Healthcare · Ongoing · since 2021
BICMD
The country’s best doctors, one video call away.
Best In Class MD puts the country’s top orthopedic surgeons on a video call, named and credentialed before you commit. We designed and built the site that makes a remote second opinion credible to a claims manager and a frightened patient at the same time.
- Web Design
- UI/UX
- Content Architecture
- Product Design
- Telehealth
The details
that carry it.
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The brief
The best orthopedic surgeons in America cluster in a dozen institutions. If you don’t live near one, you get whoever is local. If you do, the names worth having are booked for years. Two surgeons at the Hospital for Special Surgery started BICMD to fix that with a video call: their colleagues, named, still practising, reachable from any of 49 states.
The catch is that a video call has no building. No brass plaque, no wall of diplomas, no receptionist saying the doctor will see you now. And two very different people arrive at the same door: a claims manager at a workers’ compensation carrier, buying evidence to a deadline, and a patient who has just been told they need surgery, buying relief.
Our brief was to make both of them trust a doctor they would never meet in person, before either had paid a cent.
What we built
One site, two doors. A strip under the header that never leaves: Business Clients on one side, Consumer Clients on the other. Two landing pages, two vocabularies, the same six-step process written twice: once in the language of claims, once to someone who is scared.
The physician card is the wall of diplomas, rebuilt. Name, subspecialties, training, current institutions, in that order, every time, with the institutions set as logos. A patient cannot rank orthopedic fellowships. Anyone can read Mayo.
Then the part the category avoids: we published what “top 1%” is measured on. Fellowship and residency ranking, academic impact, CMS complication data. A claim you can check is a different object from a claim you can only accept.
And because the whole sale turns on a document most buyers have never seen, the deliverable sits on the page: a sample expert report, no form in the way, next to its own spec.
Since 2021
Live and extended since 2021. In that time the site has absorbed a new identity, a URAC telehealth accreditation, an expansion from musculoskeletal into every major specialty, a workers’ compensation practice with its own outcome figures, and an entire second business. No rebuild, because the card, the strip and the service grid were built as systems rather than pages.
The fastest route through it now puts a patient in front of a chosen orthopedic specialist within two hours.