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Digital Competitor Analysis For Leading Global Medical Technology Organisation
About The Client
The client is a UK-headquartered global provider of advanced medical imaging technologies and diagnostic solutions. With a strong reputation in the healthcare sector, the organisation delivers a wide portfolio of imaging systems used by hospitals, clinics, and research institutions to support clinical decision-making and improve patient outcomes. Renowned for their focus on innovation, customer service, and tailored solutions, the client continues to shape the future of diagnostic imaging across international markets.
Table of Contents
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.
Research Aims & Objectives
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.
