A specialized surgeon has two very different target groups. Patients facing a vascular problem for the first time look for reassurance and clarity. GPs and other referring specialists look for medical credibility and in-depth content. One website must convince both. De Hazelaar Health Care is a specialized practice in vascular and thoracic surgery, active in three hospitals in the Antwerp region. LOFT 33 built a WordPress website featuring a blog, integrated online appointment management via Doctena, and Meta advertising campaigns to reach new patients. [Visit the website](https://www.dehazelaarhealthcare.com/) ## Discuss your website project with LOFT 33 [Schedule a no-obligation consultation](https://www.loft33.com/en/schedule-a-consultation/) ## Creating a website for a medical practice: how Doktershuis Antwerpen became digitally what it already was Restructuring the Doktershuis Antwerpen website was no standard web project. Correctly representing a multidisciplinary premium practice, informing patients the right way, and actively guiding them toward an appointment requires a different approach. Doktershuis Antwerpen is a concrete example of this. LOFT 33 restructured and rewrote the entire website, built a custom module, and integrated external systems. This is how that process went and what it delivered. ## Who is De Hazelaar Health Care? De Hazelaar Health Care is a specialized medical practice in Antwerp, led by Dr. Roderik Deleersnijder, a specialist in vascular and thoracic surgery. Together with Dr. Schoonjans, Dr. Thomas, and Dr. Wustenberghs, he treats patients with conditions of the blood vessels and the thoracic region. The range of treatments is broad and technically specialized. On the arterial side: peripheral arterial disease, carotid stenosis, and aneurysms. On the venous side: varicose veins, thrombosis, lymphedema, and laser treatment. For thoracic surgery: lung tumors, collapsed lung, and pleural conditions. The practice is active in three hospitals: Diagnosecentrum Voorkempen in Zoersel, ZAS Augustinus in Antwerp, and AZ Voorkempen in Malle. That broad, technically specialized profile is exactly what defines the digital challenge. On one hand, the website must be accessible to patients facing a vascular condition or thoracic problem for the first time. On the other hand, it must immediately make clear to referring GPs and other specialists which medical profile and expertise they are dealing with. ## What was the challenge? ### Two target groups, one website Patients and referring physicians use a medical website in fundamentally different ways. A patient first reads general information about a condition, looks for reassurance, and assesses whether they’ve found the right place. A GP or specialist quickly scans for medical credibility, looking at the doctor’s profile and the technical depth of the treatment range. A website that works for both target groups is not a compromise between two extremes. It is an architecture that offers the right information to every visitor at the right time. ### Making a complex range of treatments clear Three major areas of specialization, each with multiple specific conditions and treatment techniques: that’s a lot of information to present in an accessible way. Too much detail in the wrong place drives patients away. Too little detail in the wrong place fails to convince referring physicians. ### Expanding online reach through advertisements A specialized practice isn’t automatically visible to people facing a vascular problem for the first time. Many patients search Google or social media for information about their condition long before they have a referral from their GP. Reaching those people early, with the right information at the right time, requires more than just a good website. ## How did LOFT 33 handle this? ### Site structure based on two entry points The De Hazelaar Health Care website is structured around two logical entry points that coexist without interfering with each other. The first entry point is the treatment pages. These are built in three layers: the specialization domain (arterial vascular surgery, venous vascular surgery, thoracic surgery), the specific condition (peripheral arterial disease, carotid stenosis, varicose veins, lung tumors), and the treatment techniques per condition. This structure works for both target groups: a patient can look up their condition and find understandable information, while a referring physician can navigate directly to the medical depth. The second entry point is the doctor’s profile. For a specialized practice, the person of the doctor is a central element of trust. The “About the doctor” page presents the medical profile, expertise, and the hospitals where the doctor is active, in a way that is relevant to both patients and fellow physicians. ### WordPress with blog LOFT 33 chose WordPress as the platform. The blog is a conscious choice for a specialized practice: medical content about specific