SUCCESS STORY

An expanding dental practice lacked a system for growth that could automate key tasks, follow the buyer journey and help staff serve customers. Mount Arbor implemented a HubSpot CRM solution incorporating sales, marketing & customer success functions. We Integrated dental practice software in a unique implementation that enables further expansion of the practice to 2 new locations. Applied skills in sales and marketing strategy, technical architecture building, process mapping, training and program development, curriculum development and delivery, marketing campaign design and implementation. Thanks to HubSpot, our client was able to expand their business, provide a superior customer experience and take their dentistry to the next level. With plans to expand to more locations, our client is looking to increase their use of HubSpot in order to continue streamlining their processes, automate their marketing and to improve the customer experience.
April 18, 2022
CHALLENGE

An expanding dental practice lacked a system for growth that could automate key tasks, follow the buyer journey and help staff serve customers. Mount Arbor implemented a HubSpot CRM solution incorporating sales, marketing & customer success functions. We integrated dental practice software in a unique implementation that enables further expansion of the practice to 2 new locations.

Mount Arbor applied skills in sales and marketing strategy, technical architecture building, process mapping, training and program development, curriculum development and delivery, marketing campaign design and implementation.

The results? The dental practices were able to expand their businesses successfully and streamline their workflows using HubSpot automation. This not only saved them time and money, but also improved their patient experience and helped them attract new patients.

"Since we implemented HubSpot, our dental practice has been able to expand to two new locations and our revenue has increased. The system is very user-friendly and has helped to streamline our workflows. Thanks to Mount Arbor, we now have a system in place that can support our growth for years to come."
A Leading Dental Practice in Ireland
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SOLUTION

Integrating dental software to enable a completely automated customer experience

Dental software can be complex and is usually customised for each dental practice. Often, it is not even cloud based, as it is important to dental practices to localise their data and to keep it safe at the dental practice rather than risk a cloud solution. While other industries can easily integrate cloud based tech stacks into their customer experience, dental practices sometimes struggle to adopt new cloud based technologies as they do not account for the heavy lift involved in moving a localised system to a cloud based system. Digitalisation of the dental industry is still a long way behind other industries.

Our client operated several dental practice locations across the country. They were the leading dental practice in the country, and had plans to expand further to new locations over the next couple of years. We wanted to make it as easy as possible

When our team first began to look into the possibilities of HubSpot for marketing automation, sales, and CRM solutions, we were enthusiastic. This practice was driven by a strong management team and a motivated and forward-thinking Chief Operating Officer to make HubSpot successful for them.

Our goal was to unite the customer journey for every customer, from consultation to end of treatment. This goal would inform the strategy for our implementation over 2 years, where we built the foundation for the future of dental practice. All on HubSpot.

The Strategy: How we used HubSpot to enable our client's dental practices expansion

The first step was to understand how HubSpot could be used to support an industry that has a unique customer journey. We began by mapping out the buyer's journey for a typical patient, from their initial consultation through to post-treatment care.

We then looked at how HubSpot could be used to automate key tasks and processes throughout the buyer's journey. This included automating scheduling reminders, sending post-treatment follow-ups, and collecting feedback surveys.

We also integrated HubSpot with the dental practice software, so that all data would be centralised in one place. This was a complex integration, as we had to map out all of the data points from both systems and decide what information was most important.

By linking both systems, we were then able to trigger workflows, deals, tickets and other automated processes in HubSpot at different points in each customer's journey.

For example, when a patient books their first consultation, a 'new patient' deal is created in HubSpot. When they have their treatment, the 'new patient' deal is automatically closed as 'won'. Courses often involve multiple treatments. For example, one patient might be enrolled for several treatments over 12 months, including cosmetic, orthodontic or implants. We can track a patient all the way through their course of treatments, even if it lasts a year. When the course is complete, we can see this in HubSpot, and enrol the patient in new marketing campaigns for follow up treatments or simply to stay in touch as part of a superior customer experience.

This integration meant that we could track each patient's journey through the dental practice, from start to finish. It also meant that we could see how effective our marketing and sales activities were in terms of conversion rates and ROI.

Integrating Aircall: reducing the pressure at the front desk

In order to help our client expand their dental practices and streamline their workflows, Mount Arbor used HubSpot to automate key tasks and integrate with the dental practice software. We also integrated Aircall into HubSpot in order to reduce the pressure on the front desk and connect phone tagging and notes to HubSpot records.

We identified the front desk as a bottleneck for staff attempting to field inbound and outbound calls from customers, prospects and even the odd sales call. With the client always in mind, every time a phone was picked up, employees were frequently drawn into prolonged and time-consuming conversations that took them away from the company's essential operations.

