The Challenge
A precision Swiss screw machine shop in the Midwest specializing in high-precision turned components. For 20 years, they served primarily automotive Tier 1 and Tier 2 suppliers.
However, the automotive industry's relentless cost pressure was squeezing their margins:
- Annual price reduction demands from automotive OEMs
- Margins compressed to single digits on most automotive work
- Heavy dependence on a few large automotive clients
- Underutilized ISO 13485 medical certification
- No visibility to medical device OEMs despite superior capabilities
- Competitors winning medical work with better online presence
They had invested in ISO 13485 certification years earlier but hadn't been able to effectively market to the medical device industry.
Our Strategy
Phase 1: Medical-Focused Website
We repositioned their entire online presence to target medical device manufacturers:
- Dedicated medical device machining landing pages
- Showcased ISO 13485 certification prominently
- Case studies of medical component manufacturing
- Clean room and quality control capabilities highlighted
- Material expertise pages (titanium, stainless, PEEK)
- FDA and regulatory compliance information
Phase 2: Medical Industry SEO
Comprehensive SEO campaign targeting medical device keywords:
- Primary targets: "medical device machining," "Swiss machining medical components," "ISO 13485 machine shop"
- Technical content about medical-grade materials
- Case studies and capability documentation
- Backlinks from medical manufacturing publications
Phase 3: Targeted Google Ads
Precision-targeted paid campaigns for medical device buyers:
- Search campaigns for medical machining keywords
- LinkedIn ads targeting medical device engineers
- Retargeting campaigns for website visitors
- Conversion tracking for RFQ form submissions
The Results
Repositioning
New medical-focused website launched. Initial SEO and ads testing.
First Medical Wins
First medical device RFQs received. Initial projects won with 25%+ margins.
Pipeline Growth
Medical RFQs up 120%. Established relationships with 3 medical OEMs.
Transformation
189% medical RFQ increase. 42% average margin improvement. Revenue mix shifted to 40% medical.
"The shift to medical device work has completely transformed our business. We're no longer racing to the bottom on price. R3volution helped us reach the customers who actually value our precision and quality."
— T.A., Shop Owner, CNC Machining CompanyKey Takeaways
- Market positioning is critical for premium pricing
- Certifications only matter if buyers know about them
- Industry diversification reduces business risk
- Medical device buyers search online for qualified suppliers
- Content demonstrating expertise builds trust with engineers