Pepelats with gravitsapa - how I searched (and even found) CRM for a medical center

Industry CRM is like a spaceship: it can make it to a distant, distant galaxy called “Success” in the superluminal, leaving its competitors in the last century. The prospect is more than attractive. But there is a nuance. If you don’t know how to control a spaceship, from the Galaxy “Success” you will only have the pride of owning a pile of expensive scrap metal and a huge hole in the budget.

I’m never a spaceshipman. Until now, I have only been able to “fly” on the free Bitrix24. And you know what I'll tell you? The story is the same with him - either you hire a professional pilot and he teaches you. Either you learn yourself and collect as many “stars” along the road as your nerves and resources will pull.

So I’ll give a conclusion from the text right away, without “multi-letters”: only trained people, time and money will give a good result from using any (!) CRM. Big money and a lot of time.

And then I’ll just tell you about which “starships” I saw, according to what principles I selected, and what happened as a result: you simply will know what exactly to spend time and money on. And why.

And yet, why?

The one who knows how to count is the winner - if you pass on the brief essence of modern marketing. Data processing and analysis of these allows you to spend less effort and money on ineffective actions. And make contacts with customers more targeted and targeted. And the key word here is “fast.” Big Data Marketing is not a beast at all - the more accurate and more specific is the segmentation of the target audience and the more interaction processes, the more data needs to be processed, which means that good old excels will not help here, automation is needed. This is exactly CRM - a system that collects, structures and allows you to analyze information on employees, customers and business processes.

For most businesses, the tasks that are set for CRM are the same:

- Organize a customer database with the ability to segment according to key features.
- Identify and record the processes of interaction with the client (from the moment of contact to repeated sales).
- Partially automate these processes (notifications, greeting cards by email).
- Determine the effectiveness of promotion and sales channels.
- Monitor the work of employees responsible for interacting with customers (sales department).
- Get financial statistics on transactions.

For industry-wide (and, in my case, medical) CRM, it is also an increase in the quality of customer service:

- More time for a doctor’s appointment due to the automation of data filling.
- It is more convenient to trace the history of visits and appointments.
- More understandable and patient-friendly documents (appointments, bypass sheets, etc.).

It is considered so. In a perfect space of modern marketing. In fact, it turns out a little wrong ...

And how is it?

My first CRM integration experience can be called successful with a stretch. We needed nothing at all: to transfer the existing customers from a cloud-based excel into something less dependent and long, to provide segmentation of this database by key products, the “life” of the client, the product specifications used by him. Next, ensure automatic recording of leads from the corporate site and build a sales funnel for them. And also - get a visual report on channels and failures. I wanted to track where and whom we are losing. Yes, all this for a minimum of money. And better - for free.

Free is Bitrix24. And I must admit, he is good, how free a solution can be in general. We got used to it hard, and, as it became clear now, we got used not to the interface and logic of a particular program, but to working in CRM in general.

Initially, the whole idea was focused on the sales department. As a result, salespeople integrated into CRM (well, or vice versa). The bottom line is that only one department of the company began to work in the system. Which runs counter to CRM religion in general, but has absolutely no effect on the quality of the company's work. The technical department and customer support (and the company is developing software) sat tight on the Jira and the corporate Wiki - they stayed there.

As for sales and marketing, due to CRM we were able to offload employees from the “paper” routine - we stopped filling out a bunch of excel forms. We were able to visualize the sales path (and add instructions and scripts according to it), connected all incoming calls to CRM, tied up sales plans on it and - hurray - pulled out statistics on advertising channels and reasons for refusals. Well, they pulled it out - it is visible in CRM-ke, but for analysis and counting we had to use the good old copy-paste in Excel. Functionality “Reports” Bitrix gives for money. Like the “Automated processes” option, our dream of automatically transferring the client to a different status under a certain condition with the notification of the responsible manager did not come true.

Nevertheless, to work, according to reviews of employees, it has become an order of magnitude easier.

