The Challenge
A growing clinic with no system behind it
Dr Ogo Eze Clinics is a cosmetic dental practice in London offering Composite Bonding, Invisalign, Dental Implants, Teeth Whitening, and General Dentistry. The clinic had strong demand and an active Meta advertising presence, but no automation connecting leads to follow-up, no patient communication system, and no visibility into where enquiries were dropping off.
What was broken before we started
Over 3,600 Meta leads had come in with no systematic follow-up. Appointment confirmations and reminders were manual. Staff were managing conversations across separate tools with no central view. There was no way to see which leads had booked, which were stale, and which had gone cold.
The practice management software (Dentally) was the source of truth for appointments, but it had no native integration with GHL. Every patient event, bookings, completions, cancellations, and no-shows, required a custom API connection to flow through to the CRM.
The Build
A complete patient journey system, built from scratch
The project was delivered across three milestones over 90 days, covering CRM architecture, WhatsApp automation via the Meta Business API, a full Dentally integration through Make.com, and monthly marketing campaign infrastructure.
GHL CRM Setup
9-stage Patient Journey pipeline, custom fields, tags, and smart lists for every segment
WhatsApp Automation
48 Meta-approved templates covering confirmations, reminders, follow-ups, and re-engagement
Dentally Integration
Make.com scenarios connecting Dentally webhooks to GHL for all appointment events
Treatment Workflows
5 treatment branches with tailored messaging for each service type, plus a generic fallback
Marketing Campaigns
9 monthly WhatsApp campaigns (April through December) targeting 3,682 consented leads
Stale Lead System
Internal escalation alerts at day 2 and day 4, with automated re-engagement at day 7
Technical Approach
The integration that made it all work
The core technical challenge was Dentally. Unlike most booking platforms, Dentally fires every webhook as a single appointment.updated event regardless of what changed. Determining whether an appointment was completed, cancelled, or a DNA required reading which timestamp field was populated, not the event name itself.
A Make.com scenario was built to handle this: the webhook payload routes through a custom logic layer that reads completed_at, cancelled_at, and did_not_attend_at to determine the correct path, then fetches the full appointment and patient record via API before writing to GHL. Every module was built with ifempty() wrappers to prevent crashes on null fields.
Delivery
How the project was delivered
CRM Foundation and WhatsApp Setup
GHL sub-account configured, 9-stage pipeline built, custom fields created, Meta Business verification completed, WhatsApp sender connected, first batch of templates submitted and approved.
Dentally Integration and Workflow Automation
Make.com Appointment Events Router built and tested, all 48 templates approved, confirmation and reminder workflows live across all 5 treatment branches, stale lead system active, 3,682 leads imported and tagged.
Marketing Infrastructure and Launch
9 monthly marketing campaigns built with drip delay logic, re-enrollment check workflow built, treatment completion automation live, front desk staff trained, system live and running.
The Results
What the clinic has now
Every patient who books now receives a WhatsApp confirmation within minutes, treatment-specific reminders at 24 hours and 2 hours before their appointment, and a post-visit follow-up automatically. Leads that go cold are caught by the stale lead system and re-engaged before they fall off completely.
The clinic's front desk team was trained on the system and can manage it without technical support. The CRM gives them a live view of every patient, where they are in the journey, and what action is needed.
"The system Justine built means our patients are always informed before they arrive, and no enquiry gets missed. It runs in the background while the team focuses on patient care."
Dr Ogo Eze, Director, Dr Ogo Eze Clinics, London
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