Connecting patients to care across a growing hospital network
EMC Healthcare is a leading Indonesian healthcare provider focused on patient-centered care and advanced medical services. Following the strategic acquisitions of Grha Kedoya Hospital and Omni Hospital, EMC Healthcare faced a challenge familiar to many growing organizations: how to expand as one group without making patients navigate disconnected brands, systems, and experiences.
Suitmedia partnered with EMC Healthcare to support this transition through mobile applications, online appointment systems, website development, platform integration, and digital marketing. The work addressed the needs of three brands while preserving the value of each hospital’s existing identity and patient relationships.
The objective was not to force every hospital into one identical experience. It was to create a more coherent digital ecosystem—one that made care easier to find, appointments easier to manage, and healthcare information easier to understand.
Growth had created a digital coordination problem
1. Multiple hospital brands meant multiple patient journeys
EMC Healthcare, Grha Kedoya Hospital, and Omni Hospital each had their own digital platforms, audiences, service priorities, and histories. This allowed each brand to develop according to its own needs, but it also created differences in how patients searched for doctors, booked appointments, accessed information, and interacted with the hospital.
After acquisition, these differences became more visible. Patients could encounter separate websites and mobile applications with inconsistent features and navigation.
For a healthcare group, this creates more than a branding issue. Patients may be uncertain about which platform to use, whether their login still applies, or where to find the service they need.
2. Patients expected healthcare access to be as convenient as other digital services
Patients increasingly use digital channels to research doctors, compare services, book appointments, access telehealth, and manage information related to their care.
A hospital’s digital platform is therefore part of its service delivery. If the website or app is slow, difficult to navigate, or incomplete, patients may experience the hospital as less accessible—even if the clinical service itself is strong.
EMC Healthcare needed to improve the digital experience across several stages of the patient journey, from initial discovery to appointment, consultation, follow-up, and ongoing engagement.
3. Each brand had different digital priorities
EMC Healthcare needed a broad patient ecosystem and stronger national visibility. Grha Kedoya needed better online appointments and mobile access. Omni Hospital needed greater brand awareness and website traffic across its Jabodetabek locations.
These objectives were related, but not interchangeable. A single approach would not have addressed every need effectively.
Suitmedia therefore had to work at two levels: design solutions for each brand’s immediate priorities while building greater consistency across the wider healthcare group.
4. Healthcare platforms must support both information and action
Patients often begin with questions. They may want to know which doctor to see, whether a service is available, how much time a visit may take, or whether telehealth is appropriate.
But information is only useful when it leads to a clear next step. Patients need to be able to move from reading about a service to booking an appointment, finding a location, or contacting the hospital.
The digital ecosystem needed to connect education, discovery, scheduling, and service access rather than treating them as separate experiences.
5. Fragmented data could limit the patient experience
Healthcare platforms often depend on several underlying systems. Appointment, payment, medical record, queue, and patient activity information may not originate from the same source.
This can create gaps. An app may display a visit but not its approval status, or show an activity without the payment details needed to understand it fully.
EMC needed a solution that could combine data from different systems without creating a slow or confusing experience for patients.
6. Brand growth depended on discoverability
EMC and Omni Hospital also needed to improve their visibility among people who were not yet familiar with the brands.
Potential patients may begin with a search for a doctor, a medical specialty, or information about a health concern. If a hospital does not appear clearly at that moment, it may not enter the patient’s consideration set.
Digital marketing therefore had a service role as well as a brand role. Search optimization, useful health content, and advertising could help people find credible information and relevant hospital services.
7. The group needed a foundation for continued innovation
The work extended beyond individual launches. EMC Healthcare needed platforms that could evolve as patient expectations, hospital services, and digital healthcare practices changed.
A one-time redesign would not be enough. The group needed reusable technology, clear content structures, measurable marketing programs, and a consistent approach to patient experience.
The long-term challenge was to build digital capability, not simply deliver isolated projects.
Designing the ecosystem around patient intent and operational reality
1. Begin with the patient journey across brands
Suitmedia analyzed the existing websites, mobile applications, features, and user journeys across EMC Healthcare and Grha Kedoya.
The purpose was to understand where experiences differed, which functions were valuable, and where patients faced unnecessary effort. This created a basis for deciding what should be retained, aligned, redesigned, or replaced.
The approach avoided assuming that one hospital’s structure could simply be copied to another. Instead, the team looked for common patient needs that could provide a shared foundation.
