How healthcare company Clinica Cemtro saved 112 hours in five months

Clinica Cemtro
Renown for its sport trauma expertise, now it was Clínica Cemtro who needed help. The medical centre faced heavy call loads in addition to wanting their website to better address patient questions and concerns. Serviceform’s time-saving Chatbots were able to solve each issue with impressive results.


CEMTRO Clinic is a General Hospital founded by the prestigious surgeon and researcher Pedro Guillén, from whom it adopts the values that make it unique: Humanity and closeness, passion for knowledge, commitment to quality, and love for work.

Although the hospital covers most medical specialities, it specialises in surgery and traumatology, specifically sports traumatology. Its international recognition, accredited by the FIFA seal, has attracted elite athletes from all over Spain and has become a reference centre for sport stars.


The main objective of Clínica Cemtro was to open a new communication channel for its users to decrease the number of calls to their call centre.

When opening this new communication channel, the first objective was to automate the cancellation of appointments through the chatbot 24/7. Secondly, for users who find themselves on the homepage, Clínica Cemtro wanted to provide better information about their services on the web in addition to answering frequently asked questions (FAQs) about the hospital. Finally, on doctors' pages, there was no online option to schedule appointments.

Serviceform planned and set in motion a chatbot project consisting of four unique conversation types. A chatbot was implemented on the homepage and a second on Clínica Cemtro's contact page, focused mainly on cancelling appointments. Thirdly, a chatbot was developed for the doctor pages to give information about insurance and, lastly, a fourth chatbot was placed on the hospital blog to schedule online appointments.


After 5 months from implementation of the chatbot project, 673 calls to the call centre for cancelling appointments were avoided, allowing Clínica Cemtro to save an incredible 112 hours worth of phone calls.

Indirectly, the bounce rate decreased by 12.9% and there was an increase of 40.5% in browsing time on the homepage. These results were achieved through the cumulative effect of chatbots, which translated into greater website interaction and an increase in average session time.

At the same time, 27,207 users were helped during web browsing by redirecting them to appropriate pages where they could quickly find the information they were looking for.