A clinical product made legible to the people who sign the cheque

Sundial build triage software for outpatient clinics. Their site convinced clinicians and lost procurement, so deals stalled late and expensively.

Scope: Discovery, UX/UI design, Webflow build, ongoing support

The problem

The product content was written by clinicians for clinicians. Accurate, dense, and completely unreadable to the operations and finance people who actually approve the purchase.

What we did

Discovery found the problem was not the writing, it was that only one audience had been written for. Deals were dying at the point where a clinical champion had to forward the site to somebody in finance.

Two layers on every page

Each product page opens with a plain summary of what changes operationally, then goes deeper into clinical detail for readers who want it. Nobody has to read the wrong half.

A page built to be forwarded

We built a single evidence page collecting the safety, integration and procurement information in one place, designed to survive being sent as a link into an email thread it was not written for.

Evidence handled carefully

Claims are sourced and dated, and the CMS requires a reference before a claim can be published. In this sector that is a design requirement, not an editorial preference.

Where it landed

Sundial now have one link their clinical champions can send internally, and procurement conversations start from the same information rather than a forwarded PDF.