Raffles Medical Group

Raffles Medical Group is a leading integrated healthcare provider in Asia, and has facilities in 14 cities across Singapore, China, Japan, Vietnam, and Cambodia as well as offices in Indonesia, Brunei, and Bangladesh.

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Raffles Medical Group


Raffles Medical Group is a leading integrated healthcare provider in Asia, and has facilities in 14 cities across Singapore, China, Japan, Vietnam, and Cambodia as well as offices in Indonesia, Brunei, and Bangladesh.

Since being founded in 1976 in Singapore, Raffles Medical Group has gone on to serve over two million patients, and has grown to a team of over 2500 staff.

Their mission is to enhance health and well-being by providing the best total healthcare.

Services performed:

  • Strategy & Discovery
  • Web Design
  • Web Development
  • Content Optimisation
  • Enquiry Integrations
  • Algolia Integration
Raffles Portfolio Hero

Raffles Medical Group were looking for a new website that would elevate their status and position as an expert authority and leader in the healthcare sector in Singapore, so they could achieve their goal of attracting new and exciting leads, opportunities and partnerships.

One of the main aims of the website was to drive their target audience to lead capture forms for booking appointments and making specialist enquiries.

To do this, the website needed to provide readers with easy ways to search and navigate through the wealth of information stored within the website, and ensure that making a booking or enquiry was a simple process for new and existing clients.

With a large number of Chinese clients, it was essential the website could be duplicated in Mandarin seamlessly and accurately.

Our Approach

Raffles Medical Group is a global organisation, with clients who expect a premium level of care from making a booking through to treatment, so we held extensive fact-finding sessions with several key stakeholders to ensure we dotted every I and crossed every T of the customer journey.

While many website developers would draw out the project to help add more revenue to their own bottom line, we understood that in a fast-paced environment such as health care, bringing the Raffles Medical Group website up to and surpassing their competitors in the fastest possible time frame was essential.

A key deliverable was a seamless integration from the old site to the new site, ensuring no clients were negatively impacted – a single lost booking request could have catastrophic consequences for all involved.

The development teams main aim was to provide a rock-solid, powerful, and profitable platform that supports the group’s sales and marketing initiatives, so they could launch new campaigns, and landing pages with less stress, all while delivering their clients a world-class booking process.

Raffles Portfolio Approach 1
Raffles Portfolio Approach 2

The Problem

There were three key challenges that needed to be overcome to ensure the group could reach their goal of attracting and assisting more clients.

  1. From the imagery to the text, the website had to resonate with their ideal target market, helping them to quickly realise they were in the right place to get the help they needed.
  2. The customer journey needed to have the correct flow, taking someone from the home page through to the service they needed, concluding with the prospective client taking action by making a booking.
  3. Trust when booking a medical service is essential, and it needs to be built quickly when someone is looking for a solution. Trust factors such as testimonials, awards, and affiliations needed to be shown subtly to help build the organisation as knowledgeable experts who can be relied upon.

As well as these customer-facing challenges, there were several administrative issues that the existing website was giving the administrative team, such as poor integrations and a lack of ability to actively track marketing effort and results.

Raffles Portfolio Problem

The Solution

A fully integrated booking process, an intuitive design, and a robust back end that tracked every campaign and activation left Raffles Medical Group’s key stakeholders wowed and their clients raving about how simple the booking process had become.

With ChillyBin’s top designers and developers on the project, the team delivered a custom, responsive, retina-ready, HTML5 WordPress child theme powered by the Beaver Builder Theme that meets current best practice web standards.

Strong primary and secondary calls to action were developed to help visitors who may need additional information before taking the desired action, and a clear call to action was added to every page.

Booking forms were fully integrated, down to capturing and tracking information such as a doctors ID and the selected health screening package.

Carly Ingleton, Marketing Manager

Purple Sneakers Pty Ltd

You have the patience of a Zen Master!


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Raffles Portfolio Solution 1
Raffles Portfolio Solution 2
Raffles Portfolio Solution 3

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