The B2B microsite at mgrmmedicare.com/institutional is the gated, verified-access portal for MGRM's institutional buyers — hospitals, clinics, distributors, and medical colleges. This document defines the strategic foundation: who it serves, how they access it, what they can do, and how it looks and feels — distinct from, but connected to, the consumer-facing B2C site.
URL: mgrmmedicare.com/institutional
Gated: verified login required
4 user types · 3 permission tiers
References Steps 1, 2 & 3
Institutional Portal
mgrmmedicare.com/institutional
Gated · Verified access only
How it connects to the B2C site
Entry points from the public site (Step 3 reference)
Entry 1 — Header button (primary)
Ghost button, top-right of every page header. After the My Account button, separated by a 1px vertical divider. Label: Institutional Login. Style: 0.5px border, Cool Gray text, hover = Deep Blue text + border.
Defined in Step 3 · Section 3.3
Entry 2 — Footer (secondary)
5-column dark-navy footer. Column 5 includes "Institutional portal →" as the only Sky Blue link in the footer — easy for institutional visitors to find without competing with consumer navigation.
Defined in Step 3 · Section 3.5
Entry 3 — Professional CTA strip
Navy Deep strip at the base of every product detail page (Step 6) and service page. "Access institutional pricing →" in Sky Blue. Catches institutional buyers who discover MGRM through individual product pages.
Defined in Step 6 · Section 6.9
Overview — B2B entry points from B2C siteAll three entry points were defined in Steps 1-9 as part of the B2C site design. The institutional portal does not require its own URL discovery — it is embedded within the B2C URL structure at /institutional. This embedding gives institutional buyers access through the same domain while maintaining a completely separate authenticated experience.
3 entry points from Steps 3 + 6Same domain, gated sub-pathGhost button in header top-right
Four distinct institutional buyer types access the MGRM portal. Each has different needs, different workflows, and different conversion goals. The portal must serve all four without defaulting to the most complex (hospital procurement) at the expense of the others.
Hospital Procurement Manager
Large public or private hospital · Central procurement function · Multi-department ordering
What they need
Institutional price list (contract pricing, not public pricing)
Bulk order placement with purchase order (PO) reference
Compliance documentation: ISO 13485, CE, FDA, CDSCO certificates
MSDS (Material Safety Data Sheets) for pharmacy products
Order history, invoice download, and payment terms dashboard
Delivery to multiple hospital departments / locations under one account
Dedicated MGRM account manager contact details
What they do NOT need
Consumer testimonials and patient stories
"How does this help me?" benefit copy — they know what the product is
Lifestyle photography or emotional brand messaging
EMI options or consumer payment methods
Retail pricing or MRP display
Primary conversion goal
Submit a purchase order or request a quote for bulk supply
Orthopaedic Clinic / Physiotherapy Practice
Specialist clinic, physio studio, or sports medicine practice · Patient-supply ordering
What they need
Full clinical product specifications (not marketing-simplified)
IFU (Instructions for Use) and clinical evidence summaries
Ordering products for immediate supply to patients at point of care
Prescription pad integration (for regulated products)
Product training resources and fitting guides for clinical staff
Sales performance dashboards or territory information
Consumer e-commerce checkout experience
Marketing collateral or co-branding options
Primary conversion goal
Access academic pricing catalogue and request demonstration units or sample allocation
Section 1 — 4 Institutional user typesEach user type card: icon + title + subtitle (role context) + Needs list (Teal dots) + Does NOT need list (Orange dots) + Conversion goal (Sky Blue card). The "Does NOT need" column is as important as the Needs column — it defines what to remove from the B2B portal experience to keep it focused and professional. Hospital procurement is the most complex user; medical college is the most specialised. Distributor is the only type that needs marketing collateral access.
4 user types, 2×2 gridNeeds / Does NOT need / Goal per typeConversion goal per type
A new institutional buyer must verify their legitimacy before accessing institutional pricing. The flow balances security with speed — auto-approving low-risk registrations immediately while routing higher-risk or complex accounts to manual review within 2 business days.
System checks: GST number validity, MCI/NMC registration (for clinics), CDSCO licence (for pharma distributors). Runs immediately on submission.
