Building a Bespoke CRM System for the Queen’s Hospital

King Edward VII Hospital is an independent charitable hospital with a proud history of Royal Patronage. We built the hospital a custom CRM solution to help manage the hospital’s three key relationships: consultants, GPs and patients.

Attracting the best consultants to work within their hospital is a key objective for the hospital. Both the website and CRM system are key to achieving this.

An off the shelf CRM solution just wouldn’t cut it, so we built them something new — Apollo.

Considering Multiple Users and Purposes

Bespoke Functionality

Apollo is essential to ensuring the hospital is the Care Quality Commission (CQC) compliant. It holds all credentialing information for the consultants that work with the hospital and notifies King Edward VII admins when an official document is due to expire or has expired. They can then get in touch with the consultant’s secretary for a replacement document — affecting the practitioner’s compliance rating.

All work is audit trailed and notes, emails, phone calls are all documented and logged in the CRM against the relevant consultant.

NFC proximity cards mean hospital staff can securely log into their account without remembering long passwords. When they leave their workstation, it will automatically lock — ensuring the security of sensitive information.

They also give staff access to view shared and personal task lists. Staff can find out exactly who they need to get in touch with for what documents, streamlining the compliance process.

We’re already planning future improvements too. New functionality will include:

• bed management
• handling of admissions
• theatre bookings and capacity management
• reporting on consultant profitability for the hospital
• sending out information to patients on their upcoming surgery

Joined-Up Technology

The CRM works in harmony with the newly built website and delivers a much smoother user experience.

Information for consultants (specialty, special interests etc) is fed through to the specific consultant page on the website so that the most recent and up to date information is available to potential and current patients.

Patients can now easily find information about their condition, speciality or relevant consultant. Now, when an appointment is booked, the lead is logged in the CRM, alerting the booking team to action tasks swiftly.

Both platforms are heavily integrated with the SaaS search engine Algolia allowing us to power fast, intuitive search tools throughout the two systems.

Algolia delivers great insight into what the users are actually searching on the website, rather than guessing what people are trying to do. King Edward VII Hospital can use this invaluable information to make sure that they are meeting the needs of their customers at every stage of their journey — from booking to aftercare.

Maximising Return on Investment

Spotting a gap in the market, the new CRM tool, ‘Apollo’, is already in the pipeline to be sold to several other hospitals. Apollo solves many operational issues for hospitals such as King Edward’s, filling a gap in a lucrative market.

“They have transformed what was a confused, cluttered, dated brochure website which was turning business away into a modern, clean, goal orientated, lead generating website which has already increased incoming enquiries by 200%. In one week.”

Barney Baxendale, Marketing Manager, King Edward VII Hospital