NINA Medical is an Israeli medical device company developing the first truly non-invasive treatment for benign prostatic hyperplasia (BPH), an enlarged prostate. The treatment uses focused ultrasound delivered from outside the body under real-time image guidance: no penetration, no cutting, no overnight stay. The company's LOTUS-1 system is in clinical research, and in March 2026 the first patient was treated in its first-in-human study.
We worked with Shmuel, co-founder and CEO, together with a copywriter who specializes in medical devices. The project covered UX strategy and a Webflow website.
NINA's site has several audiences arriving with very different questions. Investors want to understand the opportunity and where the company is heading. Business partners and physicians want to know how the treatment works and what it changes in the clinic. And patients want to know whether there is finally an option that doesn't frighten them.
We went through three rounds of strategy with Shmuel, and each round made the site plan a little simpler. The question was the same every time: what does the company really need from its website at this stage, and what will the team find easy to run on its own after launch.
The result is five pages: Home, Our Solution, About Us, News & Publications and Contact. Instead of splitting the site by audience, the solution page is divided into three tabs: Patients Benefits, Physician Advantages and Investor Opportunities. Each audience finds its answer on the same page, without searching.
In prostate care it's easy to reach for anatomical illustrations and animations of what happens inside the body. We went the other way. NINA's story is one of relief: finally, a treatment that doesn't enter the body, for a condition millions of men put off treating out of fear. We wanted to carry that feeling through people, not anatomy.
We created every image on the site ourselves, each one written for the copy in that exact spot. At the top of the homepage, three images tell the whole story: a worried man sitting on the edge of his bed, a moment of explanation in front of the ultrasound screen at the clinic, and friends laughing together on a boat. They share the same white and light-blue palette and the same soft light, so the site feels consistent from the first page to the last. The headline above them says it in words: Transforming prostate treatment. Liberation for millions of men.
The same principle carries into the About page. Management, the board and the scientific advisory board sit in three tabs, and every portrait shares the same format and background, so people from institutions around the world read as one team.
The site also leans on professional credibility: quotes from professors of urology at University College London, Mount Sinai and Stanford on the homepage, and a News & Publications section that gathers the company's published research and milestones.
NINA Medical's website is live at ninamed.com and today serves all of the company's audiences: investors, future patients and potential business partners. Each of them meets a clean, calm site that explains simply what NINA changes in the treatment of an enlarged prostate.
NINA joins our projects in science and health, alongside Canopy, a biotech company whose site was also built around a small professional audience.
This project shows why every site we build starts with Blueprint First: three rounds of simplifying are what let a website be this simple.
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