Launching a new product line to the US medical market requires more than a single landing page — different buyers have different needs, different vocabulary, and different reasons to act. Motic’s MoticEasyScan New Infinity scanners needed to reach pathologists, physicians, lab managers, and hospital administrators, each requiring a distinct message. Our task was to build the right pages, integrate them into the existing marketing stack, and hit launch deadlines without compromising quality.
We started with a comprehensive analysis of the US market for high-precision scanners — mapping competitors, identifying positioning opportunities, and building a clear picture of where MoticEasyScan Infinity could stand out. From there, we developed audience-specific USPs for each of the four target groups, ensuring every landing page spoke directly to the specific concerns and priorities of its intended reader rather than presenting a generic product overview.
Design was built strictly within Motic’s corporate identity guidelines. Once layouts were approved, development was handled on the client’s server with full performance optimization — fast load times, cross-device functionality, and clean code throughout. To drive lead capture, we developed a targeted lead magnet that collected email addresses and fed them automatically into Salesforce and Mailchimp, enabling immediate and structured follow-up from the sales team. Forms were integrated with Zapier for broader data sharing across the cloud platforms Motic’s team already used.
Google Analytics was implemented across all pages to track user behavior and measure campaign effectiveness in real time, giving the Motic team full visibility into what was working and where to optimize.
Three challenges defined the project: tight timelines requiring precise coordination across design, development, and marketing; audience segmentation requiring a deep understanding of each group while maintaining consistent brand language; and technically complex integrations with Salesforce, Mailchimp, and Zapier that needed to work without disruption from day one.
The results were clear. Conversion rates grew 3× across the landing pages during the campaign period. The Motic team confirmed that all marketing and sales goals for customer acquisition in 2022 were fully achieved. The partnership has continued, with further joint projects planned for the next phase of market expansion.
Building landing pages for a product launch in manufacturing or medical equipment? See how we approach marketing for manufacturing companies.
