Digital Competitor Analysis For Leading Global Medical Technology Organisation

Introduction 

Mackman Research collaborated with a leading organisation in the medical technology sector to conduct an in-depth digital competitor analysis. The project aimed to provide the client with a clearer understanding of their digital presence and position within the competitive landscape. 

Objectives 

The client recognised the importance of strengthening their digital marketing strategies to enhance their visibility and maintain a competitive edge in the medical technology industry. The primary objectives of the research were: 

• To evaluate the client’s digital presence, including their website performance and social media strategies; 
• To analyse competitors’ digital footprints to identify opportunities and gaps in the client’s online engagement; 
• To deliver actionable recommendations for refining their digital marketing approach and improving overall performance. 

Methodology 

The research involved a comprehensive and multi-faceted approach to gather detailed insights: 

1. Analytical Data Collection: Using third-party tools, Mackman Research gathered performance metrics such as website traffic, user behaviour, and engagement data for both the client and competitors. 
2. Website Health Audit: The client’s website was extensively reviewed to assess SEO performance, user experience, and technical issues. This identified key areas for improvement in visibility and usability. 
3. Manual Website Analysis: Competitors’ websites were manually examined to understand their strategic positioning, values, and digital marketing strategies. 
4. Social Media Audit: The social media activities of competing brands were analysed to evaluate their engagement tactics, content effectiveness, and overall presence. 

Impact 

The findings from this analysis were presented in a detailed report featuring visual data representations and strategic insights. Key impacts included: 

• A clear comparison of the client’s digital strengths and weaknesses relative to their competitors; 
• Specific, actionable recommendations to enhance the client’s digital marketing efforts, optimise their website, and improve their online engagement; 
• Greater clarity for the client on how to position themselves effectively within their sector, enabling them to make informed decisions to strengthen their competitive advantage.