Executive Summary
Intrinsic Therapeutics is a medical device company that manufactures and sells the only FDA-approved Annular Closure Device. This device greatly helps patients reduce the risk of reherniation after discectomy surgery (disc herniation). They operate mainly in the United States and have about 60 employees throughout the country.
The Challenge
Prior to reaching out to Zenatta, Intrinsic Therapeutics was faced with the following challenges:
We were using a CRM called Monday.com, which allowed us to track progress on where our surgeons were in the funnel, however it did not allow us to see the proper relationships between Surgeons, the Facilities where they operate, and the Offices from where they met patients. So we basically needed a tool that allowed us to map out this triangle and identify key stakeholders in each category.
Ralph Beentjes – VP Customer Relations
Our Sales Force team did not have easy access from their phone to their own sales data, it was always a push exercise from corporate, this included simple information such as sales to quota, pending PO’s, etc.
Our Market Access team was managing their prior authorizations process in an Access Database and they were familiar with managing this at prior companies through Sales Force Software.
We needed a new tool that allowed us to do all of the above and beyond.
Implementation
Intrinsic Therapeutics managed its operations through three separate systems before moving to Zoho: monday.com, Excel spreadsheets, and a custom application. The Zenatta team began by identifying each team’s processes and needs. After defining those requirements, they built new systems for every department.
The Sales team initially worked out of monday.com. Zenatta replicated their business flow inside Zoho CRM, rebuilt all workflows and processes, and added new automation and reporting features.
The Patient Access Program (PAP) team relied on a custom application and spreadsheets. After a series of work calls, Zenatta recreated the custom app in Zoho Creator, added features the old system lacked, and integrated everything with Zoho CRM and Analytics.
The Facility Management team also depended on a custom application and spreadsheets. Like the PAP team, they received a new custom Creator application designed specifically for their needs.
Zenatta built every custom application with HIPAA compliance in mind. They implemented strict user roles, hid sensitive patient data fields, and stored patient information securely in Creator rather than CRM.
Territory management posed another challenge for Intrinsic Therapeutics. Their existing systems required a way to combine data from QuickBooks Desktop and Zoho CRM to define territories. Because the fields did not align, Zenatta built custom reports in Zoho Analytics, applied XML-related lists, and wrote SQL scripts to deliver accurate territory filtering and advanced reporting.
Results
Zenatta helped us leverage Zoho CRM (and Creator) to address all our challenges. We pushed Zoho CRM in many ways to the limit and were able to integrate Zoho Analytics in a very smooth manner. Analytics allowed us to link various other sources so that all data is visible in one single point of truth. Where Zoho CRM wasn’t able to manage our processes we looked towards Creator and developed customized workflows (with unique security settings) for several departments that were still able to talk to CRM.
Ralph Beentjes – VP Customer Relations
The Sales team now has full access and visibility to all the data and more so it allows them to communicate with our Surgeons (external), Market Access (internal), Professional Education (internal) and Marketing (internal) teams in one platform.
It is more a new way of operating that Zenatta has enabled us with leveraging Zoho that we haven’t been able to do so before. And we most certainly needed Zenatta to customize the elements we needed in Zoho. We would not have been able to make the adjustments ourselves, we are learning over time as we see how Zenatta does things, which is great so we become more autonomous and can even work faster, while still utilizing Zenatta.
Zenatta has been very on top of things, and we have not felt resource constraint. Sometimes you feel suppliers aren’t able to keep up, and we have not had that experience, which is a big plus. They think with us and learn our business so we can speak the same language, again a big plus. They are up front when a requested change would cost many hours and when it is straight forward. The one risk of success is that all our employees see how flexible Zoho is and how capable Zenatta is that new requests always stream in. We take that as a good sign.