- Case Studies
- About OHO
Top Line Result: Delivered flagship website with new brand, custom content and web video in under 5 months.
90% of drug and alcohol addiction in the U.S. begins in young people aged 15 to 25. In response, Massachusetts General Hospital launched a new addiction treatment program – Addiction Recovery Management Service (ARMS) – to address this population. This best-of-breed program is grounded in MGH’s addiction research and their thorough evaluation of treatment techniques with the highest efficacy. With the program in place, Mass General needed to:
Design Driven by Research. OHO began the project with primary research. We engaged fifteen subject matter experts, from department chiefs to clinical teams, through in-person interviews to understand the medical research, why the program succeeds, and the needs of different audiences.
Our secondary research included a systematic analysis of hundreds of addiction web sites that could be added to a resource library. Our research also highlighted gaps in available web-based resources that Mass General was uniquely suited to fill.
Finally, focus groups with parents and young adults revealed the best communication approach to deliver the message with the right impact
The research shaped and refocused the project:
Iterative Visual Brand Development. OHO developed multiple visual designs for the site – from the corporate and more clinical to more youth oriented. The selected design reflects the overall Mass General branding and took on a more educational and editorial feel to reinforce the leadership position of Mass General. We used videos of subject-matter experts to capture the thoughtfulness of the staff and the nuances of philosophy and approach.
On-time Launch with Custom Content and Video. OHO developed 40 custom pages of content, produced over 20 videos, and created a resource library of Internet resources. The URL AddictionAnswers was selected for search engine optimization purposes and to allow the site to become the destination for all MGH addiction treatment programs.
The site launched to universal acclaim within the department and raised the profile of the new program within MGH.
Phase 2 of the project includes promoting the site to a wider audience through traditional and online channels, and fine-tuning the site for longer visits, better search engine optimization and increased conversion.