MediPurpose® Website’s ‘Impressive Results’ Focus of HubSpot Case Study

July 14, 2010 - PRLog -- CAMBRIDGE, Mass. and NORCROSS, Ga. — Barely six months after upgrading its Website to the HubSpot content management system, MediPurpose® has experienced significant boosts in its online performance, the subject of a case study published by HubSpot last week.

According to HubSpot, since January 2010, MediPurpose’s Website has:

* Increased organic traffic by 420 percent
* Accumulated more than 210 leads
* Achieved a 14-percent total conversion rate for seven landing pages

“We selected MediPurpose to be featured as a case study because of the impressive results the company has seen in terms of attracting organic traffic, consistent blogging and lead generation,” said HubSpot’s Magdalena Georgieva. “What fascinated us about [their] marketing approach is the possibility to save from paid search and achieve company-wide engagement in the content production process. All around, a very inspirational story!”

The global medical device innovation and medical product distribution company migrated its Website to HubSpot’s content management system (CMS) as part of an initiative to attract new medical device inventors and innovators, as well as to market its current line of safety medical products and innovation and distribution services.

“As a company, we are fully embracing the concept of inbound marketing for marketing our medical products and services,” said MediPurpose founder and CEO Patrick Yi. “This means getting every employee at MediPurpose to become actively involved with blogging and social media, for example. HubSpot’s CMS and many of its integrated tools have helped us better fulfill our inbound marketing objectives and strategies.”

A CRITICAL NEED TO EMBRACE NEW MEDIA, CREATE RELEVANT CONTENT

Although HubSpot’s CMS and tools have enabled MediPurpose to better interact with the online medical device community, the challenge to regularly produce relevant content—and to be active listeners to the community’s needs—will be essential to the company’s online and long-term success.

“There’s no question that we will need to always remain rock solid in traditional sales and marketing techniques—the kinds of irreplaceable one-on-one, personal business practices that have always driven the success of this company,” said MediPurpose Inbound Marketing and Communications Specialist Derek Rudnak. “But as a company that wants to leverage its reputation as a forward-thinking leader in all aspects of medical device innovation and distribution, it’s critical that we continue to embrace, adopt and advance our marketing and communications efforts with online and new media, which puts a high priority on content and interaction.”

Content must not only be relevant and frequent, but it must express a range of perspectives and experiences, said Rudnak. For instance, MediPurpose’s blog has already featured six of its employees, with plans for additional contributions from other staff and guest bloggers.

MediPurpose is also sharing its own experience in developing and commercializing medical devices through success stories and case studies.

In addition to blogs and case studies, MediPurpose recently announced the first installments of its online How To Guide for Medical Device Innovators, collaboratively produced by MediPurpose staff and contributing writers and editors from the medical device community.

But along with being optimized for maximum search engine visibility and shared with the medical device community via social media such as Twitter, Facebook and LinkedIn, the guide’s content has been—and will continue to be—influenced by the community.

“As contradictory as it may seem, the ability to produce effective content—which is a way to be heard—requires careful listening to the audience,” said Yi. “We are actively encouraging the medical device community to tell us what they need from us—or better yet, for them to share their own ideas, perspectives and expertise in our blogs, guides and other online content channels.

“By encouraging participation from our entire company—and those near and outside of it—we can strengthen our ability to connect and provide solutions.”

The complete case study and interview may be viewed at http://www.hubspot.com/customer-case-studies/bid/6124/Hea... .

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ABOUT MEDIPURPOSE

Founded in 1999, MediPurpose is a leading medical device company headquartered in Singapore, with offices in the United States and the United Kingdom.

Known for its innovation of the SurgiLance® Safety Lancet, MediPurpose has leveraged its success in the medical device industry to become a master medical product distributor.

MediPurpose also offers angel funding, medical product development and medical device consulting for medical device inventors and medical product companies seeking entrance or expansion into the medical device markets.

For more information about MediPurpose’s medical products, medical distribution channel management services and medical device development services, please visit http://www.medipurpose.com.