GMV is an Italian company with a global reach that develops highly innovative medical devices for aesthetic medicine and soft surgery. Its team conducts continuous medical scientific research that proves the technological reliability and effectiveness of the devices.
GMV was the first to conceive and develop Plasma Exeresis technology and the Plexr, the first, internationally patented plasma device in the world used in aesthetic medicine. GMV’s Plexr has become so influential that is now the name of a category of medical devices.
Since becoming one of the most influential companies in the aesthetic medicine and soft surgery field, the GMV team noticed that their brand image and online messaging was no longer aligned with their market position.
“Our online voice is not conveying the ownership we should have on our cutting-edge products.”
– Alessandro Giordani, Marketing and Communication Director, GMV
“Communicating with international client[s] has become a tedious process for our team. Information across websites is not coherent and the user experience is not good: there’s no good engagement.”
– Alessandro Giordani, Marketing and Communication Director, GMV
We began with a series of strategy workshops to discover in which areas GMV needed help.
We discovered that not having a unified, coherent digital presence was slowing GMV down with general marketing efforts and hindering customer engagement with products and services. The main issues we identified were
In the past, GMV’s marketing was primarily focused on the company’s core product, the Plexr, and less concerned with the company’s brand. Therefore, while their product was doing great, their branding and positioning were suffering.
GMV was focused on raising awareness among doctors and agents, while we agreed that it was necessary for the company to raise awareness among the final users (the patients) as well, not just direct customers (the doctors).
GMV had three core personas that they needed to consider in their marketing communication:
3. They were focussed on raising awareness amongst doctors and agents, while we agreed that it was necessary for GMV to raise awareness to the end users (the patients) not just direct customers (the doctors).
Our key goal was always to provide GMV’s marketing team with the platforms and tools they needed to quickly and efficiently communicate with their audience — something that had been missing in the past.
Our workshops provided us with the information we needed to develop:
This gave us a foundation we needed to apply a tone of voice and design to both the website and the various marketing channels.
Our free video audit will take a look at your website and the UX-design of your website. We will send you a short video with an analysis from one of our talented team-members.
We decided to refine the number of websites and provide GMV with just two main websites:
For this reason, we developed a new corporate style guide to provide consistency across both of these platforms
We realised that the customer area website was more important than the main website: agents and doctors needed a solution to access resources quickly.
We re-structured the Customer Area website, with a lean design inspired by the new Corporate Website´s style, containing the following key features:
We believe that a good and efficient communication with clients is the first pillar of a strong brand identity. We focused on the functionality more than the look: UX here is king.
The communication workflow was simplified thanks to filtering options, resulting in a decreasing workload for the GMV team and an increase in customers’ requests and satisfaction.
A user-friendly Customer Area website allows both parts to save time, hence to use resources in other key areas of the business.
“An efficient communication system is time saving for our clients and for our team. Win, win.”
– Alessandro Giordani, Marketing and Communication Director, GMV
For the building of the new corporate website we implemented the following steps:
The main functions of a corporate website are to convey a solid brand image andgenerate leads. For this reason, we use the WordPress builder Elementor as it is easy-to-use and can be managed by our clients directly.
By bringing together the two old websites, the GMV corporate website now has a whole new centrality that conveys a strong brand identity.
Having an organised and functional website has also allowed the GMV team to plan a new digital marketing strategy, using landing pages and contact forms as key parts of a new sales funnel.
Creating a new website has exceeded our initial goals and expectations. We now have a platform that whilst responding to our, and our clients’, current needs, and convey our current brand identity, also opens up new digital marketing opportunities and future horizons.
– Alessandro Giordani, Marketing and Communication Director, GMV
Having two websites with consistent and organised information allowed us to plan an efficient growth marketing strategy, focused on different digital marketing channels:
Before our strategy workshop, GMV lacked an understanding of their audience, content consistency, and posting criteria. Therefore, their social media strategy didn’t exist and the content consisted mostly of corporate achievements, pictures of the company, and a few pictures of their products and their soft surgery effects.
In just 2 months GMV Facebook page has:
+20% followers
+40% engagement
Organic website traffic:
+222% compared to the same period in the previous year.
Enquiries from non-targetnon target users (private usersppl + beauty centers):
Decreased by 90%
By bringing together the two old websites, the GMV corporate website now has a whole new centrality that conveys a strong brand identity, coherent with their last achievements in their industry field. The new product pages set ownership on their cutting-edge products and the new design is both functional for the users and aligning with the brand image. The new contact pages with filtering options allow the GMV team to better manage requests and enquiries.
Having an organised and functional website has also allowed the GMV team to plan a new digital marketing strategy, using landing pages and contact forms as key parts of a new sales funnel.
“Creating a new website has exceeded our initial goals and expectations. We now have a platform that whilst responding to our, and our clients' current needs, and convey our current brand identity, also opens up new digital marketing opportunities and future horizons.”
