In 2019 Oxford Immunotec partnered with emagine to refresh the product site for their T-SPOT.TB tuberculosis test. The challenge was to time the launch of a new site with a new branding initiative they were rolling out, to properly reflect their value as a commercial organization and the position of the T-SPOT.TB test in the market.
View the website here: https://www.tspot.com/
New Brand Identity
emagine worked with Oxford Immunotec’s creative partner to incorporate the new look and feel to the website. The elements on the site had to reflect the new arresting and bold colors of the brand guidelines. We partnered with the team carefully as the new brand rolled out and advised on web style and color guides, and imagery. The timing of rolling out a new brand and a website was critical and the teams were highly cooperative to reach the common goal of improving the T-SPOT.TB brand to a modern and professional look and feel.
A Trusted Team
Oxford Immunotec chose emagine for our known expertise in healthcare. Compared to other vendors, emagine required much less time to ramp up on understanding the product and the objectives of the site. Oxford Immuotec felt that they could trust our recommendations as best practices, and we worked as an extension of their team, holding them accountable to timelines and delivery due dates for the success of the project. emagine is considered a true partner and extension of the team with a deep understanding of the product and the objectives of the marketing team.
The T-SPOT.TB test drove the most traffic for Oxford Immunotec, and they needed a website that reflected the importance of this product in the market for tuberculosis eradication. With a new design, better structured site architecture, and a search-engine optimized site, they now feel comfortable putting more money into digital advertising, driving more leads to the site, and ultimately leading to more conversions. Good web design and strategy led Oxford Immunotec to better be able to leverage their position in the market.
emagine provided a workshop to better understand the goals and objectives of the brands for stakeholders in the T-SPOT.TB brand. This workshop better advised the design and structure of the homepage and ensure that the content on the homepage was appropriate to all types of visitors to the site.
emagine advised on an easy to navigate site architecture. Previously, content wasn’t easy to find from the navigation for different types of users. We advised on a navigation that had content tailored to healthcare professionals, patients and researchers. Oxford took our Content Workshop to heart and rewrote their content in a user-friendly manner that was better optimized for the web, leading to more successful visits for all users.
The new CMS is easy for all team members at Oxford Immunotec to make quick updates. Previously, they needed assistance on their old site, and the back end was not as user-friendly. We built the back end for ease of use by the marketing team, and provided a workshop training prior to site launch for all users of the site to get up to speed on WordPress sites.
emagine built the T.Spot site with best practices for search engine optimization in mind. T-SPOT.TB is one of the industry-leading tests for tuberculosis, and the site rankings needed to reflect that, no matter what type of user was searching for information about the test. With close work on keyword research, recommended URL structures, and content optimization, our SEO strategists advised throughout the entire project on the best strategy to improve T-SPOT.TB’s search engine rankings.