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Case Study

Medical Device Company, Game Ready®, Realizes 213% Lead Growth With HubSpot and Inbound Marketing

Game Ready® is the leader in post-operative recovery. The company needed help transitioning from traditional marketing efforts into a strategy that integrated inbound marketing for traffic and lead growth.

How We Helped

  • Persona Development
  • Keyword Strategy
  • Blogging
  • Premium Conent Offers
  • Conversion Paths
  • Website Design Consulting
  • Full-Service Inbound Marketing
 

Results

Organic Traffic
Increased
347%
Total Traffic
Increased
232%
Total
Leads Grew
213%

"SmartBug Media gets it. They were able to quickly understand our business and put together an inbound plan that has consistently delivered results that increase month over month."
Kelly Hansen
Kelly Hansen
Director of Marketing, Game Ready

Overview

Game Ready® is the first-ever sports medicine and postoperative recovery device that simultaneously delivers active pneumatic compression and adjustable cold therapies resulting in expedited injury recovery for patients. The company developed the recovery solution using NASA technology and continues to evolve and provide the latest technology with each new product launch.

Products offered by the company include flexible wraps for the neck and upper back, lower back, hand and wrist, elbow, shoulder, hip and groin, half-leg, knee, and ankle.  The expansive product line ensures that injuries of all types, no matter where on the body, can recover as soon and as successfully as possible.

Game Ready has been getting players back on the field sooner for nearly 15 years. “We know how important it is for athletes to get back in the game as soon as possible,” says Game Ready’s Marketing Director, Kelly Hansen. “We needed to grow and expand our business as much as possible, but old marketing solutions weren’t working. That’s when we turned to SmartBug Media.”

Transitioning to an Inbound Marketing Approach

In order to gain a complete understanding of the challenges Game Ready® faced in marketing, SmartBug Media performed a completed inbound marketing assessment and gap analysis while analyzing marketing activities and future goals. The findings helped SmartBug to create a robust analysis leading to a comprehensive inbound marketing plan and strategy for Game Ready. The analysis included an assessment of the Game Ready website, content marketing offers, website traffic growth activities, lead conversion and segmentation opportunities, and lead nurture pathways. “By viewing Game Ready’s marketing initiatives holistically, we were able establish what inbound opportunities to go after first in addition to how to make current, traditional marketing efforts integrate seamlessly with the new inbound marketing strategy,” said Ryan Malone, founder and CEO of SmartBug Media. “The findings of the analysis launched an inbound marketing program that optimized website performance and ensured a direction for targeting leads online.”

To start, SmartBug Media leveraged the all-in-one marketing platform HubSpot. “In order to achieve the right kind of data to make important decisions, you really need a platform like HubSpot. Everything is in one place, and the analytics work together to show you how you can improve month-to-month,” Malone said. Using HubSpot brought to light keyword optimization opportunities, lead conversion pitfalls, and included the all of the tools needed to correct the direction of the current inbound marketing strategy.

Leaving the Competition in the Dust

The Game Ready® marketing team faced competition both from other medical device companies and from traditional treatments. Traditional marketing efforts were having less impactful results for the company and it became more and more clear that the way prospects, leads, and customers consumed information about the company were rapidly changing. Game Ready implemented the strategy provided by SmartBug Media to help change the course of the marketing strategy, bringing online efforts into view.

SmartBug Media worked together with Game Ready to establish and focus on the following goals:

  1. Increase organic website traffic consistently on a month-to-month basis

  2. Grow total number of leads by a minimum of 20% month-over-month

  3. Continue to analyze, refine, and execute a relevant keyword strategy

  4. Implement relevant offers and strategically placed calls to action on the Game Ready website

Based on the goals above, SmartBug Media recommended that in order Game Ready® to see significant growth they must do the following:

  • Improve organic website traffic by identifying well-research and attainable keywords used in search engine optimization and blogging

  • Create shareable and valuable content for lead conversion

  • Segment and nurture leads based on identified needs

  • Divide campaigns in HubSpot by body part injured and type of sport in HubSpot

  • Design website in such a way that lead conversion pathways were obvious for the user and easily navigable.

To date, organic traffic has increased by 347% from the first month with an average of 9.8% month-over-month compounded growth.

Unmatched Results

Through SmartBug Media’s full-service inbound marketing solutions, Game Ready® surpassed the initial goals set for the company. Within the first six months of implementing the new inbound marketing plan, Game Ready saw in uptick in organic traffic by 52%. Within a year, organic traffic had increased by 171%. To date, organic traffic has increased by 347% from the first month with an average of 9.8% month-over-month compounded growth. Organic leads also increased by 110% within the first year. To date, organic leads have increased by 312% and continue to grow month-over-month.

In addition, Game Ready has reported the following:

  • Lead quality has increased 26% month-over-month due to targeting buyer personas and lead nurturing
  • New products introductions are more successful due to lead generation success through inbound marketing

Kelly Hansen, director of marketing at Game Ready said, “SmartBug Media gets it. They were able to quickly understand our business and put together an inbound plan that has consistently delivered results that increase month over month."

Going Forward

Game Ready and SmartBug Media have continued to build their Game Ready’s online presence and is currently working to convert calls-to-action and landing pages at a higher month-over-month percentage utilizing Smart HubSpot tools.

“SmartBug Media has truly become an extension of our team here at Game Ready. We are excited to continue working together toward achieving our next set of goals”, says Hansen.