CRM + AI: reducing cost per lead by 2.5 times without increasing budget

CRM Marketing in Healthcare — Case results: 60% lead cost 2.5x cost per lead reduction through AI optimisation · 5.4M RUB profit Additional revenue generated from existing contact database · Zero data loss Complete automation: chatbot, voice robot, CRM integration · 80% training time Rapid new manager onboarding through process standardisation.

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ROMI

600%

Case data
Promotion features
From hypothesis to LP creation
ROI and key indicators

Implementing a CRM System

Reducing cost per lead by half

Website:

https://hfe-hfe.ru

Niche:

CRM Marketing (Healthcare)

Location:

Moscow

Geography:

Russia

Budget:

177,300 RUB

Project Start:

2022

Result:

2.5x reduction in cost per lead

Result:

5,400,000 RUB in profit generated from the contact database

Result:

Fully automated lead tracking and recording of all inquiries in the CRM system

Sales Automation to Increase Revenue Without Increasing Advertising Spend

Set up an efficient lead processing system to minimise losses

Boost revenue without increasing advertising costs

Reduce cost per lead using AI-powered analytics

Key Challenges the Team Faced

Loss of 20% of data from WhatsApp

Significant portion of inquiries lost during messenger transfers.

Unstable CRM widget performance

Technical failures led to data loss and tracking errors.

Voice robot setup complexities

High call failure rates and lengthy system training requirements.

Low Conversion Rate of Initial Contacts

A large percentage of leads did not convert into actual customers.

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The overall scope of work was divided into 4 stages

Stage 1. CRM System Implementation
- Custom configuration of the CRM system to meet the clinic’s specific needs
- Development of a BPMN workflow diagram
  - Created a BPMN diagram of business processes within amoCRM
  - Objective: visualise and analyse system workflows
  - Outcome: ability to identify bottlenecks and optimise amoCRM performance for greater efficiency
Stage 2. Segmenting the sales funnel by levels within the sales department
- The stages of the sales funnel were allocated across different levels of the sales team
- Objective: clearly define roles and areas of responsibility for each department
- Result: more effective employee training and development at each level
Stage 3. Training the sales team
- Developed a comprehensive training programme, including:
  - Step-by-step activation guide
  - Video tutorials
  - Instructions for working with the CRM system
- Result: reduced time and resources required to onboard and train new employees to just 60 hours
- Additional outcome: a user-friendly CRM system was built for consultants
Stage 4. Connecting a chatbot and voice robot
- Automated messaging system implemented for handling incoming leads
- Result: elimination of manual communication with each individual lead
- Integrated voice robot to process incoming calls
- Robot functions include:
  - Asking clients relevant qualifying questions
  - Answering clients’ inquiries
  - Automatically moving deals to the appropriate stage in the sales funnel

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Results of the Clinic’s Digital Transformation

Automating processes and implementing a CRM system enabled the clinic to transition from chaotic, ad-hoc record-keeping to a structured, systematic approach to client management, significantly improving the efficiency of sales and marketing. Key Results

60% lead cost

2.5x cost per lead reduction through AI optimisation

5.4M RUB profit

Additional revenue generated from existing contact database

Zero data loss

Complete automation: chatbot, voice robot, CRM integration

80% training time

Rapid new manager onboarding through process standardisation

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