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Case study · Healthcare
Elora Polyclinic
A polyclinic running aesthetics, dentistry and surgery under one roof — three categories that behave nothing alike online. We designed and built one site that serves all three without diluting any of them.
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- 92 Google PageSpeed at launch
- +230% Organic traffic
- WordPress Built on
The numbers
Three specialisms, one credible site.
A polyclinic has a harder marketing problem than a single-discipline practice. Aesthetics sells on outcome and aspiration. Dentistry sells on trust and proximity. Surgery sells on the surgeon. Most multi-discipline clinics resolve that tension by saying nothing specific about any of it.
Elora's site treats each discipline as its own audience with its own route, held together by one design system and one standard of clinical credibility.
92 Google PageSpeed at launch
230% Increase in organic traffic
3 Specialisms on one platform
The brief
Polyclinics get punished for being general
Search rewards specialists. A clinic offering aesthetics, dentistry and plastic surgery has to look like three credible specialists at once, from one domain, without reading as a place that does a bit of everything.
The patient is not choosing a clinic — they are choosing a procedure
Three audiences with nothing in common
Someone researching veneers, someone considering body contouring and someone consulting on plastic surgery are at completely different points of a completely different decision. They need different evidence, different tone and different proof. One combined services page serves none of them well.
Aesthetic proof is regulated proof
Before-and-after imagery is the most persuasive asset this category has and also the most constrained. Aesthetic and medical advertising in Dubai is licensed, so the gallery, the outcome claims and the testimonial treatment all have to be designed inside rules that most agencies discover only when a campaign is rejected.
Credibility is the whole purchase
In a category where a patient is deciding whether to let someone operate on their face, the site is the credentials check. If the clinicians are hard to find, unnamed, or presented as stock photography, no amount of design polish recovers it.
What we built
One design system, three clinical worlds
Aesthetics, dentistry and surgery each get their own route, evidence and conversion path inside a single visual language. Every screen below is from the design system we built.
The clinic
A personal route in
The opening argument: that the path through treatment is designed around the patient rather than around the clinic's service list.
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The medical team
Named clinicians with credentials and specialisms, surfaced early — because in surgery and aesthetics the practitioner is the decision being made.
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Treatments
Surgical and body
Plastic surgery, body contouring and aesthetics presented as distinct disciplines with their own evidence, not as line items on a menu.
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Facial treatments
Cosmetic injection, IV therapy and hair treatments broken out individually, because that is the granularity at which patients search.
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Premium packages
Bundled programmes presented as products on a dark panel that separates them visually from single treatments — how patients actually compare and buy them.
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Proof & conversion
Client success stories
Real patient outcomes given a dedicated surface rather than a sidebar, with the claims framed inside what aesthetic advertising rules permit.
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Before and after
The most persuasive evidence in the category, presented as a controlled comparison rather than an unlabelled gallery.
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Visual beauty journeys
Video treatment walkthroughs — the format that answers 'what actually happens to me' better than any amount of copy.
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Enquiry and consultation
The conversion point, designed as a form a nervous patient will finish rather than abandon halfway.
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How we worked
A polyclinic platform, built in four parts
Design system first, so three specialisms could share one site without flattening into one. Pick a workstream to see what it involved.
One system, three registers
The design system had to stretch across aesthetics, dentistry and surgery without becoming generic. It does that by holding the structure constant — typography, spacing, card behaviour, proof placement — while letting imagery and density shift per discipline. Surgery reads more restrained; aesthetics carries more visual proof.
- A single component library covering all three specialisms
- Consistent credential and proof placement across every treatment
- Packages and single treatments visually distinguished by design, not by label
- Video and before-after treated as first-class components, not add-ons
A route per discipline, a page per procedure
Each specialism forms its own cluster with its own entry point, and each individual procedure gets its own page. That is what makes a polyclinic legible to search: not one site claiming three things, but three coherent bodies of content sharing a domain's authority.
- Separate clusters for aesthetics, dentistry and surgery
- A page per procedure rather than one combined treatments page
- Internal linking that keeps each discipline's authority within its own cluster
- Packages cross-linked to the treatments they contain
Designed inside the rules from the first frame
Before-and-after galleries, outcome claims and patient stories are exactly the assets the regulator constrains. Designing the components to be compliant — labelled, controlled, non-superlative — is far cheaper than redesigning them after a campaign is pulled.
- Before-and-after presented as controlled comparison, not marketing proof
- Outcome language planned against aesthetic advertising rules
- Clinician credentials carrying the persuasion instead of superlatives
- Patient stories structured so consent and claim boundaries are clear
Fast, on the heaviest kind of clinical site
A site built on treatment photography, before-and-after comparison and embedded video is about the worst starting point for load time there is. It shipped at a Google PageSpeed score of 92, and organic traffic grew 230%.
- Google PageSpeed 92 at handover despite video and gallery components
- Media delivery engineered rather than left to plugin defaults
- Mobile treated as the primary experience for a booking-led site
- 230% growth in organic traffic
At a glance
The engagement, in brief
- 01
Industry
Private healthcare — a polyclinic spanning aesthetics, dentistry and plastic surgery.
- 02
Market
Dubai and the wider UAE, serving residents and medical tourists.
- 03
Platform
WordPress, built from a bespoke design system.
- 04
Scope
Brand direction, design system, full page library, website build, compliance-aware content and organic growth.
Why it worked
It works because each specialism was allowed to be specific
The temptation with a polyclinic is to average everything into one reassuring voice. That is exactly what makes multi-discipline clinics invisible in search and unconvincing on the page.
Clusters, not a combined services page
Three coherent bodies of content sharing one domain's authority beats one page trying to rank for three unrelated categories.
