Building the Future of Diagnostics: A Unified CRM Strategy for Sustained Growth
Strategic roadmap & tactical implementation plan for CRM digital transformation for a Top 3 diagnostics provider.
The Business Opportunity
Our client, one of the top three diagnostics providers, had doubled their revenue by quickly scaling up COVID-19 PCR testing during the pandemic. With that success under their belt, they were ready to channel the momentum into long-term growth. To do that, they needed a strategic plan to keep the revenue climbing – one that would unify scattered business processes and technologies across sales, marketing, and customer service into one streamlined CRM platform. On top of that, the plan had to cover the rebuild and migration of an existing digital health product into the Salesforce.com ecosystem.
Inspired Consulting
Over six weeks, we connected with leaders across sales, marketing, customer service, and digital health to get a clear picture of where things stood – and where the gaps were. The goal? To align on a smarter, more connected future using the Salesforce.com platform. At the same time, we worked side-by-side with the digital health and tech teams to dig into the current tech stack, from the live digital health product to the systems behind specimen handling, accessioning, revenue cycle management, and master data. All of that insight came together to shape a strategic roadmap for full-scale digital transformation – end to end.
Meaningful Results
We kicked things off by creating a digital transformation capability map – linking the most relevant Salesforce.com tools to the specific needs of the diagnostics business and showing how each one could help fuel continued revenue growth. From there, we laid out a parallel-track implementation plan designed to unify key commercial processes, level up the digital health product, and build a tech foundation that can scale – complete with pub/sub integrations, cybersecurity, and DevOps best practices. With the roadmap in place, we outlined the internal and external team structure needed to bring it all to life.
Why We Loved This Project
This was a rare opportunity to shape a bold, strategic vision – bringing together a full view of both HCPs and patients on a single platform. It empowered sales and marketing teams to deliver sharper insights to customers, helped the digital health team plug in seamlessly with commercial, and let us stay ahead of future headaches by avoiding technical debt from the start.
