Know who asked to book, by name, and who is still waiting.
Penguina looks after websites for dental practices, orthodontists, dermatology and cosmetic clinics, med spas, optometrists, audiologists and vets. We test your appointment request forms regularly, list your enquiries by first name for your office manager, flag anyone still waiting, and show it all in a short Monday note.
High value per patient. A front desk that's already full.
A new dental or eye care patient can stay for years and bring the family. But the people answering your phones are also checking patients in, so the website gets no one's attention.
One patient, many years
Check-ups, treatment plans, glasses every couple of years, a whole family on recall. Losing one first visit loses all of that.
An office manager runs the desk
They don't need another dashboard. They need a list of who asked, what for, and who is still waiting. That's what our note gives them.
Many moving parts
Several dentists or doctors, more than one location, insurance pages, treatment pages and a Google profile for each. Something is usually out of date.
Six places practices lose patients online.
None of these shows up in your practice software. They happen before a patient ever reaches it.
A request form nobody owns
"Request an appointment" emails a shared inbox, or a team member who left. Requests sit unread until the patient books elsewhere.
Online booking that shows "no times"
Only a few appointment types are open online, so a new patient sees an empty calendar and assumes you're full.
No clear path for urgent problems
A toothache at 9pm or a red eye on Sunday. If the website doesn't say what to do, the patient finds a practice that does.
An out-of-date insurance page
Plans you accept change. If the page is wrong, people either ring to check, or quietly assume you don't take theirs.
Google profiles that disagree
One profile for the practice, one per dentist or doctor, an old one for a provider who left. Different hours on each.
Slow treatment pages
Implant, aligner, laser and cosmetic pages are often the heaviest on the site, and the ones high-value patients read most carefully on a phone.
Three pillars, set up for a practice.
Protect
Regular test requests through your forms, including new patient, urgent and recall forms, timed to your inbox. No ad trackers on forms or booking pages. Regular backups we check, safe updates, and every key in the practice's name, not a past marketer's.
Capture
Your enquiries by first name, with what they asked about and who's still waiting. Your Google profiles kept in step: hours, providers, insurance, booking link. Review replies drafted for you to approve, that don't confirm anyone is a patient.
Compound
Review requests to your patients, with no filtering of unhappy ones. Clear pages for the treatments people ask about most, worded within your advertising rules. A monthly check of what ChatGPT and others say about your practice.
Monday, 8:00
Hi Andrea, a busy week. 14 appointment requests, 2 still waiting.
- Online all week. New patient and urgent forms tested Monday
- Needs you: Dr. Shah's old Google profile still shows Friday hours
- 9 new patients, 3 urgent, 2 cosmetic questions
- Still waiting: Luis and Grace, both new patients
- Most asked: "Do you take my insurance?" We added your current plans to the booking page
- 3 new reviews, all replied without confirming visits
- Perplexity said you're closed Saturdays. Fixing your listings this week
Written for the office manager. Short enough for the owner.
Your note goes to whoever needs it: the practice owner, the office manager, or both. It lists the enquiries we can see by first name, never with health details, so it's safe to forward. The monthly page shows the trend for each location.
- Who asked, about what, and who's still waiting
- One fix each week, with before and after
- Next renewal dates, so nothing catches you by surprise
Names and numbers changed for illustration.
Most practices start on Grow.
With this much value per patient, reviews and Google profiles are where you win or lose new patients, and that work is in Grow. Practices with several dentists, several locations or a big cosmetic list usually get the most from Full Care.
Keep
$100 / month
For a single-provider practice that mostly needs safety and a clear list.
- Forms tested regularly
- Your enquiries, by first name
- Backups, updates, keys in your name
Grow Recommended
$250 / month
For most dental, eye care and vet practices.
- Everything in Keep
- Google profiles kept in step
- Privacy-safe review replies
- Fixes where patients give up
Full Care
$500 / month
For group practices and cosmetic clinics.
- Everything in Grow
- Review requests to your patients
- Treatment pages and answers
- Trend lines per location
What we know about your practice.
