We first set out to design a logo and a web site that could really reflect the quality of their practice. IRA is a medical practice organization of considerable size so we knew we would need a content management system that could handle the traffic and future modifications with little hassle.
We decided to implement a participatory approach that would utilize all of the specialists knowledge in their fields. We set up a web site that is slightly more complex than an average medical practice. In fact, it is the kind of interactive architecture one might find in large full-scale hospitals with multiple users and permission levels that allow the individual radiologists to contribute as authors independently and this system allows all of the doctors to add articles and content that might inform potential patients.
This structure also helps as an SEO (search engine optimization) technique because it introduces dynamic content that is stored and presented as featured articles and archived as well. All of this means that search engines like Google will begin to pick up on the myriad ways the site is presenting content and being utilized by the public and will be pushed to the top of search pages which is invaluable in today's online dominated world.
This translates into a more successful online presence and helps distinguish IRA from other practices in the Dallas/Ft. Worth area which along with Texas as a whole has one of the most competitive places in world-wide medical industry.