MedLeads

by Kurt Rodenhizer, MS, MBA

MedLeads is a professional communications company that generates sales leads for its clients by calling potential customers, interviewing key contacts and collecting essential information. For each client, online calling forms (surveys) are created and used to collect the data requested by their clients. MedLeads uses a team of trained specialist to conduct the customer interviews.

Challenges:
With multiple clients being serviced concurrently, MedLeads was finding if difficult to manage all the data and present the information to their clients in a professional manner. In addition, since the MedLeads staff were living all over the country, it was quite difficult to manage the files of information that had to be emailed or faxed to the MedLeads’ offices for processing and report generation.

Diagnosis:
MedLeads had an online database but they needed a more sophisticated system for data management and the the decision was made to upgrade to a new online database that could do a better job of managing all aspects of the business. The results of a portion of this project can be reviewed via the MedLeads website (also developed by ePD). For details and to evaluate the “Real Time Reporting” demo, visit www.MedLeads.com

Solutions

Online database development:
ePD was contracted to create the online database and the first step in the system architecture was to create a series of Web-based tables (MySQL) that would store essential information such as organization names, contacts, call log history and interview data.

Online forms are used to locate and edit all organization and contact information

Calling Form Development – Header area
Once the database tables were set up, ePD created a header that would be placed at the top of each “calling form.” This was done so the caller had all associated details (e.g. names, number of beds at the hospital, contract groups, etc) in front of them while they were interviewing the customer. The header area is a shared area used in all client calling forms.

Calling Form Development – Survey area
For each client, a separate calling form is used and they can all be selected using a drop down selection field or by assigning a client to a specific caller as specified in the easily edited user table

Fields in the calling form use check boxes, drop downs, radio buttons, text fields and memo fields
to allow for the most efficient data collection process possible.

To Do Table Section:
The system used to organize all calling forms and store them in various stages of project completion is called the To Do Table Section. When a calling form is loaded and targeted for a specific customer call, the project can be found in the “Pending” section. When a call is first place, the calling log history begins and the calling form sits in the “In-Process” section until the callers clicks on complete at the bottom of the form. The other two sections where the project can be located includes “Awaiting Approval” and “Rework.”

The image above illustrates the “Rework” section of the To Do Table and it is used to send a calling
form back to the caller for modifications.

Reports:
All collected calling form data is stored in the Report section where the records can be viewed by the MedLeads clients. The records are color coded to point out which leads are “Urgent,” “Rep Requested,” “News and Updates Requested” or “No Action Required.” When a lead is generated that requires a sales representative’s attention, an automatic email is sent to the person responsible for that territory.

The Report section of the database actually presents 5 different reports formats and allows for record
location by account number, territory and lead urgency.

Customer Communications:
During a lead interview, a customer may be asked if they are interested in receiving some type of product information from the client. If so, check box can be marked that signals the database that a specific customer letter will be sent automatically. A log of all customer communications is retained for the client and presented as one of the reports.

Letters can be designed in the standard format as shown or as a newsletter.
Dissemination of the material can be targeted to an individual or distribution list.

Results:
1. An online database that manages multiple calling forms (surveys) and reports for MedLeads clients was built in 6 weeks.
2. The system is efficient in that it shares the same table for organizations and contacts
3. The To Do Table section allows multiple MedLeads calling specialists to find their projects (sorted by date and time of next call), collect information and send the project on for administration approval.
4. The reports allow the clients to log in and see the results online as information is collected.
5. The built in communications system automatically sends customer letters and online literature on demand. The sales reps for the MedLeads clients are sent emails when information comes in that they should be aware of.