An online store for MedTorg 21.

Background

Since 2005 MedTorg 21 has been supplying dental clinics, dentists and dental laboratories. The company is an official partner of Straumann Group: implant systems, prosthetic components, biomaterials and suture materials. Its sales offices operate in Moscow, Stavropol, Volgograd, Samara, Tyumen, Irkutsk, Khabarovsk, Voronezh and Blagoveshchensk.

Before the project, the company website was built on Tilda.

The task: build an online store where a clinic can find the right component among thousands of items, see the current price and availability and place an order — and connect it to the company’s 1C system so that the website does not have to be maintained by hand.

How we worked

The store is built on 1C-Bitrix with the Aspro Allcorp3 Medc industry template — a ready-made solution for medical companies. The template covered the standard part: catalogue, filters, cart, personal account, a version for the visually impaired and the mobile layout. The main work went where things are genuinely hard for this client — the 1C integration.

We did not design a new brand identity: we took it from the company’s old website and carried it over to the template, so that the new store stays recognisable for MedTorg 21 customers.

How the work went:

• set up 1C-Bitrix and the template and adapted it to the company’s brand identity;
• built the catalogue by manufacturer and product line;
• integrated the website with the client’s 1C: prices and stock levels come to the website from the accounting system;
• set up filters by the technical specifications of implants and components;
• built the purchase flow for clinics: account, cart, order confirmation by a manager, payment;
• added the sales offices in nine cities with a map, phone numbers and e-mail for each.

A catalogue of 5,181 products

The catalogue is organised by manufacturer: Straumann — 1,956 products, Straumann Biomaterials — 54, Anthogyr — 977, Medentika IPS — 616, Medentika MPS — 1,571, digital solutions — 7. Inside are product lines and types: implant solutions, instruments, prosthetic solutions, membranes, bone substitutes.

Medentika MPS components needed special care. These are series compatible with implants from other manufacturers: Anthogyr Axiom, MegaGen AnyRidge, Neodent Grand Morse, Nobel Biocare, ASTRA TECH, BIOMET 3i, Straumann, OSSTEM, Dentium and others. Each series in the catalogue is labelled with the system it fits — which makes it easier to find a component for the patient’s implant.

Sections have filters by the specifications that matter to a dentist: intraosseous diameter and implant length, prosthetic platform type, placement level, TL neck height, healing abutment type, height and diameter, surface, material, product line and sterility — plus price and brand.

1C integration — the core of the project

The biggest, most painstaking and most nerve-racking part of the project was integrating and synchronising the website with the client’s 1C. Installing a template is a standard task. Connecting it to a distributor’s live accounting system with thousands of items from several manufacturers, so that the data on the website matches 1C, is where most of the time and nerves went.

The result of this work shows on every product page: current prices and stock levels come to the website from 1C, so a clinic sees availability and price right in the catalogue.

Purchasing for clinics

Selling medical devices is B2B: the buyers are clinics, dentists and laboratories, and terms depend on the customer. So the purchase flow on the website follows how the company actually works:

• the customer registers and waits for a manager to verify the account;
• adds products to the cart and places an order;
• a manager confirms availability, price and delivery time;
• the customer pays by bank transfer against an invoice or online if already a confirmed customer, and collects the order or has it delivered in Moscow and the regions.

The product page shows warranty and storage conditions, an “ask a question” button and the “how to buy”, “payment” and “delivery” tabs.

Offices and the mobile version

The contacts page shows a map and all nine sales offices with addresses, opening hours, phone numbers and e-mail for each. Customers choose their city in the site header.

The store is easy to use on a phone: the catalogue, product page and cart are adapted for mobile screens. There is also a version for the visually impaired with larger text, a background colour switch and text-to-speech.

Result

Instead of a Tilda website, MedTorg 21 now has a 1C-Bitrix online store at mt21.ru: 5,181 products across six lines, filters by implant specifications, a cart and an order flow for clinics, and nine sales offices on the map.

Most importantly, the store is connected to the company’s 1C: prices and stock levels on the website come from the accounting system. This was the hardest part of the project, and it is what makes the website a working sales tool.