I.L. Chernikovskiy | Pocket Factory

About the client

Candidate of Medical Sciences Ilya Leonidovich Chernikovsky is a light of Russian coloproctology and one of the best specialists in the world. He has over 2000 laparoscopic operations in this area. He is the official ambassador of such reputable and respected global medical device brands as Johnson & Johnson and B. Braun. At the moment he works in the Moscow City Oncology Hospital # 62, and is also engaged in a wide range of teaching and mentoring activities.

Challenge

In the course of communication with Ilya Leonidovich, we identified two main audiences from many audiences interested in his activities. On the one hand - his colleagues and students, on the other - patients and their relatives. The representatives of the second group were in the focus of creating his website, so we needed to create a virtual space in which patients would be comfortable and, as a result, they would begin to consider the possibility of hospitalization. It was necessary to provide functionality for sending questions and making appointments with the doctor. For both patients and colleagues, we needed to show the doctor's versatility, which means properly presenting his expertise and the full breadth of his work. It was necessary to provide for the possibility of regularly updating news and educational information. Finally, when building the site, we had to consider the frequent use of Facebook and YouTube.

At the initial stage, we understood that we would need to find a way to compactly present a large amount of information about the doctor, to adapt an entire section of the department for the website, where the doctor operates from the hospital website. And already as a matter of course the mobile version.

Solution

We created and approved the project document with the doctor. It contained a description of the future site and informational support of the doctor, which we agreed to provide for him after uploading to the domain we registered at chernikovskiy.ru
As for the structure and content, the first section of the site naturally became the adaptation of the above-mentioned section "on treatment in a hospital" from the site of the Moscow City Children's Hospital No. 62. Personal information about the doctor was enough to also devote a whole section to her. We agreed that we will separately present teaching and mentoring activities, and also pay attention to the prevention of intestinal diseases. The blog and FAQ have become a natural addition. Here it became clear to us that we have a shortage of photo content and we need to shoot in the department. As a result, these photos, in addition to the site, are still used in other channels.
The website design developed by I. L. Chernikovsky is generally in tune with medical aesthetics, but on the other hand it conveys the doctor's personality and creates the necessary atmosphere of calm and confidence. Due to the specifics of the audience and the project, it was decided to replace the development of his corporate logo with a more neutral lettering, which would just look good on the site. Since the doctor still did not have his own identity, the development of the site design meant the creation of his corporate identity, which would then be used in other channels and when creating printed products.
The site is implemented in two language versions for understanding by Western colleagues.

Home

“About the Doctor” or “Home page” is a place of correspondence acquaintance with Ilya Leonidovich and a starting point for further navigation on the site. In addition to such obvious things as a photo, an academic degree and a position, there are basic functional elements such as a website menu button, internal section menu buttons and a button for calling feedback forms, accessible from any part of the site. All this is supplemented with contact info and links to social media. After conducting a small survey in the department, we found out that patients look at the doctor’s Facebook profile before making decisions about hospitalization. Even below, we have combined key information about the doctor’s expertise, for example, his area of professional interest with key information for patients, for example, a video about the doctor from the media.

To expand the picture of a potential patient about the world of I. L. Chernikovsky and to increase the depth of viewing the site, we placed one mini block with links to go to all other sections.

Some content elements were too bulky to fit on the main page. For biography, certificates and diplomas, scientific papers, we added a second level.

Treatment

Our main task in this section was to give the potential patient answers to all the most obvious questions about the department and hospitalization, so that he could direct his strength and energy only to clarify the subtleties with the doctor. Having visited the department during an interview with the doctor, we tried to convey the atmosphere of warmth and care that it penetrated. The central part in this section is occupied by the doctors of the department.
To create this presentation, we took the same section on the hospital’s website as a basis, conducted several interviews with the doctor to understand what was missing on the hospital’s website, then at the stage of designing the page structure, we decided how to present everything optimally.
This section begins on the optimistic note that colorectal cancer (CRC) is curable and needs to be treated in government clinics, then reported on the doctor’s experience in 2000+ laparoscopic surgeries.

