Case Study: Medtronic

[Content Strategy]

What you will learn from this case study:

Our approach for content strategy: Learn more about how we approached the content strategy in 2 languages (English & French). Also, find out more about the recommendations for a site structure which covers all relevant information of interest to Diabetes Healthcare Professionals.


[About Medtronic]

No 1 world-wide in Diabetes medical equipment

Medtronic Diabetes was founded in the 1980s and for 30 years has led the technology revolution in diabetes care, as well as supporting patients with information and tools. As a global equipment company, they have patient related sites in 28 countries.

Objective: Create relevant content for Healthcare Professionals

Websites: HCP related site in US & New portal for HCPs in UK and France

[The challenge]

Content strategy for Healthcare Professionals for the new site

New portal

Medtronic creates a new portal for Healthcare Professionals in the UK and France with content to be based on HCPs needs


The biggest challenge was to distinguish between patients and Healthcare Professionals searching online, in order to create appropriate content

Content localisation

Content strategy to be done in local languages to capture all relevant information and local nuances, English speakers in the UK, French speakers in France, Belgium and Switzerland

[The solution]

Content strategy recommendations applicable specifically to Diabetes HCPs

1. WBS took a bespoke approach to the content strategy to ensure that our research and analysis would bring the most relevant information to Medtronic. WBS developed a client tailored strategy and performed the following tasks during the first phase of the project:

(1) detailed keywords and topics research around diabetes for HCPs;

(2) a thorough audit of the Medtronic Diabetes US site for HCPs (content, Analytics data, etc.);

(3) an analysis of competitor and specialist websites to gather additional ideas – assessed offerings and available content (e.g. webinars, manuals, resource library); and (4) incorporating the results from an internal Medtronic qualitative study.


2.WBS classified the keywords into three categories:HCP,HCP/Patient and Patient specific. This split helped to create content strategy recommendations applicable specifically to Diabetes HCPs.

Based on the analysis, WBS recommended a site structure which covered all relevant information of interest to HCPs. WBS also recommended what type of content should be created, how to engage with the users and how to optimise content to ensure it’s search engine friendly.

[The results]

New portal for Healthcare Professionals


keywords in the UK


keywords in the French

Based on the research and analysis, WBS found there were almost 900,000 relevant searches monthly using nearly 5,500 keywords around the diabetes topic in the UK, and almost 370,000 searches with 3,000 keywords in French. Based on the analysis, WBS found that there is no clear di erence between how patients and Healthcare Professionals search online – only a few keywords were attributable to Diabetes HCPs or nurses, e.g. diabetes resources for healthcare professionals.

Medtronic accepted all recommendations and tailored them to meet their business objectives and available resources. The content for the new site has been created and the site is now under construction.

Currently Medtronic and WBS are working on a marketing strategy to promote the new portal to Diabetes Healthcare Professionals.

Medtronic: They always deliver on-time


Over the past 15 months, WBS has supported Medtronic in various facets of digital marketing, including the development of a digital marketing strategy, implementing a content strategy, SEO on-site optimisation, and implementing web analytics. The WBS team have an exceptional level of digital knowledge and much relevant experience within our healthcare industry. They are proactive, dedicated and very responsive, and always deliver on-time, also with very tight deadlines. I rely upon their expertise and I know I can depend on them.

Aurelia Sage
Digital Project Manager EMEA, Medtronic – Diabetes Service and Solutions

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