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How Cooler Media claims the healthcare market with sector-specific proof

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Cooler Media

Cooler Media produces animations and corporate videos for business clients. Visibility for important search terms was declining, while the website did too little to explain why a buyer should choose this particular studio.

Rather than adding more general explanations of animation, we organised the evidence by sector. Healthcare became the first fully developed example: recognisable communication challenges supported by relevant projects, client reviews and the knowledge of the people behind the productions.

  • Sector-specific questions shape the content, not just video techniques.
  • Healthcare reviews and projects sit alongside the sector they serve.
  • Internal interviews reveal practical buying questions and distinctive working methods.
  • Service pages have a different role from sector pages.

Producing an animation is not the same as understanding healthcare

The existing service pages were very similar in substance. The portfolio displayed videos and company names, but said little about the challenges behind the work. Important information for choosing a supplier remained missing.

A healthcare communications manager needs more than an animation studio. They need to know whether medical explanations will remain accessible, how patients will be addressed and what relevant experience the studio brings. More general copy about animation does not answer those questions.

01

General service information

Animation techniques and video formats show what the studio produces.

02

Information for choosing a supplier

Healthcare experience, accessible medical explanations and communication with patients show how the studio handles the client’s circumstances.

Approach

STEP 01

Sector pages explain the client’s challenge; service pages explain delivery

We used several AI models and a competitor analysis to investigate missing information. This led to a clear division of roles: the healthcare page addresses the sector and its communication challenges, while service pages explain how Cooler Media delivers the work.

On the healthcare page, we distinguished between communication with patients, care recipients, relatives and healthcare professionals. The page now describes not just what Cooler Media produces, but who it serves and in what circumstances. Individual service pages remain in place and are being developed in greater depth.

Two types of pages

01

Sector page

Patient information, accessible language and healthcare examples address the client’s communication challenges.

02

Service page

Techniques, production process and delivery explain how Cooler Media produces the work.

The healthcare page live

The Cooler Media healthcare page
STEP 02

Existing projects gained the context a prospective client needs

We expanded portfolio items with the client type, the problem and the work delivered. A video beside a company name shows that something was produced. The explanation reveals the relevant experience behind it.

The healthcare page also includes selected reviews from healthcare clients. This brings evidence from the same sector together, rather than relying solely on an overall rating. The structured data behind the page has also been corrected so that the included reviews match the healthcare context.

STEP 03

The distinction was already in the working method; it needed to be documented

Cooler Media has its own project kick-off format: the Magic Meeting. Animators, actors, the client and account managers meet on location to develop sketches and the outline of the storyboard together. That working method is now described on the website.

Director Nick’s perspective on healthcare communication also features on the healthcare page. This makes expertise more tangible than a job title on a team page. We made Cooler Media’s approach and thinking visible instead of replacing them with a generic claim about quality.

STEP 04

Internal interviews uncovered questions that matter when buying

We conducted internal interviews to capture Cooler Media’s working methods and specialist knowledge. These surfaced questions about privacy, turnaround times, medical accuracy and the effect of a film crew on day-to-day operations.

That material informs the service pages now being rewritten. The difference from general explanatory content is practical: buyers can assess how the studio would handle their circumstances, rather than simply checking whether it offers the video format they need.

STEP 05

The content shaped the design, not the other way round

During the build, we wrote the substantive copy blocks first, then developed them into a page in Lovable. Full-page screenshots helped us assess where the text and layout needed adjustment.

Relevant information did not have to be squeezed into a design that had already been fixed. Sector-specific questions and the available evidence determined what the page needed to contain. The design followed.

How the build went

  1. 01 →Substantive copy blocks

    Sector-specific questions and the available evidence determine the content.

  2. 02 →Page design in Lovable

    The written content forms the basis for the page design.

  3. 03 →Full-page review

    Screenshots reveal where the copy and layout need adjustment.

  4. 04Copy and layout adjustments

    The design follows the relevant information, rather than limiting it.

Delivered

The healthcare page is live; the wider rollout continues

Cooler Media now has a developed healthcare page that brings together sector knowledge, client work, reviews and expertise. A content framework for the other page types and a corporate-video page mock-up are also in place. Service pages are being rewritten as part of the ongoing engagement.

The effects on visibility, enquiries and revenue have not yet been measured. The delivered change is tangible: relevant experience no longer sits only in separate videos, names and internal knowledge. On the healthcare page, it has been developed into information buyers can use to assess whether Cooler Media fits their needs.

“With Leads to Scale, our marketing and sales teams finally work together in perfect harmony. This collaboration has taken our sales to new heights.”

Sven Cooler
Sven CoolerCEO, Cooler Media B.V.
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