Table of Contents
About the Client
Anand Lab, a prominent diagnostics chain brand based in Bangalore, Karnataka, holds a legacy of 47+ years in the healthcare industry. As a subsidiary of Neuberg Diagnostics, Anand Lab boasts more than 120+ centres in Bangalore, serving a vast customer base of over a million. Their commitment to quality is reflected in being the first NABL certified lab in South India. Furthermore, they achieved a significant milestone by becoming the first lab in Karnataka to gain ICMR approval for COVID RT-PCR testing.
Objective
The primary objective for Anand Lab was to establish a centralized digital platform that seamlessly caters to various needs. This encompassed online registrations, lead generation, comprehensive dissemination of information about their diagnostic offerings, a unified point for patients to access their reports, and the creation of a patient-friendly website that eliminates complexities. This transformation was envisioned to leverage the latest technology stack and integrate with their internal systems, including LIMS, CRM, and ML tools.
Pain Points
Before the transformation, Anand Lab was grappling with several challenges, including:
- A cumbersome process for the internal team to manage responsibilities, coupled with fears of a new site launch.
- An outdated WordPress site with limited functionality and links to third-party tools for accessing reports.
- Absence of a comprehensive list of their extensive range of tests and packages (over 5000+).
- Lack of a proper tracking mechanism, hindering effective data management.
- Inflexibility in customizing the layout and design due to the WordPress platform.
- Absence of a dashboard for essential daily MIS reports, including registrations, payments, appointments, and leads.
- Slow website loading speed (over 30 seconds) and a high bounce rate (87% on the homepage).
- Underperformance of Google ads, failing to capitalize on their potential brand exposure.
Solution Implemented
To address these challenges, a multi-step approach was adopted:
- Understanding Core Objectives: Through intensive knowledge transfer sessions and pre- production meetings, the core objectives of Anand Lab were identified and aligned with planned activities.
- Project Planning:A detailed Project Planning Chart (PPC) was shared, outlining clear project milestones, deadlines, dependencies, and key stakeholders' responsibilities.
- Technology Stack and Design Guidelines: The tech team recommended a cutting-edge tech stack, involving React JS and Laravel Framework, PHP with MySQL database, data encryption, and a virtual private server for enhanced performance.
- Design Execution: The design team created wireframes, user navigation paths, core call-to- action areas, and designs for landing pages, content pages, form pages, and static pages. These designs were executed using Figma, incorporating user-friendly workflows.
- Development and Integration:The entire project spanned six months, including phases such as pre-production, wire framing, design, development, API integrations, testing, and the eventual launch.
Outcome Achieved
The transformation yielded remarkable outcomes that greatly enhanced Anand Lab’s digital presence and operational efficiency:
Faster loading
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Lesser Bounce rate
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Better Conversion rate
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- Website Launch: The new website was successfully launched within the agreed timeline, with a 10% buffer to ensure a smooth transition.
- User-Friendly Experience: The user-friendly layout and navigation of the website garnered high praise from a diverse range of patients. It received an impressive 4.5 out of 5 rating for both aesthetics and usability.
- Improved Loading Speed: The loading speed of the website was drastically reduced to a swift 3.5 seconds for the entire homepage, ensuring a seamless and engaging user experience.
- Reduced Bounce Rate: The bounce rate, which indicates visitors leaving the site without interaction, was significantly lowered to a mere 32% over the course of the last six months.
- Increased User Engagement:The average user duration on the site skyrocketed to an impressive 3 minutes and 45 seconds. This threefold increase in engagement highlighted the effectiveness of the new design and features.
- Enhanced Exploration:Users engaged more deeply with the content, as evidenced by their access to an average of 7 pages per session, showcasing an elevated level of exploration.
- High Retention Rate:The retention rate from the homepage to the registration checkout page reached an outstanding 90%, indicating the success of the streamlined user journey.
- Effective Landing Pages:The landing pages demonstrated exceptional performance with a remarkable 78% conversion rate, efficiently turning website traffic into valuable leads.
- Efficient Content Updates:The process of updating content was significantly streamlined, with a maximum Service Level Agreement (SLA) of just 30 minutes for client data updates.
- OPS Team Dashboard:The OPS team at Anand Lab was equipped with an intuitive and user- friendly dashboard. This led to an impressive 48% lead conversion ratio, a substantial improvement from the previous rate of less than 15%.
- Real-Time Lead Tracking:The implementation of real-time lead tracking allowed the call centre to respond swiftly, leading to enhanced customer engagement and satisfaction.
- Transparent Pricing:Transparency in pricing was maintained across platforms, ensuring that online and offline test/package prices remained consistent with no discrepancies.
- Data Integrity and Security:The integration of encrypted API connections with Laboratory Information Management Systems (LIMS) ensured the security and integrity of customer data.
- Top Management Insights:Top management gained rapid access to snapshots of sales and performance, enabling informed decision-making and strategic planning.
In conclusion, the collaborative effort between Anand Lab and the Pixel team led to a successful digital transformation that revolutionized healthcare accessibility. Through a user-friendly website, optimized performance, streamlined processes, and enhanced engagement, Anand Lab solidified its position as a trusted healthcare provider while reaping the rewards of a dynamic digital presence.
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