Project Overview
[cite_start]This project focused on strengthening the final stage of the lead generation funnel for a multi-location healthcare clinic. While the CRM system itself already existed, there was a significant gap between lead capture and effective human follow-up.
The objective was to ensure that every lead reached the right executive with full context, enabling timely calls, structured follow-ups, and accurate appointment booking.
Role of the System
Rather than building a new CRM, the work centered around:
- Reliable API-based lead injection into the existing CRM
- Preserving campaign, source, and location data
- Structuring lead records so executives could act without ambiguity
This ensured marketing efforts translated into real appointments, not just raw data entries.
Follow-Up Workflow (Human-Led)
The appointment process was intentionally human-driven due to the clinical nature of consultations:
- Lead entered CRM with complete context
- Assigned executive initiated the first call
- Follow-ups were handled manually based on response status
- Appointment details were logged back into the CRM
The system was designed to support executives, not replace them.
Operational Enablement
- Clean Lead Context: Executives received leads with clear source, intent, and branch mapping.
- Reduced Guesswork: Eliminated confusion caused by missing or duplicated entries.
- Process Consistency: Standardized how leads were received and actioned across locations.
Coordination & Alignment
This setup required close coordination between:
- Marketing teams generating traffic
- IT systems handling integrations
- Clinic executives managing patient communication
The result was smoother handover between digital acquisition and on-ground operations.
Outcomes
- Improved response efficiency by clinic executives
- Fewer lost or delayed follow-ups
- Clearer visibility into lead-to-appointment progression
- Better trust between marketing and operations teams
Scope & Responsibilities
- API-based CRM lead integration
- Lead field mapping & validation
- Workflow documentation for executives
- Coordination with operations and marketing teams
- Ensuring data continuity across systems
Tools & Stack
CRM APIs · Web Forms · Google Sheets (middleware) · Lead Metadata · Process Documentation