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3
Approval decision
Auto-approve (hospitals, known clinic networks, accredited colleges) or Manual review (new distributors, international, unrecognised institution types). SLA: 2 business days for manual.
Institutional Registration Form — mgrmmedicare.com/institutional/register
Step 1 of 3 — Organisation Details
📎
Drop files here or click to upload · PDF, JPG, PNG · Max 10MB each
Application submitted — thank you
We have received your institutional registration for Fortis Hospital, Pune. Our verification team will review your application and you will receive an email confirmation at procurement@fortishospital.in.
For hospitals and recognised clinic networks: approval is typically automatic and immediate. For new distributors and unfamiliar institution types, manual review takes up to 2 business days.
Four deliberate omissions from the B2B portal — elements that belong on the consumer B2C site and would dilute the professional, efficient experience institutional buyers expect. Each exclusion has a specific B2B replacement.
Consumer testimonials
B2C: "I recovered from my knee surgery — I was walking at 8 weeks" — Rahul K., Pune
B2B replacement: Clinical outcome data. Peer-reviewed study citations. Hospital reference accounts (with permission). Statements like "Used in 500+ partner hospitals" with named institution logos — not individual patient stories.
Why excluded: Hospital procurement managers and clinic leads buy on clinical evidence and institutional reputation — not patient narratives. Testimonials add emotional warmth for consumers but signal a lack of clinical rigour for institutional buyers.
Condition-based "how does this help me?" copy
B2C: "Provides firm support and reduces swelling during recovery — letting you start rehabilitation earlier and walk with confidence."
B2B replacement: Clinical product specifications. Technical parameters. Indication summary (clinical language). IFU reference. A hospital procurement manager does not need to be told what a ROM splint does — they need the specs, certifications, and pricing.
Why excluded: Consumer benefit language ("walk with confidence", "live without limits") condescends to clinical professionals. It signals the portal has not been built for them. Replace with: clinical indications, technical specifications, and compliance documentation.
Consumer e-commerce checkout
B2C: Add to Cart → Checkout → UPI / EMI / COD → Order confirmation → Loyalty points earned
B2B replacement: Quote request flow → PO submission → Approval workflow → Credit/30-day-terms payment → Invoice generation → Order tracking dashboard. No COD, no EMI, no consumer payment methods. Payment: NEFT/RTGS, cheque, or net terms per agreement.
Why excluded: Institutional procurement operates on purchase orders, credit terms, and invoice-based payment — not card payments at checkout. The consumer checkout flow is entirely inappropriate and would make the portal feel like a glorified retail website rather than a B2B procurement system.
Lifestyle photography
B2C: Warm natural light. Adults at home. Emotional recovery narrative. "Not a sterile hospital" — a deliberate de-clinicalisation of the imagery.
B2B replacement: Product photography on neutral white/grey backgrounds. Clinical application shots (product on body, clinical setting, professional context). Technical diagrams and annotated product images. Institutional buyers need to see what the product looks like — not feel what it would be like to use it.
Why excluded: The Step 2 photography direction explicitly de-clinicalised all imagery for the B2C site — no sterile settings, no hospital environments. The B2B portal inverts this: clinical settings, product-led photography, and technical accuracy are what institutional buyers use to evaluate products.
Additional exclusions (not requiring separate treatment)
Section 4 — B2B exclusions (4 + 6 additional)4 main exclusion cards: consumer testimonials / benefit copy / e-commerce checkout / lifestyle photography. Each card: HC Orange icon (excluded element) + B2C example in italic muted text + B2B replacement in body text + rationale note. References Step 2 photography direction inversion. 6 additional exclusions in a 3-col grid below with replacement stated. The exclusions page is as strategically important as any of the inclusion pages.
The B2B portal uses the same colour tokens, same typefaces, and same category accents as the B2C site — but inverts the surface palette from warm off-white to near-black navy. This creates a visually distinct experience that signals authority and professionalism while maintaining brand continuity. All decisions reference Step 2 of this project.
