— Websites · 2025
One derm site for two very different patients
Northshore Dermatology
+57%
consult bookings
2 paths
medical & cosmetic
— The challenge
Northshore's patients arrive for two reasons — a worrying mole or a cosmetic treatment — and the two journeys couldn't look more different. The old site blurred them, so neither audience felt spoken to.
— Our approach
How we built it
Split journeys
Distinct medical and aesthetic paths, each with its own tone and booking.
Screening prompts
Clear nudges toward annual skin checks for at-risk patients.
Treatment library
Plain explanations of procedures, recovery, and what results look like.
+57%
consult bookings
first quarter
+31%
cosmetic enquiries
vs. prior site
— The outcome
Results
Medical patients booked screenings without friction, and cosmetic enquiries grew on their own track. The practice stopped losing aesthetic leads to clinics with slicker sites.
+57%
consult bookings
+31%
cosmetic enquiries
95
Lighthouse
3 wk
to launch
