INLAND NORTHWEST THORACIC
ORGAN TRANSPLANT AND
Web Site Proposal
March 29, 1999
Scope To provide the Inland Northwest Thoracic Organ Transplant and
Mechanical Heart Program (the Program) with an informational
web site designed to:
Dynamically present information to physicians and
patients regarding new technologies and services
available through the Program
Complement the existing Heart Institute of Spokane web
Accommodate translation of the site into various
European and Asian languages
To expand the Program’s marketing efforts to a wider target
To graphically present information on new technologies in a way
that is easy to understand
To educate viewers on the Program’s services and technologies
To accommodate foreign-language users of the web site
To provide an efficient and cost-effective way of disseminating
To provide a means of immediate communication with potential
users of the program
Cost-effective dissemination of information to a global audience
24 hour/7 day accessibility
Interactive showcase for new technologies unfamiliar to most
Fast, easy addition of information and illustrations to accommodate
changes or updates in the programs
Return on investment is measured both in increased awareness of the
Program, and in decreased costs associated with disseminating
information via standard marketing methods. Use of Web technologies
to illustrate complex concepts in new technologies is the most cost-
effective means of reaching a large audience, while at the same time
allowing for ongoing changes, corrections, and additions to the material.
The cost of creating and maintaining the web site is miniscule in
comparison to any attempt to reach the same global audience via
conventional print or video means. With aggressive marketing of the
web site in an integrated campaign with all other media, the site can
become the Program’s primary interface with the target audience.
Why Insights International?
Our motto is “Saving the Web from ugly”. This is not a flippant statement.
Even web sites with beautiful graphics can be ugly in their layout, their
navigation, their failure to present pertinent information, or their slow load
times and uncertain availability. Our goal is to help our clients develop
web sites which not only attract the desired audience, but present
information in a pleasing and user-friendly fashion. A recent survey
determined that most Web users “want what they want when they want
it”. Convenience and information are the hallmarks of the World Wide
Web, but too many sites do not know how to capitalize on it. Insights
International prides itself on graphically pleasing, easy-to-navigate sites
which present the information the user needs, and which will be accepted
by all major search engines.
Insights International desires long-term relationships with our business
partners. We have no intention of handing over the finished web site and
simply walking away. We work with our clients over the long term to
ensure their goals are met today and tomorrow.
We are not a cookie-cutter design house, stamping out templates and
changing the graphics to suit the client. Each of our sites is original in
layout, in graphical design, and in content, because each of our clients is
unique. We do not subscribe to the notion that what was good for the last
client is good enough for the next one, or that a “formula” is the way to go.
Unique information sometimes requires unique design, and the purpose
of each web site dictates its layout.
Insights International prides itself in maintaining a cutting edge in Web
technology. We use the most up-to-date design technologies such as
tech interactivity which makes the Web unique. Our servers can handle
high-bandwidth, traffic-intensive sites. We offer maintenance as a normal
part of the hosting fee. This includes not only keeping the site functional
and up to date with client changes, but indexing it as needed to keep it
ranked well on major search engines. Our indexing department is tasked
with remaining current on the requirements of every major search engine,
on current keyword and banner prices, and the intricacies of finding new
ways to generate site traffic. Very few design firms focus so intently on
understanding what it takes to not only make a pretty site, but a
successful and effective one.
Our goals for achieving success:
DESIGN: Construction of a web page tailored to the client’s
corporate ethic and target market, incorporating
Insights International’s written design standards, as
determined by the current state of Web technology.
These include minimizing load times, maximizing
ease of use, ensuring Web compatibility for all
colors and graphics, and clean HTML code for
MARKETING: Placement of the client’s web site in the top 20 of
all major search engines. Ensuring client has the
most up-to-date information for informed marketing
decisions regarding banner advertising and other
means of increasing site traffic. Re-indexing of sites
PROGRAMMING: Clean code which enhances load times, is free of
errors, and can be updated easily at need.
HOSTING: All web sites continuously functional and viewable
in all major Web browsers. Client changes easily
and quickly accommodated. Statistical reports
logged and analyzed not less than monthly to
ascertain site performance.
1) Target completion date is May 1, 1999.
2) The Program wishes to reach as large an audience as possible.
Therefore, the site will have wide browser compatibility, in keeping
with Insights International’s policy of ensuring that pages designed
for Netscape and Internet Explorer version 3.0 and above are also
available to older browsers.
3) The design layout must take into account the eventual goal of
translating the site into languages which may not use left-to-right
4) Speed of download is of more importance to this site than graphics
5) The Program’s existing logo can be updated by Insights Internation-
al for the purpose of tying the site together graphically.
6) The Program will provide text for the site.
7) All text and graphics provided by the Program will be on disk. This
significantly cuts the hours required to make such data usable for
the web site.
8) This proposal serves as a guideline for final development. Page
content and navigation may change per client request during
The primary purpose of this site is to provide illustrated information
regarding new technologies developed or provided by the Program.
Animation is desired in some graphics. Overall, the design should
complement, though not necessarily imitate, the colors and layout of the
Heart Institute of Spokane web site, since it will be linked to it. Real
video of some devices or treatment procedures may be required. A
splash page is recommended for indexing purposes. Using a Flash 3
“movie” for this purpose allows visitors to be entertained with an
informative presentation while the remainder of the site loads in the
background. Web eccentricities in load times are therefore overcome to
a large degree.
Main links should be kept to a minimum, to point visitors to areas of
specific interest. Information should be grouped according to the
various services and technologies provided through the Program, i.e.
PHADE, MOBI, etc. More detailed information and sub-links are
presented within each main section.
This bid is for an English-language version of this web site. Translated
versions may be added later. The design layout must be such that it will
easily accommodate translation into other languages. Languages
currently project for translation:
Insights International proposes the following layout for the Program web
site (page 4). This assumes that much existing content from the
Program’s current web site will be transferred as is.
