How Meglio Won 60+ Clinic and Sports Club Accounts With Programmatic SEO + Signal-Based Outbound

Meglio sells physiotherapy, clinic, and recovery supplies across the UK and Europe, from resistance bands and kinesiology tape to couch roll and acupuncture needles.

Consumer orders kept the store busy, but the bigger opportunity was B2B: private clinics, NHS teams, sports clubs, care homes, and independent therapists who reorder the same consumables every month.

We built two connected growth engines: programmatic SEO pages for every buyer segment and signal-based outbound powered by custom scrapers. Within 90 days, Meglio won 60+ new wholesale accounts.

Meglio’s best customers were also the hardest to reach.

• Single-site clinics barely show up in B2B databases
• Sports clubs and care homes rarely list decision makers
• Generic product keywords were dominated by marketplaces
• Category pages spoke to consumers, not clinic buyers
• Outreach lists were built by hand, one search at a time

A physio clinic searching for bulk kinesiology tape and a rugby club stocking its first aid kit need very different pages, pricing, and bundles. The site had one page for both.

We needed a system that found B2B buyers wherever they actually live online and gave each one a page built for them.

Instead of competing for broad product keywords, we mapped every product line against every B2B buyer type and generated a dedicated landing page for each combination worth ranking for.

1. 1Product line
2. 2Buyer segment
3. 3Use case
4. 4Landing page

That produced pages targeting searches such as:

• Bulk physio supplies for private clinics
• Resistance bands for care homes
• Physio supplies for football clubs
• Taping and strapping supplies for rugby clubs
• Kinesiology tape for chiropractors
• Bulk supplies for sports massage therapists

Each page shared one template but carried segment-specific content: the use cases that buyer cares about, recommended bundles, bulk pricing, reviews from similar customers, and FAQs pulled from real enquiries.

The same templates were rolled out to Meglio’s German and Italian storefronts, so every new segment page launched in three markets at once.

Off-the-shelf lead databases covered almost none of Meglio’s buyers. So we built the list ourselves.

Scrapers crawled practitioner and clinic directories to capture every physiotherapy, chiropractic, sports massage, and acupuncture practice, along with location, specialties, and practitioner count.

A second set of scrapers pulled local business listings for clinics, gyms, sports clubs, and care homes, including website, phone, review count, and category.

Every record was then deduped, scored for fit, and enriched with the right contact:

• Clinic owners and practice managers
• Club secretaries and head physios
• Care home managers
• Verified work emails via waterfall enrichment

The result was a live map of 5,000+ B2B accounts that no database could have sold Meglio.

Because the scrapers ran continuously, they did more than build a list. They detected change.

• A new clinic appearing in a directory
• A practice posting jobs for physios or therapists
• A new local business listing for a club or care home

Each of those moments means new rooms to stock or more patients to treat, so accounts only entered outbound when a signal fired.

Every email linked to the segment page built for that buyer, so outbound and SEO reinforced each other.

The full workflow looked like this:

1. 1Directories and listings scraped
2. 2New account or change detected
3. 3Account scored for fit
4. 4Decision maker enriched
5. 5Segment-specific message generated
6. 6Linked to matching landing page
7. 7Buyer orders or books a call

AI agents handled scraping, enrichment, and message drafting. Meglio’s team focused on quotes, onboarding new accounts, and repeat orders.

In 90 days Meglio won 60+ new wholesale accounts and grew organic traffic to its B2B pages 2.8x.

The unlock was treating B2B buyers as segments to build for, not a list to blast.