The conclusion is obvious - if you are not ready to study and understand deeply and painfully for a long time, and for happiness you need nothing at all - you do not need to spend money. And time for searching and comparing CRM is also not necessary. Grab Bitrix24. And forward - through the thorns. There will be stars - buy paid options.

From the shuttle to the cruiser

The second challenge related to CRM was posed to me by private medicine. It is difficult to find a more conservative and heavy lifting system. And this is due to the huge number of legislative standards and regulations. Documents are what the doctor has to “turn over” to most of the working time. And these documents are still paper. Rumor has it that next year telemedicine will enter the regulated field, and there it will be at first a step, and then at a trot ... But for now, doctors are still writing case histories by hand (and their appointments, examination protocols, etc.). At the same time, private clinics also compete for customers and the speed of interaction, service, the ability to attract, retain and return play key roles here.

The first thing I learned about CRM in medicine: “Everyone is sitting at 1C. Because accounting. ” Point. That is, financial flows in medical centers, clinics and other sanatoriums are tightly planted on the base product 1C. Company. And above is a superstructure. Or, again, 1C-ny “Clinic” or “Hospital”, or BIT-ovsky UMC, or Rarusovskie “Management of a medical organization”, “Ambulatory”, etc.

What impressed me the most (if not stunned) after the free Bitrix24 was the principle of installing such systems. A license is purchased for the workplace. One-time payment, periodic payments except for the update. Well ... For each support request, if, for example, it requires more than 20 minutes of time from its employees.

One computer - one license. Accordingly, if you have 10 specialist doctors in your medical center, plus you need a place for one administrator and for one controlling everyone and the director, then this is 12 licenses.

Starting packages go to a certain number of places (multiplicity of 5 or 10), for 1BIT this costs, for example, 29,000 rubles, about 1C: Polyclinic costs about the same.

The amount is still lifting. But. If - suddenly - you do not have a base (the very 1C: Enterprise), then life becomes more fun. Next, the question of iron will arise - the system is installed on a server with certain specifications. Then - directly installing and configuring (also paid) and training employees - and this is for a price.

According to my very rough estimates, the organization of an information technology network in a small clinic (with only 4-5 key workstations connected) amounted to about 250,000 - 300,000 rubles.

Is it worth it? Demo access to BIT UMS, which was provided to me for 15 days, showed that yes, it’s worth it. Definitely. Patient cards, examination templates for almost all medical specialties. Warehouse accounting (consumables, drugs), flexible pricing (discounts on individual services and service packages, certificates for treatment packages, etc.), a convenient calendar and appointment bookings with a complete history of patient visits. This is a real combat intergalactic cruiser - reliable, maneuverable, powerful. This is if a quick acquaintance with the system. A detailed acquaintance showed that in order for this colossus to fly to conquer the worlds, everyone. Each. That's almost to the cleaning lady. Must learn to work with her. Time and extra money. Or you have a strong investor. Or you are already working (earning) and you need a new breakthrough. Other conditions for the clinic,

What else puzzled quite a bit - extremely negative reviews about the suppliers of this software. Circumstances tied us to BIT UMS. And never before in any field of activity have I observed such unanimity in the negative assessment of the company supplying software in our city. I sincerely hope that this is only us so “lucky." A regional representative is about service and training. If it’s not possible to configure something (and this, judging by the reviews, happens quite often), then “call a specialist” - if you please, unfasten it. If employees are hard and painfully delving into the work with CRM (and we remember that it was not easy for IT specialists, and here, for a minute, doctors) - extra hours of training, if you please. You can, of course, train a key employee, so that he taught everyone else - write his salary in the budget.

A monopolist, with a priceless price ... I honestly would not have contacted. At least at the stage when software costs significantly outweigh the return on that software.

Accordingly, it was decided to look for something else. Something easier to learn, quick to “rise” and “flying to anywhere in the Universe” ...

