No sales process in place
No system of record
No context into users and their use cases
No automation capabilities
Unified integration of Freshsales CRM with Freshdesk Support Software, and Freshchat
360-degree view of customer data
Decrease in Sales Cycle
Increase in Revenue
Increase in Customer Satisfaction
Headquartered in New Jersey, OmniPACS is a subscription-based medical image management platform. The company provides long-term, near-term and real time access to medical images such as X-Rays, MRI, Ultrasound and such, and all the images are stored on Amazon Web Services (AWS). “AWS is our preferred cloud service provider. We’ve developed unique collaborating and routing rules around the acquisition and sharing of data or images. It works in a way that practitioners - be it orthopedic doctors, radiologists or others - can view, diagnose and share images from any web browser across the world, with no VPNs,” explains Kevin Jordan, the co-founder and head of sales and business development at the company.
Jordan tells us that the sales cycle at the company is relatively short, mostly because prospects would have already done their due diligence and reached a stage where they are ready to buy. A typical sales process that follows is; OmniPACS would receive a request from the registration form on its website. With the details captured on that form, the prospect would move to a discovery phase where the team will understand their current image workflow and develop a point of view around how OmniPACS solution can address their requirements. “This will be followed by a demo, after which we will capture their credit card details or ACH account information of the prospect,” adds Jordan.
Prior to using any CRM, OmniPACS relied on spreadsheets to manage its sales process. “It’s hard to describe how broken and siloed the process was. We had no real understanding of who our customers were, and what their use cases were. There was no system of record so we didn’t have a clear process to manage support queries either,” recalls Jordan.
“We had no intelligence, no automation, no revenue forecasting, nor ability to attract opportunities and analyze close dates. We tried our best to manage everything with spreadsheets but our attrition rate was ‘tremendous’”
“We liked that Salesforce had the ability to track emails. I even managed to get good pricing but it was still too expensive. We, in fact, tried Salesforce and Pipedrive in parallel for a year but neither was suitable for our business.”
Jordan has quite an interesting story to share when he talks about how he discovered Freshsales. His team was using Zendesk earlier. In his words, although the team got extended low pricing as a part of a small business entrepreneur sponsorship program, the pricing was still expensive.
“In 2018, during the Salesforce Dreamforce conference, someone I know sent an image of the Freshworks #failsforce blimp hovering over the venue. I searched online and immediately discovered that one of Freshworks products, Freshdesk, was a direct competitor to Zendesk, and that’s what led us to migrate to Freshdesk. Through the process, I also discovered that Freshworks has a CRM - Freshsales, and a chat software - Freshchat and all three can be integrated into one unified system. All this at a fraction of the cost we’d have to spend otherwise! Whoever paid for that blimp should know that there is a ROI there!”
There are three kinds of prospects OmniPACS targets; the patient, the provider and the professional. Usually, as soon as a prospect registers on the company’s website, the data gets stored in its Linux OS database (where its imaging server and technology is hosted on AWS).
Once prospects register, an account is created and they are given a unique ID. In the next form, they are asked to share their credit card details. Once they sign-up, they receive an activation email, through which they enter further details,” explains Jordan. This information is then added through Zapier into Freshsales. “We have mapped specific fields on the forms to the lead profile page in the CRM, and in our billing app, Chargify. This way, the data is mirrored across platforms,” he adds.
The activation email and the welcome email are set up with Freshsales marketing automation tools. The links in the emails, says Jordan, quicken the on-boarding and adoption process for prospects, wherein they are given access to multiple links and tools which can give them a better idea of how to use the OmniPACS solution.
In fact, one other way OmniPACS captures prospect data is through Freshchat. Freshchat addresses basic queries posted by prospects. During the conversation, details such as their email and contact information are captured in Freshsales, following which a salesperson reaches out to them.
“We use Freschat for self-help and on-boarding purposes. We use the chatbot within the user’s page to provide in-app help with onboarding, support, and ticket creation, which, at most times, can be managed through our iPhone application. This has been one of our best investments. Freshchat makes it easy for us to interact directly with customers coming with a query, or wanting a ticket to be created on behalf of a provider or professional.”
Today, OmniPACS has 1.2 million studies in its database, which translates to 1.2 million patients. And, it has over 1,100 providers on the platform. “A lot of people signed up on our website and never adopted the software. They had no idea how to use it. So, as a turnaround, we cleaned our database and started marketing to these prospects with a welcome to the new OmniPACS messaging. We’ve set up four email campaigns through Freshsales as of now,” says Jordan.
“The welcome emails never existed before Freshsales. You can sign up on our website and you wouldn’t receive a single thing from us. This went on for 10 years. Freshsales turned things around.”
The team uses the lead, contact, and Account modules extensively, and updates data across each module using workflows. “Apart from using it to automatically map and replicate data across these modules, we also use workflows to set tasks, appointments and reminders for our teams to follow-up with customers immediately,” says Jordan.
When it comes to integrations, OmniPACS has so far integrated Gmail and Chargify into its Freshsales instance. In fact, the team even uses the Freshsales mobile app extensively. “The Freshsales mobile app and integration with Gmail have enabled our salespeople to become more productive, more reactive to customers’ requests, and better at managing leads,” opines Jordan. In fact, he feels the organization has become more operationally effective. He’s able to identify where the sales team needs to spend more time, and how the process can be made more effective. “I wouldn’t have had this level of visibility without Freshsales,” he adds.
When existing customers come back with queries, OmniPACS manages it with a Freshsales-Freshdesk integration. Jordan tells us that the Freshdesk support software has become an integral part of tracking more advanced user requests or technical issues with other systems that its solution interacts with. He indicates that the team now has the ability to look at its resolution metrics, measure frequent requests, and offer solid self-help articles in its support portal.
“Overall, our sales cycle has decreased from two weeks to an hour. When a prospect signs up and sends a chat message, I get notified on my device and I connect with them immediately. And, by the end of the phone call, they already have their MRI machine connected to our system, and they’re pushing imaging data. None of this would have been possible without Freshsales, Freshchat and Freshdesk. It has completely turned around our business.”