Secant Medical

Secant Medical
www.secantmedical.com
Background
Secant Medical, a business unit of Fenner PLC, custom manufactures biomedical
textiles and other biomaterial structures that are used as components of implantable
medical devices. Their future is focused on advancing biomaterials for a range of
regenerative medicine applications.
Goals
Industry
Medical Device/Manufacturing
Partner
Wakefly, Inc.
1800 West Park Drive, Suite 100
Westborough, MA 01581
USA
www.wakefly.com
Jon Baer
jbaer@wakefly.com
“Since the Secant Medical site
was launched last year, we’ve
seen a 330% increase in
keywords ranking on page 1 of
Google. We’ve also experienced
a 10%+ increase in organic
traffic sessions and new user
organic traffic. Wakefly has
helped us optimize our pages
by integrating video, running
A/B tests, and ensuring that all
SEO elements, including title
tags, meta descriptions,
headers, and alt attributes,
were updated.“
Maria Fontanazza
Market Research/Editorial
Manager
Secant Medical
With the new Kentico site, Secant Medical’s primary goal was to continue to
strengthen its brand identity, and increase awareness and interest in the capabilities
and the services it provides. To be effective, the web site needed to be easy and
intuitive, visually pleasing, informative, safe and secure, quick to load and operate, and
ROI measurable.
Key Objectives:

Maximize web-based technologies for user ease-of-use

Build client loyalty and enhance relationships

Integrate leads into our CRM lead management system

Support an inbound marketing approach

Strengthen thought leadership position in the medical device industry

Increase market share with medical device OEMs
Challenges
Secant Medicals existing site was hard for them to manage, had little to no areas to
boost customer engagement and time on site, and was not visually appealing.
Solution
To help with customer engagement and time on page, the Twitter feed was integrated
into the home page, as well as a rotating banner, news highlights, and call to action
box. A News section was added with the ability to categorize articles as Press Releases
or Articles, dictating what page they will appear on, as well as an events list, archive,
and a blog (using Kentico’s built-in blogging
feature). This helps support an inbound
marketing approach by providing an area for
fresh content. To make sure leads were
integrated with a CRM, a contact form was
created within Pardot and iframed onto the
site. Data is now submitted automatically and
stored in Pardot. A Pardot-integrated landing
page template was also created for targeted
marketing efforts, as well as whitepapers,
videos, and webcasts.
“I began working with Wakefly
two years ago, when Secant
Medical embarked on a
website redesign. I was looking
for a partner that truly
understood our needs, was
passionate about the design
process and user experience,
and put a high priority on site
analytics and SEO
management. Wakefly checked
off all those boxes. The
responsiveness I’ve experienced
with this team is unmatched,
from the project managers and
SEO experts, all the way up to
the principal level—and that
has been a key component to
our success.
Results
From an ease-of-use
perspective, I was looking for a
platform that would integrate
into our CRM system and allow
us to update the site internally.
Wakefly offered a solution that
has enabled us to upload all of
our content through Kentico,
which has provided a
tremendous benefit in
managing our content. The
integration of a marketing
automation platform has given
us the ability to better track
leads generated through the
site and continue to monitor
and enhance the user
experience.“
Key criteria for selecting Kentico
Maria Fontanazza
Market Research/Editorial
Manager
Secant Medical
Launching at the beginning of 2014,
Secant Medical’s Kentico site is geared for
marketing efforts. Each form on the
website has been integrated with Pardot
and their contact form has been
integrated with CRM. Visitors that fill out
the gateway form in the Resources section
are rewarded with access to whitepapers,
videos, and webcasts.
Using proven Kentico functionality, the
site is easy to navigate and search,
creating an improved user experience.
After switching to Kentico, Secant Medical saw the average time on page increase from
56 seconds to 1 minute 14 seconds, an increase of 33.24%. The bounce rate also
decreased by 1.40% and goal completions increased by 85%.
Wakefly selected Kentico as the content management system for this project because
it allows Wakefly’s clients to receive customized CMS modules that leverage industry
and platform best practices without paying for custom development. It conforms to
best practices for usability and content organization. The reduction of quality
assurance issues through the use of pre-tested modules enable faster time to market
and it easily integrates with CRM and Pardot.