Case study · Healthcare / Pulmonology
A specialist, not one more name on the list.
Dr. César Salas Mártir —a pulmonologist and internal medicine specialist with more than 20 years of experience— depended on a medical directory where he competed alongside dozens of identical profiles. We built his brand and his own website: a place where his experience and his human touch come through at first glance.
- 20+Years of experience
- 3,000+Patients treated
- 0 → 1From directory to his own site
- BookingDirect appointments + WhatsApp
The client
Twenty years of experience, without a home of his own to show it.
Dr. César Salas Mártir is a pulmonologist and internal medicine specialist. In practice since 2004, he treats respiratory diseases —asthma, COPD, bronchitis, emphysema, fibrosis— with a clear signature: clinical quality and human warmth, unhurried consultations and short waiting times.
His credibility was already built: specialty board certifications and memberships in international medical societies. What he lacked was a place on the internet that was truly his and lived up to that track record.
- Pulmonology
- Internal medicine
- Since 2004
- 3,000+ patients
- ATS · ERS · ALAT
The challenge
Competing on a list, not on his name.
His presence lived in a medical directory where his profile appeared next to dozens of other specialists, all on the same template. A new patient couldn't tell his experience or his bedside manner apart: all they saw was a card identical to the rest. And with a newly opened practice, every patient counted.
One profile among many
In the directory he competed on price and proximity, not on track record. His real advantage —20 years and a human touch— was flattened into a listing identical to everyone else's.
New practice, few patients
He had just opened a practice and needed to fill it. He depended on referrals and ads, without a channel of his own working for him around the clock.
No brand of his own
The logo he had didn't reflect his level. He was missing an identity that conveyed trust and professionalism at first glance.
What we built
A brand and a digital practice that inspire trust.
Everything designed so that a patient looking for help finds a specialist they can trust —and books without friction.
Brand identity
A new logo from scratch: lungs that become a tree, with the slogan "Respirar es vivir" ("Breathing is living"). It communicates health, life and specialty —far above the previous logo.
His own site at respiraresvivir.com
His first exclusive website: a place that speaks only about him, without competing with anyone else on the same screen. A formal presence, under his control.
Booking + WhatsApp
"Book your consultation" and WhatsApp support built in: patients book directly with the doctor, with no intermediaries or commissions in between.
Authority in plain sight
Specialty board certifications, 20 years of experience and memberships in ATS, ERS and ALAT, presented clearly to build trust before the first appointment.
Services that explain
His areas —asthma, COPD, bronchitis, emphysema, fibrosis— presented in plain language so patients recognize themselves in a symptom and know this is where they can get help.
Fast, mobile and on Google
Optimized for mobile and for search —so that whoever looks for a pulmonologist finds him, with his brand, not a listing lost in a directory.
The identity we created
The previous logo didn't do him justice. We created a new one: lungs that become a tree —life and breath in a single image— with a palette of aqua blue, green and navy, and the doctor's slogan: "Respirar es vivir."
The process
Three stages. From track record to brand.
Understand the specialist
We mapped his experience, his areas of care and who he wants to reach. We defined what the site had to convey: trust, experience and human warmth.
Create the identity
We designed the logo, the palette and the tone. An exclusive, professional image worthy of a specialist with a 20-year track record.
Build and launch
The site at respiraresvivir.com, with booking, WhatsApp, services and credentials, optimized for mobile and for Google. Ready to attract patients.
The result
From a shared listing to his own online practice.
His own practice online
He left the shared directory for a site that is his alone —where his name, his brand and his experience are all the patient sees.
Authority at first glance
Credentials, medical societies and 20 years of experience presented clearly —the certainty a patient looks for before booking.
Booking without intermediaries
Patients book by appointment or WhatsApp directly with the practice —a channel of his own working to attract patients around the clock.
We were fortunate to find Dr. Salas. He is a very dedicated doctor; he gave us excellent care and a highly effective treatment that pulled my mom out of her respiratory crisis. He is also remarkably approachable and empathetic.
— Jennifer Amozorrutia · Patient
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