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 crosses yet another milestone by providing best of practices and treatments focusing on infertility treatments in India.

The Brief

Hinduja Hospital has a 'history of making history' - in the year 2010, it joined forces with the doctor who had delivered India's first test-tube baby to establish the Hinduja IVF Centre.

The state-of-art IVF centre at Hinduja Hospital (Hinduja IVF Centre) is spearheaded by Dr. Indira Hinduja - Padma Shri, Head of Scientific Research and Development Initiative along with Dr. Kusum Zaveri, Clinical Head.

Prior to this collaboration, both the doctors ran a successful IVF centre – INKUS, in South Mumbai, India, and are highly respected in the field of reproductive technology.

Hinduja IVF Centre 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.

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 to be linked to the main website.

The sensitive issue of infertility had to be dealt with kid gloves, by educating & guiding 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 with treatments, case studies, tools & calculators, familiarisation with doctors, etc., to build a strong brand recall of Hinduja IVF Centre.

The user journey was chalked out with an introduction of specialist, to treatments and how the users can avail of the services. In case, a user wants quick details, ex- Doctor's schedule, Make an Enquiry, Tools & Calculators, 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 developed the Hinduja IVF Centre 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 – familiarisation with the doctors to treatments & further details on how to get started. Each step is discussed in depth. For example, in 'Treatments' section Male Infertility & Female infertility reasons are discussed separately and the treatments for the same are also suggested.
• Infertility & its treatments are discussed in depth to help the user make an informed decision. The 'Getting Started' is a call-to-action section, which helps users estimate the effort that would go in the execution of their decision.
• Interactive engagements created using .NET platform - Doctor's Schedule, Ask Our Expert, Tools & Calculators: Pregnancy Due Date, Ovulation Calendar, Pregnancy Weight Gain, Pregnancy Ticker, involve interaction and help users assess requirement for an appointment with doctor.
• Take An Appointment and Make an Enquiry developed using the .NET platform manage online enquiries and request for appointments with doctors. 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.

• Effective Search Engine Optimisation was done on the website after in-depth analysis of the relevant keywords. This organic SEO, helped website achieve good rankings on search engines.

 

The Result

Hinduja IVF Centre managed to establish its unique identity in a relatively short span of time, the brand recall was established through efficient use of organic keywords.

The standardised and transparent disbursement of information ensures that a user gets access to all the information required on the subject, with easy access to making an appointment with the doctor.

The website was well appreciated in all circles due to it being extremely user friendly with enhanced user experience.