Case: a chain of clinics increased website conversion after implementing a 3D virtual tour
A marketer from a network of private clinics came to us — four branches specializing in ultrasound, endoscopy, and outpatient surgery. The website was made a year ago: beautiful, with an operating room slider, a photo gallery, and a video greeting from the chief physician. Traffic from context was stable, but inquiries were lagging. After implementing a 3D virtual tour from 360° Space, the conversion to the appointment form increased by 38% in two months. Below — how we achieved this and what exactly we did.
Task: show sterility that photography cannot convey
The client's main pain point was: 'People call and ask if it's clean and if it doesn't look like a district polyclinic.' Photos didn't alleviate this anxiety — patients always suspected that it was shot from a flattering angle, and off-camera were shabby walls and a queue to the cloakroom.
They had already tried a video tour. They shot a two-minute video with a drone and a steadicam, uploaded it to the homepage. According to metrics, 18% watched it through — most left at the third or fourth second. Video dictates the pace: you are forced to watch what the operator shows. But for a patient before endoscopy, it's important to see exactly the room they will be in a week later. And not just two shots, but the entire room, from all angles, at their own pace.
A standard 360° photographer wasn't suitable either. The marketer said they had received quotes for regular panoramic shooting — stitched spheres in a player without transitions or a floor plan. It resulted in a carousel of images that made it impossible to understand where you were.
What was needed was navigation: to go from the reception to the ultrasound room, peek into the bathroom, and see the equipment up close. With a floor plan, markers, clear captions. And most importantly, across four locations at once, so the patient could choose the nearest branch.
What we did: four branches, Matterport Pro3, and six weeks of work
We shot with a Matterport Pro3 camera — this model provides accurate LiDAR room measurements and photorealistic 134 MP spheres. For clinics, it's critical: the texture of the tiles, markings on medical furniture, and inscriptions on cabinet doors are visible. With budget cameras, all of this turns into a blur, and the 'clean-sterile' effect is lost.
The total area of the four branches is about 1,900 m². The largest facility (on Profsoyuznaya) is 720 m², the most compact (in Zelenograd) is 240 m². In our experience, the shooting pace in medicine is slower than in offices: we have to catch windows between appointments, hide equipment, remove other people's faces and medical records from surfaces. Each branch took one shooting day plus half a day for preparation.
What was included in the final tour:
- Unified starting page with branch selection and interactive map of Moscow
- Floor plans of each clinic with room tags and specialization descriptions
- Text prompts at key points — at the reception, cloakroom, ultrasound and endoscopy rooms
- Clicking on the tag "Pelvic ultrasound" leads directly to the appointment form for the required doctor
- Mini-map in the corner of the player so the patient doesn't get lost
The period from the first visit to the delivery of the ready link is six weeks. Of these, approximately three were spent on the shooting and processing itself, the rest — on coordinating tags with chief physicians (we always have long revisions for medical matters) and integrating the player into the website.
The client chose a mixed storage solution: the main virtual tour was deployed in the 360° Space cloud to avoid burdening their hosting and to maintain stable response from the regions. In parallel, an offline version was assembled for the chief physician's laptop — he shows it to partners at medical forums where internet in pavilions is usually non-existent.
Result: +38% conversion and three times more time on the page
Measurements were taken at two control points — one month before launch and 60 days after. To exclude seasonality, the marketer compared user behavior from the same source (Yandex.Direct, search, branded keywords) on the same branch pages.
Average network figures:
- Conversion to appointment form: from 2.1% to 2.9% — a 38% increase
- Average time on branch page: from 47 seconds to 2 minutes 18 seconds
- Bounce rate: decreased from 41% to 27%
- Tour depth: average 8 transitions between spheres, median — 6
A separate story is calls. The call center began to notice that the question 'is it really like in the photos?' practically disappeared from the first thirty seconds of the conversation. Instead, there was specificity: 'I saw room #3 in the virtual tour, can I book specifically for that one?' This unloads the operator and reduces the time for each incoming call.
An interesting detail: the virtual tour performed best on the endoscopy page. Apparently, this is where the maximum fear lies — and the maximum benefit from being able to 'walk through' the room beforehand. For ultrasound, the increase was more modest, around 19%, but the baseline conversion there was already higher.
Similar projects from our practice can be viewed below — including medical facilities, commercial real estate, and sanatoriums.
Frequently asked questions
How much does a 3D virtual tour cost for a clinic of about 500 m²?
Expect 90–140 thousand rubles per object of this size turnkey — Matterport Pro3 shooting, post-processing, interactive markers, floor plan, website integration. The exact figure depends on the number of rooms, the number of markers, and the deadlines. A precise calculation is more convenient using the calculator on the website.
Is it possible to add tags and rooms later without a new shoot?
Yes, tags, texts, links, and forms can be edited at any time without a site visit. Reshooting is only needed if you have rearranged furniture, done renovations, or opened a new room that was not in the first tour.
Where will the tour be stored and who owns it?
Three formats to choose from: 360° Space cloud with technical support, your own server, or an offline build for PC and VR headsets. All source files and rights to the tour remain with you — we transfer project files upon request.
Want a similar project?
If you have a chain of clinics, a private practice, or one large polyclinic — we know how to shoot medicine in a way that doesn't disrupt the workflow and still produces a virtual tour that genuinely impacts inquiries. We'll calculate the cost for your area and tell you what was included in projects of similar scale.
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