Templates built once, still live years later
Mednition builds KATE, an AI system that helps emergency department nurses assign Emergency Severity Index triage acuity — a judgment call that affects how quickly a patient in the waiting room gets seen. Marketing a clinical AI tool to hospital administrators and ER leadership rules out most of the standard B2B playbook: aggressive claims and growth-hacked funnels read as untrustworthy to an audience deciding how emergency departments triage patients. The pages had to earn trust through restraint, not persuasion tactics.
Challenge
Mednition needed landing pages for KATE, its AI-assisted emergency department triage tool, built for hospital and clinical audiences who reject aggressive B2B sales language on sight. The original scope was narrow: one to two weeks, a handful of hours a week, up to three landing pages in HubSpot with conversion testing built in.
Solution
I designed and built five modular HubSpot landing page templates on Mednition's insights subdomain — covering a product overview, an industry event, a clinical research study, and two demo-request formats — with layout and styling separated cleanly from the content fields marketing edited, and A/B testing wired into the template rather than bolted on per page.
Outcome
The one to two week engagement extended to five months on the strength of the templates, and the KATE triage landing page built in the opening weeks was still live and unchanged in structure years later — a page scoped for a short contract that outran the contract itself by nearly five years.
The build
The contract started small: one to two weeks, five to eight hours a week, to design and develop up to three landing pages in HubSpot with A/B testing for conversion. I treated the brief as a template problem instead of a page-by-page one. Five pages eventually shipped from the same modular system — a KATE product overview, an American Heart Association innovation event page, a clinical research recruitment page, and two demo-request pages — sharing consistent typography, a predictable content hierarchy, and CTA placement that held up under testing instead of fighting it.
Underneath the design, the templates were built for handoff. Layout and styling lived in the HubSpot template layer; the fields marketing edited were kept separate from it, which is the difference between a team that can launch a new campaign page on its own and one that routes every change back through a developer. That separation was the real deliverable — the pages were the proof it worked.
The clearest evidence of that showed up after the contract ended. The KATE triage landing page built in the first weeks of the engagement was still being served, in its original structure, nearly five years later — a page scoped for a one to two week job outliving the contract that produced it many times over, without a rebuild in between.
The subdomain itself stayed active well past the handoff, too: independent archive records show dozens of distinct paths published on it in the years after the contract closed, which says more about Mednition's marketing operation than about any one template, but it is consistent with a system a non-technical team could keep running without an engineer in the loop.
A modular template built for a short contract is really a bet that the client keeps running it once the contract is a memory. This one paid off on a longer horizon than most landing pages get the chance to: the same page, the same structure, five years on.
Built with
- HubSpot CMS
- HubL
- CSS
- A/B Testing