Case Studies

The Client

P. D. Hinduja National Hospital & Medical Research Centre is an ultra-modern tertiary care hospital, internationally acclaimed for its world class medical services, covering all specialties and diagnostics. Bringing the finest in medical and surgical talent and technique, since its inception in the year 1951, Hinduja Hospital has, over the years, systematically worked on people, processes and technology to deliver quality healthcare.

Taking forward its commitment to a healthy lifestyle, P.D. Hinduja Hospital's latest offering is to provide best of practices and treatments focusing on surgical management of obesity with Surgical Solutions for Obesity.

The Brief

Surgical Solutions for Obesity or Bariatric surgery, comes under speciality care of Hinduja Hospital, though, it's a part of the main hospital yet it had to be positioned as a unique identity with its own website. Due to preventive nature of the speciality surgery, it was important to educate & guide the user, as well as provide ample support in facilitating appointment with doctors in case of interest. Also, it was important to connect with the user and go beyond medical terminologies to identify interactive engagements like tools & calculators, case studies, familiarisation with doctors, etc., and build a strong recall value with users.

The Approach

HGS Interactive conducted Industry Analysis to identify best practices that assisted in defining the services that need to be highlighted.. The strategy was to develop a clean styled website that is be linked to the main website. The wireframes segregated content in steps of progression from a patient's perspective – right from understanding obesity, to why a patient would require surgery, to post surgical care, the website progress smoothly to provide information. In case, user wants quick details, ex- Expert's opinion, Doctor's schedule, BMI Calculator, etc., the same is available on a click with simplified navigation on the top of the web-page.

The approach was to build a website that confirms with the guidelines of existing main site, has a streamlined content, resolves doubts with efficient query management system and helps user to make an informed decision.

The Solution

• HGS Interactive built the Surgical Solutions for Obesity website using the latest tools & Web 2.0 technology.
• The first step, wire-frames that classified & segregated information, were chalked out. The main navigation of website defines the user journey from – Understanding obesity to surgery to post surgical care that covers nuances of the procedure in detail. Hereafter, the user is introduced to the team of Bariatric surgeons and is then guided onto hospital services that have many call-to-action to help the user make a decision.
• Interactive engagements created using .NET platform - Ask Our Expert, BMI Calculator, etc., involve interaction and help users assess requirement for an appointment with doctor.
• Take An Appointment and Enquiry Form developed using the same .NET platform manages online enquiries and request for appointments with Bariatric surgeons. The complete system is monitored & tracked through an admin module for quicker resolution of queries.
• Clean styled approach to design the website ensures no cluttering and confusion. Appealing colours that confirm to guidelines, smart approach to presentation of content and slick use of jQuery add on to the aesthetic aspect of the website.
  

The Result

The brand new Surgical Solutions for Obesity website is well received by users. The easy dissemination of information is extremely user friendly, as information is mapped to a user's journey. Strategically placed call to action bar plays an important part in the distribution of traffic and helps in creating awareness about sections that might interest users, thus resulting in enhanced user experience.