The basic concept of what we're doing should be clear from taking a look at the site as it stands now. The functionality is essentially the same as Digg, Sphinn, Reddit, etc., but the focus is on healthcare specifically. With several major healthcare sites already on board to add our buttons to their sites, all we need is a great design to get this going.
The look I'm going for is Time.com meets the functionality of Digg. I'm not saying necessarily that we need the same color scheme or layout as Time.com, but this site needs to feel like a real, serious news site for real, serious professionals.
We need a design for the homepage, including a logo. All the functionality is there; it just needs to look great and be easy to use because those two things are critical to this taking off.
To date, a vast number of healthcare professionals still don't even use the Internet, much less "advanced" sites like Digg. They need to be able to understand this site immediately, and it needs to be clear that this is the next wave of healthcare news delivery. It's not about just converting dusty old magazines to a web format.
The site bears a very strong resemblance to Digg right now, but that's not intentional. As long as the functionality remains the same, we are completely wide open on how that is presented. We have no preferences on color schemes or other design elements.
Here is our positioning statement:
Nobody knows what's really happening in healthcare today better than the professionals in healthcare, and Healthcare Today is their real-time, up-to-the-minute view of the most important things on the web right now.