Dr. Xavier Sanchez Garcia

The Challenge

Dr. Xavier Sanchez Garcia, a plastic surgeon, needed a premium website that would:

• Showcase his procedures professionally
• Enable easy appointment booking (both virtual and in-person)
• Integrate with his existing CRM for patient management
• Be easy for staff to update without technical knowledge

The previous site was static and required a developer for every change. Staff spent hours answering the same questions patients could find online.

Key Decisions

Decision 1: ACF Pro + Custom Post Types Over Page Builders

The situation: The client wanted easy content updates. Page builders like Elementor are easy but create bloated, hard-to-maintain markup.

Options considered:

• Elementor (easy for staff but performance concerns)
• Gutenberg blocks (native but limited at the time)
• ACF Pro with Custom Post Types (structured, performant)

What I chose: ACF Pro. Procedure pages are a Custom Post Type with ACF fields for sections, galleries, and FAQs. Staff edits structured fields. The theme handles the presentation.

Tradeoff accepted: Less visual flexibility than Elementor. But the structured approach means consistent layouts and faster load times.

Decision 2: Dual Booking System Over Single Form

The situation: The practice offers both virtual and in-person consultations. A single booking form would require complex conditional logic.

What I chose: Two separate booking flows, each optimized for its context. Virtual consultations have different questions than in-person visits.

Tradeoff accepted: More development time for two systems. But the user experience is cleaner, and conversion rates are higher.

Decision 3: Chatbot for Routine Questions

The situation: Staff spent hours answering the same questions: “How much is a rhinoplasty?” “What’s the recovery time?”

What I chose: An AI-powered chatbot trained on the practice’s FAQ content. Answers routine questions immediately and captures leads for complex inquiries.

Tradeoff accepted: Additional monthly cost for the chatbot service. But staff time saved more than covers it.

Decision 4: Video Documentation Over Written Docs

The situation: Staff turnover meant constant retraining. Written documentation was ignored.

What I chose: Custom video tutorials for common tasks. Staff can watch exactly what they need to do.

Tradeoff accepted: Videos take longer to create and are harder to update. But adoption was near 100% versus the written docs that no one read.

Results

• 1,000+ monthly visits within the first few months
• Enhanced patient trust through professional presentation
• Streamlined operations with CRM integration
• Reduced administrative burden with the chatbot
• Staff empowered to make updates independently

What This Proves

1. Structure over flexibility: Structured content (ACF fields) is more maintainable than free-form editing (page builders).
2. Separate systems for separate needs: Dual booking flows convert better than a complex single form.
3. Automation saves human time: The chatbot handles questions staff used to answer manually.
4. Format matters for adoption: Video tutorials are watched. Written docs are not.