This Dr. Rotenberg web design project showcases a multi-brand medical website strategy developed to support multiple specialties under one cohesive digital vision. Since 2019, ZOO Media Group has partnered with Dr. Brian Rotenberg to strategically build, refine, and expand his digital presence as his practice evolved. What began as a single website grew into a long-term collaboration encompassing four distinct websites, multiple brand identities, and ongoing digital marketing services—including SEO, SEM, and continuous website maintenance.
Dr. Rotenberg is a highly respected otolaryngologist and surgeon with expertise in sleep surgery, rhinoplasty, ENT care, and specialized surgical services. As his practice diversified, the digital strategy needed to do more than inform—it had to clearly communicate complex medical offerings, reinforce credibility, and support patient acquisition across very different audiences.
This project story highlights how ZOO Media Group approached each phase of the partnership, why a multi-brand website strategy was essential, and how thoughtful branding, strategic content, and long-term digital support continue to drive value today.
Medical professionals operate in one of the most demanding digital environments, where trust, authority, compliance, and visibility must work together seamlessly—often across multiple specialties. For Dr. Rotenberg, this challenge was amplified by the breadth and complexity of his practice.
Early in the engagement, it became clear that a single website could not effectively serve all patient and professional audiences. A patient researching sleep apnea surgery has very different needs, concerns, and search behavior than someone considering rhinoplasty, or a physician exploring the establishment of a private surgical practice. Each audience required its own tone, structure, and depth of information.
The challenge was to represent multiple specialties without diluting credibility, translate complex medical procedures into patient-friendly language, and compete organically in highly competitive medical search markets—all while maintaining security, performance, and regulatory compliance across every platform. Just as important was the need to build a digital structure capable of scaling as services evolved over time.
ZOO Media Group’s role extended beyond website execution. We acted as a strategic partner, helping define how each specialty should be positioned online while maintaining consistency, professionalism, and trust across all brands.
“ZOO Media Group has been a strong partner in development, skilled at website design, and particularly valuable for giving advice to someone without a great deal of experience. I am deeply grateful for their superb and highly professional help.”
— Dr. B. Rotenberg
Rather than forcing all services into a single digital property, ZOO Media Group recommended a focused, multi-site strategy. Each website was intentionally built around a specific audience, aligned with distinct search intent, and designed to communicate expertise with clarity—while still feeling connected under a unified professional vision.
This approach improved clarity and relevance for both patients and professionals, allowed for more effective targeting of high-intent keywords, and enabled the development of focused brand narratives for each specialty. By tailoring content and structure to different decision-making journeys, the strategy also optimized conversion paths while maintaining consistency and cohesion across the broader digital portfolio.
Since 2019, this strategy has resulted in four purpose-built platforms:
Each website was designed, developed, optimized, and is continuously supported by ZOO Media Group.
A defining element of this long-standing partnership is the origami-based branding system envisioned by Dr. Brian Rotenberg and applied across his businesses.
The concept serves as a unifying visual framework—allowing each brand to stand independently while remaining part of a cohesive family.
Origami was chosen with intention, symbolizing precision and meticulous attention to detail reflective of surgical expertise, while also representing transformation through patient outcomes and procedural change. The concept supports creativity and thoughtful problem-solving, yet emphasizes simplicity—turning complex medical services into clear, approachable narratives.
Each business is represented by its own origami form, signaling a distinct specialty while maintaining a shared visual language. ZOO Media Group led the brand evolution by designing several of the logos and developing cohesive brand stationery—including business cards, email signatures, and letterhead—then extending this system across digital platforms. Through thoughtful website design, layout, and user experience, the visual concept was applied consistently, ensuring clear brand differentiation without fragmentation. Each website maintains its own identity while reinforcing a cohesive, recognizable portfolio.
Patients seeking help for snoring and sleep apnea often arrive after years of disrupted sleep, unsuccessful treatments, and unanswered questions. sleepsurgeon.ca was purpose-built to speak directly to this highly specific audience—addressing both emotional concerns and clinical realities with clarity and reassurance.
Design & User Experience
The site experience is calm, focused, and reassuring. Clear navigation and purpose-driven layouts guide visitors toward relevant information while minimizing friction during what is often an emotionally charged decision-making process.
Content & SEO Strategy
Messaging is empathetic, confident, and evidence-based. The site is structured around tightly focused service pages, educational content, and ongoing SEO refinement—positioning Dr. Rotenberg as a trusted authority in sleep surgery and snoring-related conditions.
Serving as the cornerstone of Dr. Rotenberg’s digital presence, drbrianrotenberg.com functions as a patient-centred multisite landing platform that establishes credibility, professionalism, and trust. It provides a clear overview of his background, qualifications, and scope of practice, while directing visitors to specialized destinations—including sleepsurgeon.ca—based on their specific needs.
In addition to sleep-related care, the site supports patients seeking treatment for chronic sinus conditions, nasal concerns, and ear problems (ear, nose, and throat (ENT) care), offering clarity across a broad range of services.
