We partnered with Dr Matthew Free to create a modern digital presence that reflects his expertise as a Melbourne-based Orthopaedic Surgeon and Knee Specialist. Our work focused on developing a patient-centred website, professional photography, and a clear digital strategy that positions Dr Free as a trusted leader in advanced knee surgery while supporting both patient education and referrer engagement.
Strategy
We worked closely with Dr Free to develop a digital strategy that aligned with his clinical expertise, values, and long-term vision for his practice. The strategy centred on positioning Dr Free as a leading specialist in ACL reconstruction, knee preservation, sports knee injuries, and robotic knee replacement. It also considered the needs of both patients and referrers, ensuring the website delivers clear information, intuitive navigation, and streamlined referral pathways.
Throughout the project, we established a consistent tone of voice that reflects Dr Free’s approach to care: professional, approachable, evidence-based, and patient-focused.
Website
We designed and developed a custom website that showcases Dr Free’s expertise while making it easy for patients and referrers to access the information they need.
The website was carefully structured to highlight his key areas of practice, guide patients through their treatment journey, and provide educational content that supports informed decision-making.
Built with a strong focus on user experience, the site features intuitive navigation, clear calls to action, and responsive functionality across all devices.
Professional Photography
To complement the new website, we planned and delivered a professional content shoot creating an image bank for long-term use across for his communication channels.
The photography included updated portrait imagery, consulting room photography, action shots in theatre, anatomy models and scans for use across the website, educational articles and presentations.
The result is a cohesive visual identity that builds trust and creates a genuine connection with patients.
User Experience
Every aspect of the project was designed to improve the patient and referrer experience. Clear website architecture, accessible educational content, and intuitive navigation help patients better understand their condition, explore treatment options, and confidently take the next step in their care.
The website also supports referring healthcare professionals by providing straightforward access to referral information and key clinical services.
Ongoing Support
Medical Sphere continues to provide ongoing website maintenance, ensuring Dr Free’s website remains secure, up to date, and performing at its best as his practice continues to grow.
