Project Overview
Healthy Weight Australia is a specialized weight loss clinic, where personalized care and expert guidance help lead patients to lasting health. Their diverse expertise and extensive clinical experience nurture patients upon a tailored weight management journey, recognizing that no single method fits every patient.
AEK Media was tasked with redesigning the Healthy Weight Australia website to create an intuitive, patient-focused experience that would support their mission of empowering individuals to achieve and maintain a healthy weight while addressing key challenges in patient engagement and conversion. It was crucial that Healthy Weight Australia's personalized approach could be immediately recognized the moment a visitor lands on the page.
Organisation
Team
Team:
Sergey Pashaly: Head of Design
Tarun Prasad: Project Manager
Francesca: Marketing Specialist
Project Brief
Following an increase in patient inquiries and appointments, Healthy Weight Australia identified the need to redesign its website to support the next phase of its growth.
The following objectives were outlined to drive this transformation:
- Increase new patient consultations through a customized, patient-centric experience that supports users at every stage of their journey, whether they are aware of what treatment to choose or require guidance.
- Improve the appointment booking process for patients & the practice by integrating it with their existing CRM.
- Incorporate a visual builder so they can easily update and evolve their site content as they continue to grow.
- Build a foundation for future digital marketing efforts, ensuring the site is optimized for both patient experience and search visibility.
Project Need
To meet these objectives, we developed a comprehensive website redesign that focused on the following key areas:
Customized Patient Journey
In a space where patients have likely explored previous solutions without success, it was critical that respected the emotional considerations within their journey. We needed to simultaneously nurture patients through this process while educating them on the available treatments to help guide them towards what may be best fit for them.
Reimagined Treatment Pages
To help educate patients on how to move forward, we needed to develop pages that addressed the key concerns in a comforting form. The emphasis on the process & post-care was crucial, particularly in weight management, as it involves psychological changes to help ensure long-term success after surgery.
Optimized Conversion Pathways
Recognizing that only a fraction of visitors navigate beyond the first page, we needed to ensure each page was treated as a dedicated landing page to capture new patients efficiently.
Easy to Update Content
The site was built with a visual editor, allowing the Healthy Weight Australia team to easily manage content, add new team members, and scale their online presence as the practice grows.
User Experience
The new design for Healthy Weight Australia was informed by visitor data to ensure the site effectively addressed the needs of its users. Key elements of this enhanced user experience include:
Patient-Centric Design
The website was developed with the patient journey in mind, ensuring that every interaction is intuitive and supportive. From the initial visit to post-treatment follow-up, the site is designed to guide patients seamlessly through their healthcare experience. We crafted a central landing page experience to ensure both a patient who was ready to book and one who required more information, had a tailored pathway to meet their needs - reinforcing the philosophy of Healthy Weight Australia.
Enhanced Treatment Pages
Each treatment page was reimagined to include extensive educational content, video testimonials, FAQs, and post-care information. This approach was designed to build trust and ensure that patients felt supported throughout their journey, even after their initial consultation.
Form Integration Across the Site
By integrating forms on every page, we maximized lead capture and ensured that patients could easily take the next step. The connection between the 'Thank You' page and the practice’s scheduling system further streamlined the booking process, significantly boosting appointments.
Ease of Management
The website’s backend was integrated with a Visual Builder, enabling Healthy Weight Australia to update and manage content without technical expertise. This flexibility ensures the site can grow and adapt as the practice evolves.
Project Marketing
We paired the new website with a tailored digital marketing strategy to ensure Healthy Weight Australia's website was present in front of the right potential patients to drive growth. This led to:
51% Increase in Leads: Integrating the 'Thank You' page with Zoho allowed patients to book appointments instantly after form submission, tripling the booking rate.
45% Increase in Traffic: Our SEO-focused approach boosted the website’s visibility, driving more organic traffic and patient inquiries.
20x Increase in Doctor Profile Visits: By optimizing the patient journey and promoting service quality through establishing trust with doctors.
The redesign was grounded in delivering the right information to the right patients at the right time. We ensured every element of the site was optimized for user experience and search performance, laying a strong foundation for content marketing and paid advertising campaigns.
Project Privacy
Healthy Weight Australia takes patient privacy seriously. The website complies with Australia’s Privacy Act of 1988, ensuring that all patient data is handled securely and confidentially.
Digital - Health
From ground-breaking apps accelerating medical research to apps helping consumers make healthier choices, we're looking for apps that are making health information and medical services more accessible to all.
More Details