Mass General Brigham

• Agency: GoingClear
• Client: Mass General Brigham and Shah Family Foundation
• Category: Website Design — Medical & Pharmacy
• Location: Boston, Massachusetts, United States
• Project Brief: Design and develop a custom web app directory that allows patients, doctors, and integrative practitioners to find, evaluate, and collaborate when alternative medicine is part of care.

Successful websites for medical and pharmaceutical companies create a professional environment that feels both scientifically sound and deeply trustworthy.

In a digital environment dominated by rigid and emotionless interfaces, Mass General Brigham CCH stands out with its clinical authority and effortless searchability.

• Structured Search & Discovery: I like how the hero section centers on a singular, high-visibility search bar that invites users to find partners by discipline or name immediately. This layered approach reduces cognitive load while supporting the highly specific clinical searches required for accurate results.
• Practitioner Profiles & Trust: The profile layouts successfully humanize clinical data by pairing detailed credentials with large, professional portrait photography. This combination establishes immediate credibility and trust, moving away from the sterile, institutional feel of traditional medical databases.
• Filter System & UX Logic: I appreciate the modularity of the filtering system, which uses toggle switches for availability and dropdowns for specific clinical interests. These persistent controls and real-time updates provide a sense of transparency, helping users navigate sensitive healthcare decisions without losing their place.
• Scalable System & Control: I like the visual consistency maintained across mobile and desktop views, which ensures a reliable experience regardless of the device used. This flexible foundation allows the directory to scale gracefully as new clinical partners and categories are added to the network over time.

Results & Impact

The implementation of this centralized directory has fundamentally changed how patients and clinicians interact with integrative medicine in the region.

• Official integrative practitioner directory established within the Mass General Brigham network
• Increased awareness across Boston and Massachusetts for alternative and integrative care options
• Centralized access to trusted practitioners for patients and clinicians
• Scalable platform ready for long-term clinical collaboration and growth

Client Testimonial

"It was a delightful process. If you are looking for a great result in the end and thoughtful team and thought partners - the creative team, the coding, it felt like every single piece of this team just fit so well together - that is really unique to this group."

— Elizabeth Gordon, Project Manager | Shah Family Foundation

What Brands & Designers Can Learn from Mass General Brigham CCH Directory

1. Make Search the Primary Interface, Not a Secondary Tool

Centering the experience around a highly visible, single-purpose search immediately reduces friction. In medical and pharmacy contexts, fast access to precise information builds trust before visual styling ever does.

2. Humanize Data Without Compromising Authority

Pairing structured credentials with professional portrait photography balances credibility and approachability. Trust increases when users can connect expertise to real people rather than abstract listings.

3. Design Filtering Systems for Transparency and Scale

Persistent filters, real-time updates, and clear UX logic help users navigate complex clinical decisions confidently. Scalable systems perform best when control and clarity are never hidden or reset unexpectedly.