 Dr. Nicholas Christou, Canada's leading expert in bariatric surgery, has been fighting the general misconceptions Canadians have about obesity for decades. While weight loss surgery itself is treated as a low priority for health care funding, billions of dollars are spent treating the symptoms of morbid obesity, all without addressing the cause. His website, weightlosssurgery.ca, is a comprehensive and informative resource aimed to dispel the myths surrounding obesity and bariatric surgery, while providing prospective patients with the information they need to decide if this option is right for them. "What has always been crucial to the weightlosssurgery.ca project," says Freddy Davy, Account Director at HTC, "is that the wealth of information Dr. Christou has put together over the years comes together in an easily accessible site."
When Dr. Christou approached Davy to update the design of weightlosssurgery.ca, Davy knew the process would be simple, "One of the many benefits of a first-rate content management system like IgnitionWeb," adds Davy, "is that making interface changes to the public website interface is a straightforward process. All the heavy-lifting has already been done."
Included in the redesign was extending the width of the site to 1024 pixels. "Since WLS launched in 2007," Davy explains, "monitors have gotten wider and the standard has changed." In addition, HTC built an addition to the site designed to help prospective patients through the s teps needed to get to a consultation. "Dr. Christou wants to make sure they understand the criteria and to ensure they are a qualified candidate for the surgery." To address this, Davy's team created the "Let's Get Started Together" banner and microsite that guides prospects through everything they need to know before a consultation, in four easy steps.
While Dr. Christou continues to be a pioneer, both in his field and in his Web strategy, not everyone sees the big picture. "It's unfortunate that many companies still think of site redesigns as site overhauls, starting from scratch every time. But when you invest in a solid back-end platform, you reap the rewards over the years by fronting those development costs." Davy likens it to redecorating a home, "you wouldn't want to tear it all down every time you want to update the feel of the place. By making smaller changes as the years go by, you can adapt as the online landscape changes, extending the life and value of you site. |