Named clinicians do the persuading
Where a patient is choosing who operates on them, credentials outperform copy — and they are also what the advertising rules actually permit.
Compliance built into the components
Making the before-and-after and testimonial components compliant by design means campaigns run instead of getting pulled after the spend.
Speed on a media-heavy site
Video, galleries and treatment photography usually mean a slow clinic site. Shipping at 92 is why the organic growth held.
Client stories
What clients say
On camera and in writing — swipe through the founders and teams we’ve helped design, build and grow.
In their words
★★★★★
GMC is thrilled to extend our heartfelt appreciation to Adnika! Collaborating with Ehsan and his team has consistently been an absolute delight. Ehsan's dedication and commitment have ensured that German Medical Center remains an exceedingly satisfied and happy client, especially regarding their Hubspot Onboarding, Digital Marketing, Website Development, Content Creation and Social Media Marketing. Adnika is indeed the Best Digital and Growth Marketing Agency in UAE!
★★★★★
Adnika provided us with their Inbound Sales and Marketing solutions through Hubspot. They helped us generate more qualified leads for our sales team, drive website traffic, increase customer engagement, and grow our customer base. Adnika is a reliable partner that has always taken our specific goals and needs seriously.
★★★★★
Adnika has helped us plan, implement and optimize ad campaigns on Facebook and Instagram. Adnika is truly committed to Performance Marketing. They provided us with a fantastic dashboard with detailed KPIs that helped us track the campaigns’ performance in real time. Adnika also gave us helpful and dedicated support during the whole project, and the campaigns turned out to be a great success. We highly recommend working with Adnika's growth experts.
★★★★★
We really enjoyed working with Adnika’s team. Not only are they talented, but they all take the time to understand whom they're working with, what they're trying to accomplish, and how to help the business achieve its goals. The quality of work we've experienced has made a huge difference for us and helped drive new business.
★★★★★
Adnika helped Sea Technology with setting up new digital channels, such as Google Search Ads, to attract more customers and leverage our brand. We are very satisfied with the results and we will continue with the implementation of lead generation, marketing automation, and performance marketing.
★★★★★
Working with the Adnika team has been a real pleasure! Extremely friendly, Ehsan and Elin are always available with prompt replies, valuable insights, patience, a problem-solving attitude, and high knowledge. Super easy to work with them. I highly recommend the Adnika team to help your business!
★★★★★
I am an artist, but I also manage a collective of DJs. In order to promote our services to our clients, we needed Inbound solutions that could attract the right traffic and promote the brand. Adnika built and designed our Inbound processes as well as create and manage campaigns on social media and Google Ads which helped us attract many more customers. I’m very happy!
★★★★★
We've been using Adnika growth marketing solutions only for a few months. They are highly professional, competent, experienced, and creative. Get ready to get to work with this agency. They will come alongside you as a business owner and feel your pain and joy! Get ready to transform your business.
About this project
Questions about this engagement
What multi-discipline clinics ask us after reading this case study.
By refusing to average them. Each specialism gets its own cluster, entry point and evidence, and each individual procedure gets its own page. What they share is the design system and the standard of clinical credibility, not the copy. A combined services page would have made all three invisible.
Within limits, and the limits are the reason to design for them deliberately. Aesthetic and medical advertising here is licensed, and imagery, outcome claims and superlatives are all constrained. We build the comparison components to be compliant — labelled and controlled rather than presented as marketing proof — so the campaign runs rather than getting pulled after the media is paid for.
Because patients search by procedure. Someone researching veneers and someone researching body contouring have nothing in common except the clinic, and a single page can rank for one query well at best. Splitting them is the difference between competing for a handful of head terms and competing for hundreds of specific ones.
No — volume without structure produces a lot of pages that compete with each other. The growth comes from the clusters: keeping each discipline's internal linking inside its own body of content so that authority concentrates rather than diffusing across three unrelated topics.
That the site loads fast under Google's own measurement despite carrying treatment photography, before-and-after comparison and embedded video — the three heaviest things a clinic site can contain. Core Web Vitals feed ranking, so on a media-led site performance is part of the SEO, not separate from it. The 92 is the score at handover.
Yes, and it matters more. The more disciplines you carry, the stronger the pull toward generic positioning and the more search punishes you for it. The cluster approach scales — what does not scale is one services page listing everything you do.
We write it and your clinicians sign it off. We will not publish clinical claims without a practitioner's approval, and we would be wary of any agency that offered to. What we bring is knowing which questions patients actually search for and how to answer them inside the advertising rules.
Probably, and the honest way to find out is a growth check-up: a structured read of your search visibility, your procedure coverage and your booking funnel, with the findings written down. You keep them whether or not you go on to work with us.
No questions match — try another search.
More work
Other things we have built
- 01
German Medical Center
Two disconnected sites rebuilt as one bilingual WordPress site. 288% more traffic.
- 02
Arabland
A Dubai property platform with filterable listing search and a map of the city.
- 03
Concept Plus
A scroll-scrubbed WebGL scene experience covering six divisions.
- 04
Roxana Aesthetics
Treatment-led architecture in Dubai's most contested clinical category. 310% organic.
- 05
A2 Sweden
A smart-lock catalogue with parallel product, industry and flagship routes.
- 06
Bafco
Office furniture on Shopify, serving a chair buyer and a fit-out from one catalogue.
- 07
Healthcare marketing
How we work with clinics and medical brands, inside DHA and MOHAP rules.
Next step
Find out where your patient acquisition is leaking
A growth check-up is a straight read of your search visibility, your procedure coverage and your booking funnel — with the findings written down, whether or not you work with us.