Making a hospital feel human online.

A great hospital with a stressful website.

Patients were calling reception to do things the website should have handled in three taps. Marketing was running paid traffic to a homepage that buried the only thing anyone came for: book an appointment with the right doctor.

We were asked to overhaul the brand expression online and rebuild the patient-facing booking flow without disrupting the hospital's internal scheduling system.

“Patients should not have to be calm and well-rested to use our website.”

Brand refresh + booking platform + an app for follow-ups.

• →Brand refresh: warmer typography, photography of real staff (not stock), color system tuned for medical-grade legibility.
• →Marketing site rebuild on Next.js with a doctor-finder by symptom, language, gender preference, and insurance coverage.
• →Appointment booking integrated with the hospital's HMS via a secure middleware layer.
• →A patient app for prescription refills, lab results, follow-ups and bill payments — built with React Native.
• →A doctor-portrait shoot — 78 specialists across three sites — feeding both web and app.

Same number of doctors, twice the appointments.

Within 90 days, online appointments more than doubled. Bounce on the doctor-finder dropped 46%. Reception calls about scheduling — the kind that take the most staff time — dropped by a third.

The brand refresh did its quiet work too: paid creative click-through rates climbed steadily as the new identity replaced the old, and the marketing director now starts every quarterly review with the line "the brand is doing the heavy lifting."

“It still feels like IMC. It just feels like an IMC that respects your time.”