2. Develop mobile tools for patients and doctors
EMC Healthcare’s digital ecosystem included a dual-app approach for patients and doctors.
For patients, the mobile experience supported appointment scheduling, telehealth consultations, medication-related information, patient journey tracking, and secure access to medical records. For doctors, the broader ecosystem supported the services and interactions required to participate in digital care.
Separating the needs of patients and doctors helped each group receive a more focused experience. Both sides could interact with the healthcare system through tools designed around their responsibilities.
3. Improve the patient journey through real-time access
The EMC mobile experience was enhanced with features that helped patients understand where they were in the care process.
Real-time patient journey and queue information gave users better visibility into waiting conditions and visit progress. This reduced uncertainty and helped patients manage their time more effectively.
The value extended to hospital operations. When patients can see their status through the app, staff may receive fewer routine questions about queues and appointment progress.
4. Use a hybrid approach when one data source is incomplete
The My Activity feature combined information from the TrackCare API with supplementary content managed through a CMS.
This allowed EMC to present a more complete view of activity, including information such as approval status and payment methods that was not fully available through TrackCare alone.
The decision reflected a practical principle: the best user experience does not always come from forcing one system to do everything. It can come from connecting reliable sources and presenting the result clearly.
5. Add wearable connectivity to encourage healthier behavior
Suitmedia developed integrations with multiple wearable brands so users could synchronize activity data with the EMC application.
The purpose was not simply to collect more data. It was to make the app more relevant between healthcare visits and give users a clearer view of their health-related activity.
Interactive dashboards helped translate data into something users could understand. This created a foundation for more personalized engagement and encouraged users to take a more active role in their health.
6. Connect healthy behavior with loyalty
EMC introduced an activity-based loyalty program with points and online and offline vouchers.
The program gave users an additional reason to engage with the app while reinforcing the hospital’s wider ambition to support healthier lifestyles.
The rewards system was managed through a CMS, allowing EMC’s internal teams to configure points and vouchers without requiring a new development cycle for every change.
This flexibility was important. Loyalty programs lose relevance when rewards remain static or difficult to update.
7. Keep medicine information focused and lightweight
MIMS integration gave users access to information about medicine composition and classification.
Rather than placing extensive content directly inside prescription pages, the app used links to dedicated pages. This allowed users to find relevant information while keeping the main prescription experience lighter and faster.
The integration demonstrated how a focused feature can add value without creating unnecessary technical or content complexity.
8. Redevelop Grha Kedoya’s website around appointment access
Grha Kedoya’s website was redeveloped to make online appointment booking easier and to improve access to doctor schedules.
The redesign created a clearer path from doctor discovery to appointment selection and submission. This reduced the need for patients to rely on phone calls or manual support for a routine task.
The website also provided a stronger first impression, helping Grha Kedoya present itself as a modern and accessible hospital within the EMC Healthcare group.
9. Extend the same convenience into the Grha Kedoya mobile app
Grha Kedoya’s mobile application was redeveloped to include online appointments, telehealth, laboratory services, and broader health access features.
This made the app more useful beyond a single appointment. Patients could access several parts of the healthcare journey through one mobile environment.
The work also created a closer relationship between Grha Kedoya’s mobile experience and the broader EMC platform.
10. Merge the EMC and Grha Kedoya platforms
Following the integration, key functions from Grha Kedoya’s website and mobile app were aligned with EMC’s existing platform.
Login and telehealth functions were updated to match EMC’s standards. Pop-ups directed users from Grha Kedoya’s old platforms to the EMC destination, helping make the migration clear.
Hospital directories, specialty centers, doctor listings, article categories, and appointment calls to action were also updated to create a more consistent experience.
11. Preserve hospital-specific information within one system
Unification did not mean removing Grha Kedoya as a recognizable hospital. Users still needed to find information about its doctors, services, location, and specialty areas.
The solution was to create one shared platform with enough structure to preserve hospital-specific content. Patients could experience a consistent interface without losing the details needed to make local healthcare decisions.
This balance helped protect both group-level brand consistency and patient relevance.
12. Improve Omni Hospital’s discoverability through digital marketing
Omni Hospital’s growth program focused on improving visibility across its Jabodetabek locations.
Suitmedia used SEO, paid search, social advertising, and content optimization to help potential patients find Omni when researching healthcare topics and services.
