The Office of Health Economics (OHE) is an independent research organisation and charity that researches and responds to global health challenges. They partner with governments, universities and pharmaceutical companies to support better healthcare policies.
They challenged us to deliver a website that presented them as a leading independent voice in their field. The new site needed to incorporate their new brand and enable them to reach a broader audience.
- Lead Time:
- 4 Months
- Sector:
- Health & Economics
- Target Type:
- B2B
- Demographic:
- Consultants, Charities, Governments & Academics
- Website Goal:
- Represent the organisation as a premium publisher, Improve engagement & Increase visibility
- Services:
- Web Design, Web Development, WordPress, Digital Marketing
The challenge
OHE’s new website needed to appeal to a broad audience including consultants, charities, governments and academics. Having undertaken a rebrand, the client was ready to deliver a website that would position them as a premium global publisher and provide greater access to their content.
The new design needed to be authoritative, fresh and market leading. Most importantly, OHE’s research and publications needed to be accessible, sharable and downloadable to generate the maximum engagement.
With the goal of increasing engagement with their content, OHE challenged us to deliver an SEO strategy that would improve their search engine visibility and enable visitors to find their content directly from search engines.
- Scope
- Adobe XD Wireframe Prototypes
- Adobe XD Design Prototypes
- WordPress Development
- SEO Strategy
- Gated Content
- Search Function
- Hubspot Integration
- Content Migration
- Resource
- 1 x SEO Strategist
- 1 x Website Designer
- 1 x WordPress Developer
- 1 x Backend Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
The website
Drawing inspiration from websites like The Economist and The Atlantic, the new website design is clean and fresh with an authoritative news feel.
We developed the website in WordPress and created a deep search facility that enables users to access the vast array of content available on the site quickly and intuitively. The search uses post tagging and categorisation that also feeds a variety of targeted landing pages and user journeys.
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1
530
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Increase in session duration following launch
Digital strategy
Our marketing strategists assessed a huge range of search terms to identify the keywords that would generate the most success for OHE in search engines. We selected a set of highly relevant keywords and optimised the new website to target them effectively, enabling OHE to increase their search engine visibility and grow their organic traffic.
As a content-led website, OHE had a huge opportunity to secure rankings for high level topics, as well as specific long tail keywords. The OHE website has established a lot of trust over the years and consequently has strong domain metrics. Our team leveraged this advantage, implementing an ambitious strategy that sees OHE successfully competing for some extremely high value keywords.
Not only does the new website showcase OHE as a leader in their field, their digital footprint also puts them side by side with the major industry players.
SEO results
The chart above shows OHE’s keyword rankings following the launch of the website. Blue bars represent positions 1-3 in Google, green represents rankings on the rest of page 1, purple represents page 2 rankings and orange shows pages 3-5.
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1
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Increase in search engine visibility following launch
“We were delighted to have worked with Plug & Play to design and develop our new website which launched earlier this year.
Our vision was for the OHE site to be a destination for Health Economic research and Plug & Play achieved that with a modern design, easy search and navigation functionality, and a clear user journey throughout the site.
This was all underpinned by the digital strategy developed by their Digital Marketing team, which has seen our average user session durations shoot up from 27 seconds to 2 minutes and 23 seconds!”
