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Digital Transformation for Zia Heart Foundation Hospital

Modernizing a 35-year legacy hospital’s online presence with AI, UX overhaul & healthcare SEO strategy

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Introduction — the client & their business

The client:

Zia Heart Foundation Hospital & Research Institute (ZHF) in Dinajpur, Bangladesh, with 35 years of cardiac & multi-specialty care.

ZHF is known for providing high-level heart care, ICU, CCU, diagnosis & allied hospital services while also operating a nursing college and allied institutions.

The challenge:

  • Their website was outdated.
  • Navigation, content structure, and service pages were cumbersome and not optimized for patient conversion.
  • SEO was underleveraged: their specialty services and hospital infrastructure were not ranked well in relevant healthcare queries.
  • Performance, mobile experience, and trust signals (credentials, specialists, and facilities) needed clearer presentation.

ZHF engaged NextLab to execute a full digital transformation: from redesign and usability to SEO strategy and conversion-driven architecture.

The challenge — gaps holding back growth

Key issues identified in the legacy site:

User & conversion barriers

  • Appointment booking and health check-up calls-to-action were not sufficiently visible or guided.
  • Patients lacked clarity in navigating departments, consulting doctors, or exploring specialized services.

SEO gaps & visibility

  • Specialty pages (cardiology, surgery, diagnostics) lacked deep content, semantic structure, or internal linking.
  • Local SEO for Dinajpur, North Bengal, and adjacent districts was not well leveraged.

Our approach — AI-driven strategy meets human creativity

NextLab implemented a step-by-step strategy combining research, AI-powered insights, and UX/UI innovation.

Discovery & audit

  • Stakeholder interviews (administration, doctors, patients) to map key goals: appointments, donations, awareness.
  • Competitive mapping: other hospitals in Bangladesh, especially cardiac centers, to benchmark content, navigation, service pages.

AI & content strategy

  • Use AI-powered content clustering to group hospital services, specialties, departments, and support content (e.g. donation, research, academics).
  • Generate meta and heading suggestions optimized for healthcare search intent (e.g. “cardiac surgery Dinajpur,” “heart hospital Bangladesh”).

UX / UI & navigation redesign

  • High-fidelity redesign of homepage emphasizing hero message: “35 Years of Cardiac Excellence,” key services, and prominent CTAs (Book Appointment, Health Check-Up, Donate).
  • Specialist / consultant directory redesigned for filter & search by specialty, location, or booking.

Technical SEO & optimization

  • Implement schema for Hospital, MedicalSpecialty, Organization, Physician, Review.
  • Enrich internal linking: link from service pages to doctor profiles, research pages, news/notice pages.
  • Performance enhancements: minimize CSS/JS bloat, lazy loading, caching strategies, CDN configuration.

Launch, QA & iteration

  • Rigorous QA: broken links, form flows (appointment / contact / donation), mobile and device checks.
  • Analytics & event tracking: monitor click-to-book, scroll-depth, form completions.
  • Post-launch user behavior testing and A/B experiments (e.g. CTA placements, headline variants) to optimize conversion.

The solution

Here’s what NextLab delivered for ZHF:
  • Phase 1

Hero & home experience reimagined

Clear hero banner with institution history (“35 Years of Cardiac Excellence”) and primary CTAs: Book Appointment, Health Check-Up, Emergency contact.

  • Phase 2

Service & department architecture

Each clinical department (Cardiology, Cardiac Surgery, Diagnostics, ICU/CCU, etc.) has a dedicated landing page with richly structured content, imagery, and internal linking to related departments.

  • Phase 3

Consultant / doctor directory

User-friendly listing with filtering, profiles that show credentials, specialty, available hours, and booking link.

  • Phase 4

Institutional pages (about, mission, leadership, research)

Enhanced storytelling to highlight ZHF’s origin, mission, community impact, achievements, and allied institutions (nursing college, general hospital, etc.).

  • Phase 5

Donation & fundraising integration

Clear donation pathways, impact metrics, “How You Can Help” pages, aligned with hospital mission.

  • Phase 6

Gallery, infrastructure & facility section

Optimized gallery showing hospital interior, equipment, labs, patient care areas — all optimized for speed, lazy loading, and alt text for SEO.

  • Phase 7

Trust & accreditation features

Emphatic display of trust credentials: “35+ Years,” “100+ Specialist Doctors,” 24/7 emergency, institutional affiliations, patient rights, etc.

  • Phase 8

Technical, speed & mobile enhancements

Performance improvements (image optimization, resource loading strategy), mobile-first responsiveness, schema markup deployment, caching / CDN optimizations, minimal render-blocking assets.

Results & impact

Though actual analytics must verify, here are the kinds of outcomes we would expect and preliminary indicators:

Increased appointment inquiries

More users clicking and submitting “Book Appointment” or “Health Check-Up” forms.

Enhanced engagement & lower bounce Rate

Patients exploring multiple service pages and departmental content.

Improved search rankings

Higher visibility for “heart hospital Dinajpur,” “cardiac surgery Bangladesh,” “hospital near me Dinajpur.”

Faster page loads & better performance metrics

Improved Core Web Vitals (LCP, FID, CLS), especially for mobile users.

Stronger institutional reputation

Donors and patients perceive ZHF as modern, credible, transparent, and mission-driven.

By aligning digital presence with institutional stature, ZHF can convert awareness into action: more patients served, more community trust, and more donations.

Client testimonial

Partnering with NextLab helped us modernize our web presence in a way that truly matches what we do on the ground. Our site now communicates trust, care, and clarity — and we expect to see more patient engagements and community support.

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