Aster DM

Blue Logic Digital transformed a typically corporate website into a modern, intuitive experience, driven by a Mobile-first strategy for Aster DM Healthcare.


From a single clinic to a performance-driven healthcare enterprise spread across 359 establishments in 9 countries and over 20,000 doctors and employees, Aster DM Healthcare has transitioned into being a growing network across the Middle East, India and the Far East.
Currently, one of the largest and fastest-growing conglomerates in the MENA region, Aster DM Healthcare’s portfolio includes hospitals, clinics, diagnostic centres and retail pharmacies. With many more innovative and ambitious initiatives, Aster DM Healthcare has radically catalyzed the healthcare revolution across the Middle East, India and the Far East.

  • Client:

    Aster DM Healthcare
  • Timespan:

    4 months
  • Key Focus:

    PWA design, mobile-first website
  • Service:

    Digital Experience
  • Live Preview:

The Challenge

This project was of critical importance as the old design was a tad boring, and also focused mainly on investors. With a mixed target audience, panning prospective customers, job-seekers and investors, it was important to have well-defined buyer personas with clearly drafted user journeys.

There were other gaps including:

1. Outdated design and look & feel which did not position the brand positively
2. WordPress backend technology, not customised to their needs, and not scalable
3. Insecure hosting, without SSL making them extremely susceptible to hackers and other security threats
4. Limited features and functionality, no link to the business units’ websites
5. Lack of content strategy

The Objectives:

Enterprise CMS with the ability to scale when needed. Moreover, the design needed to be thought through thus catering to various target audience groups.

The discovery workshops led us to identify the below pages on the website:

  • Aster DM Healthcare global network (almost non-existent in the old design, and extremely critical to maintain the brand’s positioning).
  • Guide to individual hospitals (new feature).
  • Aster DM Healthcare story (adding a personal touch. This also involved interviews with Dr. Azad Moopen, Chairman).
  • Aster DM Healthcare facilities & excellence (positioning innovation at the core).
  • Aster volunteers (an initiative close to the Chairman’s heart).

The Solution Delivered

Blue Logic Digital provided a turn-key digital solution involving UX/ UI, content strategy and creation, CMS development on TYPO3 and AWS hosting.

All this was possible by performing the below activities:

  • UX Research - Focused Group Discussions with key stakeholders.
  • UX Strategy - Features, Content Marketing strategy, Mobile-First design approach, Fluid & intuitive design.
  • UX Design - Pattern development, typography, fonts, images.
  • Development - TYPO3 customised to ensure easy content updates and changes by the Marketing team.
  • Content Strategy - including content creation in both English & Arabic.
  • A/B Testing and UX insights using world-class tools.
  • QA and deployment (Staging and Production server setup).
  • AWS hosting & on-going website maintenance via an AMC contract.

The Value Added

100% increase in website traffic ; 50% reduction in bounce rate

    The brand’s Digital Re-positioning was considered extremely successful by both internal and external customers, thereby positioning Blue Logic as Aster’s preferred Digital partner across all business units.
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