Discovery Health signs ID Media for Cosmetic Surgery

Built by ID Media London, the microsite tracks seven of the people who appear on the programme and gives a short biography, along with before and after pictures.

The site also features a morphing function where users can view the changes and see how much of an impact it has made.

Case studies include 22-year-old teacher Louise, who has had her G-cup breasts reduced; and 72-year-old Brian, who has decided that a facelift will prolong his career as a model and actor.

John O'Reilly, creative director at ID Media, said: "Based on a doctor's surgery notebook, case studies, procedures and photographs are designed to fit into this semi-real book. Even the links to each surgeon's details mimic a classically designed business card. The navigation is very simple and straight forward with a key feature of the site allowing user's to morph between 'before and after' photographs of each patient."

Discovery Health said that the original 'Cosmetic Surgery' site, also created by ID Media is the most popular in its history.

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