Then, using the results of photographs taken in the department, we presented the key advantages of treatment in the department of Dr. I. L. Chernikovsky, a list of the main manipulations, a team of surgeons of the department and related specialists involved in the treatment.

Below we have placed a block that gives the patient an understanding of the main stages of hospitalization, the documents required for this and how and to whom they can apply in the department. This information has been supplemented with a button and a “sign up for a consultation” form.

We conducted a study of the hospital website, social. networks and review sites for reviews of treatment in the department and at the very end placed the most memorable ones.
From this presentation, it becomes obvious why you need to be hospitalized in this particular department.

A. Pavlenko Fund

Ilya Leonidovich was the founder of A.N. Pavlenko since fund since its initial idea and is also the creator, mentor and teacher of its main educational project the School of Practical Oncology Foundation.
These facts are inseparable from him neither as a person, nor as a specialist, therefore we devoted a separate section to them.
Here, as always, we tried to most accurately, clearly present all the information we have, added links to the hospitals participating in the program.
From this section it becomes obvious that the doctor’s activities are much wider than working at the operating table.

Prevention

When we visited MGOB № 62, in the staff office, we saw a poster on measures to prevent the occurrence of CRC. This first gave us the idea that the prevention section would be a good addition to the site, which the doctor confirmed to us. At the top, we used a slider with an info graphic that summarized the basic facts about CRC and preventing its occurrence. They were then disclosed in more detail below in the section.

In the beginning, we clearly presented CRC screening, that in fact are ways to detect the disease, then the risk factors for its occurrence and symptoms. Here, for the convenience of patients, a feedback form has been posted.

In this section, it was necessary to mention the Screen 2.0 remote cancer screening system from the friendly Cancer Prevention Foundation, which is under development.
We ended this section with a block, giving examples from everyday life that help prevent the occurrence of cancer.

Questions and answers

Since patients and their relatives naturally ask many questions related to treatment in the hospital and outside, for example, in the social media, we formulated the most frequently asked ones, prepared short answers to them and placed them in a separate section.

Blog

In the blog, we have combined news posts with posts confirming the doctor’s expertise, in particular, his willingness to operate on the most difficult cases.

After finishing the work on the site, our further task was to provide info support for the doctor. To this end, we have developed two separate documents – a content strategy and a content plan for a period from January to July 2020. The purpose of the content strategy was to confirm expertise, build patient confidence, and synergy of all communication channels. Of the channels besides “Blog” on the site, we used Facebook and one YouTube channel for colleagues, Instagram and the other two YouTube channels for patients.

Facebook

We combined our activity in this channel with regular doctor’s posts. Here we continued to make the doctor’s initial focus on colleagues and students. As part of a separate plan for this channel, we made posts about team representatives, difficult cases from practice with a link to the site, about prevention with links to Instagram to transfer the patient audience there and links to videos on personal YouTube channels. All this continued the design aesthetic of the site.

Example:

Instagram

We developed a separate concept for the Instagram profile and conducted it independently according to the content plan approved by the doctor. Its goal is to create educational content about CRC and provide online consultations for patients and their relatives. The channel also visually continued the site design.

YouTube channel for professionals

It was decided to keep the focus of the video content of this channel on colleagues and students. We customized its look, branded its header in the style of the site, and developed a design for video caps. Regularly uploaded here new videos of operations and educational activities of the doctor.

YouTube channel for patient

We agreed to publish patient-only content on this channel. As in the case with the professional channel, we made the initial channel setup and branded the header, then added videos as they appeared.

We are waiting for the resumption of work on information support of the project.

Ilya Leonidovich The doctor confirmed to us that the site fully meets his expectations.
From the moment of its unloading, that is, from January 2018, through the website to the department1-2 patients are treated monthly.

chernikovskiy.ru