DrDoctor HubSpot Website Design

Project type

Website

Industry

Technology

Location

United Kingdom

Services provided

Design

Development

Strategy

About the project

DrDoctor is the UK's leading patient engagement platform, trusted by over 70 NHS organisations and managing more than 109 million appointments annually for 24 million patients.

DrDoctor came to us facing a critical challenge: their existing website was undermining their market position. Despite being healthcare technology pioneers, their outdated site made them appear weaker than competitors who were catching up.

Their "one platform strategy" was lost in granular product descriptions, and their recent rebranding wasn't reflected digitally. Most critically, they needed to speak to multiple audiences - NHS decision-makers, patients, industry leaders, and potential recruits.

We developed a comprehensive digital strategy that moved away from fragmented product listings to showcase their unified platform vision.

The solution successfully repositioned DrDoctor as thought leaders in healthcare transformation, with clear conversion paths for complex B2B sales cycles and distinct experiences for each audience segment.

AI-generated imagery: a healthcare-appropriate solution

One of our key design challenges with DrDoctor was making their technology-first platform feel more personal and human - crucial in healthcare where trust and empathy matter deeply.

DrDoctor came to us with AI-generated imagery from their recent rebrand - a brilliant solution to a common healthcare marketing challenge. Traditional healthcare photography requires navigating patient privacy concerns, NHS restrictions, and often results in sterile clinical imagery that doesn't reflect modern, collaborative healthcare.

The AI-generated imagery they provided featured realistic healthcare professionals and patients in empowering scenarios, alongside their distinctive oil patterns and brush stroke effects. We saw an opportunity to use these assets strategically throughout the website design.

Our interpretation focused on extensive integration of this imagery, moving away from typical healthcare stock photography - sterile hospital wards and clinical white coats - to create something that felt more collaborative and human. We carefully wove these brand assets throughout the user experience, ensuring the imagery enhanced the platform's accessibility while respecting the sensitive nature of healthcare communications.

Website design & brand application

Working with DrDoctor's distinctive brand identity, we brought their brush stroke elements to life across the website in varied ways - as background textures, section breaks, and interactive details. Each page uses these elements differently to avoid repetition while maintaining brand consistency.

We created layered backgrounds and gradients that change depending on the content, helping users understand when they're looking at patient-focused information versus technical product details. The subtle animations guide attention without overwhelming the healthcare professionals who need to quickly find specific information.

Easy editing experience

Built on HubSpot Content Hub, we created an intuitive content management system that empowers DrDoctor's marketing team to maintain and update their site efficiently. The design system includes reusable sections for consistent page creation, drag-and-drop functionality for easy page building without technical expertise.

This approach ensures brand consistency while giving them the flexibility to create new pages and update content as their platform evolves and new features launch.