
Project developed by Comunicativi Web Agency for Gruppo Montanari Salute
Scroll or click a section to explore the activities performed for the client
A new medical clinic in Pesaro
Gruppo Montanari Salute, a healthcare group with a long tradition in Romagna, chose Pesaro to open a new multi-specialty clinic. The goal was clear: make it known across the city before it even opened, and earn the trust of new patients in a highly competitive market. We followed the project at every stage: strategy, website, social channels and launch campaign, online and offline, up to the opening in October 2026.
Data first, then decisions
Before designing a single page, we listened to the data. A microdata analysis, a study of the traces people leave online through searches, reviews, mentions and industry hashtags, showed us who the patients are, what drives their choice of a medical center and which tone of voice to use with them. This is where the clinic’s positioning comes from: the compass that guided every later decision, from the website to the campaigns.
Desktop Layout
1920px
12 Columns grid - 145px Columns - 16 Gutter
Homepage





A clear, human, essential website
For the new clinic we designed montanarisalutepesaro.it: a website with a minimal design, built around the questions of people looking for a medical appointment. Few elements, a clear hierarchy and direct language guide patients from choosing a specialist to booking, with sections dedicated to doctors, prevention and frequently asked questions. Not an institutional website, but a tool designed to guide, reassure and simplify every step.
Online booking
Booking is the heart of the website. The booking button is always within reach, on every page and every device, and opens the integrated booking system: patients choose the service and set their appointment in a few steps, without making a phone call. On a smartphone the whole journey takes just a few screens.




A page for every specialty
Every specialty of the clinic has its own page, with clear information on visits and tests, the doctors in charge and direct access to booking. Structure and content are optimized for local searches, so the clinic can be found by people looking for a specialist in Pesaro.
Launch campaign
For the opening we built a two-phase communication plan. The first phase, in the days leading up to the opening, focused on awareness: Facebook and Instagram campaigns targeting Pesaro, Fano and Urbino, 6x3 billboards and ads in Il Resto del Carlino, to let people know that a new point of reference for health was coming to the city.
From awareness to booking
With the opening, the plan moves on to conversion: dynamic ads on Meta, which show people who have already visited the website the services they viewed, and Google Ads campaigns on local searches, from the clinic itself to individual specialist visits. Online and offline work together, with a precise goal for each phase.



#6CC6E9
#82BC83
#303640
Social Media
We manage the clinic’s social profiles with an editorial plan of three pieces of content a week, dedicated to the specialties, the center’s values and the countdown to the opening. Graphics and reels share the same visual language as the website, so the clinic is recognizable at a glance on every channel.