Overview
Medical One is a private multidisciplinary clinic offering 34 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. Before the rebuild, the website was a generic presentation site that didn't reflect the scale or seriousness of the clinic. After the rebuild, it's a patient-facing platform that actually connects to the systems running the clinic — a booking flow, a PACS viewer link for referring physicians, and a patient results portal — all built on a custom block-based architecture designed from scratch for this specific project.
The Challenge
Private clinics are invisible online unless they invest in credibility. The old Medical One site had the same problem most regional healthcare sites have: navigation overload, a "Programare" (appointment) button that led to a generic contact form, inconsistent page templates, and no meaningful way to show what a 34-specialty clinic actually looks like. A patient searching for a specific specialty landed on a page that didn't answer any of the questions that matter: what does this clinic do, who are the doctors, how much does it cost, and how do I book.
The deeper challenge: the clinic uses two external subsystems that matter a lot — a PACS viewer that referring physicians log into for imaging results, and a separate patient results portal for lab and imaging results. The old site hid both behind obscure links. Patients and doctors were losing time just to access things they were entitled to see.
The Approach
We started with a proper information architecture audit. We mapped every specialty, every imaging department, every lab service, and every page. We grouped them around patient intent, not organisational structure — a patient looking for "cardiology" should not need to understand the clinic's internal departments. We defined a consistent template for every specialty page (key facts, doctors, pricing, schedule) and enforced it across all 34. And we surfaced the two external systems (PACS and results portal) as first-class entry points on the homepage — clearly labelled, trust-signalled, and accessible from any page.
The clinic's team already knew WordPress from the old site, and they wanted to keep a familiar admin interface. So we built a fully custom block-based architecture on top of it — no Elementor, no page builders, no template off the shelf. A properly engineered custom build, designed from a blank file, that loads fast, scores high on Core Web Vitals, and is structured so the clinic's team can add a new doctor or update a schedule without touching layout.
The Solution
- Custom block-based platform named
medical-one, built from scratch on WordPress as the admin layer. No marketplace theme, no page builder. Every component was hand-designed and hand-coded from a blank file. - Custom appointment booking form with service-type/specialty dropdowns, GDPR consent gate, and client-side validation — wired into a custom
MO_DataJavaScript object and a custommo-app-jshandler. Not a generic Contact Form 7 hack. - Filterable specialties directory across all 34 specialties, with body-region filters (Head, Heart, Eyes, etc.) and toggles for consultation vs. surgery services. Built so a patient can reach the right specialty in under 2 taps.
- Swipeable specialty carousel ("Glisează") on the homepage with expandable testimonials — 20 verified patient reviews displayed inline, not hidden behind a separate page.
- Rich equipment spec displays — the 128-slice CT, 1.5T MRI, and 4D ultrasound get structured content with real specifications, not marketing filler.
- Bioclinica lab partnership integrated into the diagnostics section
- Full schema.org markup — MedicalBusiness, Place, Organization — for rich search results
- WCAG 2.2 AA compliance throughout — keyboard navigation, screen reader testing, semantic HTML, proper contrast
The medical-one build uses a proper design-token system, block-based architecture rather than inline CSS overrides, self-hosted Outfit + IBM Plex Sans typography in WOFF2, prefetch hints, and accessibility skip-links. Lighthouse scores: green across Performance, Accessibility, Best Practices, and SEO.
Key Moments
The specialty directory as a navigation engine
The old site forced patients to browse through lists. The new site lets them filter by body region — a patient who "has something wrong with my knee" doesn't need to know whether they want orthopaedics or physical therapy. They tap "Leg," see all the relevant specialties, and pick the one that fits. This is the kind of thing that seems obvious in hindsight and changes how people actually use a medical website.
The appointment form
A generic WordPress contact form is not an appointment form. Patients need to pick a specialty, optionally a doctor, a preferred date, and a preferred way to be contacted back. We built a custom multi-step form wired to the clinic's existing appointment email, with GDPR consent, real-time validation, and a confirmation flow that tells the patient what to expect next ("We'll call you within 24 hours at the number you provided").
Content structure so the clinic can maintain it
Every specialty page is built from structured fields: name, description, doctors (linked), pricing, schedule, key facts. When Medical One adds a new doctor or updates a schedule, they fill in fields — they don't touch layout. The design enforces consistency automatically. This is the difference between a site that looks good on launch day and a site that still looks good three years later.
The Stack
Custom block-based platform (medical-one, built from scratch)
WordPress as the admin layer — chosen because the clinic team already knew it
Outfit + IBM Plex Sans (self-hosted WOFF2)
Custom booking form with JavaScript handler
Integrations with external PACS viewer and patient results portal
Schema.org (MedicalBusiness, Place, Organization)
WCAG 2.2 AA compliance · Google Analytics 4 · LiteSpeed Cache
The Result
A live, fully-functional clinic platform that meets the clinic, the patients, and the physicians where they are. Active maintenance shows in the footer (fresh content on holiday closures). The clinic's team updates content themselves. New doctors get added through structured fields. The patient experience is measurably better — not because of marketing copy, but because of design decisions that respect what people are actually trying to do.
