Tjepkema Medical Products

In the medical world, trust and accuracy are everything. Hospitals and healthcare institutions expect quality, not only from the products, but also from the supplier. Tjepkema Medical Products has built a strong reputation in the market for years through high-quality medical equipment and disposables.

To secure that position for the future, Tjepkema looked for a digital upgrade. Their existing online presence was functional, but there was still plenty of opportunity to further optimize customer experience, visibility, and professional appearance, and align it with the quality of their equipment.

Zalm Partners was brought in to unlock that potential: from strategy and execution to visibility.

The Challenge: Streamlining B2B complexity

The medical B2B market works differently than a standard webshop. You don’t simply purchase a bladder scanner or a specialized operating room setup, there is a procurement process behind it.

The ambition was to use the website in a more efficient and service-driven way:

• Conversion Optimization: The site had to function better as a low-threshold catalog where buyers can easily request quotes, without the complexity of a consumer checkout.
• Service Integration: A lot of equipment in the field was equipped with QR codes. The goal was not only to preserve these after the migration, but to directly improve the experience for the user.
• Visibility: Although Tjepkema is a well-known name, there was still ground to gain in Google on specific product terms to attract new customers as well.

The Solution: A smart, service-driven Webflow platform

We chose a rebuild in Webflow. This made it possible to create a clean, medically responsible design that loads extremely fast.

• The Quote Machine: Instead of a standard e-commerce flow, customers can noweasily configure complex products and disposables and request a price quote. This aligns seamlessly with the procurement process in healthcare organizations.
• Smart QR Integration: One specific technical highlight was how we handled the “legacy” QR codes on devices that were already in use at customer locations. We ensured these old codes now land on brand-new product pages, complete with instruction videos and manuals. This turned the website from a digital business card into an active service tool for nursing staff.
• Autonomy: Through training, we taught Tjepkema’s team how to manage the CMS themselves. They now implement new products and changes independently, keeping them agile.

The Result: From page 4 to page 1

A professional site is step one, but it also needs to perform. Through an aggressive SEO strategy and the use of Google Shopping, we drastically increased visibility.

• SEO Dominance: Previously, Tjepkema ranked on page 3 or 4 for their key product, the “bladder scanner.” Through technical optimization and a strong content structure, they now rank consistently at the top of page 1.
• Lead Quality: The new setup generates higher-quality inquiries. Potential customers find specifications faster (such as rental or leasing options) and convert directly.

Is your B2B website ready for the next step? Complex products require a clear digital translation. Whether you supply medical equipment or industrial goods, your customer wants to find, understand, and request quickly.

Zalm Partners helps B2B companies make their product offering perform online. Get in touch with us.