Atos Medical Netherlands' webshop was driving patients back to the telephone. Slow loading times, a confusing flow and too many clicks made ordering medical devices unnecessarily difficult, especially for elderly users. Together, we rebuilt the platform from the ground up.
Medical webshop optimisation focused on elderly patient needs
Webshop conversion optimisation through simplified user flows
One-click reorder and smart filter memory for returning patients
SEO-driven findability through ungated product pages
Custom e-commerce UX for elderly users with clear visual hierarchy
The challenge
How do you transform a medical webshop that was so difficult to use that patients reverted to telephone orders, into a platform that elderly users can navigate independently and confidently?
Our solution
A complete webshop redesign built on thorough pre-analysis, with optimised flows, one-click reorder functionality and smart personalisation features that reduce friction for elderly users at every step.
Atos Medical Netherlands x iO: making healthcare e-commerce accessible
Atos Medical Netherlands is the global market leader in laryngectomy care, designing solutions and developing technologies for people who breathe through a tracheostomy. They serve more than 70,000 patients worldwide and operate in over 90 countries.
As Atos Medical's digital partner, we help them deliver on their commitment to patient care through user-friendly digital experiences. Our collaboration focuses on making complex medical ordering as simple and stress-free as possible for patients who depend on these products every day.
Why medical webshop optimisation starts with understanding your users
How do you optimise a medical webshop for elderly patients? You start by understanding what makes ordering difficult for them in the first place.
Atos Medical's patients are predominantly older adults who rely on regular deliveries of essential medical devices. The old webshop presented multiple barriers: loading times of up to 10 seconds, a confusing checkout flow and no way to easily reorder previously purchased products.
Our pre-analysis revealed that the technical foundation was outdated and the user experience had not been designed with elderly users in mind. For a healthcare e-commerce platform, this is a fundamental problem.
Webshop conversion optimisation through simplified flows
How do you increase webshop conversion for users who find digital ordering challenging? You reduce every unnecessary step.
The data showed that patients regularly order the same products. This insight shaped our entire approach. We integrated a custom search functionality that remembers chosen filters, so returning patients find their products immediately. We added a one-click reorder feature for previously purchased items.
This is what e-commerce UX for elderly users looks like in practice. No complex menus, no unnecessary choices, no friction between recognising a need and completing an order. Every design decision was validated against the needs of Atos Medical's actual patient base.
Healthcare e-commerce that balances accessibility and findability
How do you make a medical devices online store both accessible to existing patients and findable by new ones? You rethink the gating strategy.
The old webshop was completely gated, invisible to search engines. We advised Atos Medical to make the shop public, hiding only sensitive information behind login. Visitors can browse products freely; only ordering requires an account.
This decision immediately improved organic visibility. The webshop became findable in search engines, driving new visitors while existing patients still enjoyed a personalised, streamlined experience.
A modern platform built for patient trust
How do you rebuild a b2c e-commerce healthcare platform without disrupting patient relationships? Through careful migration and training.
We built the new webshop on a proven e-commerce foundation, extended and customised to meet Atos Medical's specific needs. A unique requirement: the shop displays no prices, as costs are settled directly with health insurers.
We designed a visual style that fits within Atos Medical branding while prioritising clarity and ease of use. All products were migrated to the new platform, and we trained Atos Medical's team to manage content independently going forward.
Measuring success: from 10% target to 67% growth
How do you know medical webshop optimisation is working? You track the metrics that matter.
We set up a personalised Data Studio dashboard through Google Analytics to monitor performance. The initial target was modest: 10% more orders. The actual results exceeded expectations significantly.
More than half of visitors now navigate directly to the website, showing strong brand recognition. Approximately 30% arrive through organic search, validating our findability strategy. Email-based orders dropped significantly as patients shifted to the webshop.
The numbers
1%
Increase in webshop orders
1%
More unique visitors
1%
Increase in returning visitors
A healthcare e-commerce platform that patients actually use
The new webshop transforms how Atos Medical serves its patients digitally. Where the old platform drove users away, the new one welcomes them. Elderly patients can order essential medical devices independently, without needing to call.
For Atos Medical, the platform now works as a genuine digital touchpoint, not a barrier to be worked around. Looking ahead, regular maintenance ensures the webshop remains fast, secure and optimised as patient needs evolve.
