The Challenge
As Morayfield Dental Studio continued to expand, its existing CRM was no longer fit for purpose. The business wanted to automate manual processes while giving its Lead Manager and Treatment Coordinators a complete view of patients across its different practices.
A key requirement was ensuring that every patient received communication from the correct practice, using the appropriate phone number, email address and brand.
The team was already using email and SMS, but managing templates externally made the process more time-consuming. They also wanted to make better use of web-to-lead functionality and segment enquiries by treatment type.
The Solution
A centralised Salesforce workspace was created for the Lead Manager and Treatment Coordinators, providing a single view across the different practices.
Patients are segmented by treatment type and displayed in a Kanban view, making it easy for the team to see where each patient is within the booking journey. A customised colour-coded task system highlights due and overdue activities, helping the team stay on top of follow-ups.
The patient communication cadence was also built into Salesforce. Following an enquiry, patients receive two calls and SMS messages per day (AM and PM) during the first two days, before the cadence reduces to weekly contact over the following five weeks.
To ensure communications were always sent from the correct practice, a custom Salesforce component was developed and integrated with Aircall. The team can select the relevant practice and communication template directly from the patient record and send the appropriate email or SMS without switching between systems.
The Aircall integration also allows the team to manage incoming SMS messages and respond from the correct practice number. Customer replies trigger notifications for the relevant users, ensuring responses can be picked up promptly.
The Result
The new Salesforce workflow has embedded the full patient journey within the CRM, creating a more streamlined and consistent process across Morayfield Dental Studio's practices.
Built-in communication templates and the custom practice-specific component have reduced manual work for the team, while the Kanban view and colour-coded task system make it easier to understand priorities and pick up outstanding activities - particularly when covering colleagues who are on leave.
The Aircall integration has brought call and SMS activity into greater focus, giving the business visibility across customer conversations, including call sentiment and transcripts, alongside email communications.
