seca

When Service Is More Than Technical Support

B2B marketing for service businesses is demanding, especially in medical technology. High regulatory pressure and scarce resources in hospitals meet vastly different target audiences.

seca is tackling this challenge head-on. The expanded offering of maintenance, calibration and support is designed to noticeably relieve hospitals and care facilities. A core business area that deserves more attention.

The challenge: Service must establish itself as a standalone brand, even though previous communication was purely technical. The answer lies in the system. Together with andweekly, seca is developing a complete campaign architecture that not only generates leads but creates sustainable impact.

The Starting Point: Strategy Over Piecemeal Efforts

seca deliberately chose the systematic path: Building a scalable marketing strategy to optimally position the service division.

Mastering complexity: The service requires explanation. Since the target audiences—from medical technicians to care home directors—have completely different needs, purely technical product descriptions are insufficient.

Building trust: Hospitals face regulatory pressure while care facilities struggle with resources. It takes an emotional narrative that understands this reality and addresses genuine needs.

Establishing processes: Until now, a complete digital campaign structure was missing. The goal is to replace isolated measures with a consistent system featuring reusable assets and a clear visual framework.

Clear Goals: Making the Service Division Digitally Strong

The goal is ambitious: seca wants to position the service division as a standalone business unit and market it systematically. This requires more than landing pages and ads.

It's about building a complete marketing architecture—from Creative Strategy through content development to international scaling. HubSpot serves as the central platform to orchestrate and measure all activities.

At the same time, the brand message must be clear: "We take care of it for you." This core message runs through all channels. Consistent, credible and tailored to the specific needs of hospitals and care facilities.

The Approach: Strategy Creates System

The project doesn't start with campaigns but with strategy. A comprehensive Creative Strategy forms the foundation. It defines precise buyer personas for hospitals and care homes, uses a pain-point matrix for each target audience and translates needs into a value matrix.

The operational infrastructure builds on this: Central landing pages for Germany, Switzerland and the UK as well as high-quality service booklets serve as effective lead magnets. All content is tailored to specific countries, aligned with regulatory requirements and concrete target audience needs.

For distribution, seca uses a scalable paid social infrastructure. Lead forms and tracking structures ensure data quality while automated nurturing sequences further qualify contacts. Everything integrates seamlessly with the existing HubSpot CRM.

"andweekly truly immersed themselves in our industry, our target audiences and our challenges. The result isn't a generic campaign but communication that resonates—with medical technicians just as much as with care home directors."

Steven Deutsch
Global Marketing Manager, seca

What Makes This Collaboration Particularly Successful

What makes this collaboration special? The close integration of all disciplines. Strategy, creative and technology work hand in hand from the start. Nothing is viewed in isolation; everything is part of a larger system.

The Creative Strategy creates a consistent thread from positioning to the individual ad. The modular asset structure enables efficient adaptation for new markets and target audiences. No starting from scratch with every expansion.

Particularly valuable is the systematic approach: Instead of chasing quick wins, a sustainable system emerges. A system that grows, learns and continuously improves. With documented processes and best practices for independent continuation.

The Result: A Brand That Works

The strategic approach is paying off: seca now has a digital marketing infrastructure that measurably advances the service division.

• Brand sharpened: seca Service is established as a standalone brand. The perception as a comprehensive partner is strengthening—communication feels more human and approachable without losing technical precision.
• Internationally scaled: The rollout in Germany, Switzerland and the UK is successful. Country-specific versions now enable targeted market development across all three regions.
• Team empowered: A complete set of scalable assets is ready. The team is trained and uses documented processes to continue running the system independently.

Sustainable Impact: A System That Grows

What do these results mean for seca? The service division has arrived in the market. The positioning is clear: seca Service relieves hospitals and care facilities—professionally, personally, reliably.

More importantly: A system emerges that scales. Marketing automation is running, processes are established, the team is aligned. What has been built can now grow continuously.

This project demonstrates how product-oriented companies can digitally develop new business areas. Not through individual campaigns but through an integrated system of Strategy, creative and technology.