Grow your Profit through Knowing your Clients

Ognjen Bagatin, MBA

IMCAS 2016 , January 28th-31th 2016

Content

• CRM (customer relationship management system) is your ticket to success

• 7 key Bagatin laws for clinics that use CRM in medical travel

• The more you know the more you grow

WHY CRM

You can’t hit the target you don’t see.

In God we trust. Everybody else brings data.

Dr. Edwards Deming

• CEO, Poliklinika Bagatin

• Consultant for 20+ clinics in Croatia andEurope (Czech, Poland, Estonia, Bulgaria…)

• Implemented CRM in 2013. (optimizing itsince..)

Ognjen Bagatin, MBA

Poliklinika Bagatin Green Gold Tower

Let’s imagine that we don’t have CRM

• Doctors: “Have we met before?”

• Marketing: “Don’t follow me, I am lost.”

• Sales: “One size fits all.”

• Reception: “And who might you be, Sir?!”

• Administration: “You can’t have enough

paper.”

• Management: “The blind leading the blind.”

Clients and no CRM

• To doctors: “You said you care! But you don’t.”

• To marketing: “Why are these adds always popping out?!”

• To sales: “No, I don’t need that.”

• To reception: “Shall I repeat my name?!”

• To administration: “Yes, I can wait another

hour for my documentation.”

• To management: “Is there one thing

that actually functions here?!.”

CRM – the bloodstream of our organization

• Customized version of Zoho CRM system: more than 15.000 clients in the database

• Full operational processes: scheduled appointments, tracking calls andarrivals, invoices, medical reports, claims…

• <1% Claims last year

• Better cooperations with agents from all over the world

• 2018. „custom made” CRM

How CRM createsValue?

1. Their „Cheat sheet”2. Contains all relevant information3. Consulting with colleagues4. Better relationship with clients

MISSION

DOCTORS

The Team

22 years of tradition and experience in providing high-quality health and aesthetic services to more than 15.000 clients

How CRM createsValue?

1. Fast and accurate access to

information

2. Tailor-made approach

3. Service excellence

4. Feeling like a royalty/unique

MISSION

CLIENTS

IMCAS 2016 , January 28th-31th 2016

How CRM createsValue?

1. Strategic, tactical, and operational

planning and execution support

2. Tracking of revenue stream real time

3. Reports (automatic and semi

automatic)

4. Cost cutting and controlling tool

5. Quality assurance tool

MISSION

MANAGEMENT

222 227 1,269 2,774 4,0306,802

12,053

19,053

25.000

33.000

2008 2009 2010 2011 2012 2013 2014 2015 2016 P2017

Source: Poliklinika Bagatin Analytics

AestheticSurgery

2008.Stomatology

2015.2011.

2013.Cosmetology

Dermatology

Business RevenuesPoliklinika Bagatin 2008. - 2017. (in 000 kn)

CRM Implementation

IMCAS 2016 , January 28th-31th 2016

7 BAGATIN LAWS OF CRM & ITS IMPLEMENTATION

The reason I am here.

Be your CRM.

Arrange your protocols to support it.

Grow your knowledge about your clients.

Ask your clients.

Timing & continuity.

Investigate & measure.

Never ever stop optimising.

1. Be your CRM

• IT support is only a tool.• IT can’t solve the

problems on a human level

NO

• First understand the philosophy. The mighty why.

• You have to be a CRM champion

YES

VS

IMCAS 2016 , January 28th-31th 2016

2. Arrange your protocols to support it

• Leaving it to be implemented on its own

• Thinking everything will turn out just fine

NO

• Make it a priority• Your processes and

procedures must be linked to the CRM

YES

VS

3. Grow your knowledge about your clients

• Garbage in, garbage out• Let your people be

satisfied with the data they already have

NO

• The more you know, the more you grow

• All shapes and forms of communication

• Control the inputs

YES

VS

IMCAS 2016 , January 28th-31th 2016

4. Ask your clients

• If they haven’t said it, it is not important

• Don’t assume your people know how to find values and pains

NO

• Train your people to ask meaningful questions

• Get their buy in and show them how more efficient they can become

YES

VS

Bagatin AcademyCenter of excellence for medical experts

• Once a month• All employees• Top coaches• Leadership and soft skills• 40 coaches

5. Timing & continuity

• Use it or loose it• Be inconsistent or late

NO

• Knowing when to strike• Habit of using CRM – every

day

YES

VS

6. Investigate & measure

• Not using CRM as an analytical support

• Relying on your personal judgment

NO

• Measure your KPIs• Know your numbers

YES

VS

KPI`s – Poliklinika Bagatin

RETURN RATE SALES in M Kn ON-SITE REVIEWS

30% 33.5 9.80

CS RATE NEW CLIENTS FOREIGN CLIENTS

15% 4500 450

7. Never ever stop optimising

• Never become arrogant• Quantity over quality

NO

• What can you do even better?

• Measure clients’ satisfactionand the quality of your service

YES

VS

MONITORING SERVICE QUALITY

1. Online satisfaction questionnaire after 1st visit

• 9.80/10.00 average rating

• 99% of clients would recommend us

2. Operator rating questionnaire after each

treatment/ service

• Average rating in 2016 – 9.82/10.00

• N=7.000 clients

3. Mystery shopping – quality analysis of all

departments and services (call center, reception,

operators, nurses)

IMCAS 2016 , January 28th-31th 2016

CRM & Added value – thrill and delight them

Call center Travel organization Accomodation

Consultations Sightseeing 5★ service

IMCAS 2016 , January 28th-31th 2016

Your beauty destination

Ognjen Bagatin, MBAognjen.bagatin@poliklinikabagatin.hr