For private clinics · website, brand and communication audit

How to bring patients into your clinic.

I follow a patient from the Google search to the confirmed appointment and show you, point by point, where people give up along the way. One week, a fixed price, no long project and no weekly meetings.

I’ll find you a problem, FREE What the audit covers

No obligation · I reply personally, the same day

A patient drawn in line, leaning on crutches

The gap your clinic lives inside

Wants to book right now from a phone, in the evening, without calling anyone
Ends up calling tomorrow during office hours, on a line that is engaged

Between the two sits the patient who looked for you, found you, and gave up on the way. The audit shows you exactly where.

If you arrived here from an email of mine

The observation in that message was not picked at random and it is not a template. I opened your clinic’s website, walked through it as a patient would, and wrote down what I found. The audit is the same thing, carried all the way through.

A list of the observations written down

What you get · delivered in seven days

A document you can hand straight to your team.

  1. 01

    The journey, retraced step by step

    From search to appointment, on phone and on desktop, with screenshots at every point where a real patient would hesitate or give up.

  2. 02

    The list of problems, in order of impact

    Not a list of a hundred observations. Ten to fifteen problems, ordered by what they cost you, not by how easy they are to fix.

  3. 03

    What takes two days and what takes a month

    Every problem carries its own effort estimate, so you can decide for yourself what goes to your current team and what does not.

  4. 04

    The AEO check

    How visible your clinic is to ChatGPT, Gemini and Perplexity — for when the patient stops searching on Google. Explained further down.

  5. 05

    A 45-minute call

    I walk you through everything I found, answer questions, and leave you the document. It is not a sales presentation.

I’ll find you a problem, FREE

No obligation · I reply personally, the same day

The proof

Five clinics, plus one at scale. At four of them, the patient journey itself.

The patient journey is not a service I invented so I would have something to sell. It is the work I did, on the ground, for Dr. Leahu, Clario, Dental Elite and Artro Sport — from what a person sees on the street to what they see on the wall, at reception, and on their phone.

  • Rebranding and brand book
  • Web, UI and UX
  • Customer journey inside the clinic
  • Clinic design — walls, signage
  • Online and offline campaigns
  • Video and animation
The Clario website, on a laptop and a phone

Clario Ophthalmology · Web · UX/UI · Brand · Bucharest

The whole clinic, from the website to the wall

I took the brand from its first version to a stronger one — livelier visuals, more movement — and then applied it everywhere: web design, UI and UX for the site, the clinic’s interior and its walls, the patient journey through the clinic, the social media visuals and the graphic concepts.

Why this matters to you: it is exactly the combination the audit covers — website, brand and the path a person takes through the clinic, treated as one thing.

Memorial landing pages for each procedure

Memorial Hospital · UX / UI

Pages built so people understand first, then book

Landing pages for procedures, built around two things: that the procedure is understood, and that booking is easy. At the same time I reworked the packages and the subscriptions.

Why it matters: this is the very problem the audit looks for — where the path breaks between “I understand” and “I have booked”.

The Dr. Leahu design toolkit, hung against red

Dr. Leahu · Brand · Clinics

Seven years with the largest dental network in Romania

Rebranding and brand book, creative and graphic concepts, the design of the clinics and the patient journey through them, interactive materials in the clinic and online, video and animation. Held together through the move of the clinics into Regina Maria Dental Clinics.

Why it matters: seven years means I have seen what holds and what gives way over time, not only how it looks at launch.

Dental Elite social media visuals, on a phone

Dental Elite · Brand · Campaigns · Clinics

A concept that speaks to the patient and to the staff

Creative solutions for the sales campaigns — key visuals and creative, online and offline — plus clarifying the brand. Out of that came We Care More: an idea that keeps the communication coherent for patients and staff alike. And, as with the others, the design of the clinics and the journey through them.

Why it matters: a clinic brand does not persuade from the outside alone. If the staff do not believe it, the patient works that out at reception.

An Artro Sport Clinic billboard with the orthopaedics team

Artro Sport Clinic · Brand · Exterior · Campaigns

From the sign on the building to the inside

Exterior clinic branding, extending the brand and its brand book, creative for online and offline campaigns, and the patient journey through the clinics.

Why it matters: the first contact with a clinic is not the website. It is the sign on the street — and it has to say the same thing.

Screens from the My Vodafone app

Vodafone · UX / UI · App and web

Journeys used by hundreds of thousands of people

UX/UI for the My Vodafone app and a customer journey redesign across several features, with solutions taken up not only locally but internationally. Plus the eCare redesign — the web version of the app. What it left behind: changes to the logic of the customer journeys and an app that is easier to use.

Why it matters: it is not medical, but it is the proof that I can repair a digital journey where mistakes show up immediately, at scale.

How it runs · step by step

Seven days of work. Fifty minutes with me.

Day 1

You tell me what matters

A short email: which services bring you the most patients, and what bothers you about the site. Five minutes of your time.

Days 2—5

I work from the outside

Like a patient. I need access to nothing, I interrupt no one on your team, I ask for no passwords. From you: zero hours.

Days 6—7

The document and the call

On day 6 you get the document, to read at your own pace — you can take as long as you like with it. On day 7 we spend 45 minutes together, on Zoom or at the clinic if you are in Bucharest.

I’ll find you a problem, FREE

No obligation · I reply personally, the same day

A designer and a doctor shaking hands

Who does the audit

You speak directly to the person who looks at the site.

I am a designer and a user experience specialist. Which means I make sure that when a patient lands on your website, everything is logical, simple to use, and nobody loses their temper hunting for a button.

