impressions in a month, keeping the brand top-of-mind for healthcare experts.
- Social engagement: By leveraging Meta Ads, we were able to successfully capture the attention of the consumer market, ensuring visibility across the entire buying cycle.
The transparency and results delivered by our team has since paved the way for long-term investment in m|devices’ digital strategy. By proving that a medical brand can thrive in both the B2B and DTC worlds, we’ve helped establish a digital foundation that’ll continue to drive growth and engagement for years to come.