Centella Health Technologies
Centella Health Technologies needed to dominate search results across South Florida’s competitive medical imaging market. As a Siemens Healthineers Advanced Partner expanding their territory, they partnered with DAP to build a multi-city SEO strategy that would establish them as the go-to provider for MRI, CT, and medical imaging equipment sales and service. The result: market dominance across 8 Florida cities with new markets immediately becoming top performers.
Centella (formerly Med-Lab) is a Siemens Healthineers Advanced Partner with over 60 years of expertise providing premium medical imaging equipment sales, service, and Healthcare Technology Solutions across South Florida. With the largest support staff in Florida, they serve hospitals and healthcare systems from Miami to Naples.
How We Helped Centella Health Technologies
Project Summary
Despite 60+ years as South Florida’s exclusive Siemens Healthineers partner, Centella Health Technologies had zero search visibility—leaving significant B2B opportunities on the table. Digital Authority Partners developed a scalable, city-specific SEO strategy targeting 20 strategic Florida cities, prioritized by hospital density and market potential. Each city received dedicated landing pages optimized for high-intent keywords (MRI, CT, X-Ray), Local Pack optimization for map visibility, and localized content addressing regional healthcare needs. DAP also restructured landing page UX, relocating contact forms from 50%+ scroll depth to 25-30% where visitors actually engage. The result: market leadership with 90+ #1 rankings in new markets, up to 79% Share of Voice in key territories, and conversion rates nearly double the industry average.
The Challenge
COMPETITIVE LANDSCAPE Established Competitors with Strong SEO
Competitors like Bravo Imaging had already optimized their digital presence with forms at 10-15% scroll depth and interactive product elements. Centella needed to match and exceed these standards.
Limited Digital Presence No Search Visibility in Target Markets
As a 60+ year legacy business expanding into new territories, Centella had minimal organic search presence in key South Florida cities where hospitals and healthcare systems needed their imaging equipment and services.
Multi-City Expansion 20+ Target Cities Across South Florida
Centella needed to establish authority in markets from Miami to Naples, each with unique healthcare infrastructure and competitive landscapes. A scalable, city-specific strategy was essential.
Conversion Friction 0% Conversion in Secondary Markets
While Miami showed 4.04% conversion rates, Fort Lauderdale and Fort Myers landing pages had zero conversions. Analysis revealed contact forms were placed past the 50% scroll depth where most visitors dropped off.
How we Helped Centella Health Technologies
Multi-City SEO Strategy
DAP developed a comprehensive local SEO strategy targeting 20 South Florida cities based on healthcare infrastructure density and market potential.
- Identified and prioritized 20 cities based on hospital count, outpatient clinics, and population
- Created city-specific landing pages for MRI, CT, and medical imaging solutions
- Targeted high-value modality keywords: MRI (79.1% market share), CT (55.6%), X-Ray (38.1%)
- Deployed "MRI Machine for Sale" and "Medical Imaging Solutions" landing pages per city
- Implemented Local Pack optimization securing 5+ listings in Miami alone
Conversion-Optimized Landing Pages
DAP analyzed user behavior and implemented UX optimizations to address the 0% conversion rates in secondary markets.
- Relocated contact forms from 50%+ scroll depth to 25-30% where users remain engaged
- Added persistent sticky CTAs for "Request Quote" and "Contact Sales" buttons
- Made product elements (images, model names, feature badges) interactive and clickable
- Eliminated "dead click frustration" where 11%+ of clicks were on non-functional elements
- Implemented multiple conversion pathways for different user journey stages
Content Strategy & Blog Development
DAP created a comprehensive content strategy aligned with Centella’s 2026 business objectives and Siemens product priorities.
- Developed content pillars: Brand + Culture, Solutions/Products, and Recruitment
- Created blog strategy supporting Siemens equipment sales with QR7 compliance workflow
- Prioritized Siemens-specific content: Helium-Free MRI, Photon-Counting CT, Workforce Solutions
- Aligned content with buyer personas: C-Suite, Service Line VPs, Directors of Radiology
- Implemented content repurposing workflow for social media and newsletters
Custom Sales Tools Development
DAP designed and developed custom digital tools to support Centella’s sales team with lead generation and customer engagement.
- Built custom Downtime Cost Calculator for 10 imaging modalities (MRI, CT, PET, etc.)
- Integrated HubSpot forms for lead capture with calculator usage tracking
- Implemented automatic CPT reimbursement rate calculations using 2025 CMS data
- Created service level savings comparison display for sales enablement
- Deployed mobile-responsive design aligned with Centella brand guidelines
What we Achieved
"We started working with DAP after an underwhelming experience with another digital partner. From the very beginning, we knew the team at DAP was deeply experienced. Since working with them, and our rep, Tess, our SEO results have skyrocketed and our digital footprint has gotten stronger. Their strategic thinking and methodical approach has instilled a level of confidence from our team in the work that DAP delivers. Highly recommend them!"
