Digital Culture · Read This Before Any Price
You reach patientsnobody else can.
Why “The Difficult Patient People” deserve an unmissable digital home — most agencies answer a brief like yours with a number; we answered it with attention.
A specialist business wearing a generalist’s clothes.
Before we considered a single page of the new site, we set out to understand the company it has to carry. From a two-person start in London in 2010, JWW has become a distributed team across nine countries — with fieldwork reaching seventy, and a rare-disease track record most competitors simply cannot match.
A business that has quietly outgrown its own shop window.
Good bones. Quiet voice.
We went through the site page by page — home, Knowledge, Experience, Partnership, case studies, team and articles. The substance is all there — but the site describes what JWW is when it should be selling what JWW does. Your reputation travels by word of mouth, and your website stays out of the conversation.
- →The rare-disease evidence is genuinely strong — concrete, condition-by-condition proof.
- →“The Difficult Patient People” exists — the most distinctive phrase in the category is already yours.
- →The global story is substantiated — team, offices and time zones back the name.
- →Multilingual precedent & credentials — a dedicated Japan site; BHBIA and EphMRA memberships undersold in the footer.
- →Navigation describes values, not services — it tells a new visitor nothing.
- →The lead message is generic — the real differentiator sits below the fold.
- →Proof has aged, one door in — 2021 case studies without outcomes; a single contact route.
- →Patients are absent — no page, pathway or register for the audience growth depends on.
Your site has become your best-kept secret — and a secret is the one thing a website must never be.
Same company, two front doors.
A client gives you a project; a patient gives you trust — and the same page can’t ask for both. Your two audiences arrive with different knowledge, different emotional states and different jobs to be done. Architecture, language, imagery and calls to action must diverge; the feeling of one trustworthy company must not.
Professional buyers who evaluate in minutes.
- FeelConfidence — difficult fieldwork, delivered on time, compliantly.
- SeeCurrent case studies with outcomes, market coverage, credentials.
- DoRequest a feasibility check — the low-friction first step you barely promote.
- ToneExpert, direct, commercially fluent.
Often first-time visitors, sometimes vulnerable.
- FeelSafety and respect — a company that works with patient communities, never on them.
- SeePlain language, the people behind the work, privacy handled visibly.
- DoRegister interest — with consent, clarity and zero pressure.
- ToneWarm, clear, dignified — never clinical, never corporate.
Arrive
Every visitor is routed to their journey within one click of landing.
Understand
Within seconds: what you do, where you do it, and why it matters to them.
Trust
Proof, credentials, privacy and accessibility treated as trust features.
Act
A feasibility check for clients; a consented register for patients.
One voice, two volumes. The patient section must work as hard operationally as the client section does commercially.
Two workstreams. One foundation.
The brand evolution and the website inform each other — done together, each makes the other better and cheaper. Done apart, the second one means rework.
Evolution, not revolution — an identity that reflects who JWW has become.
Sixteen years of proof shouldn’t be dressed like year one. Keep the equity; mature the mark, sharpen the palette, put “The Difficult Patient People” at the centre, and define a patient-facing register.
A dual-audience website that converts, not just describes.
CMS-driven and built for your team to manage — with client and patient journeys, multilingual foundations, and the recruitment database woven in.
Six items. Two very different price tags each.
These six can each be simple or substantial, depending on decisions no one has made yet. This is why we won’t quote blind — a wide range is just a guess with a signature on it. Here’s exactly what decides each number, so we can decide them together.
Simple: link out to the platform you already operate. Substantial: on-site register, consent and screening flowing into your systems by country and audience.
Simple: a translated core with you supplying translations. Substantial: every page in every language, locally editable, per-market approvals, multilingual SEO.
Simple: email capture to a list, consent recorded. Substantial: segmentation, CRM integration, nurture automation, attribution across markets.
Simple: draft → senior sign-off → publish, one team, one language. Substantial: roles across markets and languages, audit trails, approval per translation.
Simple: site-wide keyword search. Substantial: faceted search across studies, conditions, markets and team — correct in all seven languages.
Simple: your team writes and loads; we structure, edit and train. Substantial: we research, write and migrate the full estate, including the patient register in plain language.
None of the “substantial” options are wrong — but each is a decision, and decisions made early are the cheap kind.
Phased. Modular. Yours to choose.
Hover any card to pause →Discover
Stakeholder sessions with your team and Sarah, audience definition, and a technical audit of the current estate — the site, the recruitment database, the Japan precedent, analytics access. Short, structured, decisive.
Define
Positioning and messaging architecture, the brand-evolution decision, information architecture for both audiences, the content plan and the governance model — every later decision grounded here.
Design
The visual system in two registers — client and patient — designed mobile-first and accessibility-first, prototyped and tested with real content before a line of build.
Build
CMS, templates, search, integrations and lead capture — English core first, languages phased per market so cost follows value. The recruitment database link built to the depth you chose in Define.
Launch
Content load, SEO foundations, analytics, QA across devices and languages, training for your marketing team, and approval workflows live — a controlled, low-drama go-live.
Support
Launch is a beginning, not an exit. Bug fixes, security patches, software updates and ongoing training — a support arrangement sized to how much your team wants to own in-house.
Twelve questions worth asking.
The quality of a proposal is fixed before a word of it is written — by the quality of the questions asked first. Here are ours. Answer whatever is easy in writing, and we’ll walk through the rest on a call; Sarah’s perspective would be especially valuable.
No question here is a test — they’re the twelve decisions that separate an accurate proposal from an optimistic one.
JWW doesn’t need a new brochure — it needs a website that finally tells the truth about the scale and humanity of the business.
- 01A working call45–60 minutes with you and Sarah to walk through the twelve questions.
- 02A structured proposalApproach, timeline and phased options — brand evolution and copywriting priced as separate decisions.
- 03You choose the shapeEvery part priced on its own. Start with the core and phase the rest, or run it as one programme.
- ·Brand and build, one team — positioning and platform inform each other daily instead of being handed over a fence.
- ·Data thinking underneath — lead capture, consent, analytics and integrations designed as one flow.
- ·Comfortable with governance — approval workflows, compliance sensitivities and multi-market content operations are familiar territory.
Recommended next step: a 45-minute call with you and Sarah to walk through the questions — especially the recruitment database and the patient-facing journey.
