With Deep Respect to the Story Behind Medpresso
“Trust allows you to start a project. Respect allows you to build it for years.”
— Yevhen Borovoi
Founder & CEO, Peretz Agency
In 2022, one of our developers disappeared.
He was from Lyman.
When the city was occupied, we lost contact with him.
His phone went silent.
His LinkedIn profile stopped updating.
Days became weeks.
Weeks became months.
We never learned what happened.
Yet somewhere inside Medpresso, thousands of lines of code he once wrote are still running.
Every day.
Quietly.
Helping doctors learn.
Loading another lecture.
Opening another page.
Issuing another certificate.
That is the strange thing about digital products.
Sometimes they outlive meetings.
Sometimes they outlive companies.
Sometimes…
they become the only place where a part of someone continues to exist.
This isn’t a story about software.
It isn’t even a story about design.
It is a story about people.
About trust.
About respect.
And about a project that quietly changed everyone who became part of it.
Medpresso didn’t begin in 2020.
That’s simply the year the world first saw it.
Its real story started three years earlier.
Back in 2017, we were invited to redesign the website of a diagnostic center specializing in orthopedics and computed tomography.
At least, that’s what we thought we had been invited to do.
Looking back now, I realize we weren’t redesigning a website.
We were beginning a partnership.
One that would eventually span almost a decade, five major projects, thousands of conversations, countless sketches, difficult decisions, global uncertainty and one shared belief:
Great products are never built by one company. They are built by people who learn to trust each other.
Before Medpresso, there was a diagnostic center.
The doctors were exceptional.
Their knowledge was unquestionable.
Their reputation was growing.
But their digital presence told a different story.
Like many companies at the time, they believed they needed a better website.
They were partly right.
What they actually needed was a better way to communicate who they already were.
So we started where every meaningful project should start.
Not with design.
With listening.
One lesson changed the way I think about digital products forever.
At one point we published an SEO-oriented medical article.
Technically, it was well written.
Search engines would probably like it.
The problem was that medicine isn’t written for search engines.
The founder carefully explained why the article had to be removed.
Not because it was poorly optimized.
Not because it didn’t convert.
Because a medical professional could read it and be misled.
That conversation permanently changed the way I think about content.
From that moment on, we stopped writing for algorithms.
We started writing for people.
Especially for professionals whose knowledge carries responsibility.
Today, when people ask me about SEO, I often remember that conversation.
Traffic matters.
Authority matters.
Visibility matters.
But trust matters more.
Always.
The website kept growing.
Then the partnership did too.
One redesign became continuous product development.
Continuous product development became marketing.
Marketing became strategy.
Strategy became branding.
Branding became architecture.
Architecture eventually became Medpresso.
Over the next several years we worked together on five major projects.
Each one solved a different problem.
Each one prepared us for the next.
Nothing was ever thrown away.
Everything evolved.
Looking back, I realize we weren’t creating separate products.
We were carefully building one long story.
Something unexpected happened.
The diagnostic center became successful.
Patient calls kept increasing.
New people discovered the clinic every day.
Even years later, after the original business had stopped operating in the same form and its Google Business profile had already been marked as closed, people continued calling.
They still wanted appointments.
They still asked where their doctors had gone.
For us, that became another responsibility.
Helping people find answers.
It was one of those moments that reminded me of something simple.
A website can generate traffic.
A brand creates memory.
And memory survives much longer.
Around 2019, everything changed again.
The founders no longer wanted to build another medical website.
They wanted to build one of the most advanced diagnostic centers in the country.
Not only with modern equipment.
With a completely different philosophy.
Education would become part of healthcare.
Healthcare would become part of community.
The building itself would reflect that idea.
For the first time, our work extended far beyond digital.
Together with architects, we participated in developing the architectural concept of the future diagnostic center.
Physical space.
Interior experience.
Digital platform.
Brand identity.
Nothing could exist independently.
Everything had to tell the same story.
Then Medpresso appeared.
Not as an interface.
As a feeling.
I still remember one conversation with the founder.
She wasn’t talking about typography.
Or navigation.
Or technology.
She described a morning.
Fresh coffee.
Steam rising from the cup.
A favorite medical journal.
Silence.
A terrace.
The beginning of another day dedicated to learning.
Medical Press.
Espresso.
Medpresso.
The name was born long before the logo.
Because the feeling came first.
The visuals simply followed.
Coffee became part of the creative process.
People often imagine branding as mood boards, references and endless screens inside Figma.
Our process looked very different.
Strategic sessions often started with coffee.
Real coffee.
Different beans.
Different countries.
Different stories.
I would bring coffee to the office.
The founder would return from another trip carrying beans she had discovered somewhere abroad.
We weren’t discussing flavor.
We were searching for character.
One day someone described a particular coffee with a single word.
“Dusty.”
Not luxurious.
Not trendy.
Dusty.
Like a long road through Macedonia.
Warm air.
Stone.
Minerals.
Quiet confidence.
That strange description stayed with us.
Months later I realized something.
We weren’t searching for a visual language.
We were searching for emotional truth.
That’s what eventually became Medpresso.
We never began with Figma.
People often ask what the hardest part of the project was.
Security?
Architecture?
The certification system?
The database?
No.
The hardest part was understanding what Medpresso wanted to become before Medpresso itself existed.
That’s why I always invited more than designers to our strategic sessions.
Developers.
Architects.
Project managers.
Everyone needed to hear the founders speak.
Everyone needed to understand the business before touching a single pixel.
Because software is built by developers.
Products are built by people who understand why they exist.
Because software is built by developers.
Products are built by people who understand why they exist.
