PET-CT & Nuclear Medicine · Website UX/UI + PPC
ScanoMed is Hungary's first cancer-diagnostics centre and today one of the country's leading nuclear-medicine networks, with more than 150,000 PET-CT examinations performed across its Budapest and Debrecen centres. Contento redesigned the ScanoMed website end to end, covering the full UX/UI across desktop and mobile, and planned the paid-search campaigns behind it, turning a dense clinical offering into a clear, reassuring path to booking a scan.
ScanoMed delivers the PET-CT and nuclear-medicine diagnostics that often mark the most stressful moment in a patient's life. The previous website made that moment harder: a dense catalogue of clinical terms, unclear routes to booking, and no real distinction between the two things patients actually need to decide, which centre, and whether their scan is state-funded or self-paid.
Clinical, not human. Content was written for radiologists, not for anxious patients and their families. Examination names carried no plain-language explanation of what they are, or who they are for.
No clear path to booking. The single most valuable action, requesting an appointment, competed with dozens of links instead of leading the page.
Two centres, one blur. Budapest and Debrecen offer different examinations and funding routes, but the old site flattened them into a single confusing list.
The objective: rebuild the site around the patient's real question, "I need this scan; where do I go, and how fast can I get it?", while giving ScanoMed a modern, trustworthy face and a measurable channel for private bookings.
Booking-first architecture. "Vizsgálatkérés" (request an appointment) is promoted to a persistent, unmissable action, with a floating booking shortcut and repeated calls-to-action down every page.
Plain-language diagnostics. Every examination is paired with a short, human explanation and grouped by centre, so patients self-select the right scan without needing medical fluency.
State-funded vs. private, made obvious. The funding split between NEAK-financed and self-paid care is surfaced up front, and the private "within 48 hours" promise becomes the headline hook.
A calm, clinical-premium system. A clean purple-and-white identity, generous whitespace, and real photography of the centres and the GE PET-CT equipment build trust without feeling cold.
Budapest and Debrecen each get a dedicated, consistent presentation: location, capabilities, funding, and a direct route to book, so patients always know where they are and what to do next. An "About" page frames the institution in numbers, over 150,000 scans, two centres and world-class equipment, to earn trust. The whole system is fully responsive, carrying the same clarity and the same booking-first logic from a wide desktop down to mobile, where most patients actually arrive.
Discovery. Audited the existing site and the patient journey across both centres, mapping where confusion and drop-off happened between landing, understanding a scan, and requesting an appointment.
Structure. Rebuilt the information architecture around the two real decisions, centre and funding, and promoted booking to the spine of every page.
UX/UI Design. Designed the full experience in Figma: hero, service cards, centre blocks, pricing, and the appointment-request flow, with a consistent component and icon set across desktop and mobile.
Responsive System. Carried a single, consistent visual language and booking-first logic from a 1920px desktop down to mobile, where most patients actually arrive.
PPC Campaign Planning. Planned paid-search campaigns around high-intent, self-pay PET-CT searches, pointing ads straight at the booking flow to turn the new site into a measurable acquisition channel.
A booking-led website. Requesting a scan is now the clearest action on the site, with the private, 48-hour self-pay route positioned as the primary conversion.
Patient-first content. Dense clinical terminology replaced with plain-language explanations, grouped by centre and funding route.
Responsive, on-brand design. A modern purple-and-white identity, designed consistently across desktop and mobile.
Paid-search ready. Campaigns planned around the new flow, giving ScanoMed a measurable channel for private examinations.
Scope
Web UX/UI + PPC
Centres
2
PET-CT Scans
150,000+
Private Results
≤48 hrs
Platform
Responsive Web
Year
2024
The hardest decision was how much clinical detail to keep on the surface. ScanoMed's credibility rests on genuine medical depth, yet patients arrive anxious and non-expert. We resolved it by leading every section with plain language and a single clear action, then letting the detailed clinical content sit one layer down for those who want it: depth on demand, not by default.
The second was commercial versus clinical tone. Promoting a "private booking within 48 hours" so prominently risked feeling salesy for a healthcare provider. We kept it credible by framing speed as patient reassurance, fast answers in a frightening moment, rather than a discount, and kept the NEAK-funded route equally visible so no patient feels pushed toward paying.
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