Putting Life on Automatic: How i CRM Spotlight - Cells4Life


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The healthcare industry is known for rigid guidelines and strict oversight. Small businesses in the space are often saddled with crippling overhead in order to meet these restrictions. One pharma-tech company is automating complex processes (including government and legal compliance), driving sales, and increasing data confidence by creating a Sugar-based laboratory information management system so sophisticated and capable that hospitals want to buy it. See how Cells4Life approaches 'automating everything' - and consider the possibilities for your own business.

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Putting Life on Automatic: How i CRM Spotlight - Cells4Life

  1. 1. PUTTING LIFE ON AUTOMATIC John Millis IT Development Director Cells4Life @Cells4Life #SugarCon
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  3. 3. Cells4Life and Sugar • First private company in UK to provide umbilical stem cell collection and storage • Customers: Expectant parents • Founded in 2002 by doctors and scientists • Formerly used ACT for contact management • Launched Sugar: February 2012 • More than 20,000 client contracts • Partner: EnableIT Sugar UK Technologies Ltd 3
  4. 4. Why did we need a CRM? • To enable deeper cross-departmental collaboration through process automation • To centralize and secure customer-specific documents • To increase information access and sharing while still complying with industry regulations • To manage the customer lifecycle and laboratory operations under a single platform to optimize data collection and analysis 4
  5. 5. i CRM TO… “…to develop and integrate with new systems far beyond CRM.”
  6. 6. Implementation Marketing Automation • Catalog digital interactions and calls • Sends intro email & welcome pack • Ongoing drip marketing campaigns Sales Automation • Keystroke/click tracking advises sales • Opportunity management 6
  7. 7. Many parts working together to power our customer-centric culture • Google: Adwords and Remarketing • Drupal: lead acquisition via website…channel for CTA • DCStorm: data analysis • DocuSign: electronic signature functionality • Xero: invoicing • Eway: online payment gateway • LSR Barcode: inventory management using handheld PC scanners that report to Sugar • DataLabel: printing bar codes, text labels from Sugar records 7 One Example: DocuSign (Customers can eSign Docs) + Xero (Instant Invoicing of Customer) + Eway (Customer Pays Online) + Sugar (Tracking the Entire Process) = Frictionless Commerce!!!
  8. 8. Putting it all together Laboratory Information Management System – the envy of health-care institutions! •Automated check-in process and separation of sample and identity data complies with government regulations •Tracks samples and maintains records for 30 years after samples have been stored •Monitors environmental conditions within the laboratory 8
  9. 9. Smart Investment Salesforce/Laboratory Management System = up to $800k! “We have recreated those expensive laboratory information management systems with something that was bespoke for us for a fraction of the cost. It not only has more functions, but it is more powerful. It is the best laboratory information system I have ever seen, and we have hospitals now asking us if they can use our system.” - Wayne Channon, Chairman 9
  10. 10. Early impact • Increased Conversions “We convert 20 percent of those who request a welcome pack and 80 percent of those who use the „contact us‟ form. We have a huge conversion rate.” • Staffing Smart “The automated solution we now have in place has enabled us to grow without having to invest in office staff to manage documentation but instead invest in our scientists and customer care team.” 10
  11. 11. Moving forward with CRM • International growth – Foundation for the Accreditation of Cellular Therapy • Increase conversions and sales wins • Expand Laboratory Management Information System • Offload more regulatory compliance • Improve processes – always look to automate! • Real-time insurance reimbursement applications 11
  12. 12. Ideas to Grow On • Automate everything • Pass information through the customer lifecycle • Compliance becomes standard when integrated 12
  13. 13. THANK YOU @Cells4Life #SugarCon