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8: IT Business Solutions

"youandi has added a level of complexity to the pictures we can generate of our customer relationships. That complexity allows us to understand our customers' needs better and to make effective marketing decisions"

-- Trudi Brock
Diagnostic Medlab

Mapping the Complex World of Medicine Printable Format

Diagnostic Medlab has thousands of customers across the Auckland region, offering medical services to over one million residents. Individual doctors work within practices that interface with larger organisations such as Family Planning and primary health organisations. Keeping track of professionals within the system, of their needs and of sales opportunities is an ongoing challenge.

One of Medlab's perceived strengths is the high level of service the company offers, its responsiveness to its customers. The strength of youandi 's CRM tool for Medlab has been its ability to store, retrieve and easily display up-to-date information, making that service even more efficient to deliver and adding value to sales revenue reports and marketing opportunities.
     

The Business Challenge

Health IT software in New Zealand is very advanced and has been sold around the world. Medlab's core lab information system was very lab focused and patient-based, however. It was difficult for marketing staff to retrieve information relating to its customers in a format they could use. The company was generating spreadsheets and manually entering data to try and keep doctors' lists up to date in Word documents, requiring as many as 30-40 changes within a single week. The recording, accessing and retrieval of information was poor and a lot of institutional knowledge was being lost as employees moved on.

Why Diagnostic Medlab Chose youandi

Trudi Brock, customer liaison manager, saw the potential for youandi to be a central repository of information. Being web-based, it could interface with and yet run independently of the company's SQL database, which held core information. The information it held could be both more widely available to staff and yet restricted where necessary.

How youandi Benefits a Laboratory Service

  • Generating sales revenue reports. youandi makes sales revenue from customers available at a glance. Previously this information was limited in format and time consuming to extract. What used to take 20 minutes now takes two. “Sales revenue affects the decisions we make,” says Trudi. “We need to know how valuable a customer is to us before we decide to offer them incentives to use our business.” youandi 's interface with SQL allows staff to run scripts and update revenue patterns on a weekly basis.
  • Search makes retrieval of information easy. Search allows users to find customer information in multiple ways – through their address or phone number for example. Once found, the customer's entire history is available at a glance. Trudi can see who last visited the practice and when, and what the issues were.
  • Tracking contracts. Each of Medlab's thousands of customers has a contract with start and end dates. youandi retains that information and can be programmed to give prompts to action.
  • Creating call cycles. Developing a call cycle means Medlab can be proactive in contacting its customers regularly. “You can get so busy responding to requests that customer contact falls through the cracks. A call cycle should increase our visibility in the community,” says Trudi.
  • Making research results available. Operations staff carry out clinical and research trials on behalf of clients. These are now recorded in youandi so all staff can access the results.
  • Defining access levels. Patient information is confidential. youandi sets differing levels of access, depending on the user.
  • Integrating the big picture. Tracking of complex customer interrelationships was previously carried out through Lotus Notes and Excel. youandi displays and manages those relationships. “What was previously two-dimensional is now three dimensional,” says Trudi.