Gauze Care sells medical-grade wound care into hospital procurement, specialty retail distributors, and direct-to-clinician channels — audiences with almost nothing in common. We rebuilt the website with distinct buyer paths, run the SEO program across clinical and commercial queries, and operate the always-on paid program that keeps each channel full.
Gauze Care makes medical-grade wound care — the kind of product where the specification matters as much as the brand. But a single product line was being sold into three markets that share a shelf and nothing else.
Hospital procurement reads spec sheets, compliance documentation, and lead times. Specialty retail distributors care about margins, MOQs, and category fit. Direct-to-clinician buyers want to add to cart and check out today.
One website was trying to speak to all three at once — which meant it spoke clearly to none of them. Organic traffic was flat, the store converted poorly, and paid spend was landing everyone on the same generic homepage regardless of intent.
You can't A/B test your way out of an information-architecture problem. Three buyers with three decision journeys, three vocabularies, and three definitions of "convert" needed three routes through the same catalog — without splitting the brand into three disconnected microsites.
The search layer split the same way. Clinical queries ("wound care dressings," sterility and compliance language) and commercial queries (distributor, wholesale, and direct-purchase intent) rarely overlap. Ranking for one does nothing for the others.
And the paid program was paying full price to send high-intent clicks to a page that made every visitor start their journey over. The cost per lead reflected it.
We rebuilt the site so each buyer meets a page that speaks their language, then wired SEO and paid to feed the right path — measured against how each channel actually defines a conversion.
We rebuilt the website around three routes — hospital procurement, specialty retail distributors, and direct-to-clinician — each with its own entry point, proof, and call to action, all sharing one catalog and one brand.
Two keyword universes, one program. We run the SEO across clinical wound-care queries and commercial distributor-and-purchase queries — so procurement, distributors, and clinicians each find the page built for them.
We operate the always-on paid program that keeps each channel full — routing intent to the matching buyer path instead of a generic homepage, so every click lands where it converts.
Each path is measured against what "convert" means for that buyer — a cart checkout, a distributor inquiry, or a procurement request — so the store and the lead paths improve on their own terms.
A build-then-operate engagement: rebuild the foundation, then run SEO and paid as one always-on program against per-channel goals.
Medical-grade wound care sold across hospital procurement, specialty retail distributors, and direct-to-clinician channels.
Website rebuild with three distinct buyer paths, an SEO program spanning clinical and commercial queries, and an always-on paid program per channel.
We shipped the new buyer paths, then took the SEO and paid programs on as a continuing engagement — one system, measured per channel.
If your product serves audiences that behave like separate companies, one generic site is leaving pipeline on the table. Send us your domain and the buyers you're trying to reach — we'll send back an honest read on where we'd start.