Expanded Patient Engagement — Injury-Specific Microsites for Midwest Orthopaedics at Rush
Project Details
- My Role
- I led the design and development of each microsite end-to-end. This included UX structure, visual design, and WordPress implementation. I also handled content integration, video embedding, and overall site consistency across the system.
- Duration
- Multi-year engagement
- Client
- Midwest Orthopaedics at Rush (MOR) · 2012-2015
The Brief
Patient education around sports injuries lacked specificity. Midwest Orthopaedics at Rush needed targeted resources for distinct injury types to better reach athletes, coaches, and trainers. Without it, prevention guidance wasn’t landing where it mattered.
Approach
We approached the work as a repeatable system, not one-off sites. Each microsite followed a shared framework, then flexed based on the injury focus and audience. Built in WordPress, the sites integrated educational content with video from the MOR YouTube channel. This allowed us to scale quickly while keeping each experience specific and relevant.
Services
Technologies
Craft Notes
This work spanned multiple campaigns over several years in partnership with PS Communications (now Pitcher Communications). Each new microsite built on the last, refining the system while adapting to new injury categories and audiences. The long-term collaboration allowed for faster execution and more cohesive outcomes over time.