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EmpoweringSimpleOnlineHealthcare'sglobalexpansionwithanewdigitalplatform

This case study highlights how Codal partnered with Simple Online Healthcare to launch their telehealth platform in Australia to empower seamless online consultations, prescriptions, and medication fulfillment.

INCREASE IN PAGES PER SESSION

153%

INCREASE IN CONVERSIONS

60%

DECREASE IN BOUNCE RATE

22%

Simple Online Healthcare's homepage displayed on a laptop

Challenge

Solution

Result

Simple Online Healthcare’s (SOH) mission is to make private medical care and treatments accessible and affordable, providing the personalised tools, treatments, and knowledge to give patients the confidence to treat themselves. The company uses a combination of digital product, multi-disciplinary clinical excellence, and cutting-edge treatments to achieve improved patient outcomes.

SOH operates at the intersection of digital healthcare, and traditional pharmacy where they benefit from strong underlying growth fundamentals such as demographic shifts, health consciousness, and digital adoption. Digital product is a critical enabler for operational excellence, patient safety, and long-term engagement and monitoring. However, regulatory landscapes are constantly evolving and remain highly fragmented, competitive intensity is increasing, and large healthcare data breaches have doubled in the past five years. Patients remain cautious about sharing medical data with technology firms, with surveys indicating ongoing concerns about data misuse, privacy, and lack of transparency.

As part of a holistic digital transformation, SOH engaged Codal to design and rebuild its digital ecosystem. The initial scope of the partnership focused on launching a new, scalable platform tailored for the Australian market, with the long-term goal of rolling out into SOH’s other markets, which include the UK, Germany, and Denmark, as well as providing a scalable solution for further international expansion. The vision was to combine a modern intuitive patient experience with a robust backend to support clinical operations, warehouse logistics, and dynamic eCommerce capabilities.

Laptop Mockup of Simple Online Health's Homepage

The challenge

Founded more than 10 years ago, SOH recognized that its digital platform was no longer fit for purpose. The platform would need an evolution to build on their best-in-class patient experience and support ambitious international expansion. Although SOH operates in four markets, each business unit operated on a platform with a single-market design, making it challenging to adapt to the diverse regulatory landscapes and localization requirements. It was also limiting customization and flexibility, making it difficult to tailor the user experience and backend processes. The underlying outdated technology, characterized by the absence of AI, cloud-native architecture, and an API-first approach, coupled with a custom electronic health record (EHR) platform needing modernization, further exaggerated these challenges.

The main objectives of the engagement included:

Bring all markets into one platform with a single visual identity and patient experience

Improve operational efficiency by redefining workflows

Provide a platform for increased product innovation with increased flexibility and scalability.

The solution

Recognizing the multifaceted challenges and ambitious goals of SOH, Codal initiated a comprehensive and discovery-driven approach. We understood that a surface-level fix wouldn't suffice; a deep dive into the operational landscape was essential. Through diligent service blueprinting and customer journey mapping, we uncovered the intricate details of their existing manual processes, identified the pain points experienced by both patients and internal stakeholders, and pinpointed the architectural limitations of their legacy system.

Our discovery process, which included intensive stakeholder interviews, revealed that while the business excelled at providing personalized patient care, its highly manual operational processes were susceptible to internal misalignment and confusion. There was a significant appetite for automation and a streamlined experience, particularly concerning patient privacy and the sometimes uncomfortable nature of their conditions.

This holistic understanding, combined with Codal's proven expertise in healthcare solutions and our proficiency with modern technologies like Saleor and Builder.io, led us to craft a tailored solution.

Outcomes from our discovery process included:

A redesigned information architecture tailored to SOH’s clinic-based product model.

Future-state service blueprints for core workflows including ID verification, weight-loss prescriptions, and warehouse management.

Regulatory mappings for Australia and the UK, guiding future compliance architecture.

Technical spikes validating the suitability of Builder.io (CMS), Saleor (eCommerce), and Microsoft Dynamics 365 (ERP).

Within just six months from the kickoff, we delivered a complete digital transformation. This included a full site redesign, a seamless platform migration to Saleor, and a robust CMS implementation, all aimed at delivering a highly performant and user-friendly experience for the Australian market.

