Dr CR Oosthuizen — Orthopaedic Surgeon
Johannesburg, South Africa
A brochure site for surgeons rebuilt as a patient-acquisition platform with self-check tools, booking and a full medical compliance layer.
Before vs After
Same practice. Rebuilt for the people it is meant to serve.
- Written for other surgeons, not for patients deciding whether to book.
- No way for a prospective patient to check whether the procedure applies to them.
- No booking path — a contact form and phone numbers only.
- No published medical, privacy or consent documentation.
- Long unbroken blocks of clinical text with no clear next step on any page.
- Patient-first messaging with a single clear action on every page.
- Knee Check and general self-check tools, each carrying an AI screening disclaimer.
- A booking flow with a published booking policy and authenticated patient access.
- Medical disclaimer, telehealth consent, PAIA and POPIA notices, sub-processor register and complaints procedure.
- Clinical material kept and restructured for practitioners, separate from the patient journey.
The old home page led with the surgeon's CV in one long paragraph. The new one opens with what the patient wants to know and starts the candidacy check immediately.
Inside the build
The problem
- A specialist practice needed to generate qualified patient enquiries without breaching medical advertising rules.
- Prospective patients research symptoms long before they book, and had nowhere credible to start.
- Every patient-facing feature had to satisfy medical, privacy and consent obligations.
What changed
- Patients can self-assess and book without the practice giving advice it is not allowed to give online.
- Every mandatory medical, privacy and consent document is published and versioned.
- The build now serves as the reference standard applied to subsequent medical practice clients.
Approach
- Compliance matrix agreed before design
- AI screening tools with explicit disclaimers and no diagnostic claims
- POPIA and PAIA documentation, telehealth consent and sub-processor register
Specialist practice website
Home, about, advantages, patient journey, publications, blog and contact — written for patients making a referral decision.
Self-check tools
A knee check and general self-check that help a patient understand their situation, each carrying an explicit AI screening disclaimer.
Booking flow
A booking path with a published booking policy, plus an authenticated area for patient-side access.
Medical compliance layer
Medical disclaimer, AI screening disclaimer, telehealth consent, PAIA and POPIA notices, sub-processor register, complaints procedure, privacy, cookies, copyright and website terms.
Reference compliance matrix
The build became our internal Medical Doctor Website Compliance Matrix — the ten-item minimum checklist we now generate as deliverables for every medical client.
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