From Launch to Self-Service: How Dentheon Streamlined B2B Online Ordering for Their Dental Partners
About Dentheon
Based in Budapest, Dentheon is an established supply partner of dental implants and surgical supplies to dental practitioners and clinics across Hungary. In 2025, they launched their online store, focussed on streamlining the ordering process for registered partner clinics and dentists, while keeping the operating costs low.
As Dentheon worked on getting the online store ready, finding the right app was crucial for them. The team needed a setup that worked well with the way they priced products for their partner clinics.
The Challenges of Pricing for Clinics
When setting up their online store, the team was looking for an app that could handle two things: different prices for partner clinics and free products on qualifying orders. *Finding an app that could effectively handle their pricing logic and discounts proved difficult. *
I tried a dozen other apps and almost gave up. Some came close, but the implementation wasn't particularly seamless. For example, certain apps had a noticeable delay before displaying discounted prices, while others couldn't combine multiple discounts the way we needed them to.
Different Wholesale Prices for Each Customer Group
Dentheon's pricing structure wasn't one discount for every clinic. What a clinic paid depended on their tier and the product range:
Dentheon has three partner tiers: Partner clinics are grouped into three tiers, Gold, Platina and VIP. Each tier has its own discounts across different product ranges.
On top of that, some clinics have rates agreed just for them, so one VIP clinic might pay a different price on a product range from the rest of the VIP tier.
This meant the pricing setup had to account for both the partner's tier and any individual pricing agreements.
Clinics also needed to see their agreed prices while browsing the store. A dentist checking implants on a collection page or product page should see their partner price, not only once the items were added to the cart.
Quantity-Based Free Gifts for Each Partner Clinic
Partner prices were only one part of a clinic's order. Dentheon also rewards eligible clinics ordering implants with free surgical trays. But all clinics don't all qualify at the same point: each clinic has their own number of implants to reach. If a clinic's order met that threshold, the tray was added to the cart; otherwise, the clinic received its usual partner pricing without the free tray.
While setting up member pieces or a free-product offer was simple on its own, the difficulty was getting these discounts to work on the same orders. Shopify applies two discounts together only when both are set to combine. Otherwise, one overrides the other and auto- applies the better one on the order.
Additionally, the pricing setup needed regular updates as they added new partner clinics and dentists. And as Dentheon added new discount tiers over time, each one had to fit alongside the tier prices, agreed rates and tray offers already in place.
The Solution
Instead of combining apps that each did half the job, Dentheon now uses two Dollarlabs apps that complement each other to manage their pricing and discount rules. DL: Wholesale & B2B Pricing handles the tiered partner prices for clinics and Dollarlabs: Ultimate Discounts for the free product offers. Together, they allow Dentheon to manage both requirements separately while ensuring that partner prices and free-tray offers work in the same order.
Separate Price Lists for Partner Tiers and Individual Clinics
Each partner tier has its own price list in Dollarlabs B2B Price List, linked to a customer tag. When a Gold, Platina or VIP clinic signs in, they get their tier's price across every product range. Whereas, clinics with their own agreed rates have a price list of their own. With this setup, Dentheon was able to ensure the tier prices don’t change for any partners.
Partner prices show while clinics browse as well. As the collection page is custom-built, it uses a theme snippet from the app to show each clinic's price from their price list. Once signed in, a clinic sees their own price on the collection page and on each product page, not only at checkout, so they know what an order will cost before anything goes in the cart.
Quantity-Based Free Gifts Alongside Wholesale Partner Prices
The free tray add-on is set up as a Buy X Get Y offer in Dollarlabs: Ultimate Discounts. Clinics don't all qualify at the same order size: each clinic has their own number of implants to reach for the tray.
Customer tag tells the offer which quantity applies to each clinic, in the same way, tier tag sets their partner prices. For example, a clinic with the 50implant tag receives a free surgical tray automatically, whey they have added 50 implants in their cart. The team can easily add or remove the tags as well, giving them control over which clinics qualify.
The offer is set to combine with the partner prices, so a clinic that reaches their number gets both in the same order: their tier price on every implant, and the tray at no charge.
The Result: Simpler B2B Ordering and Price Management
Clinics now place their orders on their own without assistance, without calling or emailing Dentheon to check price or availability. After signing in, they can browse through catalog and their collection page with the correct partner prices already showing, add to cart and check out. If the order qualifies, the free tray is applied at checkout.
This reduces back-and-forth between clinics and Dentheon's team, while the automated pricing and discount rules have helped reduce the risk of ordering errors.
One of the team's biggest concerns when setting up their online pricing was whether partner prices and the free-tray offer would work together in the same order.
The setup has allowed us to automate a complex pricing and discount system that would otherwise be difficult to manage. It gives Dentheon the flexibility to offer personalized pricing and promotions while keeping the ordering experience simple and seamless for clinics.
Updating prices has become a routine job too. Using the bulk import and export, the team updates and manages the extensive partner price list, instead of editing each product individually. Now, when the partner pricing changes or new products are added, the team exports price lists, makes the changes in spreadsheets and imports them back.
Getting partner pricing right early in their time online gave Dentheon room to focus on the business and grow. As they add tiers and partner clinics, ordering stays the same for every clinic: sign in, see their price and place the order. As simple as that.