Grid view of design system and UI elements

Headless eCommerce platform migration and redesign for scalability

We led the migration to a headless eCommerce platform, leveraging its flexibility to build a robust and HIPAA-compliant foundation. The project encompassed a complete customer journey map, full site redesign, and implementation of a headless CMS, all launched within the tight timeline. This strategic move ensured a modern, user-friendly interface that could easily adapt to future international rollouts.

Key contributions from Codal included:

End-to-end UX/UI design and development: Designed and built core patient-facing experiences, including the homepage, category and condition pages, product flows, search, assessments (in conjunction with another delivery partner), checkout, and confirmation pages.

Front-end optimization: Delivered fast-loading, SEO-friendly marketing pages and a seamless checkout flow integrated with existing backend systems.

Headless CMS enablement: Implemented Builder.io to empower SOH’s internal teams to manage content dynamically, without developer involvement.

Scalable eCommerce and tech stack: Migrated to Saleor for headless commerce, enabling modular integrations and multi-region scalability.

Clinical workflow integration: Supported prescription review, ID verification, and pharmacist approval flows with localized regulatory compliance.

Admin and operations tools: Built secure account systems and internal dashboards for patient management, content updates, order management, product management, and warehouse coordination.

Data migration and system integration: Migrated historical order and blog data and integrated ERP (Microsoft Dynamics 365), CRM, and custom EHR systems.

Global delivery model: Operated in a sprint-based delivery approach across time zones (UK, US, and India), ensuring transparency, alignment, and timely demos.

Streamlined prescription fulfillment and back-end operations

A core challenge was inefficiencies in prescription handling. Our solution integrated seamlessly with Microsoft Dynamics 365, in collaboration with a client-side development partner, for order-taking and processing, and Business Central for order fulfillment. We also collaborated closely with another client-side partner, who developed the medical assessment platform, ensuring a cohesive and efficient flow from patient consultation to medication delivery.

This complex ecosystem required extensive coordination across multiple vendors, time zones, and technical handover points. Despite these challenges, Codal acted as a central orchestrator, ensuring smooth collaboration and maintaining high standards for delivery. Our project management team scheduled and coordinated all moving parts, from back-end treatment recommendations (determining product availability, regional regulations, and user eligibility) to seamless handoffs between various agencies. The result is an automated, efficient, and compliant system that significantly reduces manual effort and improves accuracy in prescription processing.

The result

Custom eCommerce solutions and strategic collaborations drive success

The successful launch of SOH’s Australian platform marks a significant milestone. Codal’s comprehensive digital transformation, including the migration to a headless eCommerce platform and the implementation of a flexible CMS, has delivered a modern and intuitive experience for both patients and internal users. By consolidating multiple disparate systems into a cohesive digital platform, we've significantly streamlined content management, reducing reliance on five separate systems and fostering greater operational efficiency.

This project was a true testament to a collaborative, international effort. Despite navigating multiple vendors, diverse time zones, and complex integrations, the Codal team showcased exceptional coordination and problem-solving skills. Our ability to manage the entire delivery as a unified entity, rather than separate vendor contributions, was paramount to the project's success.

The impact of these efforts is clearly reflected in the enhanced user experience. User engagement significantly increased, with pages per session up by 153% and average session time rising by 18%. Concurrently, the bounce rate dropped by 22%, indicating a more engaging and effective user journey. Additionally, the conversion rate improved by over 60% post-launch, highlighting the success of the streamlined user flow and improved accessibility.

From a global rollout perspective, the new platform positions SOH for sustained growth. We created a single scalable platform initially running across five countries, with plans to expand into double digits within 12 months. The versatile platform is already operational in eight different languages, demonstrating its adaptability to diverse markets. Technologically, the single scalable platform now enables two-way communication between patients and a multi-disciplinary team, and supports locally specific payment types, further enhancing its global utility.

This robust, lightweight, and composable solution provides a scalable foundation for upcoming rollouts in the UK and Germany, a feat that would have been impossible with their previous infrastructure. Codal's dedication, technical expertise, and collaborative spirit delivered a superior solution and solidified our partnership, demonstrating our value and commitment to SOH’s long-term success.

Industry

Life sciences & pharmaceuticals

Platform / Partner

Capability

Content management systems (CMS)

Unified commerce

Custom platforms & integrations

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