Dr. Mauro C. Romita, along with a group of participating physicians, launched this site to inform patients about surgical and cosmetic procedures. It’s nice to see a medical site with style. Understated and sophisticated with an editorial/fashion feel, it functions well as a marketing tool while doing a really nice job of lessening intimidation and confusion. What really makes the site work, though, is its familiar format.

• Each page of the newspaper-like layout offers visitors a selection of “articles” to choose from and -- thanks to sidebars, headers and links to related subjects -- the incentive to browse the site further.

• The content never tries to address the industry as a whole. Instead, it focuses on being more of a personal resource for patients -- covering only the treatments and procedures that these physicians offer in their practices.