WebCitz started working with this client in 2013
- Client: Biology Technology Instruments (website offline)
- Platform: Other
- Industry: Medical / Dental
- Services: Digital Marketing, Maintenance / Support, Web Development, Web Hosting
The Challenge
Biology Technology Instruments specialized in supplying a massive database of specialized medical equipment to clinics and offices nationwide. The challenge was two-fold: first, engineering a Magento database capable of handling complex technical specifications and high-value product listings; second, managing a high-stakes lead and sales pipeline where high-ticket items often lead to abandoned carts and long deliberation periods.
The WebCitz Solution
WebCitz acted as a complete digital department, handling everything from the “backroom” database logic to the “front-end” customer acquisition:
- Enterprise Magento Development: We built a robust Magento storefront capable of organizing thousands of medical instruments. This included custom attribute mapping so doctors and office managers could filter equipment by technical requirements, brand, and medical specialty.
- Extension Debugging & Maintenance: Magento is known for its technical complexity. We served as the lead troubleshooting team, debugging third-party extensions and ensuring that the various modules – from shipping calculators to payment gateways – worked in perfect harmony.
- Abandoned Cart Recovery Strategy: Given the high price point of medical equipment, abandoned carts are common. We engineered a recovery system that triggered targeted follow-ups to re-engage prospective buyers, significantly improving the conversion rate of “window shoppers.”
- Multi-Channel PPC (Google & Bing Ads): We managed aggressive search campaigns across both Google and Bing. By targeting high-intent medical professional search terms, we ensured the client was top-of-mind when facilities were looking to upgrade their technology.
- Email Marketing & List Building: We helped the client build and leverage a massive email list. We developed automated workflows and newsletters to keep existing clients updated on new equipment arrivals and seasonal promotions, turning one-time buyers into lifetime accounts.
- Creative Art Direction: Beyond the technical, we provided the visual and strategic support needed to maintain a professional, trustworthy brand image essential for the healthcare industry.
The Result
By providing a 360-degree service model, WebCitz enabled Biology Technology Instruments to compete on a national level. Our ability to fix deep-seated technical issues while simultaneously running profitable ad campaigns allowed the business to scale its operations and establish itself as a reliable source for medical professionals across the United States.
