Chirdia is a non-state provider of health services from Trenčín, SK. Their area of expertise is one-day surgery — planned surgical performances. The client has contacted us with a request to improve the website. We first looked for the answers to the question: “What is the goal of the new site?”.
We have also talked about why the previous one did not fulfil its goal. It turned out that the problems probably are less in the graphics of the website or the legacy content administration system (CMS) but prevail in the sites’ content. After approval of the agreed budget, we again faced an exciting project.
Chirdia is a medical centre welcoming the patients with a friendly environment. The atmosphere is pleasant, and the staff are helpful. There is a family atmosphere. The atmosphere of the clinic is truly unique. It differs significantly from government facilities in that the premises and equipment meet “Western” standards. However, this is not enough to separate it from the other non-state clinics.
We have created new content: lots of copy, video materials and photography to highlight their distinctions. We focused on advantages other than those of a technical nature. The client does not perform interventions you don’t also find around, nor does he deliver at the lowest prices. Above anything, we decided to build the brand Chirdia on positive emotions, including the unique charm of the client.
The most obvious difference, for the patient, is during contact with the staff. The approach of doctors and nurses is uncommon. Doctors are well educated and have a sense of humour, plus even if they are perfectionists, they can always find enough time for the patient — for explaining. This approach in other healthcare facilities, albeit commercially oriented, is far from typical.
The new palette is less cluttered with similar colours. We based it on the mural from the Trenčín’s graffity artist Nomad. The colour Lochinvar was chosen as primary because blue-green is typical of medical facilities. It conveys a reputation of trust, knowledge and loyalty. The secondary colour, Valencia, is the colour of Valentine’s oranges, as well as the colour associated with blood — just like any red colour.
Along the new visual identity came new typography. We moved from the impractical Book Antiqua Bold to more modern Montserrat. This webfont fits more into the world of medical devices and signs on its boards with its straight lines. Plus it allows us to use the font consistently on both printed and web pages.
The pattern we used also had its origin at Nomad’s mural. Not unlike the colour palette, it has undergone a cleaning process to reduce the feeling of shape inconsistency and overcrowding. a reference to his artwork and related to the previous visual identity, we designed the pattern of health-green and brick-orange stripes — the most notable element of Nomad’s mural.
The graphic design of the project is meant to be minimalistic, modern flat and clean Hence, good photographs form a significant part of the visual identity of Chirdia. During photo and video shoots for the client, we focused on emphasizing pleasant and smiling staff situated in the family environment.
For feedback, we have suggested creating questionnaires — for getting feedback from patients. These ought to be regularly collected, evaluated and have an impact on the next campaign. These ought to be regularly collected, evaluated and have an impact on the next campaign.
We put an extra effort into the making of a set of animated elements for video transitions. We needed them to separate the parts of the story. The animation of the new logo was where we put the most significant emphasis. Animations were not based on templates. Work on them began with sketches, visual script later on, and finally commented on and approved by the client.
New video spots
Pages of a new copy
Increase in site traffic
New Facebook fans
* Website traffic for the first two months of the campaign (Lochinvar; green), compared to the previous two months (Valencia; red).
We have planned a 6-month campaign on Facebook. A large part of the potential client base is using this social network. A large part of the potential client base is using this social network Twenty-one days after the start of the campaign, at the time of writing, we’ve seen a gain of 1135 fans. At the time of this study, these were the results of less than one month of a campaign. Patients are already getting used to reaching the clinic via messages, asking questions, and the staff is responding to them. They are sharing their experiences with the clinic on Facebook.
We run an online (PPC) campaign on Google alongside the Facebook one. Before efforts as mentioned earlier, the average monthly traffic on the website was 290 people, by the time of writing this article, it was 2000+ visitors a month — 600% increase in site traffic. An immediate jump in website traffic is also shown in the attached graph.