Cheatham Eye Care
for Mabus Agency
Dr. David Cheatham is one of those rare people who sees all the good left to be done in the world and takes it upon himself to do as much of it as he can.
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Over the years, Dr. Cheatham has mastered numerous specialties, so he rarely has to refer patients to other doctors. This creates a better continuum of care and a better experience for patients. Dr. Cheatham takes his skills out of the office and into rural, underserved areas to treat patients suffering ocular side effects from diabetes, glaucoma, and other chronic degenerative conditions.
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Based in rural North Mississippi, the traditional advertising opportunities have their limitations, but Dr. Cheatham recognized the potential of building an online presence.
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We worked with him and his office to create a beautiful, high-functioning website that makes it easy for patients to understand Cheatham's services, book an appointment, and find the office.
Hierarchy of Need
Site Planning
Dr. Cheatham's services fall into three buckets. We created pages for each type of service, where we dive deeper into the explanation of these sometimes complicated treatments.
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The Routine page is fairly product-focused, detailing the various types of glasses, contacts, and exams which are available at Cheatham Eye Care. This type of information may feel obligatory, but it is Cheatham's bread and butter. It deserves to be well-written and welcoming.
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The Chronic page in particular translates the ins and outs of various disorders into layman's terms that can be understood by almost any reader. This in itself is a form of medical service.
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The Urgent page serves people suffering an eye emergency right this second. A gardener with a stick in her eye (true story), a worker whose eyes have been exposed to toxic chemicals. This page connects them with Cheatham in a single click.
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We reinforced this categorization with visual elements and colors that correspond to each service type. I love this relationship and cooperation between copy and design.
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I wrote copy for all pages and helped determine page structure and design. Click on any image above to see the live page.
Eye Care De-Jargon-ed
Service Messaging
Specialty services and technologies are simply more complex than your run-of-the-mill eye care. Patients need to know that Cheatham can offer these services without burying them in technical medical language.
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I crafted copy for these pages that hit the perfect strike zone of patient understanding and generally communicating that Cheatham can facilitate the entire range of optometrical care.
Brands Are More Than Products
Brand Messaging
Medical care is both profoundly personal and deeply technical. The experience can matter just as much as the outcome.
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Dr. Cheatham's brand and messaging needed to comfort and invite customers. The brand and messaging we crafted for Cheatham Eye Care reflects Dr. Cheatham's above-and-beyond personality, extending the warm patient experience into a digital form.