Developing a dynamic directory of doctors available for teleconsultation on HubSpot CMS
A specialist in the telemedicine industry partnered with if/else agency with a clear objective: simplify access to healthcare and online medical consultations across France through seamless technology and a network of practitioners available in just a few clicks.
To strengthen the company’s online visibility and enhance the user experience, we developed a dynamic directory fully integrated into its HubSpot website: a scalable medical directory listing doctors available for teleconsultation throughout France, accessible through an advanced search system.
Project goals
To provide platform users with a high-performance search experience while improving the company’s local SEO visibility, several key challenges had to be addressed:
- Building a dynamic data architecture using HubSpot Custom Objects
- Simplifying the automated management of doctor profiles
- Structuring content for strong local SEO performance
- Delivering a smooth and filterable browsing experience
- Ensuring a robust and maintainable technical architecture
The foundations of our approach
We supported this telemedicine specialist throughout the full design and development process of this dynamic medical directory, combining scalability, performance, and SEO best practices. The project was built around three core pillars:
1 - A custom data architecture powered by HubSpot Custom Objects, enabling the automated management of thousands of entries (doctors, cities, departments, medical specialties, etc.).
2 - An SEO-optimized technical structure integrating internal linking, pagination, breadcrumbs, structured data, and selective link obfuscation.
3 - A seamless user experience built around dynamic filters and interconnected pages designed to simplify local searches.
A smart and dynamic data architecture
For this project, each doctor, region, department, city, and medical specialty was treated as an independent entity connected through dynamic one-to-many relationships. This structure enables fully automated updates: whenever a new practitioner is added, they are instantly linked to their geographic area and specialty without any manual intervention.
This data model also enables:
- Ultra-fast directory loading,
- Conditional rendering based on URL filters (?specialite__eq=dentiste&departement__eq=94),
- Perfect consistency between local pages (regions, departments, cities, specialties).
The filters interact directly with HubSpot object relationships, eliminating redundant queries and drastically reducing response times.
Store locator development & features
The flagship feature of the project: the creation of a fully customized medical store locator! It was developed using if/else agency’s proprietary front-end foundation, ensuring high performance, stability, and modularity.
The solution also relies on dynamic HubDB templates and SEO-optimized pagination logic, with key features including:
- Dynamic listings: automatic page generation based on geographic hierarchy (France > Region > Department > City)
- Advanced filters: specialty, location, availability, etc.
- SEO-friendly pagination: each page includes its own title, meta, and canonical tags
Structured data (JSON-LD) to enhance local SEO visibility - Automatic breadcrumbs reflecting the geographic hierarchy depth
- Selective link obfuscation to optimize internal linking and preserve SEO performance
This approach ensures a seamless browsing experience for users while maximizing efficiency for search engine crawlers.
An architecture designed for SEO performance
Each store locator page was designed as an independent SEO entry point, optimized for efficient indexing:
- Dynamic meta tags injected through HubSpot properties
- Automatically generated titles, descriptions, and Organization or LocalBusiness schema markup based on specialty and geographic area
- Logical internal linking between each level of the hierarchy
By combining granular content with a normalized data structure, the client now benefits from a powerful SEO framework that improves visibility for local searches such as “doctor Paris 15”, “pediatrician Lyon”, and more.
Project results
- A dynamic directory designed around user needs
- A fully automated medical store locator 100% integrated into HubSpot
- A scalable data architecture powered by Custom Objects
- Significantly improved local SEO performance
- Fast and intuitive navigation, even with large volumes of data
- Complete autonomy for internal teams when updating content
- A reusable technical foundation for future deployments (additional services, partners, etc.)
Conclusion
This project showcases our ability to go beyond traditional web development and build truly intelligent data systems within HubSpot CMS.
Thanks to an architecture designed for performance, SEO, and maintainability, this telemedicine specialist now benefits from a strategic platform: a scalable, high-performance medical store locator perfectly aligned with its mission of simplifying access to healthcare.
