Digital Transformation & Lead Generation: GE HealthCare Ultrasound

How We Transformed Fragmented WordPress Instances into a High-Performance EMEA Platform and Quadrupled Our Lead Count.

The Project at a Glance

What began as a one-off marketing collaboration evolved into one of the most successful turnarounds in our agency’s history. For GE HealthCare’s ultrasound division, we consolidated two separate regional websites into a single, centralized, scalable TYPO3 platform.
The result: a consistent brand experience and an impressive 400% increase in lead generation.

Who is the customer?

GE HealthCare is a global leader in medical technology innovation, specializing in pharmaceutical diagnostics, medical devices, and digital solutions. The Ultrasound Division is one of the company's top-performing business units.

What was the assignment?

What began as a marketing collaboration quickly evolved into a comprehensive website relaunch and a strategic realignment of the digital platform. The goal was to consolidate two WordPress instances that had developed independently (DACH & Eastern Europe), harmonize the information architecture, and create a global lead generation engine for the entire EMEA region.

An Overview of Our Services

01

Brand & Content
- Content Strategy
- Website Content
02

User Experience
- UX Audit
- Discovery Workshops
- UX / UI Design
- Information Architecture
- User Journey Wireframes
- User Interfaces
03

Development
- Implementation
- CMS Solutions
- International Multi-Domain Setup
- Technical Design
- Technical Implementation
04

Project Management
- Agile Project Management
- Support

The Challenge

The biggest challenge was bringing together the different regions, teams, and existing structures of the current websites. In addition to the technical implementation, one thing was particularly crucial: a clear strategy and multi-level stakeholder management.

Fragmentation:

Different data models and technical configurations prevented efficient management.

Stakeholder Management:

The merger of two self-sufficient teams (DACH & Eastern Europe) and the commitment to establishing English as the master language.

Political Impact:

The new platform was so successful that it sparked internal competitions involving global teams.

Solution & Approach

Platform Strategy & Information Architecture

We developed a scalable information architecture that translated the complex product portfolio into a clean data model. This enabled consistent navigation and a high degree of component reusability across the entire EMEA region.

UX, Content, and Full-Service Relaunch

Based on this, the UX concept, UI design, and the platform’s complete content were developed. Product and solution pages were restructured, organized consistently, and aligned with GE HealthCare’s global content. The content for the relaunch was created entirely by SNK.

Technical Platform & Operations

The platform was migrated from WordPress to TYPO3 to create a stable, scalable foundation for consolidating multiple regions and complex content. SNK handled the technical implementation, hosting, and ongoing operations. To this day, we continue to develop the platform and expand it to include new features and meet new requirements.

Conclusion

Today, the website is at the heart of lead generation for GE HealthCare Ultrasound in the EMEA region. The relaunch not only led to a significant increase in revenue and a massive surge in leads, but also transformed the entire digital collaboration within the group. We continue to maintain and develop the “Lead Engine” to this day.

Would you like to turn your website into a lead-generation machine, too?

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