conditions and treatment techniques strengthens the website’s SEO position for specialized searches, while simultaneously building medical authority with referring physicians who visit the website multiple times. ### Integration with Doctena Online appointment management via Doctena was integrated into the website on the homepage and on relevant treatment pages. This makes the threshold for a patient to book an appointment as low as possible. ### Meta ad campaigns LOFT 33 also guided the setup and management of Meta ad campaigns for De Hazelaar Health Care. These campaigns target people who encounter information about vascular conditions or thoracic problems via social media, leading them to the relevant treatment pages on the website. For a specialized practice, this is an effective addition to organic findability: the target group is specific enough to target precisely, and the threshold to make an appointment is low if the website has already built trust. ### GDPR-compliant setup All contact forms and data-processing elements are configured to be GDPR-compliant. For a medical practice, the website indirectly processes health data via appointment requests and contact forms. LOFT 33 implements this technically correctly; the legal and policy-related implementation, such as a processing register or DPA agreements, is the responsibility of a qualified legal advisor or DPO. ## What were the results? The De Hazelaar Health Care website gives the practice a digital presence proportional to the medical expertise behind it. Patients find accessible, correct information about their condition and can book an appointment online. Referring physicians find a medical profile that radiates credibility and makes it clear what expertise they are dealing with. The blog strengthens organic findability for specialized searches, allowing the practice to reach people who don’t have a referral yet but are actively searching for information about their condition. The Meta ad campaigns further expand that reach to people who don’t know the practice yet but belong to the target group. ## What does this mean for your practice? The challenge faced by De Hazelaar Health Care—serving two target groups with one coherent digital presence—is recognizable to every specialized doctor or surgeon. Whether it’s orthopedics, cardiology, dermatology, or another specialization: the combination of patients seeking reassurance and fellow physicians assessing medical credibility requires a well-thought-out digital architecture. A website that only appeals to patients misses out on referrals. A website that only focuses on medical authority creates a barrier for patients facing a condition for the first time. The right approach finds the balance. ## What makes a website for a medical specialist different from one for a GP or group practice? Having a website made for a medical specialist requires a specific approach in three areas compared to a more general medical practice website. ### Medical depth as a credibility signal A specialist is judged on technical expertise. The website must demonstrate that expertise, not just name it. This means treatment pages that are substantively correct and sufficiently detailed to convince a referring physician, combined with an accessible layer for patients without a medical background. ### The doctor’s profile as a central element In a specialized practice, the person of the doctor is the primary trust signal. Education, expertise, hospital affiliations, and publications are relevant information for both patients and referring colleagues. This information requires its own place in the website structure. ### Targeted ads as a supplement to organic findability A specialist has a more specific target group than a GP. This makes targeted ads on social media or search engines more efficient: the target group is precisely defined, and the message can directly align with the condition or the visitor’s search behavior. ## Convincing two target groups starts with the right structure LOFT 33 guides specialized medical practices in building a digital presence that reassures patients and convinces referring physicians. From site structure and platform to content, integrations, and ad campaigns. [Schedule a no-obligation consultation](https://www.loft33.com/en/schedule-a-consultation/) ## Frequently asked questions about websites for medical specialists .fusion-faqs-wrapper #accordian-1 .fusion-panel { border-color:var(--awb-color3); }.fusion-faqs-wrapper #accordian-1 .fusion-panel:hover{ border-color: var(--awb-color3); }.fusion-accordian #accordian-1 .panel-title a .fa-fusion-box:before{ font-size: 16px;width: 16px;}.fusion-accordian #accordian-1 .panel-title a .fa-fusion-box{ color: var(--awb-color1);}.fusion-accordian #accordian-1 .panel-title a{}.fusion-accordian #accordian-1 .panel-title a:not(:hover){}.fusion-accordian #accordian-1 .toggle-content{}.fusion-accordian #accordian-1 .fa-fusion-box { background-color: var(--awb-color5) !important;border-color: var(--awb-color5) !important;}.fusion-accordian #accordian-1 .panel-title a:hover,.fusion-accordian #accordian-1 .panel-title a.hover { color: var(--awb-color5);}.fusion-faq-shortcode .fusion-accordian #accordian-1 .fusion-toggle-boxed-mode:hover .panel-title a { color: var(--awb-color5);}.fusion-accordian #accordian-1 .panel-title .active .fa-fusion-box,.fusion-accordian #accordian-1 .panel-title a:hover .fa-fusion-box,.fusion-accordian #accordian-1 .panel-title a.hover .fa-fusion-box { background-color: var(--awb-color5)!important;border-color: var(--awb-color5)!important;} What does having a medical practice website built by LOFT 33 actually involve?