Overview
Uroclinic Craiova is a private urology clinic with a specialised OB-GYN track, serving patients across Dolj County and the broader Oltenia region. The clinic offers consultations, imaging, minimally invasive surgery, kidney stone treatment, prostate procedures, incontinence treatment, and gynaecological care. Before this project, their online presence was a generic brochure. We rebuilt it from scratch with a real pricing engine — 119 services, each with a transparent price, all browsable through accordion components that let patients explore before they commit to a phone call.
The Challenge
Private healthcare in Romania has a trust problem that's almost entirely about pricing. Patients don't know what things cost. They call, they ask, they get vague answers, they hang up frustrated. The clinics that win are the ones that put the numbers on the table first.
Uroclinic had the numbers — they just didn't have a way to present them. A flat price list would have been unreadable (119 services across multiple categories, with significant price variation). A static page would have been impossible to maintain (prices change, services get added). A generic plugin would have been ugly and hard to update.
The deeper challenge was making the site feel warm enough to match the clinic's actual reputation. Urology is a sensitive specialty. Patients avoid it, delay it, and feel awkward about it. A sterile, corporate site would push them away. A clinical-but-human site would pull them in.
The Approach
We treated the pricing structure as a content type, not a table. Every service is a structured entry with a name, a price range, an optional description, and a category. The categories themselves are accordion containers — consultations, endocrinology, OB-GYN, surgical procedures — each opening to reveal the services within. Patients can scan the category they care about, open it, read the prices, and keep moving. The structure is as deep as the clinic needs it to be, but never overwhelming.
For the rest of the site, we leaned into warmth without losing clinical credibility. Teal primary with an orange accent (not the sterile blue most clinics use). Real doctor portraits with academic titles. Animated counters showing the clinic's scale (15+ years, 30,000+ patients, 34 doctors). 21 verified testimonials with a 5-star rating.
The Solution
- Custom-coded platform built on our in-house
tangled-designarchitecture - Accordion-based pricing engine covering 119 services:
- 30 consultations priced from 80 to 2,800 RON
- 6 endocrinology services priced from 100 to 450 RON
- 31 OB-GYN services priced from 60 to 6,050 RON
- 79 surgical procedures priced from 490 to 15,000 RON
- AJAX-filterable blog categorised into Procedures / Diseases / Tests / Gynaecology
- Three featured doctor profiles linking to a 34-specialist roster
- Animated counters for key metrics: 15+ years of experience, 30,000+ patients treated, 34 doctors on staff
- 21 verified patient testimonials with a 5.0 star rating, displayed inline
- Full Medical / LocalBusiness / Organization JSON-LD schema
- Responsive hero served as
<picture>with WebP/JPEG sources - Self-hosted Inter typeface (Latin + Latin Extended subsets) for performance
- Google Maps integration on the contact page
- Two dedicated phone lines prominently displayed: reservations and customer service
Key Moments
The accordion pricing engine
The old site treated prices like a footnote. The new site treats them like the main attraction. When a patient lands on the services page, they see six clear accordion categories. They tap the one they care about — say, "Surgical Procedures" — and it expands to show all 79 procedures with prices. No loading screens, no new pages, no friction.
Warmth without gimmicks
The teal-and-orange palette is a deliberate choice. Most urology clinics pick cold blues and clinical whites, which makes an already uncomfortable topic feel worse. We chose teal (trustworthy, slightly warmer than navy) with an orange accent (approachable, not aggressive) and paired them with real doctor portraits and generous whitespace.
The reusable in-house engine
This site shares the same tangled-design architecture as hopenodrugs.eu (an EU-funded NGO) — two very different clients, two very different designs, the same underlying engine. Every new project starts with proven accessibility, proven performance, and a proven admin experience.
The Stack
Custom-coded platform (tangled-design in-house architecture)
Self-hosted Inter (WOFF2, subsetted)
Accordion pricing components (vanilla JS)
AJAX blog loader
Schema.org (Medical, LocalBusiness, Organization)
Responsive <picture> with WebP + JPEG fallback
Speculation-rules prefetch API
The Result
A modern, trust-signalling clinic site with real price transparency — the thing most regional healthcare sites are afraid to attempt. Patients arrive, scan the prices in the category they care about, see the doctor they'd be working with, read the testimonials, and call. The clinic's team maintains the pricing data themselves through structured fields.
