True North Surgical

Challenge

True North Surgical is a Medical Device Company that represents Arthrex products in Northern Wisconsin, the Upper Peninsula of Michigan, and a portion of Eastern Minnesota. True North is located in the heart of Green Bay, WI – just east of Lambeau Field – in an 8,500 sq ft complex hosting 40+ employees.

Since the Arthrex headquarters is located in Naples, FL, the True North team knew they needed a digital footprint in the region they served. To reflect their presence in the northern part of the Midwest, True North Surgical contacted our team to build a website that told their story, showcased their products and offerings, and most importantly reflected the Arthrex brand and its quality.

Solution

We provided True North Surgical with a sharp and responsive website that echoes their professionalism, dedication, and deep understanding of the medical industry.

To make the True North Surgical website stand out, we used compelling imagery featuring real employees and ‘happenings’ from in the office. Having these images in headers and throughout the site helps familiarize users with the people behind the company. In the medical industry, things can get sterile – stock imaging is often overused and tends to be impersonable. So, by using pictures captured in the True North office, we were able to humanize the company.

Integration on the ‘products’ page creates a seamless flow from True North Surgical’s website to the procedures and products offered by Arthrex. This strengthens the connection between the two companies and the credibility of True North Surgical as a verified Arthrex representative. We also worked to match the level of professionalism displayed by their parent company’s website by ensuring the site was clean and easy to use – creating an effect of extension from True North Surgical’s site to Arthrex’s site.

Building on that credibility, True North Surgical’s new website now features a ‘Meet our team’ page. This allows users to have a better understanding of who their point of contacts are within their region and the organizational structure of the company. The ‘Who we are’ page allows potential customers to dive deeper into the background and mission of the company. And, a succinct ‘Careers’ page allows interested applicants to easily view and apply for open positions, creating more opportunities for True North to grow their team.

Setting their company apart by focusing on the information most important to users was another goal of the build. By creating specific pages that emphasize the space they call home, highlight the availability of learning opportunities, and increase awareness of their onsite educational lab, we show the dedication True North Surgical has to being the best in their industry. Features include:

Gallery – hosts images of the office, company events, team meetings, and more to help show what a ‘day in the life’ would be like at True North.

News & Events – displays upcoming events, like Arthrex trainings, and industry news relevant to team members or potential customers.

True North Lab – a page created to highlight the state-of-the-art educational lab recently installed in True North Surgical’s facility allowing for advanced training opportunities in-house.

We thoroughly enjoyed working with True North Surgical on their website build. With a team as passionate as they are, the sky was the limit. We incorporated a design and functionality that went hand in hand with their parent company while still allowing them to be their own entity. Congrats to True North Surgical!

Looking for a new website so YOU can stand out? Get in touch with us today! We’d be happy to talk you through our process and how we can build a more impactful digital space for your business.

Check out our walkthrough of True North Surgical below!