#f5f6f7 (Off-white, warm, approachable) — keeps white cards elevated and visible
Page background
#001226 (Near-black navy) — signals authority, reduces eye strain for professionals in extended sessions
Card surface
#ffffff (Pure white) — lifts cards from the off-white background, clean, approachable
Card surface
rgba(255,255,255,.04) — very subtle lift from the page background; cards are structural, not decorative
Primary navigation
#ffffff background + Deep Blue active states — warm, accessible, consumer-friendly
Primary navigation
#0a2a5e (darker blue-navy) — same structure as B2C header but noticeably darker and more contained
Body copy colour
#444444 (Dark mid-grey) — warm and readable on white/off-white surfaces
Body copy colour
#c8d8e8 (Light blue-grey) — legible on dark bg, cooler tone shifts the register from warm to professional
Primary CTA button
Deep Blue (#0033a0) filled — warm authority. "Add to cart", "Book a consult", "Find your condition"
Primary CTA button
Sky Blue (#08a7de) filled — on dark backgrounds, Deep Blue disappears. Sky Blue becomes the primary action colour.
Typography
Lora (serif) for headings — warmth, authority, humanity. Open Sans for body/UI.
Typography
Open Sans only — full-sans for clinical authority. Lora serif is retained for the MGRM logo wordmark only.
Category accents
Teal / Gold / Orange — used as 3px left-border on product cards, category pills, filter tabs
Category accents
Teal / Gold / Orange — UNCHANGED. These are the visual bridge between both ecosystems. A hospital buyer who also visits the B2C site will recognise the product category colours.
Border / divider
#e4e6ea — light, barely-there. Lets the white card surfaces breathe.
Border / divider
#1a3a5c (Dark slate) — structured and visible against the dark bg; gives the layout a grid-like precision.
Layout language
Editorial, warm, varied section widths. White space as breathing room. Asymmetric hero layouts. Overlapping elements in some sections. Designed to feel like a quality consumer health publication.
Layout language
Grid-strict, information-dense, table-forward. Data tables, spec sheets, order dashboards. Consistent column widths. No decorative section breaks or lifestyle imagery. Designed to feel like enterprise software or a professional procurement platform.
Photography direction
Warm natural light. Home/lifestyle settings. Adults in recovery. Emotional expression. Deliberately NOT clinical. (Step 2: Section 2.5)
Photography direction
Product-led on neutral bg. Clinical application shots in professional settings. Technical annotation overlays. No lifestyle narrative. Inverts the B2C photography brief — this IS clinical, and that is appropriate here.
B2C product presentation (consumer site)
Rehabilitation · For Knee Pain & Recovery
ROM Knee Splint — Post-surgical
Provides firm, adjustable support and controlled range of motion during ACL or knee replacement recovery — letting you start rehabilitation earlier and walk with confidence.
★★★★★ 4.8312 reviews
₹3,499 ₹4,200
Add to cart
B2B product presentation (institutional portal)
Rehabilitation · SKU: MGRM-RS-ROM-M
ROM Knee Splint — Bilateral, Aluminium Frame
Indication: Post-TKR, ACL reconstruction, PCL repair. ROM: 0–120°, 5° increments. Frame: Lightweight aluminium alloy. Pad: Neoprene, removable. CE Marked · ISO 13485 · FDA 510(k). IFU: Ref 2024-RS-001.
Unit: ₹2,80050+: ₹2,520 (−10%)100+: ₹2,240 (−20%)
Add to quote / order
The same product, presented in two completely different registers. B2C: benefit-first, emotional, consumer language, single retail price, Add to Cart. B2B: specification-first, clinical language, SKU reference, volume pricing tiers, Add to quote/order. This is the essence of the B2C/B2B tone shift.
Section 5 — Design tone shift (B2C vs B2B)10-row comparison table: page bg / card surface / nav / body copy / primary CTA / typography / category accents / borders / layout language / photography. B2C column: white/off-white warm. B2B column: navy dark. Category accents UNCHANGED (the visual bridge). Typography: Open Sans-only on B2B (Lora removed from body/headings, retained in logo only). Live product copy comparison below: same product in B2C language vs B2B language — benefit-first vs spec-first, retail price vs volume pricing tiers.
10-row B2C vs B2B comparisonCategory accents unchanged — visual bridgeSame product, two presentations
