ACTIVE MEDICAL PROJECT BRIEF

Active Medical is a medical supply company based in Cape Town, South Africa. They specialize in providing low-tech medical equipment and supplies for recovery from orthopedic procedures.

Overview

Active Medical was looking to revamp its website copy. The previous website contained outdated information, and its on-page SEO needed some attention.

The main objective of this project was to create a compelling web page that appeals to people undergoing orthopedic procedures and position Active Medical as a reliable and trustworthy provider of medical equipment and supplies.

Goals

• Create web page copy that effectively communicates Active Medical's brand messaging and value proposition to its target audience.

• Improve the readability, clarity, and quality of Active Medical's web page copy.

• Increase traffic to Active Medical's website by improving its on-page search engine optimization (SEO) with well-written and relevant copy.

Deliverables

1. Home page copy: Introduce Active Medical's USP and outline the key benefits of using its products and services. The writer should incorporate relevant keywords, such as "medical supplies," "compression ice packs," "kinesiology tape," and "balance pads."

2. Product page copy: Create engaging and informative copy for Active Medical's products and services for orthopedic procedures. 

• The writer should use targeted keywords, such as "cold therapy packs," "reusable ice packs," "athletic tape," "muscle tape," and "balance training equipment."

3. About Us page copy: Describe Active Medical's history, mission, and vision in a compelling and professional manner, using relevant keywords such as "medical supply store," "drug-free pain management," and "ice pack for knees".

4. Product descriptions: Write product descriptions that communicate the benefits in a user-friendly format and help increase on-page word count for SEO purposes.

5. Contact Us page copy: Write concisely, encouraging users to contact Active Medical for more information about their products and services. 

Use relevant keywords, such as "injury rehabilitation," "contact Active Medical," and "Cape Town medical supply company."

6. Blog page: Create a content strategy and write content that educates and informs the target audience about the benefits of using Active Medical's ice packs and injury rehabilitation aids to aid in post-operative recovery. The tone of the blog should be informative, helpful, and empathetic.

Use relevant keywords, such as "orthopaedic surgery, " "recovery," "ice packs," "injury rehabilitation," and "post-operative."

Target Audience:

The target audience for this project was people undergoing orthopedic procedures in Cape Town, South Africa. This audience consists of the elderly and people recovering from sports-related injuries. 

Tone and Style:

The tone and style of the web page copy should be informative, empathetic, and engaging, focusing on the benefits of Active Medical's products and services.

The brief was to write in a way that is easy to understand, using clear and concise language free of jargon. Use targeted keywords throughout the copy naturally and strategically.

Research Techniques:

• 7 stakeholder interviews 

  • Interviewed a theater nurse to understand the user experience from a clinical perspective. I wanted to better understand what separates the ice packs from their competitors. Theater nurses are best placed to offer this insight as they physically handle a range of solutions.

• Conducted two separate interviews with Doctors that use Mobil-Ice as part of their surgical package. I wanted to understand why they chose Mobil-Ice over other solutions on the market.

• Conducted four patient interviews to get insight into the customer experience. I needed to understand if the products were effective, their overall impression of the company, and where they felt there was room for improvement.

• Researching competitor’s digital presence:

  • I looked at online reviews to see if there were any complaints that we could leverage to help highlight Active Medical’s USP.

  • I tried to identify any effective messaging techniques.

• Comment mining:

  • Searched platforms like Quora and Reddit to learn what solutions people looked for when recovering from orthopedic surgery and the user sentiment regarding low-tech products.