Unblocking the MLR review for global medical device
Streamlined medical device marketing while maintaining compliance, scaling optimised content to dominate search results.
- Website
- SEO
- Medical copywriting
- Air Liquide Making Diabetes Easier
- Medical Device
Making Diabetes Easier
Creating an engaging, unbranded patient education hub.
An onerous MLR* review process was bringing their content production to a standstill and resulting in lacklustre, over-complicated content that failed to engage patients, let alone rank in search engines for the competitive diabetes space.
Air Liquide Healthcare came to us needing high-quality, medically accurate and compliant content which could be produced at scale, educational for patients and built to rank in Google (oh yeah, it also needed to be localised for multiple markets!).
(*Medical, Legal and Regulatory affairs)
Diabetes device / Air Liquide
The Challenges:
- Standing out in a competitive space
With diabetes being one of the world's fastest-growing epidemics, establishing a strong digital presence to educate and engage patients presents significant challenges. Air Liquide Healthcare sought a partner to develop an SEO strategy targeting:
- Competitive, high-volume search phrases at the awareness end of the online patient journey.
- Niche, long-tail keywords to provide accurate medical information for specific patient questions
- Compliant content production at scaleThe existing MLR process was time-consuming and resulted in uninspiring, inconsistent content in an overly technical style. Air Liquide needed a fresh approach to streamline content production and approvals, creating informative patient-centric content, built to rank on search engines, without promoting Air Liquide’s products.
- Patient engagement and education:We needed to translate high volumes of medical and scientific content from the technical source material into patient-friendly language; creating content which was medically accurate and met the strict regulatory requirements, while still reflecting the brand’s tone of voice and being warm, supportive, patient-centric and accessible to the target audience.
- Global to local execution:To launch a content hub in 12 local markets, each with its own language and unique compliance requirements, Air Liquide needed a partner capable of leading a seamless global-to-local execution. Medico had to understand the local market nuances, and ensure the SEO strategy was relevant for a global audience. Any MRL reviewed content had to be as useable as possible.
The Result:
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Creating and verifying over 50 pieces of content per year, we delivered compliant content at scale to help establish Making Diabetes Easier as a go-to source of diabetes information.
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Our talented copywriters aligned content with real patient challenges and needs through user research. We provided detailed guidance and recommendations to increase clarity, engagement and accessibility for a diverse patient audience.
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We created a bespoke system to streamline the previously cumbersome approvals process, with annotated reference packs and a team of GMC-registered subject matter experts for content verification.
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Close collaboration with local markets ensured globally produced content could be readily localised to local languages and market nuances.
