What we did
- UX & UI design
- Web development
- Appointment booking system
- Conversion optimization
- Paid advertising
- Ongoing technical care
The Challenge
Medgen is Slovenia’s only private medical genetics clinic with a state concession, operating since 2003. They provide comprehensive genetic testing and counseling, from prenatal screening and hereditary disease testing to pharmacogenomics and cancer genetics. They needed a complete website redesign that would make complex genetic services accessible and understandable to patients, while building the trust necessary for such a sensitive medical field.
Main challenges
- Design a professional medical website that communicates both expertise and empathy
- Make complex genetic services understandable to non-specialist patients
- Create targeted landing experiences for eight distinct patient segments (pregnant women, families with hereditary conditions, individuals with unexplained symptoms, etc.)
- Build a lead generation system with both booking and free phone consultation options
- Present the medical team and their credentials to build institutional trust
- Integrate a lead magnet (NIPT e-book) for prenatal testing patient acquisition
- Develop a comprehensive FAQ system addressing patient concerns and reducing appointment anxiety
378%
first meeting growth
87%
organic growth rate
6.37
the average return on investment (ROI)
Our solution
Medical. Accessible. Trust-driven.
We designed and developed a comprehensive medical genetics platform that transforms a complex specialty into an approachable, patient-friendly experience. The website’s teal-and-warm color palette strikes the perfect balance between medical authority and human warmth, critical for a field where patients often arrive with anxiety and uncertainty.
The homepage architecture is strategically structured: a commanding hero with the clinic’s unique positioning (only private genetics clinic with state concession), partner logos for institutional credibility, a clear service grid covering nine specialization areas, an innovative patient-segment section that helps visitors self-identify their needs, a trust-building section with four key differentiators, a team showcase, and a detailed FAQ accordion, all leading to a dual CTA system (book appointment or free 15-minute phone consultation).
Things to notice:
- Nine-service grid covering genetics counseling, prenatal testing, infertility, cancer genetics, pharmacogenomics, hereditary diseases, gynecology, WESgen, and other genetic tests
- Patient-segment navigation helping eight distinct visitor types (pregnant women, couples planning families, cancer families, etc.) find relevant information
- Dual conversion system: direct booking and free 15-minute phone consultation
- Lead magnet integration (NIPT e-book popup) for prenatal patient acquisition
- Medical team showcase with specialist credentials and expertise areas
- Comprehensive FAQ accordion reducing pre-appointment anxiety
- An advanced multi-step form with integrated service & time-slot booking system.
- Trust architecture built around four pillars: 20+ years experience, specialist genetics team, state concession, and comprehensive care approach