The phone system used at the practice was a VOIP based software called Aircall. As partners with Aircall, Mount Arbor was able to get beta access to a brand new feature that integrates a tagging capability with HubSpot. This allowed us to build a state of the art call centre process that was easy to use and that also transformed the business.

We used the integrated tags functionality to allow us to connect phone tagging and notes to HubSpot records. This in turn triggers workflows based on the nature of the call, as well as where the customer is in their dental journey.

Front of House staff, dentists and management were all able to tag every call according to a playbook we designed to increase efficiencies and reduce bottlenecks at the practice. Calls could be taken directly from within HubSpot, so that notes and tags were easily added to the patient records in the CRM. Depending on the tag, new and existing patients were assigned to staff for follow up and appropriate actions were added to the task queue so no customer went unanswered. Over 80% of the call traffic that front-of-office personnel had to manage was eliminated, with calls prioritised and organised, allowing for faster response times. As a consequence, every client received more attention and was assisted more effectively as a result.

Training and coaching the team

Finally, we created a series of training modules and documentation to help the dental staff use HubSpot effectively. This included step-by-step guides on how to use different features, as well as best practice advice on using automation in the dental industry.  

We also held regular coaching sessions with the team to help them overcome any challenges they were facing and to ensure that they were getting the most out of HubSpot.

By following these steps, we were able to help our client streamline their workflows, expand their business and provide a superior level of customer service. Thanks to HubSpot, they now have a system in place that can continue to support their growth for years to come.

Products and Line Items in HubSpot

With a wide range of options available to every patient, it is sometimes difficult to track revenue at a dental practice. We made this easy using the Product object in HubSpot. By integrating with the dental practice software, we were able to ensure that every transaction was linked to the correct line items for each patient, so that accurate income for each course was known and shown in HubSpot dashboards.

This gave the practice owner and managers transparency into the business like never before, so that they could see which products and services were selling well, and adjust their marketing and sales efforts accordingly.

The end result was a streamlined workflow, increased efficiencies and a boost in profits for the dental practice. Thanks to HubSpot, our client was able to expand their business, provide a superior customer experience and take their dentistry to the next level.

HubSpot Custom Object: Dentist

As a final step for maximum efficiency, we decided to add a custom DENTIST object to HubSpot so that we could associate dentists in the system with deals, tickets and contacts.  This enabled us to have a 360 degree view of every dentist in the practice, as well as their associated patients.

The DENTIST object also allowed us to create unique workflows and automations for each dentist, so that we could send them information that was relevant to their interests and needs. This helped to further improve efficiency at the practice and made it easy for dentists to find the information they needed in one place.

How Mount Arbor reduced workload, increased revenue and improved customer experience for dental patients

Our client now has a system in place that can support their growth for years to come. Thanks to HubSpot, they have a streamlined workflow, increased efficiencies and a boost in profits. Thanks to our team's expertise, they were able to get the most out of HubSpot.

We improved reporting by providing conversion reports, dashboards and custom views of all data from every system in order for management to have full visibility of every buyer journey. This was so every practice could be optimised for growth and the best possible customer experience. Each dentist is conveniently tracked according to their customer and the treatments each customer receives, so anything causing friction in the customer experience can be identified quickly for continuous improvement.

This allowed for the dental practices to expand their locations and services with confidence, providing an even better customer experience and leading to increased revenue. Thanks to HubSpot, our client was able to take their business to the next level and we are proud to have been a part of their journey.

If you are looking for a way to reduce workload, increase revenue and improve customer experience at your dental practice, contact Mount Arbor today. We would be happy to help you achieve similar results.

What's next: Looking to Hubspot for marketing automation to increase new patient leads by 30% in 2023.

With plans to expand to more locations, our client is looking to increase their use of HubSpot in order to continue streamlining their workflows and improving their customer experience. In 2022/2023, they plan to implement HubSpot Workflows to automate even more tasks, as well as HubSpot Service Hub so that they can provide an even higher level of support to their patients. Thanks to Mount Arbor, they are well on their way to becoming a leading dental practice in Ireland.

Results: expansion of the dental practice to 2 new locations with plans for more in 2022 and 2023. Increase in revenue. Reduction of risk due to Covid. Improved ticket system for tracking customers. Better reporting capability including conversions for each dentist for coaching on performance. Improved customer experience.  

If you're interested in learning more about how Mount Arbor can help your business streamline its workflows and improve its customer experience, contact us today.