From Review to Case Study: How Medical Tracker Transformed Feedback Into a Strategic Asset

Background: Medical Tracker

Medical Tracker is a digital platform that helps schools manage student health records, log incidents, and oversee first aid and medical reporting.

In December 2024, the company joined EdTech Impact to collect verified, independent reviews – aiming to build trust with prospective schools and show a long-term commitment to feedback and improvement. Within just a few months of joining our platform, they have gathered over 20 customer reviews.

In this case study, Alex Oselton, Medical Tracker’s Marketing and Communications Manager, shares how EdTech Impact supported their review collection journey and unlocked new ways to communicate value to schools – including the transformation of one standout review into a full customer case study.

EdTech Impact as a Strategic Trust Signal

For Medical Tracker, the value of joining EdTech Impact was immediately clear.

Verified reviews on an independent platform like EdTech Impact offer impartial, earned validation that self-published testimonials often lack – a trusted signal that builds credibility when schools are evaluating their options.

“Collecting your own reviews is great, but they’d seem fairly baseless to a prospective customer coming to your website,” he explains. “An independent review platform like EdTech Impact – I think that’s something every company should have.”

Beyond trust-building, reviews on EdTech Impact signal transparency and a willingness to improve – qualities that matter to both current and prospective customers.

“Our reviews show schools that we care about what they think. We want to understand what’s working, what’s not, and what to improve – and EdTech Impact helps us get to the root of these thoughts and feelings straight away.”

This value alignment made joining EdTech Impact a natural next step, one that supports both Medical Tracker’s marketing strategy and its wider customer-first ethos.

A Phased and Purposeful Review Collection Strategy

Medical Tracker didn’t rush into large-scale review collection. Instead, they took a phased approach, reaching out only to highly engaged users who met a usage benchmark and had recently interacted with the platform.

In just three months, this focused rollout has already delivered strong results: over 20 high-quality reviews.

But the aim wasn’t simply to gather early praise – it was about laying a foundation of credible, manageable feedback. “We’ve got over 100,000 people using Medical Tracker, and we want to ensure that when feedback comes in – positive or not – we’re in a position to respond to it meaningfully,” Alex explains.  

By starting small, the team was able to personally reply to every reviewer through EdTech Impact’s Reply to Review feature – a simple but powerful way to acknowledge individual comments and show that every voice is heard.

Now, with two new customer success managers onboarding, Medical Tracker plans to scale its efforts. This includes adding review widgets to email signatures during the summer term, creating a more passive, scalable way to invite feedback across a broader user base.

With a solid foundation and a clear roadmap, their goal of reaching 100 reviews in their first year doesn’t just seem achievable – it reflects smart, deliberate planning.

Discovering Champions

With thousands of schools using Medical Tracker, even a strong support team can’t fully track every user experience – which means some of the product’s biggest advocates could easily go unnoticed.

That’s where EdTech Impact adds real value. It’s not just a platform for collecting ratings or surface-level feedback – it’s designed to draw out meaningful reflections on product impact. Its structured prompts, developed in collaboration with University College London, guide users to think critically and respond with depth. And by capturing the kind of thoughtful, specific insight only a true advocate takes the time to share, it helps uncover a product’s most passionate users.

That’s how Medical Tracker discovered one of its strongest champions: Carol Rowlands, School Business Manager at Edward Wilson Primary School. 

Her review was rich with detail across Medical Tracker’s impact areas – and revealed something remarkable: she’d introduced the platform into four different schools over the course of her career.

“In Carol’s review, you could tell she really thought about it – it was possibly one of the best reviews that I’ve ever seen for any EdTech company,” said Alex. “She went in depth not just with her overall comments, but with her feedback on each individual impact metric. That’s one of the biggest positives about EdTech Impact – the discovery of these super users you wouldn’t otherwise know about.”

EdTech Impact didn’t just help Medical Tracker collect positive feedback – it surfaced a powerful advocate.

From Review to Case Study

Carol’s review had it all: a strong voice, clear impact, and a school profile that fit with Medical Tracker’s ideal customer. Alex and the team saw its potential and reached out to thank her – as well as explore the idea of developing it into a full case study.

“We immediately started talking about next steps,” he explained. “It just made sense to build on it.” 

Already a strong advocate for the platform, Carol welcomed the chance to elaborate on her experience.

The resulting case study deepened her original feedback, adding richer context – from the school’s operational challenges to how Medical Tracker helped staff respond with greater confidence and consistency. It brought her insights to life with specific examples: how the school moved from paper records to a more reliable digital system, how incident data supported a facilities upgrade, and how proactive notifications helped ease parent concerns.

What began as a review became a signature story of Medical Tracker’s real-world value – grounded in the daily demands of school life and the ripple effects of getting first-aid right.

Selling with Stories That Stick

Carol’s case study quickly became a standout narrative asset – one the team could rely on across multiple channels. Her role, school size, and product usage struck the ideal balance of credibility, relevance, and clarity for the kinds of schools Medical Tracker typically engages with. A “Goldilocks zone,” as Alex puts it.

And the timing couldn’t have been better. With Q1 campaigns underway, the case study was immediately folded into outbound messaging – featured in emails, on the website, and in prospect conversations.

While the team can’t attribute specific wins to any single asset, Carol’s story has become a trusted reference point – helping build credibility and confidence with schools in the later stages of the buying process.

“It’s kind of broken the back of sourcing new case studies,” said Alex. “Carol – and Edward Wilson Primary School – are our jewel in the crown right now. Her testimony is perfect to instil some confidence in schools who are at that stage in their sales funnel where they’re actively looking to bring something in.”

Systematising What Works

Medical Tracker’s experience with Carol’s review – and the resulting case study – has shaped its next phase of strategy. The goal now isn’t just to collect more feedback, but to embed it more deliberately across the customer journey.

That approach is guiding the team’s efforts to bring reviews and case studies into more outward-facing channels – from email signature widgets to prominent placements on the website.

It also reflects Alex’s experience with EdTech Impact. Having used the platform across multiple companies, he understands its potential – especially when it’s used with purpose.

“EdTech Impact is a fantastic and insightful tool for marketers in a similar position to me. But the real power of the platform – the successes you can gain from it – come from your own hard work.”

That includes knowing where in the journey to introduce it.

“When I think about the journey from awareness through to decision, EdTech Impact is something I’d introduce in the middle to later stages. It’ll be key to future campaigns and customer touchpoints – whether that’s an email signature or a new school seeing the EdTech Impact gold standard on our site.”

By weaving reviews and case studies into these moments, the goal isn’t just to inform – it’s to instil confidence, show what others think, and make trust visible.

Building Around Your Best Players

For EdTech companies considering independent review collection through EdTech Impact, Alex’s advice is simple: do it – but do it properly. 

“I always think of it like a football team,” he said. “You build around your best players – the ones delivering the most value. It’s the same in marketing: you build your strategy around the channels performing best for you.”

For Medical Tracker, that core doesn’t include events or print media. It’s email campaigns, the website, referrals – and now, EdTech Impact.

“Those are the best players on the pitch for us. Everything else feeds off them.”

To Alex and the team, EdTech Impact isn’t a bolt-on – it’s a strategic partner they work closely with, backed by a team that’s genuinely invested in the relationship.