Derma İstinye
A Turkish and English relaunch written in parallel. One clinic, one standard, in either script.
An İstanbul dermatology clinic with a growing international patient list, a strong local reputation, and a Turkish-only website carrying both.
Timeline8 weeks from consultation to bilingual launch
The challenge
The clinic serves two audiences with different needs. Local patients book routine dermatology and want the fastest path to an appointment. International patients research procedures for weeks from another country and want detail: realistic expectations, recovery timelines, what a visit to İstanbul involves, and how to ask questions before committing to travel.
A Turkish-only site pushed international visitors to browser auto-translation, which mangles clinical nuance precisely where trust is won or lost. Enquiries arrived half-formed, and the patient coordinator spent hours answering questions a good English page should have answered first.
The approach
We designed and wrote the site in Turkish and English in parallel: two native-quality versions of one standard, not a translation bolted on afterwards. Search engines are told exactly which page serves which language, so patients in each audience land on the version written for them.
Procedure pages carry the material international patients actually weigh: honest expectations, recovery timelines, and how a remote pre-consultation works. Each language has its own enquiry route, tuned to how that audience prefers to make contact, with response times stated plainly.
A shared tone and photography guide keeps clinical before-and-after material consistent, restrained and honest across both languages. The clinic’s standard, visible in either script.
What we delivered
- Bilingual design and build, with Turkish and English as equals
- Procedure pages with honest expectations and recovery detail
- A remote pre-consultation route for international patients
- Language-aware search groundwork for İstanbul and abroad
- Tone and photography guide for clinical imagery
The outcome
International patients now research the clinic in pages written for them rather than through browser auto-translation: honest expectations, recovery timelines and a remote pre-consultation route, all in native-quality English.
And the Turkish site was rebuilt to the same standard rather than left behind. One clinic, one standard, whichever script a patient reads.