GMV

What did we do?

• Discovery
• Brand Messaging
• Digital Growth Strategy
• Website Redesign
• Search Engine Optimization
• WordPress Development
• Social Media Strategy
• Content Marketing
• Ads. & Funnel

Who are the GMV Group?

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.

Something needed to change.

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

Their fast growth had resulted in a rise of information on their websites — divided across three platforms: one for the clients, one for the Italian audience and one for the International audience.

“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

Discovery/Strategy:

We began with a series of strategy workshops to discover in which areas GMV needed help.

Issues:

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

1. Poor user experience for clients;
2. Difficulties in filtering requests for the GMV team;
3. A non-flexible WordPress template;
4. A need to hire developers to update information on the website;
5. Lack of speed in rolling out digital marketing activities;
6. Difficulties in organising activities on different channels.

Issues:

1. GMVs marketing in the past was primarily about their core product, the Plexr, and less about their company. Therefore, while their product was doing really well, their branding was suffering and their company wasn’t well positioned.
2. 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).

Insights:

1. 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.

2. 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:

• Agents who promote the products and sell to doctors and clinics. They need access to marketing resources (brochures, etc);
• Doctors who buy from the agents or directly from GMV;
• Consumers who buy from  doctors.

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 response

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:

• Client personas (Doctors: direct customers/ agents: customer area/general public: awareness);
• Core messaging;
• A unified visual style;
• Distribution & engagement channels.

This gave us a foundation we needed to apply a tone of voice and design to both the website and the various marketing channels.

Websites

We decided to refine the number of websites and provide GMV with just two main websites:

• Customer Area Website (B2B):  an e-commerce style website that provides information to  doctors  to sell their services and to agents to sell products, such as marketing and promotional material, manuals and information, tutorials etc.
• Corporate Website (B2C): a site that gives both doctors and patients the information they need about the technology, the treatments, and the available products.

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.

Customer Area Website:

We re-structured the Customer Area website, with a lean design inspired by the new Corporate Website´s style, containing the following key features:

• Similar design to an e-commerce platform, with the option of filtering products;
• Lean design to allow a quick development
• Communication form with the option of filtering different types of requests and enquiries.

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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.

Results

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.

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“An efficient communication system is time saving for our clients and for our team. Win, win.”

– Alessandro Giordani, Marketing and Communication Director, GMV

Corporate Website:

For the building of the new corporate website we implemented the following steps:

• New visual identity, with more natural-looking images;
• New site map, following the user´s journey and experience;
• New SEO optimised content for product pages
• Wireframe of the new pages aimed to differentiate GMV from competitors
• Development of the new website design using Elementor, a WordPress builder that is easy to modify and update
• New contact functions integrated with a CRM, to categorize, filter and manage leads.

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.

Results

By bringing together the two old websites, the GMV corporate website now has a whole new centrality that conveys a strong brand identity.

• The new product pages set ownership on their cutting-edge products
• The new design is both functional for the users and aligns 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.

– Alessandro Giordani, Marketing and Communication Director, GMV

Growth Marketing:

Having two websites with consistent and organised information allowed us to plan an efficient growth marketing strategy, focused on different digital marketing channels:

• Google Ads and Display campaign for GMV’s two main products, Plexr and Thuzzle, to generate organic traffic and leads;
• LinkedIn strategy and content to raise awareness on GMV’s products among doctors and clinics and to drive awareness of new and current products on the market.
• SEO and content strategy to let the final customer (the patients) — be aware of GMV’s positioning as non-invasive soft surgery.

Rethinking social media messaging:

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.

Insights

1. GMV had a team of internal creatives able to manage an effective social media strategy. However, they were lacking some basic guidelines to implement one.
2. Online messaging should target the final customers, the patients, to raise awareness on what GMV’s products are, what they do and what problems they are solving, thus, creating an informed demand for and from doctors.
3. We learned that the doctors were also in need of a more private space to share ideas, information, and discussions.

Our Response

• We helped GMV develop the social media visual guidelines, the editorial plan template and posting criteria, together with a briefing including the main online personas and their key characteristics.
• During the strategy workshop, we learned that their team had internal creatives able to manage an effective social media strategy. However, they were lacking the basic guidelines to implement one: the understanding of their audience, content consistency, and posting criteria.
• GMV is mainly a B2B company. However, during the strategy workshop, we understood that their online messaging should target the patients, to raise awareness on what GMV’s products are, what they do, and what problems they are solving, thus, creating an informed demand for and from doctors.
• After the strategy workshop, we helped GMV develop the social media visual guidelines, the editorial plan template and posting criteria, together with a briefing including the main online personas and their key characteristics.
• During  the workshop, we discovered that the doctors were also in need of a more private space to share ideas, information, and discussions. So, we helped GMV set up the Facebook group GMV Academy, as a place to exchange experiences between doctors.

Results

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%

Summary/Conclusion

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.”