CASE STUDY
Working with Omda to boost SEO visibility
- Supported an organisation-wide rebrand covering multiple business areas.
- Empowered Omda with content to crystalise its M&A approach and the synergies between diverse business areas and solutions.
- Provided SEO guidance for a new website and worked to build domain authority quickly.
- Provided full-funnel content for multiple complex and technical healthcare and emergency services solution areas.
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About Omda
Omda develops software solutions for health and emergency organisations. Headquartered in Oslo, Norway, the business has a global presence, and its technology is used in general practices, maternity wards, research environments, blood banks and emergency service vehicles worldwide. The company generates an annual revenue of approximately NOK 420 million (GBP 30 million), boasts more than 500 customers across 27 countries, and employs more than specialists.
Omda’s ‘Smarter Ways’ philosophy centres on developing highly specialised healthcare solutions that emphasise user-focused design, workflow efficiency, and improved patient outcomes. These solutions overcome the critical challenges healthcare organisations and professionals face while facilitating intelligent, cost-effective, results-oriented healthcare services.
Previously operating under the CSAM Health Group brand, Omda rebranded and assumed its current identity in 2023. We spoke with Omda’s CMO, Helen Døcker, about how Big Star supported the rebranding process and contributed to the SEO and content work that followed.
Communicating the benefits of a unique business approach
Operating according to a carefully considered M&A strategy, Omda has acquired 15 businesses in 17 years and built a solution portfolio that spans seven distinct business areas, ranging from Women & Child to Health Analytics. “At Omda, we buy services within specific domains that connect in a value chain,” explains Helen. “Take the Emergency sector. Omda covers the entire operational environment. We supply modelling solutions for resource planning, asset management and long-term strategy. But we also go all the way through to in-ambulance triage solutions and technologies that facilitate handover to the emergency room.”
While this business approach has proven enormously successful, it has also posed challenges. “There is a strong, coherent business logic underpinning all Omda acquisitions. We needed to communicate that logic effectively and clearly demonstrate the value of the range of solutions within a specific domain area.”
Facilitating and supporting a comprehensive rebrand
The various business areas within the Omda organisation also typically operated in highly specialised fields, with relatively little marketing support. “Omda reached a tipping point where it was clear we could leverage real marketing synergies across the group,” Helen notes. “It was also evident that equipping business groups with a common set of marketing tools and aligning approaches would ensure everyone benefited from being a part of the larger organisation.” As a result, the business decided to rebrand and enlisted Big Star to assist with the process.
The Omda rebrand involved a complete overhaul of the brand strategy, architecture and digital channels. This necessitated fresh copy across a new website. Big Star provided content support, helping to bring the brand’s ‘Smarter Ways’ ethos to life, and exemplifying how individual solutions fit into that strategy.
But Big Star support went significantly further, too. “From a marketing perspective, there were a few things Omda really needed to do,” Helen explains. “With a completely new domain name, we had to build domain authority and begin publishing content to improve visibility and awareness. Because of the new brand and website, we were essentially starting from scratch. Big Star’s SEO support was essential in ensuring we get off to the perfect start with a targeted and strategic approach.”
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“Ricky, Big Star’s Marketing Director and SEO expert, was an invaluable resource,” says Helen. “His SEO expertise is second to none. His research and advice, particularly in the context of Omda’s complex organisational structure, enabled us to identify those parts of the business that would allow us to build a search presence most effectively and target specific areas.”
Ricky held detailed discussions with Helen on key performance metrics for the website and keyword research across Omda’s various business domains. They then collaborated to create a cohesive and coordinated content strategy for the target domain areas. Big Star and Omda’s key aim was to develop a strong online presence and take advantage of the opportunities digital content offered. Performance statistics demonstrate that this strategy is beginning to have a positive impact on traffic and lead generation.
Big Star also provided guidance on best practices for SEO-optimized web pages and encouraged a strategic shift toward high-search blog topics to build an audience. Crucially, this required compelling content that encouraged engagement with the brand and demonstrated Omda’s healthcare expertise. “I believe the SEO work was very valuable and provided us with a clear roadmap for how we could most effectively boost our search visibility first over a six-month period and then over a whole year.”
Omda had previously had no digital analytics functionality in place. Internal constraints meant this had to be set up outside of Google Analytics, and Big Star provided guidance on suitable platforms and how best to leverage the information extracted from the chosen platform.
Providing full-funnel copywriting services
Omda also sought Big Star’s assistance with copy and marketing support for various outbound communications and longer-form content. “Big Star has produced a lot of excellent full-funnel content for Omda. From search-optimised blogs to engaging potential customers further along the sales journey with case studies and white papers,” says Helen. “It also supported a lot of our outbound marketing relating to trade fairs, conferences and events – whether that’s LinkedIn outreach or communications targeted at individuals and organisations that don’t necessarily know Omda.”
Excelling in complex and varied subject areas
Helen also values the Big Star team’s ability to get to grips with nuanced and challenging subject areas quickly. “The way Big Star copywriters immerse themselves in discrete service areas and pick up what they need to create great content is fantastic. With Omda, writers can work with Medication Management one moment and Emergency Response the next, so that ability to move between them, ask the right questions and learn about new subject areas has been invaluable.”
At Omda, the M&A strategy means there hasn’t historically been a large central marketing team. Much of the marketing work is decentralised into the different business areas. “For me, Big Star has been an extremely valued partner that acts as an extension of my business-wide marketing team,” Helen says. “We’re in constant dialogue and exchange ideas and suggestions the entire time. It isn’t a run-of-the-mill content request service; it’s a truly collaborative partnership.”
For Helen, the Big Star writing team’s flexibility and responsiveness are two of its most impressive attributes. “Big Star has turned around high-quality work at incredibly short notice numerous times. It’s a big part of the partnership. It feels like Big Star is there to help out when we need it, and it allows us to stay agile and push out relevant content when it has the most impact.
Helen Døcker
Chief Marketing and Communications Officer, Omda
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A close, collaborative partnership for successful brand-building
Working with Omda has allowed Big Star to demonstrate our ability to engage with complex and technically challenging subject matter. Our team used interviews, product demonstrations, informal conversations and a host of other resources to construct a detailed understanding of Omda products and services, enabling us to create compelling content that spoke to real user needs and challenges.
At the same time, the project also allowed Big Star to showcase its SEO expertise and build domain authority, search visibility and general awareness for an entirely new brand. In doing so, we helped Omda further align its diverse business areas and better communicate the value of its acquisitions.
We would like to thank Helen for taking the time to discuss Big Star’s work with Omda, and we’ll sign off with her closing thoughts. “The Big Star team is service-minded, super flexible and genuinely interested and invested in finding out their partners’ most pressing challenges and solving them. The team members’ skill sets and abilities complement each other incredibly well, resulting in a comprehensive, connected and collaborative content service that delivers excellent value.”
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