The dead-end PDF.
A surgeon searches for “retrograde tibial nail” on their phone and lands on a catalog PDF, without the rest of the line or the IFU next to it. To find the code, they call.
Industries › Orthopedics and trauma
Orthopedics and trauma
Strategy, content, and digital structure for orthopedic implant and surgical instrument companies, where people may look for the same product by code, brand, anatomical region, procedure, or surgical technique.
An implant can have more than one entry point.
Common situations for companies in orthopedics and trauma
The tray that goes with the implant.
Before surgery, the surgical technologist needs to know which instrument tray goes with that system. The surgical technique guide exists, but in another section or only in print.
The course that ended up as a video.
Last month's workshop was uploaded to a video channel, with no link to the products that were used. People looking for the product never reach the course.
Where we can start working together
Every path should end at the same product page.
Every company comes in with its information in a different state. We start with whatever creates the most friction for people looking for it, then organize the rest.
Digital medical device catalog
Product pages reachable by anatomical region, procedure, family, brand, or code.
Content architecture
How implants, instruments, surgical technique guides, and documents relate to each other, before any screens are designed.
Electronic instructions for use (eIFU)
Each IFU with a permanent URL for the QR code on the label.
Medical education platform
Courses and surgical technique guides connected to the products, with medical content provided and validated by the client's team.
Work · SAI
Before, the PDF got more visits than the product page.
SAI manufactures and distributes implants and instruments for orthopedic surgery.
- Nearly 270 products, organized into 5 navigation dimensions and 86 terms.
- Clicks on product pages: 1,308 → 3,227 (2.5×); on catalog PDFs, 1,391 → 324. Equal 39-day windows before and after the launch.
- 1,396 people downloaded technical documentation in those 39 days.
- Filtered catalog: 2.6 s → 0.18 s.
FAQ
Should surgical technique guides be publicly accessible or restricted to healthcare professionals?
The company decides with its regulatory team. The structure supports both options and can accommodate a later change in that decision.
What happens to the catalog PDFs that show up on Google today?
They're redirected to the product pages that replace them. At SAI, 511 redirects were audited and none were broken.