The Brief

Mubadala is a pioneering global investor, deploying capital with integrity and ingenuity to accelerate economic growth for the long-term benefit of Abu Dhabi. As Abu Dhabi’s leading strategic investment company, Mubadala is active in 13 sectors and more than 30 countries around the world, creating lasting value for our shareholder, the Government of Abu Dhabi.

Our work was focused on the healthcare division, along with others, and we were tasked with bringing life to the Healthcare division, by refocusing the website to cater to a wide variety of consumer needs, and to showcase Mubadala Healthcare as a force to be reckoned with.

Our Solution

One of the hardest parts in this campaign was building a single integrated website to serve not only a wide variety of customers, but a wide variety of stakeholders.

Mubadala Healthcare had some of the biggest brands under their umbrella, from Cleveland Clinic Abu Dhabi, Imperial College Diabetes Center, and many, many more. With the customer groups so disparate, and services offered amongst the healthcare groups so diverse, we took a customer first strategy, trying to understand how and what customers look for when they visit a healthcare website

The Results

Critical design decisions are often taken with personal choices however, with our scientific methods of conducting CRO cycles, we were able to get the numbers to make these decisions.

  • Appointment booking from the English website increased by 37%
  • Whereas, appointment booking from the Arabic website increased overall by 48%
  • Customers were coming in well informed, understanding the background of their doctors, and even referring doctors they felt suitable to their friends. Referral visits increased by 24%
  • Website conversions through various points of the website, including well placed CTA (Call to Action) buttons, increased overall by 39%







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