Overview
Medical One is a private multidisciplinary clinic in Târgu Jiu, with more than 30 specialties, advanced imaging (128-slice CT, 1.5T MRI, 4D ultrasound, digital X-ray), laboratory diagnostics in partnership with Bioclinica, day-admission surgery and occupational medicine. Its previous website was a generic brochure that neither reflected the breadth of those services nor answered the practical questions patients arrive with. We replaced it with a platform organised around what a patient is actually looking for: the right specialty, the clinicians, the prices, the appointment request, and the way into the clinic's external systems — the PACS portal used by referring physicians and the results portal used by patients. Both portals are separate systems run outside the website; the new platform provides clear access to them, without a direct technical integration.
The Challenge
For a private clinic, the website has to turn a large amount of medical information into a clear route for the patient: specialties, clinicians, schedules, prices, investigations, equipment, preparation guidance. When the structure follows the organisation's internal shape, patients have to understand how the clinic is divided before they can find the service they need.
The old Medical One site had crowded navigation, pages built to inconsistent patterns, and a "Programare" (appointment) button that led to a general contact form. A patient searching for a specific specialty landed on a page that answered none of the questions that matter: what the clinic does, who the clinicians are, what it costs and how to book.
The second sensitive point was the two external systems the clinic works with — the PACS portal, where referring physicians sign in for imaging results, and the separate portal where patients retrieve their laboratory and imaging results. On the old site, both were hard to find.
The Approach
We began by inventorying the content: every specialty, every imaging department, every laboratory service, every page. We then reorganised it around how patients search rather than how the clinic is structured internally — someone looking for "cardiology" has no reason to know how the departments are divided. For the specialty pages we defined one consistent model — key information, clinicians, prices, schedule — and applied it throughout. We also moved access to the PACS portal and the results portal into visible areas, including the homepage, clearly labelled so users know where a link leads before they open the external system.
The clinic's team already worked in WordPress and wanted to keep an administration interface they knew. We kept WordPress for content management and built a block architecture on top of it, developed specifically for this project: the public components and page structures are made for Medical One, and the team can add a clinician or change a schedule without touching the layout. The build starts from a blank file — it loads fast and performs strongly on Core Web Vitals.
The Solution
- A WordPress architecture with project-specific blocks. The public components and page structures were designed for the clinic, with WordPress kept as the administration interface.
- An appointment request form — the patient selects a service type and a specialty from select lists, can indicate a preferred doctor and a preferred date, provides contact details, gives GDPR consent and receives a message explaining the next step: a confirmation call from the clinic. Validation runs in the browser, through JavaScript written for this flow.
- A filterable specialty directory — specialties can be filtered by body region (Head, Heart, Eyes and so on), with a toggle between consultations and surgical services, so patients reach the right one in a small number of clear steps.
- A swipeable specialty carousel ("Glisează") on the homepage, alongside verified patient reviews shown inline on the page and expandable in place.
- Equipment presented through relevant specifications — the 128-slice CT, the 1.5T MRI and the 4D ultrasound have structured content covering the details that matter to patients and referring physicians.
- The Bioclinica laboratory partnership, presented in the diagnostics section
- Schema.org structured data — MedicalBusiness, Place, Organization — describing the clinic, the organisation and the location for search engines. Structured data can support eligibility for enhanced search features, but does not guarantee them.
- WCAG 2.2 AA compliance throughout — keyboard navigation, screen reader testing, semantic HTML, proper contrast
The platform uses its own set of design variables and a block architecture rather than inline CSS overrides, with Outfit and IBM Plex Sans self-hosted in WOFF2, prefetch hints and skip links to content. Reusable components and controlled page structures were chosen to support fast loading and straightforward long-term maintenance. Lighthouse scores at launch: green across Performance, Accessibility, Best Practices, and SEO.
Key Moments
The specialty directory as a navigation engine
The old site made patients browse long lists. The new one lets them filter by body region: someone with a knee problem doesn't need to know in advance whether they want orthopaedics or physiotherapy. They pick "Leg", see the relevant specialties and open the one that fits. Filtering doesn't replace medical advice, but it reduces the effort of finding your way around a clinic with more than 30 specialties.
The appointment form
A general contact form doesn't give the clinic the information it needs to route a request quickly. Patients pick a specialty, optionally a doctor, a preferred date, and how they want to be contacted back. The Medical One form, built in several steps, collects all of this with GDPR consent and real-time validation. Requests arrive at the email address the clinic was already using for appointments, and the confirmation message tells the patient exactly what happens next ("We'll call you within 24 hours at the number you provided").
Content the clinic maintains itself
Every specialty page is composed of structured fields: name, description, clinicians (linked), prices, schedule, key information. When Medical One adds a clinician or changes a schedule, someone fills in a few fields — nobody touches the layout. Consistency is held by the structure rather than by the discipline of each update, which reduces the risk of pages drifting apart as the team adds content.
The Stack
Block-based platform developed for the project
WordPress as the admin layer — the clinic team already knew it
Structured fields for specialties, clinicians, prices and schedules
Outfit + IBM Plex Sans (self-hosted WOFF2)
Appointment form with in-browser validation
Access to the external PACS and patient results portals
Schema.org (MedicalBusiness, Place, Organization)
WCAG 2.2 AA accessibility evaluation · Google Analytics 4 · LiteSpeed Cache
The Result
Medical One now has a website organised around the actions that matter to patients: finding the right specialty, reviewing clinicians and prices, requesting an appointment and reaching the results portal. The clinic's team updates clinicians, schedules and other structured information internally, without changing the design of individual pages.
What can be claimed today rests on the structure and the functionality delivered: specialty pages are consistent, content is managed through fields, and access to the external systems is visible and clearly labelled. Figures on appointments, conversion or time-to-information will be added here only when we have comparable before-and-after data.