As requested, an alternate layout for the existing Heart Institute of
Spokane web site is found at page 8.
The pages, in detail:
A “splash” page is recommended for two reasons:
Indexing to most major search engines is simplified and
enhanced through use of a primary front page, especially for
sites which use frames.
Additional information can be presented while the main site
loads. A “movie” or other dynamic presentation serves as the
viewer’s introduction to the site’s content, and gives users
useful data during the download process.
The look of the home page determines the layout for the rest of the
site. It will contain basic text about the Program, and links to the
main sections of the overall site. The fewest possible main links are
recommended, which clearly guide users to areas of specific
interest. Main links envisioned for this site:
Thoracic Organ Transplant
Taking them in order:
Information about the Program, the staff, address, contact
information, etc. should always be grouped for easy access by site
Home Page: main page of the site, presenting basic
information about the Program and its goals
Staff: pictures and brief biographies of each member of the
*Referral: Describes how to refer patients to the Program
Contact: telephone, fax, street and mailing address, and
email contact. The direct contact is at minimum a redirected
FAQ: (optional) A frequently asked questions page would be
of value here. It can be linked to all major subsections of the
*A basic form here would be useful to assist both referring
physicians and the Program in obtaining needed information.
Thoracic Organ Transplant
Since there are three main procedures, with the same type of
information presented for each, the navigation has been simplified
to point users to the appropriate section to obtain complete
information on that procedure:
Heart Transplant: groups transplant criteria and transplant
results for this procedure.
Lung Transplant: same as for Heart Transplant
Heart-Lung Transplant: same as for Heart Transplant
It is recommended that this organization of data be carried through if
the site grows and new material related to individual procedures is
This is the largest section, providing thorough text and illustrations
of the various devices available through the Program. Thumbnails of
the various devices should click through to more detailed diagrams
and/or animations illustrating the device’s operation. There is some
duplication of text in the existing site which can eliminated and
simplified through the navigation. Sub-links:
Program: This should provide a thorough overview of the
Program’s mission and goals, i.e. the development and
availability of cardiac assist devices.
Results: linked from the Program page
Home with a Device: this section is a separate page under
the Program section of this link, as it is a general overview.
Devices: descriptions and illustrations*
Heartmate Vented Electric
Heartmate Implanted Pneumatic
Thoratec Ventricular Assist Device
ABIOMED BVS 5000
*Illustrations can easily be animated to more clearly show the
device in operation.
The main page of this section describes the Mobile Intensive Care
Unit, its purpose and mission. Sub-pages:
Initiate: describes the procedure for initiating transport of a
an eligible patient
List of equipment, with illustration
Since this is a new technology, this section will include extensive
text and illustrations of the device and its operation.
Device: What it is
Function: How it works (illustrated)
Patient Eligibility: criteria
At a minimum, links to Sacred Heart Hospital and the Heart Institute
of Spokane are included on this site. These can be constantly
visible on a navigation frame, or under a special page, as show
here. A links page is recommended, to accommodate addition of
other pertinent links later. This avoids “clutter” on individual pages or
on the navigation bar.
Layout 2: The Heart Institute of Spokane (THIS)
This layout presumes that THIS wishes to retain the existing content.
The pages have been slightly rearranged to simplify the navigation and
to direct viewers to the main areas of focus. This navigational layout
also allows for nearly infinite addition of material.
No programming is currently required for this site. However, if forms are
used in the Patient Referral section or if real audio is used,
approximately 2-5 hours of programming time will be added to the final
cost of the site.
The majority of administration of this site will be behind-the-scenes,
answering email generated through the site. Direct updating of the site
will involve addition of informational text, updated video clips, or more
complex illustrations and photos. Monthly maintenance includes
checking external links, ensuring video clips and plug-ins are functional,
and all internal links remain unbroken. Insights International
understands that the site will be hosted by the Program’s current
provider; however, Insights can maintain the site under contract with the
Program, provided proper access to the hosted files is given Insights
Providing updates to Insights International not later than the 25th
day of each month for incorporation by the 1st of the following
month, if Insights is to assume responsibility for total
maintenance of the web site.
Providing all text and graphics to be used on the web site to
Insights International on disk.
The Program assumes all responsibility for accuracy in the text
and descriptions provided for use on the web site.
Insights International Responsibilities
If Insights International assumes maintenance responsibility, we will:
Conduct monthly checks of the web site to ensure all internal
and external links are working
Index the site to all major search engines in accordance with
current SE requirements
Update the site as required by the Program in the maintenance
contract. This may include addition of monthly newsletters or
other information, addition or deletion of items, changing staff
photos and bios, etc.
Insights International’s Support Services
Training for the Program’s staff in administration of the web site can be
provided by Insights International, if required.
Maintenance of the completed web site can be accomplished as
Copies of development files and finished site files are archived by
Insights International. Even is the site is hosted elsewhere, the web site
could be reconstructed in the event of a catastrophic loss of data on the
Insights International has acquired the necessary software and
hardware to create and host sites using streaming media technologies.
Insights International envisions approximately four weeks development
time for this project. A complete schedule and timeline will be provided
when the project scope is finalized.
Estimate of Costs
Complete spreadsheets with the breakdown of costs for each page are
A framed HTML layout with a Flash 3 navigation bar is envisioned
for this site. Greater interactivity is possible with Flash 3, but the file
sizes are greatly reduced over sites which use Java or Java script.
Option 1 (full web site)
Additional costs may include special photos of the transport
plane or form creation (minimal).
Option 2 (navigation, The Heart Institute of Spokane web site)
Includes new title graphics, navigation buttons, rearrangement
of layout, and placement of new graphics on all pages.