Case study: Houston dental clinic, Dnipro

A website, Telegram bot and owner dashboard for a private clinic open seven days a week.

The clinic

Houston is a private dental clinic in Dnipro that works seven days a week. Besides the main clinic, the company has a separate 3D diagnostics arm with its own address — Houston 3D. This is an important detail: the two arms lead separate lives, with different audiences and different patient enquiry patterns.

The team includes general dentists, an implant surgeon, an orthodontist, a paediatric dentist and a hygienist. The clinic takes both planned patients and cases of acute pain, including at weekends, when most dental clinics in the city are closed.

What they came to us with

The situation was typical for a private clinic that had grown out of a single practice room.

• Booking ran almost entirely by phone. Calls weren't answered at weekends or in the evening — exactly when someone with acute pain gets in touch
• The receptionist spent most of their time answering the same questions: opening hours, address, consultation cost, whether they see children
• Patients forgot about their visits; reminders were done by hand and not always sent
• After a consultation, the patient went home with a treatment plan explained verbally — and had forgotten half of it by the next day
• The owner couldn't see where patients were coming from: advertising, search, referrals — it all blurred into one stream
• The 3D diagnostics arm effectively wasn't represented separately, even though it has its own audience — including doctors who refer patients for a scan

What was done

Two websites instead of one

The clinic and the 3D diagnostics arm got separate websites — with their own addresses, service sections and booking forms. This matches reality: the two arms have different physical addresses, different map listings and different patients.

• clinic.houston.dp.ua — the main clinic website: services, prices, doctor profiles, blog and online booking
• houston.dp.ua — the 3D diagnostics arm: CT scans and working with referring doctors

Both sites can be opened right now — these are not mock-ups but live websites the clinic takes bookings from every day.

Both websites work in two languages and choose which one to open in themselves: Ukrainian for visitors in Ukraine, and the browser's language settings are taken into account for visitors from other countries. The language can be switched in one click, and the choice is remembered.

Online booking on the website

The booking form was trimmed to the bare minimum of fields, keeping only what the receptionist needs to call back. The forms are protected against spam. The promise "we'll call you back within 15 minutes" is only shown during working hours — so as not to make a promise that can't be kept at two in the morning.

The Houston Assistant Telegram bot

The bot takes bookings round the clock: the patient chooses the arm, a specific doctor or "any available one", a time — and gets confirmation in the chat. The bot has doctor profile cards with photos and specialisations, so the person can see who they're going to.

The bot sends visit reminders and preventive reminders — about the time for a routine hygiene appointment and about a follow-up scan for those who had 3D diagnostics done. For the second scenario, the bot cross-checks the 3D patient database against those registered in the bot, and only reminds the people for whom it's genuinely relevant.

After the visit, the bot collects a review. The offers section shows the clinic's current promotions — for example, an open day with a specific doctor, with booking straight from the message.

The bot is live right now: @houston_ai_care_bot — you can open it and walk through the booking flow exactly as a patient would.

Personal treatment plans

After a consultation, the patient receives a structured document: what will be done, in what order, why each stage is needed and on what timeline. This changes the nature of the conversation — the doctor and patient discuss one document, instead of trying to recall what was said in the chair.

The Space Care online shop

A separate strand of work is the oral-care shop spacecare.store, which operates alongside the clinic. The range is put together by the periodontists: the catalogue only carries what the doctors actually use and recommend to patients after a hygiene appointment.

The shop is built as a full catalogue: a separate page for every product with description and specifications, sections by category and brand, situational guides (braces, implants, sensitive teeth, children) and a blog. Orders from the basket go to the manager in Telegram — the same principle as enquiries from the clinic website.

The owner's dashboard

The owner got a screen showing revenue, doctor utilisation, booking sources and no-shows. Access is protected by two-factor authentication, and only the clinic owner has access to patients' personal data.

Content and search

The clinic's website runs a blog with articles that answer patients' real questions: how much a crown costs, what to do if a filling falls out, how tooth decay in baby teeth is treated. Every article is signed by one of the clinic's doctors — with a photo and specialisation, so it's clear who's writing.

The service pages are built with structured markup, frequently-asked-questions blocks and correct headings. The acute pain scenario was handled separately — a page with information about emergency care and the clinic's advantages for someone looking for a doctor right now.

What changed

• Booking no longer depends on working hours: enquiries come in at night and at weekends, when the clinic is closed
• The receptionist spends less time on routine questions — the bot answers them
• Reminders work systematically, not "whenever someone remembers"
• Preventive reminders bring patients back for routine hygiene appointments and follow-up scans without manual phone calls
• The patient goes home with a treatment plan in writing, rather than a recap of the conversation
• The owner sees booking sources and utilisation in numbers
• 3D diagnostics is represented as a separate business with its own website and its own visibility in search

What you can take from this

The Houston case is a full package: a website, a bot and a dashboard. But you don't have to start with all of it at once. Most clinics launch a website with online booking, add a bot a few months later, and connect the dashboard once the need to track channels arises. Terms are on the pricing page.

Frequently asked questions

Why does the clinic have two separate websites?

The clinic and the 3D diagnostics arm have different physical addresses, different map listings and different audiences. Separate websites give each arm its own visibility in search, instead of blending them into one resource.

How long did the launch take?

The basic launch of the website with online booking takes up to 21 working days. The bot, the dashboard and the content side developed further in stages.

Can this be rolled out gradually?

Yes. Most clinics start with a website with online booking, then add a Telegram bot, and connect the dashboard once the need arises to track booking sources and utilisation.