Twenty seven pages for one service line, and not one drug name

The brief

Obesity care is the hardest service line in Indian medicine to publish honestly. The treatments people want to read about are prescription medicines, and Indian law does not let a clinic advertise them to the public. Say too little and the page is useless. Say too much and the doctor is in breach.

So the section had to do something harder than a normal service page: teach a patient enough to make a decision, without naming a single drug, and without promising an outcome.

What we built

• Twenty seven pages covering the condition, the assessment, the options and the follow up
• Four patient paths, so a reader lands in the right one: lifestyle, starting treatment, already on treatment, and surgery
• Ten free tools a patient can use without booking anything: risk scores, staging, a progress tracker
• Fees stated plainly, so nobody arrives at a consultation with the wrong expectation
• Compliance reviewed line by line by a practising doctor before anything went live

Why there are no drug names

The Drugs and Magic Remedies (Objectionable Advertisements) Act, together with the medical council code of conduct, is the reason. A clinic page that names a prescription medicine and tells the public it works is advertising a drug. The page gets around nothing by hinting at it either. So the section explains categories of treatment, what the assessment involves and what a patient should ask, and leaves the prescribing where it belongs, in the consulting room.

If you run a service line where the law limits what you can say, that constraint should shape the page from the first draft, not be patched on by a lawyer at the end.

How it runs now

The tools bring people in who were not looking for a clinic yet. Somebody works out a risk score, reads the path that matches them, and books when they are ready. The section is the clearest example we have that a service line can be genuinely useful and still stay on the right side of the rules.