Praxis Studio

The problem

The Praxis Studio team had a clear need: an online continuing medical education platform, in Spanish, that could compete in quality with English-language options but designed for the Latin American specialist. Video content, live classes, digital library — everything in one place, without the friction of integrating three separate tools.

The challenge wasn’t only technical. It was building something a doctor in Colombia, Spain, Mexico, or Thailand could use with confidence, and that the internal team could operate and scale without depending on a single developer.

Architectural decisions

Multi-tenant platform from day one. The business model contemplated different access types (course bundles, live class subscriptions, lifetime access) with different content rules for each. The architecture respects that separation from the data layer through the frontend.

Hotmart integration as payment processor. Rather than building proprietary payment infrastructure, the decision was to integrate with Hotmart — the dominant platform in the Spanish online education market. Bidirectional webhooks to synchronize purchases, access, and subscription states in real time.

Live classes without outsourcing the experience. The BEX product (weekly classes with experts) required a proprietary flow: enrollment, automatic reminders, post-class recording access, and accumulation in the library. Not simply “embedding a Zoom” — integrating it into the product.

Automations with n8n. Post-purchase follow-up, email sequences by access type, internal alerts, and support team sync — all without duplicated backend code.

Build and scale

Development operated under Spec-Driven Development for the most critical features: the access system by purchase type (where an error either gifts content or incorrectly blocks it) and the medical registration flow (with validations specific to the professional segment).

As the platform grew, priorities were:

• Video load performance for users with variable connections across LatAm
• Admin panel so the content team can upload courses, assign mentors, and manage cohorts without technical intervention
• Observability: access metrics by plan, retention by content type, alerts on Hotmart webhook failures

Outcome

The platform today operates with 80,000+ active specialists across 138+ countries — the broadest geographic reach in the Spanish-language medical education market.

The internal team manages the full catalog (courses, mentors, live classes, library) without continuous technical dependency. Payment and automation integrations run autonomously, with exception alerts.

What I learned

• The medical education market has very specific trust friction. The platform had to project clinical seriousness from the design to the wording of the smallest error message.
• Hotmart simplified go-to-market but required careful webhook engineering. Events arrive out of order, duplicate, and sometimes don’t arrive — the system has to be idempotent.
• At this scale, the admin panel is as important as the product itself. A poorly designed admin interface becomes daily technical support tickets.