IN THIS CASE STUDY

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Teamwork and Tactical Marketing Approach Boost Data Archiving Provider’s Website Performance and Operations

Olah gains outstanding improvements in organic traffic and SEO rankings and empowers cross-functional leaders with new resources and tools.

Location

Columbus, OH

Company

Olah Healthcare Technology

Industry

Healthcare Tech

Our Services

Marketing Strategy, Web Design, Content Creation, SEO, Ads

Situation

A Vendor Envisions a Better Web Presence

For any small company, standing out in a crowded field and building industry credibility requires not only knowing the value you provide but also who you’re up against. For data archiving company Olah, the latter is not necessarily who you’d think.

Our greatest challenge isn't our competitors—it's clients who choose inaction.

Carmen Griffin, VP of Services

Carmen Griffin describes the hospitals and health systems that avoid facing the mountain of legacy applications they need to archive, but don’t. All too often, these facilities and organizations hold on to outdated systems too long and need the services Olah offers, but face “analysis paralysis” over concerns about the complexity and length of an archiving project or potentially wasting time and money. They may not even understand how large a challenge they face when retaining systems that lack up-to-date security features and require costly maintenance, and whose total numbers may not be accounted for as applications are used less frequently.

Experience and consistently high customer satisfaction showed that Olah’s fast, modern archiving platform – Enterprise Archiving Solution™ (EAS) – was winning over hesitant healthcare leaders, but the company’s less-than-modern website and lack of messaging to demonstrate its understanding of those leaders’ challenges wasn’t positioning it for further growth. In the first half of 2022, executives and senior leaders decided a marketing revamp centered around their site could help build awareness of both EAS’s advantages and Olah’s simplified approach to the archiving process while moving the needle toward more sales opportunities.

Solution

A Personal Connection Leads to a Professional Partnership

With limited in-house digital marketing resources, Olah set out to secure external assistance and quickly struck up a relationship with Spot On.

[Co-founder Susie Kelley] did a really good job building rapport and trust with the team early on during the sales cycle. Her interaction with us stood out, and we knew we’d love working together.

Mick Blackwell, Director of Marketing and Partnerships

After bringing in its team of healthcare experts spanning design, content, and SEO, Spot On conducted a comprehensive review of Olah’s positioning, offerings, audience, and goals, evaluating the key opportunities to not only execute a website refresh, but also use the learnings gained in early meetings to support marketing efforts across the board. In a matter of weeks, strategies were in place to update Olah’s branding and messaging, which would be reflected in broader website changes; implement SEO improvements for better domain authority and keyword rankings; and create content for an array of business purposes.

Implementation

Work Begins and Quickly Scales to New Heights

With the input of several stakeholders, Olah’s new website took shape in the first few months of this new partnership. Highlighted by a fresh, clean visual makeover and streamlined messaging and copy, it speaks better to the company’s competitive differentiators and how it tackles the biggest problems spurring indecisiveness in its target audience. As positive results started to roll in from these updates, including increases in organic traffic and keyword rankings, Spot On and Olah also fine-tuned their communication and collaboration to drive even more success.

Olah Screens

Working in tandem to share and assess priorities, brainstorm ideas, and proactively identify growth opportunities, the companies elevated their teamwork to accelerate production of resources and assets that have grown awareness of Olah’s expertise and EAS’s unique value proposition.

We’ve pumped out a ton of reputable and referenceable content that we’ve used in email campaigns, one-offs, and even brought up at conferences, so all of that has been exceptional.

Mick Blackwell, Director of Marketing and Partnerships

Operationally, Olah took a major leap forward when Spot On introduced its team to Hubspot, where the archiving vendor now tracks all its marketing leads, sends emails out, schedules social media posts, and pushes lists to its calling system – a move that, said Blackwell, “has allowed [Business Development Representative Victoria Conway] and I to scale our email and calling operation to an extent that we would never have been able to have done with the amount of staff we have.” These tech-backed enhancements and the strong working relationship that’s been forged between Olah and Spot On has allowed the two-person team of Blackwell and Conway to simultaneously focus on all the numerous responsibilities they hold, he added, while having the agility to shift between tasks quickly and efficiently.

Results

Major Gains Are Made and a Lasting Partnership Cemented

After gaining positive momentum in 2022, Olah saw sharp performance increases across 2023, with organic traffic in December up 91% from one year prior and organic traffic for the year up 275%. Organic keywords rankings also doubled from 2022, with several nonbranded keywords ranking for the first time, and domain authority made a major jump. These numbers and metrics have continued to rise in 2024 – as has Olah’s industry cred and investment in working with Spot On.

increase in organic traffic in December from one year prior

275

increase in organic traffic through 2023

increase in organic keyword rankings through 2023

We have gotten praise [about the new website] at almost every single conference we’ve been to since doing that refresh, including kudos about the quality and professionalism of the website. The fact that we’re getting clients and partners telling us that our website is top tier is like a huge gold star across the company.

Mick Blackwell, Director of Marketing and Partnerships

That kind of respect and admiration for the wins Olah’s seen thus far has also translated into buy-in from across the organization, from the VP of Product leveraging Spot On for product surveys and email recommendations to the sales team asking for guidance with conference materials. A formidable foundation of trust underlies it all, stemming largely from improvements to content review workflows that drastically cut down on delays and empowered a “brain trust” of Olah’s experts to manage and own the messaging that sets the company apart as an innovator and customer-centric vendor.

Further website enhancements to better reach and serve its audience and its partners are in line as 2024 marches on, in addition to more content that showcases both EAS’s standing as a revolutionary product and Olah’s position as a rising player in its space. According to Blackwell, a rare combination of the right people and production has been the winning formula to date. “For most people in the healthcare space, relationships sometimes outweigh even the value that certain providers offer. We get both benefits.”

There’s not a single person at Olah that questions the value Spot On brings. It isn’t hard to prove the value Spot On provides to us, and it’s largely due to the partnership we formed and the relationship that we built over many months.

Mick Blackwell, Director of Marketing and Partnerships

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