About the client
Antamed company has been operating on the Russian market since 1993. It specializes is distribution of skin diagnostic devices and education in this area. One of the most important brands in its portfolio is the German pioneer brand TPM. We needed to create an informational promo site for one of its most iconic devices - skin ultrasound scanner Cutis S.
Immediately after website launch, the client planned to start an advertising campaign in Facebook. Not only we had make a great presentation of the device but also think about client journey and target actions by a potential buyer. The main peculiarity with Cutis S was that although it certainly deserves to be a desktop scanner in cosmetology and medical centers in Russia (because it opens up the same opportunities for skin testing as conventional ultrasound for examining internal organs) it still remained unknown, despite years of sales. Leads coming from the adv channel also would not have сomplete picture. So, within minutes spent by a lead on the landing page, we needed to create an express presentation about skin ultrasound as a phenomenon, to convince main target audience - the owners of cosmetology centers and the cosmetologists of the indispensability of Cutis S, to prepare targeted actions. Another complication was a limited set of product images and scans from it, plus the need to create a website fast.
Since out task was to get target action right from the landing page and since we did not have a very large amount of information to present, we decided to create a one-page site. Arriving at the site and moving from top to bottom, the lead plunged into the world of the ultrasound skin scanner. In terms of structure, the space of the site would be divided into 3 areas. The upper part would contain most important information in favor of buying an ultrasound scanner, namely, the unresolved issue of visualizing cosmetic manipulations in Russia; it would be followed by detailed information about Cutis S; the info about its use and feedback from colleagues would be at the end. Each area would include target actions blocks with buttons. Since the device was unknown on the Russian market, we agreed with the client not to include any “buy” buttons on the web site. Instead, we decided to offer free visits of the show room and orders of its mobile presentation in any part of Russia for its on spot detailed presentation and sales thanks to the size counter to traditional ultrasounds.
Since we did not have clear instruction about the website design from the client, but only about the actual information to present, we could choose the direction ourselves. It was decided to make a white website, consonant with the design of glossy cosmetic magazines and catalogs, familiar to the target audience; and white interiors of beauty parlors. In addition, this style would be combined well with simple design of the TPM company website www.tpm-online.de/ and the interior of the Antamed showroom in Moscow.