From a critical, intangible service to a trustworthy offer for healthcare centres.

When Agenor got in touch with us in 2023, it had been working for more than 30 years in a highly specialised sector: the maintenance of electromedical equipment and healthcare facilities.

Its offer was well established and had two clearly different audiences: managers of public and private hospitals and healthcare centres, and manufacturers of medical equipment.

But its digital presence did not convey enough of that experience, that technical specialisation or the talent of the people in the company.

They needed to improve image and communication, gain visibility and get the digital side to start supporting the winning of new clients too.

Their offer is to become the healthcare centre’s strategic partner: to take on the integral management of medical devices and provide a turnkey service that helps keep the hospital in good shape.

And, at the same time, it had to be able to explain a specific offer for medical equipment manufacturers.

We had to order those messages, understand who took part in each buying decision and build a digital presence able to speak relevantly to different profiles, conveying trust and rigour.

The key question:

How do you turn more than 30 years of technical knowledge into a clear, differential website that shows the team’s talent and generates new opportunities?

Before designing the new website, we started with strategy.

We analysed Agenor’s sales processes, defined their buyer personas and studied how their potential clients looked for information.

We also reviewed the market and the competition, their search positioning, the relevant keywords, the existing identity and the messages the company was using to explain its offer.

The goal was to be clear on what to say, to whom, with which arguments and on which assets to build the new digital presence.

Agenor now has a digital presence far better aligned with the company it had built over more than three decades.

A website able to explain its specialisation clearly, organise its different solutions and speak to the various profiles involved in contracting healthcare maintenance services.

And, on that basis, a content strategy that made it possible to keep a continuous presence on LinkedIn and reinforce the company’s positioning in its market.

The website stopped being only a corporate space and became an asset within their commercial and visibility strategy.