Healthcare B2B Lead Generation
Challenge: A medical device manufacturer needed to generate quality leads from organic search. Competitors dominated informational and commercial intent terms.Results: Organic leads increased 120% over 8 months. Top 3 rankings for 15+ high-value commercial terms.Timeline: 8 months
The challenge
A healthcare B2B company sold specialised medical equipment. Their website had strong product pages but minimal thought leadership or informational content. Competitors ranked for "how to choose", "vs" and "guide" queries. Lead volume from organic was negligible.
Approach
We designed a hub-and-spoke content architecture:
- Pillar pages for each major product category
- Spoke content targeting long-tail informational queries
- E-E-A-T emphasis: author bios, clinical advisor contributions, citations
- Technical improvements to ensure key pages were crawled and indexed efficiently
Content prioritisation used search volume, commercial intent and competitive difficulty. We focused on topics where the client had genuine expertise.
Results
- Organic lead form submissions up 120% over 8 months
- Top 3 rankings for 15+ high-value commercial terms
- Significant increase in branded search (+45%)
- Content assets repurposed for sales and partner channels
Key learnings
E-E-A-T in healthcare requires real expertise, not manufactured credibility. Involving clinical advisors in content improved both rankings and conversion.