Transforming the Online Presence of a Complex Healthcare Network
Redesigned and rebuilt four websites for a neurosurgery institution spanning a physician practice, specialty hospital, nonprofit foundation, and management organization—modernizing early image‑map sites and launching one of the first physician‑video strategies in healthcare.
Overview
Redesigned and rebuilt four websites for a neurosurgery institution spanning a physician practice, specialty hospital, nonprofit foundation, and management organization—modernizing early image‑map sites and launching one of the first physician‑video strategies in healthcare.
Project Details
- My Role
- I led the design and development of the NeuroSource, Neurologic & Orthopedic Hospital of Chicago, CINN, and CINN Foundation websites from concept through launch. My work included information architecture, interface design, and front‑end development using HTML, CSS, and JavaScript, as well as later WordPress migrations. I also implemented search engine marketing strategies that increased hospital web traffic by 46% in six months and contributed to 14% of new patient volume.
- Duration
- 2002 - 2010
- Client
- NeuroSource · 2002–2010
The Brief
The Chicago Institute of Neurosurgery & Neuroresearch operated alongside a specialty hospital, a nonprofit foundation, and a management organization called NeuroSource. Each served a different audience but their web presence had grown organically and lacked clarity. I redesigned and rebuilt four websites to give each organization its own identity while helping patients, partners, and donors understand how the institution worked.
Approach
I began by rebuilding the NeuroSource website, replacing an early image‑map driven layout with a cleaner XHTML and CSS structure. That work led to the design and development of the Neurologic & Orthopedic Hospital of Chicago website. As the organization expanded its digital presence, I rebuilt the CINN physician group site and later redesigned the CINN Foundation website. The sites were eventually migrated to WordPress to make content management easier for the organization.
Services
Technologies
Craft Notes
This work spanned the early transition from image‑map driven websites to standards‑based CSS layouts. Rebuilding the sites required restructuring navigation, simplifying content, and creating maintainable front‑end systems long before modern frameworks or CMS platforms were common. I also pushed the organization into early digital outreach through weekly physician videos on YouTube — something almost no hospitals were doing at the time. Those videos became an unexpected patient acquisition channel and helped demonstrate the expertise of the CINN physicians.