The Situation
Dr. Michael Swank, MD had developed an innovative knee procedure and needed a site that could bring serious attention to it. There was a competing procedure called JiffyKnee getting traction online, and Dr. Swank, who actually pioneered the approach, needed a place that established his credibility and helped patients understand why his version of the procedure and his background set him apart. There was nothing live yet, so we were starting from the ground up.
What We Built
From the start I knew the two jobs this site had to do were to make the procedure easy to understand and make Dr. Swank impossible to question. I led with the awards and recognition he had received, then built out the procedure pages in plain language that addressed the real concerns a patient would have, from pain and recovery time to success rates, backed up with stats that spoke for themselves. The emotional side mattered just as much as the clinical side, so the copy was written to connect with people who had been dealing with knee problems for a long time and were finally ready to do something about it. The pages were laid out so a potential patient could move through the site naturally and arrive at the contact form feeling informed and ready to reach out. Since launch, the site has received consistent compliments on how professional and easy to navigate it is.
“I couldn't be happier with the website created by Higher Foundations. RJ took very complex information and created a user friendly site that is professional. He took the time to understand exactly what was wanted, added creative ideas that I wouldn't have thought of, and delivered a site that looks amazing and functions perfectly. Communication was clear and timely throughout. I have received so many compliments on the site!”
Stephanie Greco
MasterFit™ Knee
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