The Orthopedic Institute of New Jersey (OINJ) is the largest orthopedic practice in northwest New Jersey, providing complete orthopedic care for patients with musculoskeletal illnesses and injuries. With multiple locations across the region, OINJ offers an array of orthopedic services from nationally-recognized physicians, leveraging state-of-the-art equipment and customized treatment plans to help patients feel their best.
OINJ needed to cut though the local competition by positioning itself as a thought leader within the orthopedic field. Their existing website was dated and had a limited SEO strategy that inhibited both paid and organic search results. With a growing number of locations on the horizon, it was time to launch a more contemporary, mobile-first design, with engaging visuals, simple navigation and a clearer presentation of hours and services.
The eDesign team began by interviewing key stakeholders across all therapeutic areas at OINJ in order to get the physician point of view for each part of the patient journey. We then developed a creative brief and site map that would provide the best possible pathways for navigation based on patient needs. Keeping different user experiences in mind, we built out a content strategy that included updating and editing existing content while also working with a medical copywriter to create new, informative blog posts to educate patients on specific conditions. Recognizing that quick visibility of phone numbers was important for urgent situations, we prioritized that in the new design while optimizing SEO and developing a streamlined new logo.
"We’ve designed a beautiful site that is organized and easy to navigate. But we also served as consultants to implement The Health Insurance Portability and Accountability Act (HIPAA). HIPAA is a set of US national standards for the protection of personal health information. We selected HIPAA providers, then integrated the encryption technology to every form on the site. Our team sure all client appointments, personal information, and medical feedback are kept secure within OINJ’s platform."