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Health Marketing
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Case Study

The Challenge

Dr. Bisdas approached ZonePage with one clear goal — to redefine his entire digital identity.
His previous website was built on a generic template that did not serve the patient journey effectively, resulting in most appointments being booked offline.
At the same time, his overall digital presence did not reflect his strong offline reputation.

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Services
Visual Direction
Web Development
UI/UX Design
SEO
Content
Performance
Our Approach
We adopted a holistic, patient-driven strategy, placing the patient at the center of every decision.

Inspired by the art of vascular surgery itself, we created handmade visual elements with a watercolor aesthetic that reflected the precision and elegance of his medical specialty.

The website’s UX was developed to guide visitors smoothly through their journey — from first visit to contact. As mobile accounts for the majority of traffic, the design was built with a mobile-first mindset.

All content categories (articles, services, and conditions) were organized thematically, based on the defined SEO strategy. We combined Google best practices with user-centric design principles to ensure both search visibility and intuitive navigation.

We went beyond standard content — despite competitors rarely focusing on creativity. From articles and Ask the Dr videos to animations, infographics, video CVs, and more, we developed a diverse and engaging content mix.

Our paid strategy combined Search and Performance Max campaigns, using tailored CTAs depending on the audience’s position within the funnel.

All storytelling revolved around the doctor’s personality and authenticity. Strategic highlights were adapted for each stage of communication to reinforce credibility and emotional connection.
How We Made a Difference
This project showcased the full potential of digital transformation in healthcare. We didn’t just design a website — we built a solid foundation for Dr. Bisdas’s personal brand and visibility. Here’s what made the real difference:

Website Redesign

A fully custom-built website — both in design and in CMS usability — developed from scratch. The main challenge: ensuring easy navigation and comprehensive information without compromising on aesthetics.

Structured SEO Articles:

Through our SEO service, we created articles designed around the patient journey — addressing each user’s needs depending on their stage (diagnosis, chronic condition, post-surgery, etc.).

Video Series: Ask the Dr

Our branded Ask the Dr videocast series once again played a key role in building audience trust. These high-production-value interviews helped patients connect with the doctor on a more personal level.

Sticky CTA Buttons:

Mobile environments are always challenging due to limited space — yet essential given user behavior. We ensured users could reach the doctor easily at any point, through a persistent, frictionless call-to-action button that follows them as they scroll.

New Section: “Second Opinion”

A previously offline-only service was brought online. Based on our experience, patients often seek a second opinion — especially before major surgeries or after complex interventions. The “Second Opinion” section encourages users to reach out, even if they are not current patients. After all, when it comes to health, it’s natural to seek more than one expert perspective.

Results
Health Marketing is a growing sector in terms of its advertising approach. The changes are numerous and continuous, and we couldn't say that the digital environment remained calm during this period. However, the numbers spoke for themselves, and in just 5 months after launch, the results justified all the team's efforts.

+97%

increase in sessions

(13.268 → 26.175)

+52%

in call events

(95 → 145)

21

new contact forms

(conversion type that didn't exist before)

Engagement rate

increase

from 73.65% → 95.72%

40%

of appointments online

according to the doctor himself

Highlight Strategic Moves

  • 01

    “Second Opinion” as a UX asset: Sticky CTA + 13.1% of call events from this page alone

  • 02

    Watercolor design + medical themes: unique identity, increased recognizability

  • 03

    Multiform content: Information → Trust → Appointment Booking

ZonePage's Most Important USP

Instead of “selling” services, we spoke the patient’s language. From the first visit to the decision-making stage, the patient felt guidance, safety, and reliability. And this is the checkmate move that makes the difference every time.

Before the end – with a photo for personality

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