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Case Study
ExR Education

Operating a Content Marketing Strategy for a VR MedTech

ExR Education is pioneering immersive healthcare education. The company, which was established in 2020, was co-founded by Jonny, Ben, and Nick; a practising surgeon, a triple-A games artist, and a film maker. Each of these co-founders brought their unique skillsets to build a transformative VR platform that could educate thousands of medical professionals, anywhere in the world. Through continued work with the NHS, universities, charities and even medical device manufacturers, ExR has developed over 100 VR experiences, attracting users from over 40% of NHS England trusts. To date, ExR has partnered with over 25 NHS trusts, universities and healthcare charities to date.

The Challenge

When ExR Education first approached Halston B2B, they faced significant digital marketing challenges. Their entire online presence consisted of just one page on their website, with no visibility in search results for key medical VR terms. The company had no existing content strategy and lacked any educational or promotional materials to demonstrate their expertise. Additionally, they had limited brand awareness within the medical technology sector, making it difficult to establish credibility with potential partners and clients. The primary objective was to establish ExR as a thought leader in the medical VR space while dramatically improving their online visibility for relevant search terms.

Website Copy Expansion

We began by conducting comprehensive keyword research and competitive analysis to identify opportunities in the medical VR space. Our team developed a strategic sitemap to expand the single-page website into a comprehensive resource, creating technology overview pages that explained VR applications in medical training and building persona-based landing pages targeting different user groups including NHS trusts, medical device companies, and educational institutions. We implemented FAQ sections addressing common concerns about VR in medical education and optimised all content for key search terms including medical VR, medical training VR, VR in surgery, achieving significant ranking improvements.

A Surgical Content Strategy

Recognising that ExR needed to establish credibility in a highly specialised field, we introduced a sophisticated content strategy that included in-depth blog content featuring technical articles exploring VR applications in medical training, industry trend analysis, and educational pieces on surgical procedures and VR technology integration.

We developed highly technical case studies showcasing successful VR implementations, with detailed documentation of surgical procedures captured in VR. This content was crafted to reflect the expertise of Dr. Jonny Abbas, demonstrating both medical and technological knowledge. All content served a dual purpose, designed to rank in search results while proving expertise to potential partners at NHS trusts and medical device companies.

Content Marketing Results

0 % Increase in Monthly Users in 6 Months
0 % Onsite Conversion Rate
0 % Increase in Organic Search in 1 Year

Brand Awareness & PR Strategy

To elevate ExR’s reputation within the medical technology sector, we executed a comprehensive PR strategy that focused on media relations and awards. We secured coverage in leading medical publications including MedTech Insights and Digital Health, which generated valuable backlinks to strengthen domain authority while positioning ExR as industry thought leaders. Our awards strategy involved identifying and applying for relevant industry awards, successfully achieving shortlisting for prestigious awards including the Global Good Awards in the Technology for Good category.

Impactful Content Marketing

Through our expertise, we were able to transform a minimal web presence into a comprehensive digital marketing machine. By combining technical SEO expertise with deep industry knowledge, we helped ExR Education establish market authority in a highly specialised field, generate qualified leads from target audiences, build sustainable organic traffic growth, and create lasting brand recognition within the medical technology sector. Our approach went beyond traditional content marketing to create a holistic strategy that supported ExR’s business development goals

Time to Elevate your Content Marketing?

ExR Education’s success story could be your success story. Whether you’re in MedTech, SaaS, or any other B2B sector, Halston Marketing has the expertise to dramatically improve your digital presence and drive meaningful business results.

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