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.
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.
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.