Website Redesign Helps Medical Practice to Achieve Exponential Growth in Online Bookings

In 2018 they embarked on a ‘digital transformation’ starting with a website re-design. The re-design process was long and complex, as we went through extensive research of all top medical and hospital websites globally to see what good user experience and design would look like in the medical sector, as well weeks of buyer persona research to understand how we could make life easier for new and existing patients to find information and book online.. 

One of the key factors we had to consider during the buyer persona research was that many of OT&P’s patients were older and found booking online to be difficult, so we needed to make the buttons a little larger and as user friendly as possible. We also had to ensure the website was fully mobile optimised as more than half of all visitors in 2018 were using a mobile device (which we expected to increase).

In the process of re-designing the website, we looked over the images used on the older website and decided we would need to come up with another solution photo-wise. The new website was modern and highly professional, and it required images that were compatible with that look and the look of the clinics which had recently been redesigned. So, Oxygen provided its digital photography services to capture high quality images of OT&P's clinic. The photos turned out excellent and were used not only on OT&P’s new website but also on their socials later on.

Below: The new OT&P Aesthetics & Wellness clinic and the General Practice clinic.

OT&P immediately moved to the HubSpot CMS and marketing platform and Oxygen utilised its web development services to design a website that looked aesthetically pleasing while also being easy to use, especially on mobile. Oxygen’s content team worked closely with the OT&P team and doctors in Hong Kong to gain as much knowledge and information on medical topics and created blog content that was aligned with keywords patients were using to search for medical services in Hong Kong. Through our close collaboration and comprehensive content marketing services we were able to create enough insightful content to build organic traffic and dramatically grow OT&P’s overall Google ranking.

The modern and aesthetically pleasing design and sleek user experience has been optimised by our team to focus the visitor’s attention on blue CTA’s at the top of the page, which direct visitors into the right areas, i.e. ‘Book an Appointment’, ‘Patient Services’. 

From our performance audits on the old website we knew that the bulk of the traffic was split between two interests, either more information on doctors or a specific service. Pages for each doctor and each service were created using the HubSpot DB to create an optimal experience that can fully utilise the search function and multiple features. This took a lot of time and thinking 'outside of the box' from our development team to create something custom which worked perfectly on both desktop and mobile – but after a few months we finally were able to finish and launch successfully.