“We have already received several new contacts who have booked a demo.”
Summary
- Challenge
Medmark had a website that served its purpose, but no longer reflected the company's development. It was difficult for visitors to quickly understand the offering and know how to proceed.
- Solution
Together with Medmark, Smarkify developed a new website with a clearer structure, modern design, and simpler paths to contact and demo.
- Result
The result was a website that strengthens the brand and makes it easier for both new and existing customers to take action. Already, several new customer contacts have come in through the demo and contact flows.
Background and Challenge
A website that didn't reflect Medmark's offering
Medmark works with systems for healthcare and offers a solution built on trust, clarity, and a stable customer experience.
When Medmark looked at their old website, they saw that it served a basic function, but it didn't convey the right feeling or guidance.
“We had a website before, and it was great that it existed; there was information about the product. But the need for something new was definitely there,” says Thea Leander, Business Developer.
Karin describes that the difference became clear when they were out meeting the market.
“When we went to trade shows, it felt a bit off if someone were to look us up and land on the old website. The first impression is super important, and that's often the website,” says Karin Olarsbo Kamau, Technical Product Specialist.
Beyond a weak first impression, it was difficult to navigate, and the content didn't reflect what Medmark delivers today.
Solution / About the Collaboration
Previous collaboration led to a faster start in the web project
Medmark's collaboration with Smarkify began with a workshop on value propositions and a digital strategy. And when they later decided to redesign their website, they turned to Smarkify again.
“It was a very good foundation for Smarkify to build the website on, because they already knew us and could refer back to the value proposition, the purpose of the website, and the tone,” says Karin.
A new website that is clear in both its offering and next steps
Medmark had a clear vision. They wanted to make it easier for visitors to understand what Medmark offers, while also creating a smooth path from interest to contact.
“The old website wasn't truly representative of what you get when you buy Medmark today. It had old images and wasn't very easy to navigate. Now it's much clearer, both for new customers who want to understand what we offer and for existing customers looking for information or support,” says Karin.
The new website was built with a clearer structure, better navigation, and content that makes it easier to understand the products. Medmark particularly highlights that the website now features clear calls to action and a concrete opportunity to book a demo.
“The new form where you can book a demo is a big boost sales-wise, because that wasn't available on the previous website at all,” says Karin.
Weekly check-ins that provided control and momentum
Throughout the entire project, the team kept Medmark updated, and the process made it easy for Medmark to provide input without feeling burdensome.
“It was a very good setup. It never felt like we dropped the ball; we were continuously updated,” says Thea.
Karin also mentions that it was easy to contribute their own ideas and feedback, without feeling like they were “disrupting” a finished piece of work.
“If we had input on something, it was never a problem to speak up. Smarkify was open to ideas and gladly accepted feedback. It felt genuine, as if they truly wanted it to be right for us,” says Karin.
They describe the collaboration as trustworthy, where Smarkify both incorporated their ideas and guided them when something needed to be done differently.
“It felt like they truly understood what we wanted,” says Karin. “The communication was excellent, and it really felt like we clicked. We got along very well, and these check-in meetings have always been pleasant.”
“It's great to be able to hand something over to someone else and trust them completely. We could come up with ideas, and you took them on board, showed us how it would turn out, but also came up with other suggestions and explained why they would work better,” says Thea.
“It felt genuine, as if they truly wanted it to be right for us”
Karin Olarsbo Kamau
Technical Product Specialist at Medmark
Results
Clearer structure, more contacts, and increased pride
The new website has given Medmark a more modern and professional first impression, while also becoming more helpful in both sales and support.
“It’s like night and day. Now it feels like we can be proud of what’s there,” says Karin.
Medmark also sees tangible results linked to new contact and demo flows.
“We’ve already had several people book demos or contact us through the website, and these are new customers,” says Thea.
At the same time, they notice that the website is being used in customer discussions in a way that didn't happen before.
“Some customers have called with the website open in front of them and said they’ve reviewed it, seen the price, and want to ask follow-up questions. That’s new!” says Karin.
Internally, they describe how the website boosts confidence when they are out engaging with the market, as it quickly engages visitors with limited time.
“If someone has met us at an exhibition and then looks us up and lands on a modern and fresh website where it’s easy to find information, that makes a huge difference. We know they often only spend a few seconds deciding if it feels interesting or not. If we can capture their attention in five seconds, it can make a big difference,” says Karin.
Why the collaboration worked
Medmark highlights three things that made the collaboration easy:
1. The communication, which made it easy to give feedback.
“We clicked really well. The check-ins were always pleasant, and they were open to ideas and feedback,” says Karin.
2. A strategic approach that provided clear control.
“The project’s approach was strategic and effective. We could see the website and add comments, and we had good control over everything,” says Karin.
3. The ability to access multiple competencies within the same partner.
“It’s so convenient to work with a company because they have so many different specialized people. They forward the task to the right person, and they take care of it,” says Thea.
Next step
The collaboration continues. Medmark is now planning a project to improve the user experience within the system itself, focusing on the interface and how the user perceives the screen, from icons to button presses.
“We’re going to conduct interviews to improve the user experience. We’re focusing on the screen and its functionalities, everything from button presses to icons,” says Thea.
“It’s about design ideas, and then our developer implements them, but it’s positive because it shows customers that we continue to improve Medmark. It’s included in the service fee and aims to provide a better customer experience,” says Karin.