I have been working for twenty-five years. In healthcare: seven years with the Dr. Leahu clinics, including through their move into Regina Maria Dental Clinics; the identity of the Clario ophthalmology clinic in Bucharest, from its founding; the procedure pages for Memorial Hospital.

I am not an agency. There is no account manager and no team of juniors. The person who looks at your site is the same one who explains what he found.

New in the audit — AEO · Answer Engine Optimization

More and more patients no longer ask Google. They ask ChatGPT.

AEO stands for Answer Engine Optimization. In plain terms: if a patient asks ChatGPT, Gemini or Perplexity where to go, do you appear in the answer or not?

It is not the same as SEO. A site can rank very well on Google and, at the same time, be completely invisible to an AI model — because the model reads the page as plain text, not as a handsome website.

the test I start with
“Where can I book an MRI in Bucharest this week?”
  1. 01First cliniccited from its services page
  2. 02Second cliniccited from its price list
  3. 03Third cliniccited from its Google Business Profile
  4. —Your clinic?depends on what the model can read

The position you appear in does not matter. What matters is whether you appear at all — and which of your pages the model took its information from. Usually the answer to the second question explains the first.

01 — What it can read from the site

  • The text on the page. I switch JavaScript off and reload the site. Whatever disappears from the screen usually does not exist for an AI model either. Services hidden inside sliders and tabs are the case I meet most often.
  • The tags in the code. Simple things can be marked up in a site’s code: that you are a clinic, which doctors you have, which procedures you perform, what time you close. Of the Romanian medical sites I have opened, very few have any of this.
  • Prices written as text. A price list put inside a PDF or a picture cannot be read. Not by an AI model, and not by the patient zooming their phone all the way in to make something out.

02 — What it learns about you

  • The questions people actually ask. Patients do not search for “medical imaging services”. They ask “how much does it cost”, “does it hurt”, “how long does it take”, “do I need a referral”. If the site answers in their words, it stands a far better chance of being cited.
  • The same details everywhere. Name, address and phone identical on the site, on the Google Business Profile and in the medical directories. When the details differ, the model hesitates — or names another clinic, where the information is clear.

03 — What trips it up

  • Who is allowed to read you. There is a file that tells robots what they may read. GPTBot, ClaudeBot and PerplexityBot can be let in or shut out. Either can be the right choice — it depends what you want. The problem is not knowing which one is set on your site right now.
  • One site only. If you have two sites with the same content, they compete with each other: they split the authority and confuse both Google and the AI models. It happens more often than you would think, especially after mergers and name changes.

What I will not promise you: a percentage. There is no serious data yet on how much traffic AI answers send to clinics in Romania, and anyone who gives you a figure today is inventing it. What I do know is that these repairs are cheap now and expensive later, when everybody does them at once.

What you can ask for

Three audits. Take all of them, or only the one that hurts.

They are not tiers and they do not depend on one another. If the site works well but the communication inside the clinic looks like a different company, ask straight for the brand audit.

Most asked for

Website and journey audit

The patient journey from search to appointment, the prioritised list of problems, the effort estimates, the AEO check across its seven points, and the 45-minute call.

€600fixed price, one time

I want the website audit

Can be taken on its own

Brand audit

What your identity promises and what the patient actually understands. How you look next to the clinics they compare you with. Whether the name, the colours and the tone say the same thing everywhere — or contradict each other between the street and reception.

€500fixed price, one time

I want the brand audit

Can be taken on its own

Design and communication audit

What you actually publish: the posts, the campaigns, the posters, the materials inside the clinic. Whether they say the right thing to the right people — and how much of it your team can produce alone, without waiting on a designer for every poster.

€400fixed price, one time

I want the design and communication audit

The guarantee

If I find nothing worth the money, you do not pay.

It has not happened to me yet, but I would rather tell you beforehand than afterwards. The first observation is free anyway, whichever audit interests you.

  • Fixed price, no estimates
  • No extras along the way
  • The document stays yours
  • Paid once, with no subscription
  • Implementation stays optional, discussed separately

If after the audit you want the implementation too — the site repairs, the brand, the materials — we discuss it separately, as a project, with its own budget and its own terms. It is not compulsory and nothing depends on it. Most clinics carry out the first repairs with the team they already have.

Questions I get asked

We already have an agency. What good is this?

The audit does not replace the agency — it hands them a list of problems verified from the outside. Agencies usually execute well what they are asked for. The problem is what nobody asked them for.

Our site is new. Is it still worth it?

New sites look good and lose patients in exactly the same places as old ones: long forms, invisible free slots, extra steps on a phone. The age of a site says nothing about the patient journey.

How much of my time does it take?

Five minutes at the start, to tell me which services matter, and 45 minutes at the end, on the call. In between I work alone, from the outside — there is nothing for you to do. Plus however long you want to spend on the document: I send it a day before the call.

Why isn’t it free?

The first observation is free — I send it with no obligation at all. The full audit is a week of work and is paid for as such. A free audit would be a sales presentation in disguise, and you have read enough of those.

Do you work with clinics in my speciality?

I have worked in dentistry, ophthalmology and private hospitals. The patient journey is more alike across specialities than you would expect — the language changes, not the points where people give up.

We start with one problem. Free.

Send me your website address.

I’ll send you one concrete problem found on it, with an explanation of why it matters. If what you get seems useful, we talk further. If not, we part as friends and you keep the observation.

What interests you

I reply personally, the same day. You won’t end up on any list and I send no newsletter.

Prefer email? email me directly

Satisfied patients, set along a timeline
I’ll find you a problem, FREE