White Room
White Room is a network of four private dental clinics in Moscow, operating for six years. Eighty-five percent of patients came through referrals, in a category where audience anxiety is especially high.
The challenge
What needed to change
Unify four locations into one digital brand in four months and reduce audience anxiety through clear, educational content.
The work
What I did
- 01Centralized all branch accounts in one light, minimalist visual system.
- 02Created anxiety-reducing content: explainers, before-and-after stories, fear handling, doctor-led expertise, testimonials, and prevention.
- 03Launched VK Ads and Yandex Direct, plus retargeting for previously interested audiences.
- 04Redesigned administrator workflows and cut first-response time to 30 minutes.
Outcomes
The results
Growth by platform
| Platform | Change |
|---|---|
| VK | 340 → 4,200 followers; engagement 2% → 8% |
| 280 → 3,800 followers; saves 5 → 85 per post | |
| Telegram | 0 → 1,800 subscribers; engagement 45–50% |
| YouTube Shorts | 32 videos, 45,000+ views, 520 subscribers |
Average cost per click was approximately ₽38; visit-to-enquiry conversion reached 32.7%; cost per booked patient was approximately ₽431 and cost per patient who began treatment approximately ₽479.
Of 2,390 enquiries, 650 patients booked, a 27.2% conversion. Of those, 585 began treatment, giving an overall enquiry-to-patient conversion of 24.5%.
Estimated revenue: 585 patients × ₽12,000 = ₽7,020,000.
Enquiry-to-booking conversion rose from 17.2% to 30% after administrators’ first-response time was cut to 30 minutes.
Estimated revenue is shown before cost of delivery, taxes, and operating expenses.
*Instagram is owned by Meta, an organization designated as extremist and banned in the Russian Federation.
