The clinic’s previous CRM system had suddenly gone offline unexpectedly, and was out-of-date as it stood. We were asked by Medskin Clinic to rapidly create a new custom CRM for them from scratch, for their medical staff and business owner to use to oversee operations.
Customer Relationship Management was just part of the system requirement. It also needed to manage staff holidays and availability, customer appointments with staff calendar view, reminders and marketing, and special reporting screens for the business owner.
In addition to this, each customer record needed an area where customers could upload photos of what they wanted to show; photos and documents uploaded by staff; with consent and permission forms with customer digital signature capture for records.
Another key feature was for the system to also hold the customers’ medical records as far as their cosmetic procedures required; automate SMS reminders for follow up appointments based upon these records; as well as the ability for staff to create tasks for themselves or other team members.
Finally, to improve cashflow, the system needed to be able to handle card payments over the phone or in person, for whatever treatment the customer received, to handle deposit and full payments; and offer the ability to spread payments with interest.
Requirements
- New modern CRM with medical records
- Appointment setting
- Staff management
- Secure payment handling
- Marketing features
Outcome Goals
- Increased staff efficiency & productivity
- Financial reports/data
- Quick access to medical records
- Increase in sales from SMS and email marketing systems
The Results
“The nurses love this CRM now because it’s so easy! The SMS marketing works incredibly well.”
A huge increase in efficiency, organization and cashflow!
After the initial honeymoon period for the staff, who were all crazy-excited at how easy the custom system was to use, how fast it loaded and how easily they could add and update customer contact records, they got down to more serious business.
The ability to handle payments within the system made transactions faster and simpler to manage. Cashflow was better managed.
Staff time was more efficiently handled, taking appointments where the calendar allowed, and even blocked time to save ‘double-booking’ the team while travelling between clinic locations.
The business owner also realised from the records that two junior staff were not well utilized or contributing much to the team, and were surplus to requirement. He took the strategic decision to slim the team down. Without any detrimental affect to operations, the business immediately cut expenses of two salaries.
Aside from automated reminders going out via SMS, to ensure customers return for paying appointments, the owner immediately fell in love with the SMS marketing system at system launch. By sending out an SMS campaign to approximately 4,000 customers, at a cost of around £252 in SMS credits, they booked over £4,100 of new business overnight.
The business continues to thrive, with the three clinics dominating their areas in the North East of the United Kingdom.
6
Weeks needed for MVP launch
32500
Savings made in Year 1
1626
ROI on SMS spend