Dental practices
New patient forms, urgent appointments, insurance questions and a Google profile for every dentist.
Optometrists and opticians
Eye exam bookings, frame galleries, contact lens orders and recall reminders that people actually act on.
We also look after:
Run a chiropractic clinic? See website care for chiropractors.
What should a practice know before changing its website?
Clinics carry more rules online than most small businesses. We don't give legal advice, but these shape how we work for you.
A review reply can be a privacy breach
In 2019 a Dallas dental practice paid $10,000 to settle a US federal complaint after its Yelp replies included patients' names and treatment details (HIPAA Journal, 2019). Our replies never confirm that a reviewer is a patient.
Tracking tools on booking pages
In June 2024 a US court struck down one part of the HHS guidance on online tracking: an IP address collected on a public page about a condition or a provider. HHS says it is "evaluating its next steps". The rest of the guidance still stands, including that cookie banners "do not constitute a valid HIPAA authorization" (HHS tracking bulletin). We keep ad and analytics tags off booking, form and logged-in pages by default.
The risk isn't only HIPAA. On 29 July 2026 the FTC, Utah and Los Angeles County sued Hims & Hers. The suit claims the company shared consumers' sensitive health information with advertisers such as Meta and Snap without permission. These are allegations, not findings (LA County, July 2026). Cosmetic clinics and med spas running ad pixels on treatment pages face the same question.
Cosmetic treatments need careful wording
In the UK, botulinum toxin is a prescription-only medicine and can't be advertised to the public. The ASA says it shouldn't appear on a website's home page at all, and can only be mentioned as a possible option after a consultation (ASA). Other countries have their own rules. We check wording before anything goes live.
Testimonials in Australia
Dentists, optometrists and doctors registered with Ahpra can't use testimonials about clinical care in their advertising, though comments about service are fine (Ahpra).
Software and review sites
Common practice systems include Dentrix, Eaglesoft and Open Dental in the US, Dentally in the UK and Centaur D4W in Australia, with online booking through tools such as NexHealth, Zocdoc or HotDoc. Vets often use ezyVet or Vetstoria. We never replace them; we make sure your website leads to them properly. For reviews, Google matters most everywhere, plus Healthgrades, Zocdoc and Yelp in the US, the NHS website and Doctify in the UK, and RateMDs in Canada.
Questions from practices.
Something else? Ask in the chat, email hello@penguina.website or WhatsApp us.
Will you touch our practice management software?
No. We don't replace or change the software your office uses, and we don't need access to patient records. We look after the website, forms, Google profiles and listings that lead patients to it.
Can our office manager get the weekly note?
Yes. Send it to the owner, the office manager, or both. It uses first names only and never mentions health details, so it's safe to forward.
We have more than one location. Does that cost more?
It depends on how your locations share a website and Google profiles. We'll tell you plainly after your first fix, before you pay anything.
Our marketing agency built the site. Can you take over?
Usually, yes. Month 1 is about moving the domain, hosting and Google profiles into the practice's name and testing your forms.
Do you work with vets?
Yes. Vets have the same pattern: high value per client, a busy front desk and reviews that decide. Pet owners' first names go in your note, and pets' names too if you like.
Can you post before and after photos?
On Full Care we can build real before and after galleries, using only photos you have written consent for, and with wording that follows your local advertising rules. We never use stock photos as results.
Is Google Analytics HIPAA compliant?
Google says it "makes no representations that Google Analytics satisfies HIPAA requirements" and does not offer Business Associate Agreements for it. Its help page says HIPAA-regulated customers may only use Google Analytics on pages that are not HIPAA-covered, should not tag logged-in pages, and that public pages related to providing care are more likely to be covered (Google Analytics Help). We keep ad and analytics tags off booking, form and logged-in pages by default. Whether a page is covered is a question for your compliance adviser.
Can you make us HIPAA compliant?
No one can sell you that as a product, and we never claim it. We keep patient details out of our notes and ad trackers off your forms. Your own compliance adviser should guide the rest.
Something wrong with your website right now?
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We look at it the way a customer would, find up to 3 real problems, and fix one of them free. No call needed.