The strategy recognized that different channels serve different purposes. Search captured active intent, while Instagram and other paid channels supported awareness and engagement among broader audiences.
13. Use health content to build trust before conversion
For Omni and EMC, content played an important role in establishing credibility.
Articles about health topics and hospital services helped users find useful information before they were ready to book. The content created a more natural path from a health question to awareness of the hospital.
This was especially important in healthcare, where trust grows through repeated, useful interactions rather than through promotion alone.
14. Use paid and organic activity together
SEO created a long-term base for search visibility, while Google Ads, Display Network, Facebook, Instagram, and YouTube campaigns provided immediate reach.
Combining these channels gave EMC Healthcare more ways to meet audiences at different points in the decision process.
Performance monitoring allowed the team to refine content, keywords, creative, and targeting over time rather than treating the campaign as a fixed plan.
15. Use agile delivery to manage multiple workstreams
The ecosystem involved websites, mobile applications, APIs, CMS functions, content, advertising, integrations, and brand alignment.
Suitmedia used iterative delivery and regular review to manage this complexity. Teams could address issues as they emerged, validate progress, and improve the experience before full rollout.
This reduced the risk of delivering technically complete platforms that failed to work as a coherent patient journey.
A broader digital ecosystem improved access, awareness, and consistency
1. EMC created a stronger patient-facing mobile foundation
EMC’s mobile ecosystem brought together appointments, telehealth, medical records, patient journey tracking, health activity, rewards, medicine information, and digital publications.
This made the app useful across more stages of the patient relationship. It could support both immediate care needs and ongoing health engagement.
The result was a more complete digital service model rather than a single-purpose appointment application.
Learn more: EMC Healthcare: Making the Digital Patient Journey More Connected
2. Patient access became more convenient
Patients gained clearer routes to book appointments, track queues, use telehealth, view records, and access related information.
This reduced effort and improved control. Users could manage more of their healthcare interactions through digital channels at times that suited them.
The convenience also supported operational efficiency by reducing avoidable manual questions and fragmented requests.
Learn more: EMC Healthcare: Designing a Hospital Website Around Patient Confidence
3. EMC’s mobile app achieved strong adoption and satisfaction
The EMC app reached 67,478 total downloads, including 20,671 on iOS and 46,807 on Android as of July 2, 2025.
It also received ratings of 4.9 from 346 iOS reviews and 4.9 from 843 Android reviews.
These figures indicate that the platform achieved both meaningful reach and strong user satisfaction. They provide evidence that patients found value in a more connected digital experience.
4. Grha Kedoya improved online appointment access
Grha Kedoya users adopted online appointment booking through the redeveloped website and mobile app.
Learn more: Grha Kedoya: Making Healthcare Access Easier Through Mobile
This shifted a key healthcare task toward digital self-service. Patients gained more control, while hospital teams gained a more structured channel for managing appointment requests.
The improvement also helped Grha Kedoya align its patient experience with the broader EMC digital ecosystem.
Learn more: Grha Kedoya: Making Online Appointment Booking Easier for Patients
5. The merger reduced digital fragmentation
The integration of EMC and Grha Kedoya platforms created a more consistent environment for login, telehealth, doctor discovery, hospital information, and appointment actions.
Patients were less likely to encounter different digital rules depending on which hospital service they needed.
For the organization, consolidation reduced duplicated management and created a stronger foundation for future platform improvements.
Learn more: EMC x Grha Kedoya: Creating One Digital Front Door for a Unified Healthcare Group
6. Omni Hospital increased website engagement
Omni’s digital marketing program generated stronger website activity and social engagement.
Link clicks increased from 4,887 in September to 6,200 in October 2021, while Instagram campaign assets also improved in impressions, reach, engagement, and clicks.
These results showed that a combination of optimized content and paid distribution could help Omni reach more potential patients.
Learn more: Omni Hospitals: Making Healthcare Discovery Easier Through Digital Reach
7. EMC improved organic visibility and traffic
EMC’s digital marketing program helped the hospital achieve a leading position among competitors for relevant search performance in September 2024.
Eight of twelve targeted keywords reached the top ten results, and website visitors increased by 7.92%.
These outcomes strengthened the hospital’s ability to be discovered by people searching for healthcare information and services.
Learn more: EMC Healthcare: Turning Digital Visibility into Patient Trust
8. Paid media created significant reach and action
Google Ads campaigns across search and the Display Network generated 123,989 clicks.
