News, Analytics, B2B, website

Technological foundation in the medical industry: website as an effective funnel

In the world of B2B marketing – especially in the demanding healthcare industry – purchasing decisions are rarely impulsive; they are often long and complexManagers invest significant resources in great, substantive Meta Ads, Google Ads or LinkedIn Ads campaigns, but very often traffic lands on a site that has bad UX and weak technological foundationsThis state of affairs usually leads to burned budget and frustration.

Examples of medical companies whose websites generate customers

  • Manufacturers and distributors of medical/diagnostic equipment (e.g. ultrasound, X-ray equipment, advanced hospital beds):

    • Target customer: Hospitals, clinics, large diagnostic networks.

    • WWW Challenge: The purchasing process takes months and requires extensive Case Study sections and technical specificationsThe website must provide B2B forms on request for a quote/demo, and poor UX or an error in the form can result in losing the order.

  • Medical software providers (Software as a Service – SaaS MedTech, e.g. facility management systems, e-documentation, AI for diagnostics):

    • Target customer: Management boards of medical facilities, IT directors.

    • WWW Challenge: The page is theirs main sales channel. They need to educate (training, podcasts, videos) , present product demonstrations (animations) and prove GDPR compliance/security (Trust Factors). Excellent API integration/analytics for measuring trial/demo conversion.

  • Agencies/Specialist Consultants (e.g. advice on legal regulations, compliance, medical equipment certification):

    • Target customer: Manufacturers, large pharmacy chains, laboratories.

    • WWW Challenge: The website must be center of authority. Requires Content Marketing (expert articles, legal opinions) and professional image (sranding, image sessions). Bad UX & Usability immediately undermines their credibility.

  • Companies conducting specialized medical training and conferences (e.g. for doctors, nurses, technicians):

    • Target customer: Individual specialists (B2B2C), as well as HR/Training departments in hospitals.

    • WWW Challenge: The website must be able to handle it effectively Email Marketing (newsletters, cold emails for new customers) and be easy to use (great UX) to efficiently register participants and inform about the program.

These are examples of companies that they sell high-value services and products, and the website is their first contact with a large client and must work flawlessly.

Let's now go through the most important steps related to a website in the medical industry.

Let's talk about marketing your company

Technology audit as a basis for B2B diagnosis

Before you spend another penny on paid campaigns, you absolutely must perform an audit. At KomuKoncept, we implement this as part of Discovery stagewhich is crucial to avoid burning customer money.
 
The audit verifies API integrations and correctness of conversion connection. Thanks to this we know what works and what doesn't, and we can optimize resource allocation, protecting the client's budget from inefficient spending.
 
The audit also verifies UX & Usability, loading speed and compliance with key technical standards. This ensures that the page is functional and tailored to customers.
 
KomuKoncept focuses on in-depth knowledge of the client, their industry and needsOnly when fully we will understand your business, we will determine what works and what requires immediate action, and we will define areas that are a weak point, we can move on to proposing specific solutionsThis approach helps avoid chaotic actions and ensures that marketing actually supports the company.

Analytics and integrations

The lack of proper connection of conversions, API and analytical tools causes you don't know what works and what doesn'tWithout this foundation, it's impossible to see where bottlenecks are and whether a campaign is running correctly.
 
Nowadays Combining marketing and technology is half the success in effective marketing:
  1. Advanced Conversion Tracking: We implement tracking that actually measures key conversions B2B lead (e.g., downloading a case study or making a B2B contact). We focus on avoiding measuring only micro-conversions.
  2. Technology Integrations: KomuKoncept's comprehensive analytical work consists of: proper mapping of business processes and reflecting them in advanced GA4 events, rather than on a simple code installationWe implement tools such as Google Tag Manager (GTM) for central tag management and Google Analytics 4 (GA4), defining custom eventsthat provide detailed context for user interactions.
  3. Data Visualization: All data is then aggregated into a coherent report using tools such as Looker Studio, which allows for a holistic view of data.
  4. B2B Measurability: KomuKoncept has extensive experience in marketing B2B, understanding the specificity of long processes and is able to deliver clear and reliable reportsThis approach makes actions more effective. measurable and organized.
Contact

UX & Usability – B2B Customer Experience

A B2B customer, as opposed to a B2C customer, looking for professionalism, reliability and quick informationIn Kom we are able to detect process bottlenecks early, including UX issues. We offer services UX & UIto make the website or application convenient and converting.

 

Bad UX often means that despite investing in campaigns, nothing comes out of them.
 
Critical Elements for B2B Medical:
 
  • Lead generation process and call to action (CTA)
  • Information architecture on the website
  • Medical trust (can be built through, among others, certificates and opinions)

Build authority and relationships in the B2B healthcare industry

Remember: B2B is a relationshipIn medicine and technology, it's not enough to sell – you have to prove that you understand the processesthat occur in a given industry. At Komu we have a wide range of experience in B2B marketing, working with companies from difficult segments such as medical, construction or technology.
 
The key to building authority and generating valuable leads is providing substantive and strategic content. The following factors play a key role in this process:
 
  1. Research and Strategy: We provide a coherent plan instead of chaotic actionstaking into account your business goalsBuilding a communication strategy is often the first step in the process, the foundation for further actionWe implement projects covering comprehensive research and marketing strategy.
  2. Content Marketing: Knowledge and expertise transformed into content allows you to adapt your actions to a process that takes place in a given industry.

 

Using Social Proof in the B2B Decision Cycle

In the long B2B decision-making cycle, social proof (Social Proof) is a critical element. You need to build trust quickly. Showing who we've worked with, especially in demanding industries, reassures a potential client that our agency is reliable. understands business.

Summary

Real, effective marketing that turns traffic into B2B contracts is a combination of business knowledge, advanced technology and effective execution.

Are you ready for your website to stop harming your leads?

Contact usLet's talk about what needs the most immediate action in your company and take back control of your results!

Let's talk about marketing your company

Need help with marketing?

Contact us.

    Let's talk about what requires the most immediate action in your company.

    We provide:

    • Understanding your situation before sending an offer
    • experience in B2B and B2C marketing
    • close contact with top managers
    • consulting approach
    • knowledge of marketing and technology.
    Aleksandra Dzwierzyńska

    Aleksandra Dzwierzyńska

    Head of Social

    ola@komukoncept.pl

    Michał Opydo

    Michal Opydo

    Managing Director

    michal@komukoncept.pl