CHALLENGE
For organizations operating in healthcare and assistive technology, digital marketing is about more than driving traffic. It's about helping the right people find the right resources at the right time - often during some of the most challenging moments of their lives.
A leading healthcare technology brand had built a strong reputation helping individuals with speech and language challenges communicate more effectively through specialized devices and software. The organization had also invested heavily in digital marketing, operating both a commercial brand focused on products and services and an educational brand dedicated to awareness, resources, and support.
But as both brands evolved, leadership began asking an important question: Are we getting the most out of our digital ecosystem?
While traffic, content, email marketing, social media, and advertising efforts were all active, it was becoming increasingly difficult to understand how the various pieces worked together. Rather than making assumptions, leadership wanted a clear, objective assessment of where they stood today - and a roadmap for where they should go next.
SOLUTION
Fratzke partnered with our client to conduct a comprehensive digital marketing audit designed to provide an outside perspective on performance, competitive positioning, and growth opportunities.
The engagement evaluated every major component of the digital ecosystem, including both websites, SEO, content marketing, social media, email marketing, digital advertising, and online reputation. We also benchmarked performance against leading competitors in the assistive communication space to identify where the brand was outperforming the market and where strategic gaps existed.
Key initiatives included:
- Digital marketing performance benchmarking across key channels
- Website user experience and conversion analysis
- SEO, content, email, social media, and advertising evaluation
- Competitive analysis against industry leaders
- Digital maturity scoring and performance benchmarking
- Strategic roadmap and executive recommendations
Rather than producing a lengthy report filled with disconnected observations, Fratzke focused on uncovering the handful of opportunities most likely to influence visibility, engagement, sales-qualified leads, and long-term growth. The result was a practical roadmap leadership could use to make smarter decisions and prioritize future investments with confidence.
RESULTS
The audit gave leadership something they had been missing: clarity.
By evaluating seven core marketing disciplines and benchmarking performance against leading competitors, the organization gained a much deeper understanding of where its digital strengths existed and where improvements could unlock meaningful growth.
The engagement also helped leadership prioritize future investments around the initiatives most closely tied to revenue growth. Rather than spreading resources across dozens of projects, the organization emerged with a focused strategy centered on improving organic visibility, strengthening conversion paths, enhancing user experience, and creating a more cohesive digital experience across both brands.
Most importantly, the audit transformed uncertainty into direction. Leadership left with a clear understanding of what was working, what wasn't, and where to focus next to support continued growth, expand market share, and help more individuals access the communication tools and support they need.
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