Healthcare Company

Simplifying Client Website Analytics Reporting

Web Analytics & Measurement

The
Challenge

Our
Approach

The
Result

Every month, our client was asked to prepare a website analysis and performance report for company leadership. The report generally consisted of rows of tabular data in a spreadsheet with a handful of top-line charts. Feeling like the task was not only tedious to prepare but did not give them the actionable results they wanted, the client turned to us for our recommendations. We took on this task for the client, believing there was a more efficient way to report and analyze website and advertising performance reports.
Our task was to create a turn-key website analysis report that was easy for our client to understand, present, and distribute to colleagues. First, we worked with our client to understand some of their key business objectives. We mapped these objectives to a series of Key Performance Indicators (KPIs) that would lead off each monthly report along with an executive summary that outlined the analysis in a concise, easy to understand way. The balance of the report includes deeper dives into the data related to the initiatives the marketing team is focused on. Where needed, we provide analysis and explanations for any changes seen in the data. The report concludes with a series of recommendations for improvements.
We’ve created a visually appealing product that no longer takes days to complete, and arrives in a client’s inbox every month. Our product is easy to interpret, present and share. With this methodology, our client is better served with more reliable web performance report in a fraction of the time.

VISUALLY ENGAGING DATA

BRANDED PRESENTATIONS

TOP PERFORMANCE STATISTICS

COOPERSURGICAL MEDICAL DEVICES

In-services Available Anywhere and Any Time

App Design & DevelopmentDigital MarketingWeb Analytics & Measurement

The
Challenge

Our
Approach

The
Result

From training and mobilizing salesforces to engaging with patients and providers, medical technology companies have relied on face-to-face communication to sell and train users on their products. Throughout the COVID-19 pandemic, face-to-face interactions with hands-on learning, including live case proctoring and in-field training, became nearly impossible. CooperSurgical, a leading medical device company that specializes in women’s healthcare and fertility treatments, needed to digitize in-services in order to provide on-demand training and resources to healthcare providers when in-person access was not available. The company has a large amount of training videos and product literature on their website, but it was not ideal for quick access and use for practical and on-demand training refreshers often needed just prior to performing procedures. Building a native iOS/Android application could solve the issue, but that approach can be expensive and take time to build. Furthermore, native apps require a version for each operating system, with all future updates having to be made independently. Native apps also require users download and install the app on their device.
In order to save budget and lead-time, D2 Creative recommended building a progressive web app (PWA), an emerging approach to app development that uses the same technologies used to build websites, such as HTML, CSS, and JavaScript. Its simple architecture meant that it would be less expensive to produce, and faster to develop and deploy, compared to a native app, but with nearly identical functionality. Users could access the PWA on any connected device and view information without having to download an application. Their user experience with a PWA is nearly identical to that of a native app; there are no typical web-browsing tools, like an address bar, disrupting the in-app experience. The team at CooperSurgical agreed that a PWA would be the preferred option as it allowed for more flexibility, less complexity, and faster time-to-market. Our team produced an HTML5 PWA supported by Google Firebase. The app can be used on any connected mobile device, without requiring user installations.
After launching the progressive web app, CooperSurgical was able to make necessary product training information, normally shared during comprehensive in-services, available at the tap of a screen. With the in-service PWA, surgeons can watch videos, learn how to use a device or how to clean it, and view or download instructions directly to their devices. The app also “remembers” previous visits so that providers can quickly revisit materials they need to repeatedly reference. In the event that a provider had a specific question or wanted to buy more product, D2 Creative added a convenient “Find a Rep” button that connects the user to the right representative based on their location and product of interest. This in-service PWA launched with a handful of CooperSurgical’s dozens of brands. Since scalability is built in as more products are added to the app, the interface will evolve to continue to offer a streamlined user experience, allowing users to locate information by practice or procedure.

App Design & Development

COOPERSURGICAL MEDICAL DEVICES

Boost Sales with a Simplified User Experience

SEO & SEMWeb Analytics & MeasurementWebsite Design & Development

The
Challenge

Our
Approach

The
Result

When site visits and sales are closely connected, it’s important to create a user experience with clear and accessible navigation and design, regardless of the device. D2 Creative was charged with the task of simplifying our client’s catalog site – with over 2,000 products – and reimagining their education and customer service areas.
To create this catalog site, we developed a more logical site structure with simplified navigation that requires fewer clicks to locate products. In doing so, we were also able to create an education center and video library for customers seeking more information about CooperSurgical’s products. And while much of the focus is on the consumer’s experience, we also needed to ensure the website was simple to update. We built the product section on an eCommerce platform, streamlining the experience with intuitive navigation, allowing the client to maintain their product catalog.
With an intuitive and efficient redesign, we created a website that provides a welcoming user experience to consumers while positioning the client as a leader in their field. As a direct result:
  • There are fewer online service inquiries, as customers get more of the information they need through the site.
  • Traffic to the educational components of the site has doubled.
  • There’s been a 15% reduction in the number of pages viewed per visit, as users find their way to the page they need more quickly.

Web Design & Development

Mobile Web Design & Development

Paragard

Medical Device Marketing Agency Delivers a Fresh Take on an Established Brand

Content DevelopmentWeb Analytics & Measurement

The
Challenge

Our
Approach

The
Result

The Paragard IUD has been sold in the United States for over 30 years, but the brand needed to reinvent itself for today’s market. They had an existing website and content that should be updated to appeal to the needs of today’s women. This new website also had to be designed and built on a relatively short timeline in order to coincide with a major, nationwide marketing push.
Having worked with CooperSurgical (the owners of Paragard) before on medical device marketing projects, we knew what needed to be done. Using existing copy from their website, a number of new claims for the product, and our proposed content strategy, we went to work writing copy for all pages of the new site. We focused on writing SEO-friendly text in a conversational tone to address visitors as peers, instead of using the drier, clinical tone commonly found on pharmaceutical websites. After our suggested content was approved, we made sure to set up the site in such a way that it would be easy to track usage patterns. We’re learning what types of content the audience wants to interact with, what devices our visitors are using (and how they’re using them), and more about what things our visitors want to know about the product. This information helps us create more content in the future, particularly that which addresses common search queries.
Our medical device client was very happy with their redesigned site, which launched a short while before their major marketing campaign. The site continues to do well in organic search, bringing in well-qualified potential users who are considering IUDs after seeing the TV commercial or hearing about them from another source. Additionally, the insights gained from tracking user behavior on the site are informing future marketing efforts, such as creating content even more useful to consumers.

Mood Board

Web Design & Development

Mobile Web Design & Development

Heat Mapping