Elevating Brand Presence and Digital Strategy for Global Market Leadership
Challenge
Ray Medical’s digital presence faced critical challenges that hindered its ability to effectively communicate and showcase its cutting-edge dental imaging solutions, such as the newly launched Ray Face. The company’s Korean, English, and other international websites suffered from inconsistencies and a lack of engaging content, leading to disjointed user experiences and difficulties in the sales funnel. With a large portion of the company’s business relying on international markets, the need for a robust and coherent digital platform is paramount. Additionally, the brand messaging was overly technical, lacking the emotional resonance necessary to connect with its key audiences.
Solution
In response to these challenges, MBLM conducted a thorough brand and digital assessment, uncovering valuable opportunities and insights that prompted a strategic repositioning of Ray’s brand and digital presence. In collaboration with Ray, MBLM redefined the company’s brand promise, vision, mission, and values, articulating them in a new brand model that more effectively communicates Ray’s promise to its key audiences. The website was completely overhauled using a headless CMS solution, which significantly enhanced its performance, loading speed, and security, while integrating a customer relationship management (CRM) system to bolster Ray’s digital marketing and lead management capabilities.
MBLM’s strategic initiatives included amplifying Ray’s presence at international trade shows and exhibitions, particularly elevating its contacts at IDS, Germany.
Results
The development of a new brand promise, mission, vision, and values, along with an accompanying brand messaging system, clearly communicates Ray’s value proposition. The website was transformed into a comprehensive and engaging platform that effectively showcases the brand, products, technology, and innovations. The copy and imagery were redeveloped to align with the evolved brand image, and the website was designed with dynamic elements to provide an engaging user experience. To further develop brand awareness and drive business results in overseas markets, the website was built to high performance standards. Additionally, HubSpot was integrated to streamline Ray’s digital marketing initiatives, setting a new benchmark for the company’s digital and brand strategy and ensuring a cohesive and emotionally resonant experience for its global audience.
