CRM

Upgrading a broken Sales Process

Partnered with a medical practice by taking broad and conceptual ideas for a CRM web app and turned them into something useful and valuable for the sales team and prospective patients.

Why: Practice had a recurring thread of patients voicing issues about the timelines of getting an initial response and some even brought to light that they never received a response at all.

OBJECTIVE: Design and build something that will help the sales team upgrade from email based Lead Tracking

ROLE: Product DESIGNER

Worthy mention: By designing and building this custom in-house CRM for a medical practice that attributed to over $75k+ in sales consistently month to month since implementation. Lead response time was over 10 days and now it's down to less than 15 minutes.

DISCOVERY PHASE:

In order to learn and fully understand what was actually going on I went through a high level overview of the process as a sales coordinator and patient. I then went on and interviewed several of the sales staff on a deeper level to get additional insights on the flow and learn about their tasks required for each lead.

Overview of old Process:

  1. Patient visits one of many marketing websites and fills out lead form
  2. Lead gets sent to generic mailbox
  3. Marketing team sifts through emails and forwards any non spam leads to a receptionist
  4. Receptionist emails a questionnaire regarding requested procedure and timeline
  5. Forwards questionnaire to sales coordinator upon completion
  6. Sales coordinator makes introduction and sends a more comprehensive questionnaire
  7. Patient comes in for a consult and fills out several paper forms
  8.  Meets doctor and continues with sales coordinator to book surgery

Bottlenecks Discovered:

  • Process was complicated could drastically be simplified
  • A lot of handoffs and particularly not in the best interest of the patient
  • Digitizing several forms and removing redundant questions on forms
  • Manual works for simple tasks
  • Staff were picking and choosing leads
  • Hard to get a clear picture of where leads stand in the process

Features for evaluating CRM products were:

  • Security (HIPAA)
  • Integrations with other apps
  • Customization for workflow and practice specific needs
  • Automation
  • Reports and stats

Looked at several products and ultimately it was decided that going custom was the best option.

New Process:

  1. Patient visits one of many marketing websites and fills out lead form
  2. Redirects directly to a questionnaire form flow as well as an automated email with link to form as well as some additional info about the practice and doctor
  3. Patient finishes questionnaire flow and gets a sales coordinator assigned automatically and a custom tailored Introduction email is sent
  4. Upon consult staff prints the questionnaire patient previously filled out to confirm and correct any potential errors
  5. Meets doctor and continues with sales coordinator to book surgery

Notes about new process:

  • Staff knew exactly where each lead was in the process and were accountable for each one and couldn't ignore them
  • Automating tasks and reducing the number of emails and forms patients had to fill out in turn sped up the process and freed up the coordinators plate
  • By removing several handoffs the patient can make a more intimate connection with sales coordinator due to the sensitive nature of the subject

VISUAL DESIGN:

Patient Questionnaire

VISUAL DESIGN:


Touchscreen Dashboard

52 inches of interactions

Part of designing the CRM the medical practice wanted an interactive way that employees can see useful information on demand.

OBJECTIVE: DESIGN AND BUILD an interactive dashboard that will be used on a touchscreen

ROLE: PRODUCT DESIGNER

Visual DESIGN:

 

Early working ProtoType: