Digital Competitor Analysis For Leading Global Medical Technology Organisation

Man making notes at laptop

Project Overview

The analysis formed part of the client’s strategic five-year vision to improve both customer and employee experiences through enhanced digital engagement. Mackman Research was commissioned to assess the client’s current digital performance against key competitors and identify areas for strategic growth, helping the organisation strengthen its online visibility and brand differentiation.

The project was initiated in response to the client’s ambition to strengthen their digital marketing capabilities and maintain a competitive edge. Mackman Research set out to evaluate the organisation’s current digital presence, analyse competitor activity, and provide evidence-based recommendations for improvement. A discovery workshop helped define the project scope, audience focus, and objectives. From there, our team gathered and analysed performance data across websites and social media channels, reviewed competitor communications and digital assets, and developed a comprehensive final report with actionable insights and data visualisations.

Research Design & Methodology

The research followed a multi-layered approach to ensure depth and accuracy. Using third-party tools, we collected and analysed data on website traffic, user behaviour, and engagement. A full website audit was carried out to assess technical health, SEO performance, and usability. In parallel, competitor websites were manually reviewed to better understand their positioning and strategy. This was supported by a social media audit that examined how competing brands use content and engagement to build their digital presence.

Customer Feedback Survey Outcomes  

The final report presented the client with a clear understanding of their relative digital performance. Key findings highlighted strengths and areas for improvement in comparison to major competitors. The research identified specific actions to improve SEO, optimise the website, and enhance overall engagement. This gave the client greater clarity on how to position themselves more effectively in a highly competitive sector. The recommendations directly shaped the client’s digital strategy, drawing attention to gaps in keyword targeting, technical compliance, and messaging. As a result, the organisation adopted a new strategic approach that included restructuring content, refining digital touchpoints such as LinkedIn, and improving its website architecture. These efforts were aligned with their wider goal of transforming digital engagement over the next five years.