When the doctor becomes the patient, surprising and life-changing things can happen. And such is the case with Dr. Justin Cashman, an Annapolis-based orthopedic surgeon. Dr. Cashman came to us in need of a website design for his new practice, Performance Orthopedics, that would attract patients, while clearly conveying his practice's philosophy.

As an athlete himself, Dr. Cashman understands the unique needs of an athlete: not just healing an injury, but preventing new ones and maximizing performance. However, after suffering an injury himself, the doctor became the patient and it led to an "aha!" moment. He went from focusing on fixing the injury, to focusing on the entire patient, therefore prioritizing the personal connection with him or her.

The challenge was to create a medical website design that reflected the personable nature of Dr. Cashman's practice and highlight the focus on athletic performance, while being inclusive of children's sports injuries. The result was a clean site, with carefully edited, limited text, which delivers a clear and complete message, without overwhelming the viewer with too much medical jargon. Keeping it simple also enables the site to work seamlessly on mobile devices.

The home page tagline "Every set back is a set up for a comeback" is faithful to Dr. Cashman's athletic spirit and medical approach. And we think it's quite inspirational for anyone recovering from an injury! Dr. Cashman's personal injury turned out to be the set back that inspired this life-and-business-changing comeback.