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About the client

MEDSTROYPROYEKT is one of the fastest developing companies in the segment of medical expenditures and equipment supply on the Russian market and gives a good competition to many of its players. There are several good reasons for that. It is the accurate choice of suppliers with clean reputation, backed by high quality of products; guaranteed fulfillment of any contract responsibilities or agreements; adaptability of product matrix to the ever changing policies and requirements as well as price flexibility. Company members point out one aspect that they connect current and future success with and it's to maintain a highly personalized approach for every client, expressing true (not visible) care on all stages of communication and cooperation including a virtual business platform to create which our agency was called in.

Medstroyproyekt

Challenge

Medstroyproekt sets itself a difficult and ambitious goal - to improve the healthcare sector in Russia, which extends to design of medical websites and branding. For our client, making a functional website and modern branding means showing by example what exactly needs to be done; and contributing to changing the situation for the better.
The specificity of this project is in its scale, dictated by the scale of the company itself. As part of the work on the site, we needed to bring together several areas of activity, including the sale of medical equipment, many separate tasks, to make the product an effective sales tool.
The new corporate identity of the company was supposed to distinguish the company from its competitors outwardly, finding its embodiment on the website and in offline branding activities.
Since in the medical segment on the Russian market, one-day companies and cases of deception are not uncommon, we needed to make additional efforts to give the impression of a real company. It was necessary to provide for the landing of leads within the advertising campaign on separate pages and to develop a convenient mobile version.

Solution

We completed for Medstroyproekt the whole project from scratch - from concept to implementation, to integration with analytics and social networks. After preliminary communication and understanding of the scope of the project, we proposed to start by writing a marketing strategy. It formulated the company's objectives and ways to achieve them, because the site and branding were their embodiment. The goal of the strategy is to form the perception of the company as an expert and market leader.
As a result, on one domain, we combined a corporate website, a store with a convenient, visual catalog and several landing pages for strategically important areas such as leasing and turnkey medical offices. Having studied the sites of competitors in this segment, we combined the must haves of this area with a unique, custom-made solutions. All the main sections contain elements that both engage in the further study of the site and that allow you to make a targeted action.
The website's color scheme is based on a combination of two traditional "medical" tones - white and red - with contrasting shades of a muted blue-gray scale that evoke associations with the color of medical personnel uniforms. Such a solution creates a memorable image and distinguishes the company favorably from competitors, the overwhelming majority of which use white or another light color as the main color for their visual communications. An energetic red tone dilutes the excessive severity of dark lead shades, draws attention to important messages; The calm white color softens the sharpness of the contrast and balances the overall combination. Together, the three colors create a harmonious union that is pleasing to the eye.

As a result of the rebranding, a new company logo was developed. It was based on the ideas of the company’s high technology and close interaction with clients.

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A solution for the site’s
domain name was found
depite low availability
of domain names in .ru zone.

Main page

The purpose of the homepage is to convey the company’s reach and credibility. From here you can go further to all the main sections of the site or immediately get advice; you can watch video reviews and find out that the company is the official representative of Olympus and Johnson & Johnson in Russia. The video in the slider, specially recorded at the company’s office, once again confirms the reality of its existence.

Заглавная

Catalog

The catalog has combined all the product information. Inside the section or from the pop-up menu, you can learn about the main medical categories and brands of the company and go to any of them. Neat catalog pages convey the completeness of the assortment, product cells contain key information with the ability to perform a target action or go to product page.

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Product card

For the product card, our task was to develop a universal template suitable for any of several hundred different products. We started from the most voluminous of them, with the ability to turn off almost any elements and blocks. To get the desired result, you had to be very scrupulous about placing all the product info and related info. Separate tasks from the customer were to develop the type of two calculators – the return on investment and the leasing of goods.

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Leasing

We created separate landing pages for two important aspects of the company’s activities – medical equipment leasing and turnkey offices, using one template to unify their presentation. For the convenience of the user, both sections are equipped with an internal additional menu.
This section gives a comprehensive idea of what leasing from Medstroyproekt is, increases confidence in the company by posting information about the official leasing partners and completed projects. Two calculators confirm the financial literacy and seriousness of the company and simultaneously contain buttons for targeted action.

Лизинг

Cabinet constructor

Equipping medical offices on a turnkey basis is another direction of the company that requires a separate landing page. There are two sections here. The general contains the equipping stages, benefits and video testimonials to generate a positive perception, as well as a list of cabinets. The internal one contains information about the selected cabinet in the form of a “constructor”. The essence of the functionality we have developed here is that the content of each lead account, originally prepared by the company’s experts, can be modified in different ways, and this is immediately reflected in the estimate of the cabinet. Thanks to this section, leads will learn about the amount of investment for their projects, here they also convert into buyers.

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About

In “About the company” section we combined 4 pages related to its affairs – “About us”, “Partners”, “Vacancies” and “Frequently asked questions”.
Here we pursued the goal of confirming the company’s expertise, building trust in it and confirming its existence.

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Рrojects

The projects section can be conventionally called the strategic center of the site. Those who are seriously interested in purchasing medical equipment and received a preliminary idea of the company want to know about the implemented projects. Our task here was to give an understanding of the width of coverage in Russia – we did this in the general section; and give customers the opportunity to speak for themselves what they were able to do on the internal pages. In addition, for each project we provided for the placement of a small info graphic on how the purchase of equipment had a positive effect on the financial indicators of the clinic. Thus, we supported one of the main ideas of Medstroyproekt that buying medical equipment is an investment in the future of a private clinic. Each page of the project also contains tasks, implementation, medical equipment and budget.

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Blog

Inside the blog, we tried to create a convenient platform for posting interesting and useful content for clinic owners and doctors. Here we took the largest Russian newsfeeds as a basis.

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Contact

The contacts section allows you to quickly understand the location of the company’s offices, understand which emails to write, depending on the specifics of the appeal, and also contains a feedback form.

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Before uploading the site to the domain, we made its technical SEO optimization, then, together with Medstroyproekt, integrated it with amoCRM so that orders from the site would go straight to their CRM system.
We also integrated the site with Roistat, Google Analytics and Yandex Metrica to get end-to-end business analytics.

As part of the development of this project, our agency involved 8 different specialists.

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After unloading and configuring the site, the company’s employees confirmed to us that it very fully and accurately conveys their current positioning, and also became an effective tool for them to receive applications for the purchase of medical equipment.