Pepelats with Gravitsapa

Cloud solutions - convenient, mobile, easy. On any device, without being tied to server hardware, without being tied to a workstation. Bitrix24 of these. And also such a coveted, but never found by me Amo.

There are also medical ones. Even a few. And the first one that struck me was Medesk. By the way, for me personally, how the company presents its product is of great importance. And Medesk is presented beautifully. In comparison with the cards of the same 1C products on the websites of representatives - sometimes it seems to me that they bribe conservative industries with the same conservatism.

I did not have a chance to work with a demo (the owners of the company nevertheless stubbornly looked towards BIT) but I read the tape of the company with great pleasure. And yes, ceteris paribus, most likely I would have stopped on it. The software is offered on a monthly basis with payments once a month, tied to employees (some users go as part of the tariff plan, additional access is purchased separately). I saw a similar principle, for example, in chat services. I liked the package cost about 9000 per month. When calculating for a year, the solution is more expensive than the license of 1C modules. Although, again, it does not require the cost of updating and maintaining the server hardware.

The “Expensive” argument made the first three dozen Google searches be done well for several complex queries. The options were not impressive. CRM Clinic365 was awarded for prices similar to 1C, the same principle of payment and a complex scheme for calculating the amount for the desired delivery. The Infoclinic was not impressed either. MedicalCRM has promised 2000 p. per month, but on all attempts to find out the details, she suggested leaving contacts. A software product sold through processing by a manager puzzles me right away. Only Clientix got into the wishlist. But then the “scythe found” on one more stone: conservative medicine does not trust the clouds, it has many questions to protect personal data in such services. And I’m not ready to consider the cloud solution as the main IIA.

The solution turned out to be obvious and banal - at the start-up phase, even the clinic can use the free and fully maneuverable Bitrix24, since the careful Google immediately slipped a case about the friendship of this CRM and a private clinic on hand. Accounting for sales and visits, no medical records and patient data is enough for the first time. It’s not even necessary to buy additional options with gravitap.

Walking around the space park in order to end up with a simple option (not against Bitrix24, but simply on the scale of tasks solved by professional medical CRM) is an extremely interesting experience. Even more interesting was the attempt to make him friends with medicine. My resume - don't even try. The most important, primary and important thing that a clinic needs from software is a schedule grid with patient records. It should be easy to compose, logical and visual. This is the main tool of the clinic administrator, and just it is not in Bitrix24. All attempts to collect at least an approximate (without recording, but just to see the loading of cabinets) grid in the basic functionality failed with a deafening crash and brought a lot of mental suffering to me (the “Bitrix24 fan”), and the head doctor - a supporter of the usual solutions under 1C. It’s clear that we didn’t get to the story with “... leads, funnels, and other marketing wisdom”. 360-degree turn, return to the troposphere, to cloud solutions.
The first version is always true, the rule was confirmed again. And, to the marketing lady’s hostess, if you’ve already achieved the fact that your product has become the first version (in display, in comparison priorities, in attracting visual attention, etc.), then, with a considerable degree of probability, it will become the only one accepted - checked on me. Medesk pleasantly surprised not only with its convenient interface (it was immediately and easily understood both by the head physician and director), but also by its service. They have a postpaid subscriber, quality support and a lot of training materials. We allocated a personal manager - upload documents, help set up and understand the system. That is, the items “convenient”, “understandable”, “accessible” are ticked as long as they are. After giving demo access to a unanimous decision, it took one and a half working days, plus another two days off, when we just set up the system for ourselves. Resolution of the director “So far, this is even more convenient than BIT UMS!”.

It is difficult to make unequivocal conclusions based on the results of the work week (installation week), so the intrigue remains for the time being. Whether we can really automate the processes and work out a quality service using Medesk will show the launch and first months of the clinic. Well, at the end of the curtain, I’ll take another card out of my sleeve. This is the joker. “You can refuse our services at any time. We just work to prevent this from happening, ”says Medesk. Freedom of choice has always bribed me. I'd like to believe that in an enterprise with an increased level of responsibility, it will be justified.

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