X-Ray and Ultrasound clinic (Southern Ontario, Canada)
Designers: I don't want to throw you off by you viewing this, but I have designed a mock-up in the attachments. I don't want you to look at the mock-up and think you need to design something like it. The mock-up simply contains the elements that I think would be beneficial to be seen by the site visitor on the home page.
[Edit: I don't know if this is literally the "easier brief ever". What I meant is that I am easy to work with, and I very much respect the talent and skill of designers, like you. —Marc]
We are trying to get our X-Ray and Ultrasound clinic on the internet. With too few patients, we will have to close our office. Healthcare in Canada is free under OHIP, and, as long as a patient has a referring doctor, he or she can choose to go to any X-Ray and Ultrasound Clinic. We would like them to go to ours!
Tell us a bit about who you are and the people you reach
1. The target of the website is referring doctors—ones that don't regularly refer their patients to use our x-ray office. These doctors may find our website through search engines, and then land on the page, glean information from it, and then they may decide to download a referral PDF or call our office. We may also have gone to the doctor's office to tell them about our services, and then the doctor may visit our website after they already know who we are—so the website must maintain the professional image we present.
2. The second target of the website is patients. Patients can be referred to a specific x-ray clinic by their doctor, but the patient has the freedom to go to any clinic. They may search for a clinic that is close to their home, or more convenient to access, and we hope to appeal to this audience as well.
I've had some "interesting" experiences with 99designs in the past, so I would expect that all submissions look better than the mock-up that I put together. I'm not a designer, and you are, so your design should look better than mine, right? :-)
I would hope that all submissions include some rationale behind the design (point-form is wonderful).
I think the mock up might explain it. Don't hesitate to ask questions.