Anaesthilion Case Study - A new website and online shop for a medical device sold to patients and professionals

A full redesign of anaesthilion.com: a new structure, pages for each use and specialty, a clinical bibliography and a shop with quantity pricing, with a migration planned around the running ads.

Client: Anaesthilion
Year: 2026
Service: Website Redesign & E-commerce

Overview

Anaesthilion is a medical-device spray for local cryoanaesthesia, used before injections, blood draws and minor procedures. It speaks to two very different audiences at once: people who fear needles or need frequent injections, and healthcare professionals, from physiotherapists to podiatrists and diagnostic centres.

The old site spoke to everyone the same way. We rebuilt the structure around uses and specialties, so every visitor finds the page meant for them quickly, and built a shop where the quantity discount applies on its own.

The new site went live in August 2026 while ad campaigns were running: the ad landing URLs, the Meta Pixel and Google Analytics kept working from day one.

The challenge

One product, two audiences. A patient who fears needles wants to know within seconds whether the spray is for them and how to use it. A podiatrist, a physiotherapist or a diagnostic centre wants indications, instructions and references, and often buys in quantity.

The previous site put everything in one stream. The information was there, but everyone had to dig for it. Ad campaigns were also running, so the move to a new site could not break a single URL.

What we did

Structure around use, not around the product

We started with the site map. We split the indications into medical and non-medical uses and built separate pages for each field of application and specialty, so a professional lands directly on what concerns them and a patient is not lost in terminology.

A "How it works" page with usage steps and safety information

Indication and field-of-application pages, for medical and non-medical use

A clinical bibliography section for healthcare professionals

FAQs and clear guidance on when the product should not be used

A shop with quantity pricing

The product is sold in packs of one, two, four and eight, with a lower unit price as quantity goes up. We built the shop on WooCommerce so the discount applies automatically, with no coupons and no maths for the customer.

A migration with campaigns running

Before the switch we mapped the URLs used by the running ads and kept them unchanged. The Meta Pixel and Google Analytics were set up and checked before launch, so campaign tracking carried on without a gap.

One partner for site and social

The work started on social: static posts and a short video for the campaigns. We then took on the new website, and today we manage it, along with new pages for healthcare professionals.

The result

A site that speaks differently to each audience without becoming two sites, a shop that does the maths itself, and a migration that did not interrupt the campaigns. The new anaesthilion.com went live in August 2026.