Healthcare
Sector projects.
Nobody browses a medical website. Someone arrives with a symptom, a deadline or a worry, and gives the page a few seconds to answer three questions: what happens here, who does it, how do I book. We have built for it three times, in three different shapes: the site of an accredited polyclinic, the identity and site of a sport psychologist, an app for people who are losing their voice.
What goes wrong here
Healthcare sites tend to be arranged the way the organisation is: departments, units, wards. The patient is looking for a treatment or for a name. Two different indexes, and the patient's wins.
Then the language. A private clinic in Gallura spends the summer treating people who live somewhere else: someone who gets hurt on holiday searches in their own language and books from whoever answers in it.
Then a constraint the other sectors do not have: you cannot promise an outcome. Copy that sells a result exposes the practitioner twice — to the professional board, and to Google, which asks health content for competence that can be verified.
And accessibility, which here is not a box to tick: this is the sector where the reader is most likely to have a motor, visual or cognitive difficulty.
What a practice actually needs
An index built the way patients search: treatment, specialist, urgency. Booking that ends on a person, not on a generic enquiry form. Real translation where the catchment asks for it. Qualifications and accreditations in plain sight, because trust is made of those. Text that says what is done and with which instruments, never what will be obtained. And pages that work from a keyboard, with contrast that holds and nothing that moves unasked.
What we built
Medica Palau is the clinic case: accredited by ASL Gallura, thirteen specialties, trauma emergency care seven days a week. The site is institutional, runs in eight languages, and its booking form goes from the service to the specialist performing it. Then SEO, because a clinic gets found by a symptom or a specialty long before its own name.
eSLA raised the bar for everything else. A
communicator for people with ALS and other conditions: the tablet camera
becomes a precision pointer, with seven selection modes for the stages of
the illness, and it runs offline, with no account, free forever. We
conceived and built it ourselves, no client. What you learn building for
someone who cannot use their hands stays with you — contrast, keyboard,
prefers-reduced-motion respected.
Francesco Piras is the single-practitioner case: psychologist and sport psychologist, care on one side and performance on the other. The mark holds both in one shape. The site does the opposite and splits the audiences: an athlete, a coach and a parent arrive for reasons that have nothing in common — three cards, three buttons, three routes.
Three projects, three needs: websites understood in seconds, brands for people who must explain a profession in one sign, and applications when the tool does not exist yet.
If your site is arranged like your organisation instead of like the patient's question, the index gets rewritten before the text. Tell us about your practice in the online quote: a few questions, a clear estimate, no commitment.
Frequently asked.
Yes, because that is what the patient is after: not "orthopaedics" but "an orthopaedist". At Medica Palau booking starts from the service and ends on the specialist, so someone with a name already in mind finds it and someone without one is walked there.
The ones the summer patients speak. Medica Palau runs in eight languages because its catchment is a holiday one: a tourist with a fracture searches in their own language and books from whoever answers in it.
You have to. You describe what is done, with which instruments, by whom and with which qualifications, never the outcome. It is also how Google judges health content: competence that is stated and can be checked, not claims.
When the practitioner does two jobs the public keeps apart, yes. Francesco Piras is a psychologist and a sport psychologist: the F in his mark is a podium, and inside it, in negative, the P draws a profile and a brain, so the two live in one sign instead of one under the other.
More than anywhere else, because this is where the reader is most likely to have a difficulty. Building eSLA, our communicator for people with ALS, taught us the habits we now carry everywhere: contrast, keyboard, no motion imposed on anyone.