[loft33](https://www.loft33.com/en/author/loft33/)2026-06-11T13:59:22+00:00 ### [ What does having a medical practice website built by LOFT 33 actually involve?](#collapse-1-8511) LOFT 33 guides the entire process from analysis and site structure to development, content strategy, and launch. For medical practices, this also includes: GDPR-compliant configuration of all forms and data-processing elements, integration with external appointment systems, and a tone of voice that fits the practice’s specific target groups. After the launch, LOFT 33 can also take care of technical maintenance and expansions. Which CMS does LOFT 33 use for medical practice websites?[loft33](https://www.loft33.com/en/author/loft33/)2026-06-11T13:59:48+00:00 ### [ Which CMS does LOFT 33 use for medical practice websites?](#collapse-1-8502) LOFT 33 works with WordPress for medical practices where the internal team wants to manage content independently, and with Joomla for more complex platforms with extensive user management, multilingualism, or deep custom integrations. The choice of platform depends on the specific needs of the practice and is discussed during the intake interview. How is GDPR compliance technically handled for a medical website?[loft33](https://www.loft33.com/en/author/loft33/)2026-06-11T14:00:48+00:00 ### [ How is GDPR compliance technically handled for a medical website?](#collapse-1-8515) LOFT 33 configures all data-processing elements of the website correctly: forms with explicit consent, cookie management that meets GDPR requirements, and a setup where no health data is stored without the proper technical and organizational measures. For policy and legal matters, such as a processing register or DPA agreements, LOFT 33 refers you to a qualified legal advisor or DPO. Can an online appointment system be integrated into my practice’s website?[loft33](https://www.loft33.com/en/author/loft33/)2026-06-11T14:01:40+00:00 ### [ Can an online appointment system be integrated into my practice’s website?](#collapse-1-8508) Yes. LOFT 33 integrates external appointment systems into the website at strategic locations: the homepage, relevant service pages, and the navigation. The integration is technically seamless for the patient. For Doktershuis Antwerpen, Mediris was integrated. Other systems are possible, depending on what the practice is already using. What is the Engagement Score Engine that LOFT 33 developed for Doktershuis Antwerpen?[loft33](https://www.loft33.com/en/author/loft33/)2026-06-11T14:03:09+00:00 ### [ What is the Engagement Score Engine that LOFT 33 developed for Doktershuis Antwerpen?](#collapse-1-8506) The Engagement Score Engine is a custom module that analyzes how visitors use the website: which pages they view, for how long, and which paths they follow before making an appointment or filling out a form. This data helps the practice understand which content contributes to patient interaction and where adjustments are useful. It is a tailor-made solution developed specifically for Doktershuis Antwerpen. How long does it take to have a website created for a medical practice?[loft33](https://www.loft33.com/en/author/loft33/)2026-06-11T14:03:46+00:00 ### [ How long does it take to have a website created for a medical practice?](#collapse-1-8501) The lead time depends on the scope: the range of services, the number of pages, the desired integrations, and the availability of content and input from the practice. For a project the size of Doktershuis Antwerpen, with six main pillars, several subpages, a custom module, and external integrations, LOFT 33 estimates a timeline of several months. A smaller practice website without custom components can be delivered more quickly. Does LOFT 33 also write the medical content for the website?[loft33](https://www.loft33.com/en/author/loft33/)2026-06-11T14:04:15+00:00 ### [ Does LOFT 33 also write the medical content for the website?](#collapse-1-8504) Yes. LOFT 33 handles the entire content strategy, including rewriting existing text or writing new pages. Medical content is written based on input from the practice, in a tone of voice that is accurate and accessible to patients without a medical background. The final review of medical information always rests with the doctors or specialists involved.