Medical Imaging Company Increases Leads Generated by 51%

With a website that failed to adequately portray their product and created a poor user experience, medical visualization solution TeraRecon needed a change. New Breed was happy to deliver a sales-ready website that would do their brand justice and help them meet their goals.

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Location: Foster City, CA

Founded: 1997

Employees: 201-500

Industry: Medical Devices

TeraRecon provides solutions that influence clinical care across health organizations by empowering physicians with better access to medical images and clinical decision support tools. As a partner with its customers, TeraRecon helps to consolidate many medical imaging projects and reduce costs. They continue to lead the advanced visualization industry and incorporate these world-class image post-processing tools into the next-generation of medical image viewing, interpretation, sharing and collaboration solutions.

Challenge

Simply put, everything TeraRecon creates is visualization software. However, their website lacked the right type of visualization to showcase their product. Defaulting to walls of text and screenshots to portray their software was not only difficult to navigate on the user end, but also didn’t do the product justice. What they needed was something interactive. Something that was both pleasurable for TeraRecon’s end users to navigate, and easy for TeraRecon's internal team to manipulate and edit. They needed a best-of-both-worlds solution in the form of a sales-ready website and scalable, interactive product tours, and New Breed was happy to deliver.

Solution

Along with a full website redesign, New Breed's web experts were tasked with creating single-page interactive tours of the products to eliminate the ineffective and overwhelming nature of their previous product display. We decided it was best to create a virtual and interactive product tour experience that displayed TeraRecon products in an intuitive and visually interesting way. In order to meet the need of one page per tour, we implemented three custom tiers of nested information for each tour. The tiers consisted of Chapters, Slides and Points, each one built into the other. Using semantically named HubSpot CMS custom modules inside flex columns for each chapter within a tour allowed us to significantly reduce the number of unnecessary modules needed on a given page. This also gave TeraRecon an easy way to scan and manipulate the tours on their end while the setup of console error messages alerted the client of any flawed editing. An addition of HubSpot custom events to the virtual tours made it possible to track how people were using them and triggered a custom event every time the positional tracker changed. The whole thing was topped off with a custom tour selector designed with CSS located on its own web page within the site.

Result

TeraRecon created 3 fully interactive product tours from New Breed's template featuring their Lung, Cardiac MR and 3D printing software products. Post-launch, the tours page became the third most popular web page on their site. While their home page had a conversion rate of 0.3%, their tours pages operated at a conversion rate of about three percent,where there were no conversion opportunities available before. When compared to the previous quarter TeraRecon saw a 50.93 percent rise in contacts and a 14.24 percent rise in visits overall.

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The best part about all of this is that TeraRecon didn’t have to compromise on ANYTHING. We delivered a product that is easy for the client to use (we barely had to train them), is scalable enough to be used for similar projects, has measurable results and is easy and enjoyable for the end-user to navigate. 

TeraRecon creates incredibly important, cutting-edge medical imaging software, and we were delighted to help them showcase it. With a brand new website hosted on the HubSpot CMS and custom interactive tours to boot, TeraRecon had everything in place to grow their lead generation and scale their business effectively. 

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