Design & User Experience
Clean layouts, structured navigation, and restrained visual elements reinforce medical authority. The experience is intentionally calm and intuitive, guiding visitors—many researching sensitive health concerns—toward appropriate next steps without overwhelm.
Content & SEO Strategy
Content focuses on education, credentials, and clarity, supporting both patient understanding and search visibility. As the central authority site, drbrianrotenberg.com strengthens the performance of the specialty websites while maintaining a cohesive, professional digital presence.
surgicalservicesltd.com was developed to serve a distinctly professional audience: licensed healthcare providers researching the setup and operation of a private surgical practice. The site speaks to physicians who may continue working within the public healthcare system while also seeking guidance on privatization, compliance, operations, and long-term viability.
Strategic Proposals & Presentation Design
Prior to the development of the Surgical Services Ltd. website, ZOO Media Group supported the initiative through the design of comprehensive, professionally structured proposals and presentations. These materials were created to communicate complex healthcare challenges, operational models, and system-level solutions with clarity, credibility, and visual discipline.
Designed for institutional, clinical, and decision-making audiences, the proposals balanced data, narrative, and visual hierarchy—ensuring key messages were accessible without oversimplification. The work required a deep understanding of healthcare delivery, regulatory considerations, and stakeholder expectations, translating dense information into clear, compelling documentation suitable for formal review and strategic discussion.
This foundational communications work helped shape the positioning of Surgical Services Ltd. and directly informed the tone, structure, and authority later carried through to the website—creating continuity between early-stage advocacy materials and the long-term digital platform.
Design & User Experience
The design is intentionally restrained and professional, emphasizing clarity, credibility, and ease of navigation. Clean layouts and structured content support efficient decision-making for time-conscious professionals, while reinforcing trust and operational competence.
Content & SEO Strategy
Content focuses on education, process transparency, and professional guidance—clearly outlining services, regulatory considerations, and strategic support. Ongoing technical maintenance and optimization ensure the platform remains secure, reliable, and aligned with the expectations of medical and institutional audiences.
Launched in December 2025, rotenbergrhinoplasty.com reflects both the evolution of Dr. Rotenberg’s surgical practice and the maturity of a long-term digital partnership. The site was designed for patients who conduct extensive research and place high value on outcomes, aesthetics, and surgical expertise.
Design & User Experience
The experience balances surgical precision with visual confidence. Thoughtful layouts, refined imagery, and clear navigation create a sense of trust while guiding visitors through education, credentials, and consultation pathways without distraction.
Content & SEO Strategy
Content is conversion-focused yet educational, supporting informed decision-making through detailed procedure information, surgeon credentials, and outcome-driven messaging. Structured pathways lead visitors toward consultation while reinforcing authority and expertise in advanced rhinoplasty and sinus surgery.
ZOO Media Group has provided sustained search engine optimization (SEO) and SEM services across all platforms. Our approach includes technical optimization, content strategy, performance monitoring, and paid search campaigns designed to attract qualified, high-intent inquiries.
This long-term commitment allows strategies to evolve alongside algorithm changes, competition, and practice growth—delivering consistent value over time.
Healthcare websites demand continuous attention. ZOO Media Group manages security, performance optimization, content updates, compliance considerations, and hosting across all four platforms—ensuring reliability year after year.
While performance metrics continue to evolve, the most meaningful result is the stability and scalability built over more than seven years of continuous collaboration. Dr. Rotenberg benefits from a digital foundation that supports multiple specialties, adapts to growth, and consistently generates qualified inquiries.
Today, his specialty websites demonstrate strong organic visibility in highly competitive regional searches. For example, sleepsurgeon.ca currently ranks #1 in Google search results for “sleep surgeon Ontario”, and the content is also appearing in AI-generated search responses, reflecting both traditional SEO strength and relevance in emerging search formats.
This sustained top-tier visibility across core discovery keywords is a direct outcome of strategic SEO, technical optimization, and content authority developed over time.
The longevity of the partnership itself is the strongest indicator of success—demonstrating trust, adaptability, and long-term strategic alignment across an expanding digital portfolio.
“ZOO Media Group has been a strong partner in development, skilled at website design, and particularly valuable for giving advice to someone without a great deal of experience. I am deeply grateful for their superb and highly professional help.”
This project is defined not by a single launch, but by more than over seven years of collaborative partnership. Working closely with Dr. Brian Rotenberg—a kind, thoughtful, and deeply professional leader—ZOO Media Group has built a relationship rooted in trust, mutual respect, and shared vision.
By combining branding, web design, SEO, SEM, and ongoing support under one cohesive strategy, we’ve helped create a digital presence that reflects Dr. Rotenberg’s expertise, credibility, and unwavering commitment to patient care, while remaining adaptable for future growth.
At ZOO Media Group, we pride ourselves on being more than just a service provider—we act as a strategic partner, guiding our clients through the complexities of digital marketing with creativity, precision, and care.
Ready to elevate your digital presence? Contact ZOO Media Group today and discover why leading professionals trust us to bring their vision to life.
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