That is why I have never believed in building teams based solely on technical skills.
Every non-outsourced project at Peretz Agency is personal to me.
I personally look for the people who will become part of it.
Not because I don’t trust recruiters.
Not because I think I can find better developers.
But because I know something experience has taught me many times:
You can teach a person a framework.
You cannot teach someone to genuinely care.
Every person who joined Medpresso became responsible for something much bigger than code or design.
They became responsible for trust.
The MVP Was Never “Minimal”
Like every ambitious product, Medpresso started as an MVP.
But we never interpreted MVP as “build the smallest thing possible.”
We interpreted it differently.
Build the smallest thing capable of surviving the future.
From the very beginning we invested in things users would never notice.
Security.
User architecture.
Database design.
Scalability.
Personal accounts.
Multi-country certification.
Educational events.
Video lectures.
Everything had to support growth we couldn’t yet predict.
Because products rarely fail when they become successful.
They fail when they become successful faster than they were designed to handle.
We wanted Medpresso to be ready.
Even before Medpresso knew what it would become.
Sometimes The Best Features Are Never Requested
One of my favorite parts of every project happens after the requirements have been completed.
When everyone asks the same question.
“What else?”
That question created one of the most important ideas inside Medpresso.
A professional forum.
Nobody asked for it.
It wasn’t listed in the specification.
It wasn’t part of the contract.
It wasn’t even part of the roadmap.
It appeared because we spent years watching how doctors actually learn.
Doctors rarely stop after finishing a lecture.
They ask questions.
They disagree.
They discuss complicated clinical cases.
They challenge each other’s thinking.
They share experience that never appears inside textbooks.
Education isn’t an event.
It is a conversation.
The forum became that conversation.
Yes, it strengthened SEO.
Yes, it created thousands of additional indexed pages.
But those were consequences.
Never the reason.
Communities don’t exist to generate traffic.
Traffic appears because communities create value.
That difference changes everything.
Then The World Changed
Nobody plans products around pandemics.
Nobody builds roadmaps expecting war.
Yet both became part of Medpresso’s story.
COVID changed the way medical education worked.
Doctors suddenly needed online education more than ever before.
Almost overnight, what had once been an ambitious vision became an immediate necessity.
Then came 2022.
The full-scale invasion of Ukraine.
Electricity disappeared.
Internet connections disappeared.
Cities disappeared.
People disappeared.
Some days developers could work only two hours because electricity returned for a short time.
Some designers joined meetings from bomb shelters.
Sometimes strategic sessions began with one simple question.
“Is everyone safe today?”
Deadlines became less important.
People became everything.
Oddly enough…
the project never stopped.
It slowed down.
It adapted.
It changed.
But it never stopped.
Looking back, I don’t think software kept Medpresso alive.
People did.
What Six Years Really Built
Today Medpresso supports four languages.
Its educational ecosystem contains approximately ten thousand pages of scientific and educational content.
Thousands of doctors continue learning through the platform.
New lectures appear.
New certificates are issued.
New discussions begin.
Every day.
People often ask me which screen I’m most proud of.
Or which feature.
Or which animation.
The truth is…
I’m proud that Medpresso still feels unfinished.
Because living products should never feel complete.
They should continue evolving.
Just like the people using them.
Lessons Medpresso Taught Me
Every long project changes the people building it.
Medpresso certainly changed me.
It taught me that trust is earned long before contracts are signed.
It taught me that respect is demonstrated through everyday decisions, not speeches.
It taught me that branding begins with emotions rather than colors.
It taught me that strategy begins with listening.
It taught me that the strongest UX is often invisible.
It taught me that communities become stronger than platforms.
It taught me that architecture matters as much as interfaces.
It taught me that no AI, no framework and no technology can replace a team of people who genuinely care about what they are creating.
And perhaps most importantly…
it reminded me that every successful product is ultimately built by humans for humans.
Never the other way around.
Thank You
Looking back, there is one thing I want to say more than anything else.
Thank you.
To the founders of Medpresso.
Thank you for believing in me back in 2017 when all we planned to do was redesign a website.
Thank you for trusting us not only with design, branding and development, but with your vision.
Thank you for allowing us to question ideas.
To experiment.
To fail.
To improve.
To search together for better answers.
Not every client gives that freedom.
You did.
And I don’t take it for granted.
Thank you for proving that the best client–agency relationships are never transactional.
They become partnerships.
And eventually…
friendships built on mutual respect.
Thank you to every member of our team.
Designers.
Developers.
Architects.
Marketers.
Content specialists.
Project managers.
Everyone who joined this journey, whether for six years or six months.
Every contribution mattered.
Every late-night discussion mattered.
Every sketch.
Every bug fixed.
Every disagreement.
Every breakthrough.
Every line of code.
Every pixel.
A part of each of you lives inside Medpresso.
Just as a part of Medpresso will always live inside us.
The Journey Continues
This story has no ending.
Because Medpresso is still growing.
The platform continues expanding.
New educational directions continue appearing.
New countries.
New languages.
New partnerships.
New ideas.
The next chapter has not been written yet.
Maybe that is exactly how it should be.
A Personal Note
If this story resonates with you—not only as a product, but as a vision for the future of medical education—we would be glad to start a conversation.
Whether you are a medical institution, an educational organization, a strategic partner or an investor who believes that knowledge deserves better digital ecosystems…
our door is open.
Some partnerships begin with a meeting.
Ours began with trust.
Perhaps the next one will too.
“Trust allows you to start a project. Respect allows you to build it for years.”
— Yevhen Borovoi
Founder & CEO, Peretz Agency
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