DentalPRO

Strategy

Choosing an MIS for a dental clinic is a complex task that depends on many factors: clinic scale, staff roles and business goals.

We started with a series of in-depth interviews with the client team — sales and marketing specialists. This helped us identify real pain points and understand priorities for the future website structure.
Then we analyzed user journeys based on:

• clinic size,
• the decision-maker’s role,
• key tasks the system must solve.

Based on this, we created a map of user scenarios and a content matrix tailored to different roles and stages of decision-making.
For new users, we built an information architecture explaining how DentalPRO helps each participant in the process:

• patient,
• doctor,
• administrator,
• coordinator,
• clinic owner/manager.

For existing customers, we included a knowledge base and DentalStore, where users can choose and connect necessary modules and integrations.

Two key personas: chief doctor and entrepreneur

We defined two key user archetypes:

Doctor — an expert focused on standardizing treatment and building medical processes.

Entrepreneur — focused on automation, profit growth and scaling the business.

These roles often overlap within one person or team, but they affect priorities when choosing a system. We reflected this in the website structure and content presentation.

Creative direction and visual concept

A tooth symbol is recognizable but often a cliché in dental branding. We took a different approach: we created a minimalist visual based on the logo symbol. A rotating 3D model of a tooth becomes a strong visual accent rather than a generic motif.

On the first screen, users immediately see a condensed overview of the product’s benefits, while a subtle animation helps capture attention in the first seconds of interaction.

The interface uses a modular design with pinned navigation for quick access to features. Components follow the DentalPRO brand style with a strict yet lightweight UI, avoiding visual noise.

User experience

The website is a clustered system of landing pages grouped by:

• clinic size,
• user role,
• required capabilities.

In total, we implemented 8 user scenarios and 24 feature landings, including: electronic medical records, dental chart, online booking, analytics, marketing, payroll calculation and many more.

Key conversion actions on the website:

• requesting a product video presentation,
• comparing plans,
• getting implementation terms,
• connecting integrations.

Additionally, we introduced contextual testimonials — real stories where users explain how specific modules or product features helped their clinic.

Pricing calculator

The “Pricing” section is implemented as a convenient interactive calculator that helps:

• estimate the system cost for a specific clinic,
• compare DentalPRO and DentalPRO Lite editions.

Development

The site’s visual language is focused on engagement and highlighting key product capabilities.

During a 6-week design phase, we prepared an interactive prototype of 44 screens covering all key user scenarios and functional modules.

UI components were designed based on the DentalPRO brand book with a focus on three values — simplicity, functionality and expertise.

We used the following technologies:

• Backend: 1C-Bitrix, a CMS familiar to the client.
• Integrations: Bitrix24, Calltouch, lead transfer with traffic source attribution.
• Frontend: optimized loading, image delivery via Yandex CDN.

Outcome

The new DentalPRO website became a full-fledged digital entry point to the product: it reflects the depth of the system’s capabilities, demonstrates competitive advantages, and supports different user types — from doctors to clinic owners.

We showed that even a complex B2B product can be packaged in a simple, clear and visually convincing way.

The project laid a solid foundation for scaling, A/B testing, and developing the platform as a tool for sales, support and customer engagement.