CRC Health Builds Custom Solutions on the Force.com Platform to Streamline Intake Process and Increase Web-Generated Revenue

“Salesforce has transformed our operations. The apps we’ve customized on the Force.com platform have resulted in a more efficient intake process, which has helped us help more people. We’ve created a more efficient intake and marketing process which helps us provide more care to more people.”


Challenge
  • CRC Heath—the nation's largest provider of drug and alcohol treatment services—a cquired the country’s largest youth treatment provider. The combined organization required a platform to mange patient intake, track Web entities, and streamline operations to increase revenue.
  • With 40 call center agents, the company needed an efficient way to handle over 20,000 calls a month and inquiries from over 300 online properties.
  • The company used ACT!, Excel spreadsheets, and other proprietary systems to manage extensive patient data. Only one call center operator could open the spreadsheet at a time, making the process inefficient, opaque, and unscalable.
  • CRC Health also wanted to streamline operations and provide a way to tie revenue with referral performance.
  • In addition, the company required greater visibility into client treatment history, future placement, clinical and behavioral trends which might impact it's marketing and acquisition strategy.
  • With more than 350 Web sites, the company needed the ability to manage and track the marketing effectiveness of its combined Web entities.

Solution
  • After assessing SugarCRM, Microsoft CRM, and Oracle On Demand (formerly Siebel OnDemand), CRC Heath selected Salesforce and the Force.com platform.
  • The company developed a customized user interface on Force.com for 12 users. With help from salesforce.com partner Appirio, CRC Health extended the application to broadly leverage the platform and then added 80 more users.
  • CRC Health used Force.com to create 30 custom objects and 400 custom fields to manage everything from patient data to admission status.
  • The company built a Web marketing application that tracks data on CRC’s multiple Web sites, and displays promotional content based on real-time performance to measure and enhance both individual and combined marketing effectiveness.
  • The company developed a Census app to provide a real-time view of the availability of each bed at its facilities, and a custom component to track data on 350 CRC Health Web sites and accurately measure marketing performance.
  • After an extensive needs assessment that took into account each program’s requirements, CRC Health created hundreds of customized reports.

Results
  • With Salesforce, the company’s 100 agents can handle 18,300 calls per month. Web-to-lead capability lets customers fill out contact forms directly from CRC Health Web sites.
  • Salesforce and Force.com has enabled CRC Health’s Web-generated revenue to jump from 4 percent to 26 percent
  • With Salesforce, the company can now tie revenue to referral performance, boosting its growth potential.
  • Security levels are matched to what’s required to comply with HIPAA and other industry regulations.
  • Open APIs enable tight integration with legacy tracking systems, Microsoft Outlook, eFax, and other third party apps.
  • Web marketing effectiveness tracking within Salesforce indicates to the dollar what is performing and what is not.
  • Force.com developer tools allow multiple application developers to work collaboratively and effectively.
  • Every attribute about a prospective patient is tracked and allows CRC to better understand patient, regional, and program level trends that impact the company’s marketing, acquisition strategy, and business operations. 
  • By using Salesforce to optimize intake, CRC provides patients with available beds faster. As a result, CRC Health can serve a larger population.
 
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