Case study, 2015 to 2021

More than 35 websites. One platform.

BTG plc was a FTSE 250 specialist healthcare company. From 2015 to 2021 we built its corporate and product websites on one platform, and merged its two main websites into one.

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229,000pages indexed by Google on the merged website

At a glance

Client
BTG plc (its specialty products are now part of SERB Pharmaceuticals)
Sector
Specialist healthcare
What we did
Corporate and product websites, one platform, integrations and support
Recognition
Special Jury Award for Largest Site, international site of the year awards, 2018
Years
2015 to 2021

The challenge

Two websites. Then one.

Until the end of 2018 BTG ran two main websites: a corporate site on another platform, and a site for healthcare professionals that we had built.

Before

Two websites, two platforms

2main websites, each one global

  • A corporate website on another platform
  • A healthcare professionals website we had built
  • Both serving several regions and languages
  • A large amount of content to match to each visitor

After

One website, organised by audience

28,000documents on one merged website

  • The corporate site rebuilt on our platform, then the healthcare site moved onto the same domain
  • Navigation redesigned around each audience after a full UX exercise
  • Regional content, in the right language, for each visitor
  • Regional teams edit their own content and share it with other regions
  • Translation through Translations.com, built into the editor
  • Existing content imported, not retyped

The work

One platform, many front doors.

The corporate site and the product sites shared one platform. The merged site connected to five other services.

  1. Who it served

    Audiences

    • Healthcare professionals
    • Patients
    • Visitors in several regions and languages
    • Regional teams, as editors

  2. One platform

    BTG websites

    • Corporate website
    • CroFab, DigiFab and Varithena
    • BTG BETA training tool
    • Regional content and translation

  3. Connected to

    Integrations

    • Veeva (Salesforce)
    • SendGrid email
    • Google Maps
    • amCharts
    • Social media wall: LinkedIn, Twitter and Instagram

Across the sites: mobile-friendly design, Google Maps doctor and branch finders, contact forms and a country selector that shows the products available in each country.

Product websites

A website for every product.

Each product had its own audience, its own design and its own job to do.

  • CroFab

    A snakebite antivenom. We rebuilt the site to run fast on phones and tablets, with a mobile map of US snakes and a step-by-step treatment algorithm.

  • Varithena

    A varicose vein treatment in the US. One side for patients, one for healthcare professionals behind a confirmation prompt, and a Find a Doctor map that updates as physicians are added.

  • BTG BETA

    Radiation safety education, audit and training for staff performing SIRT with TheraSphere. Scored question modules, working the same on mobile, built to a strict deadline.

  • DigiFab

    A treatment for digoxin toxicity, with product information on its own website.

The result

More views. Longer visits.

Google Analytics after the merger, against the 12 months before.

  • +34.9%monthly page views
  • +49.6%average session duration
  • 14.9%lower bounce rate

Google Analytics after the corporate and healthcare websites merged at the end of 2018, against the previous 12 months. Source: our published case study.

How it unfolded

Six years with BTG.

From product websites to one merged website, through a change of owner.

  1. 2015, done

    Work begins

    We start building websites for BTG and its products, each with its own design.

  2. To 2018, done

    Two main websites

    A corporate site on another platform, and a healthcare professionals site built by us.

  3. 2018, done

    One website

    The corporate site moves onto our platform and the healthcare site joins it: 28,000 documents and 229,000 pages indexed by Google.

  4. Apr 2019, done

    Special Jury Award

    The merged site wins the Special Jury Award for Largest Site in an international site of the year competition.

  5. 2019, done

    Sale to Boston Scientific

    Boston Scientific buys BTG for USD 4.2 billion. Our work carries on through the sale.

  6. Since then, done

    The products live on

    SERB Pharmaceuticals has acquired the BTG specialty products these websites described.

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