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The ABC homepage, Innovators in Breast Reconstruction in white over a purple and blue gradient
Work

Building a medtech brand from the inside

A specialised breast-reconstruction company deserved a brand as advanced as its science. I am building it hands-on, from the identity to the website, inside the rules of medical-device communication.

Head of Marketing at Advanced Biomedical Concept since January 2026. I designed and built the new website myself, and made the brand guidelines with Gianluigi Di Giacomo.

Problem

Advanced Biomedical Concept is an Italian medtech company specialised in breast reconstruction. The science is sophisticated; the brand needed to catch up with it.

Three audiences read the same brand very differently. Surgeons look for precision and evidence, distributors for clarity, and patients for reassurance at a very personal moment. All of it has to work inside the strict rules that govern how medical devices can be communicated. And when I arrived there was no analytics at all, so nobody could say what was working.

Craft

  1. One system, three audiences

    A single visual and verbal system with different registers. Precise and evidence-led for surgeons, clear and practical for distributors, calm and humane for patients. Same typography, same grid, different temperature.

    A strip of ABC imagery, a surgeon, patients and clinicians set against pink and blue
    Imagery from the ABC brand guidelines.

  2. Designed and built in-house

    I designed the new website and built it myself, by hand and with AI. The structure, the layouts and the content are mine, and I keep shipping them. Owning both ends means the brand and the site move at the same pace, and a change does not wait for a brief, a quote and a handover.

    The previous ABC homepage, a large DNA logo above a grey uppercase headline
    Before. The old homepage, archived by the Wayback Machine in December 2025.
    The new ABC homepage, Innovators in Breast Reconstruction over a purple and blue gradient
    After. The new homepage, live since June 2026.

  3. Craft that works inside the rules

    Regulated does not have to mean grey. Claims are written to be traceable to their evidence, imagery stays non-graphic and respectful of what patients are going through, and clinical material for professionals lives behind its own HCP area.

    The ABC Surgeons and HCP area page, with clinical resources and downloads for professionals
    The HCP area, for healthcare professionals only.

  4. A digital presence with a point of view

    LinkedIn carries the same system as everything else, so every post feels like the same company. I published 112 posts there this year, from product explainers to congress coverage.

    ABC social media style page with blue post layouts reading Solutions for your problems
    Social media style from the ABC brand guidelines.

Outcome

  • 85Enquiries through contact and distributor forms
  • ~7xNew visitors, 71 in May to 481 in September
  • 12,949LinkedIn impressions in March 2026
  • 32%Of sessions from organic search

The new website went live in June 2026. New users went from 71 in May to 279 in June and 481 in September, 6.8 times the month before launch. Since I set up Google Analytics in January, the site has logged 2,022 tracked users and 85 enquiries through the contact and distributor forms. A third of sessions come from organic search, and AI assistants like ChatGPT, Gemini and Claude now send visitors to the site too.

On LinkedIn, March 2026 was the busiest month, with 12,949 impressions, and the top post, on 31 March, reached 5,478 on its own. Comments went from 2 a month to 66 across the 112 posts I published, and 57% of the people visiting the page work in healthcare and medtech, 31% at director level or above. In August and September we stepped back from aggressive promotion because the brand was known by then, so reach came down, yet it held at 1.8 times the 2025 baseline.

Before this role I was a creative with no access to the numbers. Now I ship and control everything, so for the first time the data is in my own hands, and I put the effort where it shows results.

Some of this work is under NDA. See what's private or ask me for access.