Physician Locator
Overview
We built a "Find a Provider" tool that was more than just a digital yellow pages. Patients could search for local providers who offered treatments they were interested in, while practices could customize their listings—and get rewarded for being higher-volume customers. I led product across the public-facing website and the business portal that powered it.
Problem(s)
The original approach to patient discovery was... invisible. There was no real way for patients to find these authorized providers online, and even less control for practices who wanted to manage how they showed up in a search without going through a time consuming human effort (ie. customer support tickets).
Meanwhile, our client wanted to drive more product sales—so we had to figure out how to make visibility itself a reward for loyalty. In other words, help patients find great providers, and help great providers get seen by patients.
Approach
We designed a two-sided platform: patients would see a simple, fast-loading map and search experience. Practices, on the other hand, got their own portal to manage their listings, update hours, add photos, list services, and make themselves look top-tier.
Speaking of tiers—we introduced a ranking system. The more product a practice bought, the more benefits they unlocked:
Higher placement in search results
Access to the provider portal
Profile/listing badges
Even a dedicated landing page with a unique URL (because who doesn’t want their own corner of the internet?)
All of it was designed to feel fair, flexible, and easy to use—especially for offices that might not be super tech-savvy (yes even doctors are not always tech-savvy).
Build
A public website where patients could search for local providers, see badges/services, and visit individual practice landing pages.
A business-facing portal that let practices manage everything about their listing in real time.
A tiered benefit structure to incentivize product purchases and participation by the practice.
Everything was built to scale with growth. No manual directory updates. No emailing support just to fix your business hours.
Result
Thousands of practices onboarded within months of launch.
Practices in the top tier saw 15% more patient views than baseline.
Nearly 90% of profile updates came through the self-service portal (which meant way less lift for our support teams).
Tiered practices consistently outperformed lower-tier ones in product orders—visibility worked as a motivator.
Lesson(s)
Making people findable is only half the battle—making them want to be found is what drives engagement. This project taught me how to align user tools with business goals, and how to design a benefit system that feels helpful instead of heavy-handed.