Every day millions of patients rely on medical infusion pumps to receive lifesaving fluids, from chemotherapy drugs and antibiotics to insulin, hormones and pain relievers. After years of helping small-to-medium-sized hospitals acquire refurbished pumps, Shawn O’Donnell founded Sanford,
N.C.-based Willow Medical and became one of the largest and most trusted providers of infusion pump refurbishment, repair and sales in the United States.
Earlier this year, O’Donnell turned to The Bloodhound Group to develop a more robust website and supporting digital strategy for rebranding Willow Medical as United Infusion. The name change was designed to make the company easier to find by hospitals, medical and veterinary practices, surgery centers and long-term care facilities seeking infusion pump resources. But O’Donnell realized he needed a more comprehensive approach to increase awareness and sales of his company’s services and product offerings.
The Bloodhound Group was commissioned to build a more user-friendly website and help develop an engaging brand story to convert healthcare prospects to customers. The retooled site is being built on an easy-to-navigate Shopify platform that simplifies purchasing and complements United Infusion’s reputation for excellent customer service. The new design and reworked content focus on patient outcomes and create a compelling reason to do business with United Infusion.
Team members Ann Wilson, Alejandro Porras and Nicole Johnson are leading The Bloodhound Group’s efforts. “We have been amazed to learn about the variety of infusion pump functions and capabilities,” says Wilson, who is supervising content redevelopment. “United Infusion offers more than 90 different models, along with accessories and supplies. Even more impressive is the brand story of the level of service and commitment to end-user solutions that differentiates United Infusion from the competition.”
Porras and Johnson are working to optimize the website and create integrated digital outreach strategies. Launch of the new site and digital brand-building campaign is scheduled for late July.