CASE STUDY
Digital Growth Strategy For A
Specialist Medical Device Training Provider
Enabling Zedu to reach more medical professionals
searching for hands-on ultrasound training.
Results delivered within three months of implementing our
tailored medical device digital marketing strategy.
Our Client - Zedu
Zedu is a specialist ultrasound device training provider based in Melbourne, helping medical professionals build the skills and confidence to use ultrasound technology safely in clinical practice.
Their courses support clinicians who rely on point-of-care ultrasound and medical imaging equipment to assess, diagnose and care for patients. Through hands-on courses, online modules, blended learning and one-on-one coaching, Zedu helps doctors, obstetricians, nurses, midwives, paramedics and other healthcare professionals improve their scanning technique and integrate ultrasound into everyday patient care.
As a business operating at the intersection of medical education, clinical technology and device adoption, Zedu needed more than a general digital marketing strategy. They needed a team that understood how to reach healthcare professionals, build search visibility, communicate clinical value clearly and navigate the compliance expectations that come with marketing in the medical device space.
TheOnlineCo.’s ‘Digital Marketing Playbook’ process is powerful. As a Director of Zedu Ultrasound Training, I’ve experienced firsthand the impact of their strategic approach. From meticulous market analysis and targeted audience identification to engaging content creation and data-driven optimisation, each step has been a game-changer.
They have not only boosted our online visibility but also significantly increased our engagement and conversions. The personalised guidance and clear roadmap provided by TheOnlineCo.’s team of professionals have proven invaluable in maximising our digital presence.
If you’re seeking a comprehensive and results-driven digital marketing solution, guided by a team that will grow to become friends, look no further than TheOnlineCo.
Michael Duncan, Director – Zedu Ultrasound Training
The Challenge
Zedu works in a specialist medical market where the audience already understands the importance of ultrasound in clinical care. Some are building foundational skills. Others are experienced clinicians looking to sharpen technique, expand into new applications, meet training requirements or develop greater confidence with point-of-care ultrasound.
That makes the marketing challenge more complex than promoting a general training course. The strategy needs to speak to different levels of clinical experience, different specialties and different reasons for booking, without flattening the message into generic healthcare marketing.
It also needs to be handled with the care expected in medical and medical device marketing. The language must be accurate, credible and compliance-aware, while still making the value of Zedu’s training clear to the clinicians searching, comparing and deciding.
For Zedu, the challenge was to strengthen visibility across SEO, GEO (AI Search) and paid search, help the right healthcare professional find the right course faster, and position the brand with the trust, clinical relevance and marketing discipline required in a medical technology space.
Our Strategic Approach
For Zedu, the strategy needed to do more than drive traffic. It needed to attract the right healthcare
professionals, support informed decision-making and build trust from the first search
result through to enquiry.
We focused on three core areas:
Strengthening Search Engine & AI Platform Visibility
We reviewed how clinicians were searching for ultrasound training and identified opportunities across high-intent SEO and GEO (AI) search terms.
The goal was to help Zedu appear where medical professionals were actively looking for practical, clinically relevant training options.
Key focus areas included:
- Ultrasound training searches
- Point-of-care ultrasound education
- Profession-specific course searches
- Location-based and national search visibility
- Search terms linked to clinical upskilling and medical technology use
Building Trust Through Clinically Relevant Messaging
In medical and healthcare-related marketing, instant credibility matters.
We refined the digital strategy to make sure Zedu’s expertise, course value and clinical relevance were clear without overstating claims or using generic sales language.
The messaging needed to speak to clinicians as informed decision-makers, not general consumers.
This meant focusing on:
- Clear, accurate course positioning
- Practical training outcomes
- Confidence using ultrasound technology
- Safe integration into clinical practice
- Trust signals that support healthcare decision-making
Paid Advertising Via Google Ads For Cut Through
PPC played an important role in capturing active demand from healthcare professionals already searching for ultrasound training.
We focused on continuously improving campaign relevance, search intent alignment and enquiry pathways to generate strong converting ads.
This included:
- Refining keyword targeting
- Improving ad relevance
- Aligning landing pages with search intent
- Reducing wasted spend on low-fit searches
- Supporting clear pathways from click to course enquiry and booking
The Results
In just three months, the new strategy started delivering measurable growth across the channels that mattered most. By implementing SEO, GEO and Google Ads around the way healthcare professionals search for ultrasound training, Zedu saw stronger conversion performance, better quality traffic and a significant lift in revenue.
At the three month milestone we have achieved:
