Creativity · Strategy · Development · Impact
Case study · SAI
The work with SAI, a manufacturer and distributor of orthopedic implants, began in 2013, before Audacher existed, and has already gone through three versions of its website. The latest one changed what the company communicates: less about the factory and more about what matters to the physician.
The starting point
People saw another product, and that was the end of the conversation. The 2016 site had been growing on the same foundation for eight years: every change depended on a developer, medical education had no place on the site, and anyone searching Google for a product landed on a PDF.
SAI manufactures and distributes implants and instruments for orthopedic and trauma surgery. When it asked us for advice, almost everything it communicated was about products and the factory: launches, lines, codes. Healthcare professionals saw another product, and the conversation ended there.
Meanwhile, the company was already training physicians through courses and workshops, displayed registrations from nine regulatory authorities, and had a catalog of nearly 270 products whose information was spread across Engineering's technical data sheets, congress presentations, and Medical Affairs' judgment. On the website, none of that was written as content.
A surgeon searching for “retrograde tibial nail” landed on a catalog PDF, without the IFU, registration information, or the rest of the line alongside. To find a code or compare two sizes, they called.
What we found
The approach
Before designing a single screen, we developed the value proposition, narrative, and five communication territories for a company serving the medical industry. With that in order, each team knew what to talk about and the website began to take shape.
The first step was understanding the company across all its teams: a meeting with the leads from Product, Customer Service, Medical Education, Events, and Corporate, followed by a separate workstream with each one.
That produced a value proposition that shifts the focus from the factory to SAI's services and global outlook, and a narrative that gives it context. Communication was organized into five territories (Education & Knowledge, Products & Solutions, Innovation & Growth, Customer Experience & Support, and Community & Engagement) so each team can produce content without the company sounding different depending on who writes.
Only then did we model the catalog: four content types, a 106-field product page, and five navigation dimensions with 86 terms, so a product can be found by code, brand, anatomical region, or procedure and always end up on the same product page, with its documentation next to it.
What we did
The hardest part
The knowledge existed, but it lived in people's heads. Each piece of copy was written with the team that knew the subject and validated by the right person before design, and the validation workflow was left in place for products added later.
We also had to migrate without breaking anything: the previous site had URLs people had saved and that Google already knew. We audited 511 redirects through to their final destination, none were broken, and we fixed 1,065 internal links across 302 pages that still pointed to the site itself with http:// instead of https://.
The versions of the website
2013
2016
2021
2026
2013
2016
2021
2026
The new website
At a medical device company, what looks like a redesign is usually a problem with how knowledge is structured.