This showed that paid media was effectively moving audiences from exposure toward website interaction.
The result complemented organic search improvements. EMC was able to capture both active search demand and broader awareness through paid channels.
9. Content became an asset across the healthcare group
Health articles supported search visibility, patient education, and brand trust.
The content created value beyond the original campaign period. Useful information could continue attracting visitors through organic search and support future advertising activity.
This gave EMC Healthcare a more durable communication system rather than relying only on short-term promotional assets.
10. Digital platforms became more consistent with group strategy
The work helped EMC Healthcare manage multiple brands through clearer shared standards.
EMC, Grha Kedoya, and Omni could each address their own priorities while contributing to a more coherent group-level digital presence.
This improved the organization’s ability to scale. New services, campaigns, and patient features could be developed within a clearer strategic framework.
11. The organization improved operational control
CMS-managed rewards, shared platform standards, integrated functions, and clearer content structures made digital services easier to manage.
Internal teams gained more flexibility to update information, configure rewards, and coordinate communication without relying on disconnected processes.
This reduced operational duplication and created greater speed for future improvements.
12. EMC strengthened its position as a digital healthcare provider
The combined work helped EMC Healthcare present itself as a modern, accessible, and digitally capable healthcare group.
Patients could access more services online, find information more easily, and interact with the hospital through a wider range of channels.
The deeper result was stronger digital trust. EMC was not only communicating innovation; it was demonstrating it through the way patients accessed and managed care.
The deeper lesson: healthcare transformation is an ecosystem decision
1. Digital transformation must connect brands, systems, and patient needs
A healthcare group can own several hospital brands without creating separate patient experiences for each one.
The goal is not uniformity for its own sake. It is to create enough consistency that patients can move through care without repeated learning or confusion.
2. The patient journey should be the common language across brands
Hospitals may have different histories and services, but patients ask similar questions: Where should I go? Which doctor can help? When can I book? What happens next?
Organizing digital platforms around these common needs creates a stronger foundation for integration.
3. Data architecture affects patient confidence
Patients experience the consequences of disconnected systems directly. Missing status information, slow pages, or inconsistent schedules can weaken trust.
Hybrid data models and careful integration can improve the completeness of the experience without requiring every system to be replaced immediately.
4. Digital marketing can be part of healthcare access
SEO, content, and advertising help people find information and services when they need them.
The most valuable healthcare marketing does not stop at awareness. It helps users understand their options and take appropriate next steps.
5. Loyalty should have a health purpose
Healthcare rewards can be meaningful when they encourage activity, education, adherence, or other behaviors that support well-being.
The program should reinforce the organization’s purpose rather than simply increase app usage.
6. Platform consolidation creates future speed
A unified digital foundation reduces duplicated work and makes it easier to add new services across the group.
This creates strategic flexibility. The organization can respond to new patient expectations without rebuilding every brand’s digital experience separately.
7. Innovation must remain operationally manageable
A platform with many features can become difficult to maintain if internal teams cannot update content, configure programs, or understand system dependencies.
CMS tools, clear standards, iterative delivery, and shared governance are essential to keeping innovation useful after launch.
8. Strong partnerships combine strategy with execution
The work required brand thinking, patient experience design, application development, systems integration, content, advertising, and performance analysis.
The collaboration’s value came from connecting these disciplines rather than treating them as separate services. Healthcare transformation succeeds when strategic intent survives all the way into daily use.
Strategic Insights for the C-Suite
- Build one patient experience across a multi-brand healthcare group. Patients should not have to understand corporate ownership or legacy systems to access care. Shared patterns can create consistency while preserving each hospital’s local relevance.
- Treat digital platforms as part of healthcare delivery. Appointment booking, telehealth, queues, records, payments, and health information directly affect access and trust. Technology is no longer separate from the service experience.
- Use marketing to help patients make better decisions. SEO, advertising, and content are most valuable when they connect people with credible information and appropriate care—not when they generate attention without context.
- Create flexible systems that can evolve without constant rebuilding. Hybrid data architecture, CMS control, modular features, and shared standards give healthcare organizations room to add services and respond to change.
- Measure transformation through both reach and usefulness. Downloads, ratings, rankings, clicks, and traffic show scale, but the deeper test is whether patients can find care, understand options, and complete important tasks with less effort.
