How Orthodontic Partners Elevated Patient Care with CRM Automation (Case Study)
Client Overview
Orthodontic Partners, a leading Orthodontic Service Organization (OSO), represents 30 orthodontic practice brands and over 70 orthodontists nationwide, providing exceptional care while navigating external challenges and industry competition.
The Challenge
Orthodontic Partners wished to further drive its growth by enhancing its communication processes with their practices’ patients. Their end goal was to improve the patient experience and lessen administrative burdens on clinical staff. Specific factors included:
The existing Practice Management System (PMS) lacked sufficient automation and brand customization for patient reminders, confirmations, and other notifications.
Practice staff spent increased time doing manual work for basic appointment and other outreach, taking opportunities away from managing patient relationships and providing premier service.
Inefficiencies around tracking and measurement of patient engagement limited the optimization potential of better communication strategies.
Opportunity to drive incremental kept exams which would increase revenue.
The Solution
Traktion spearheaded the implementation of a comprehensive CRM solution with marketing automation, addressing these challenges:
Automated Patient Journeys: Personalized email and SMS communications were mapped out to engage patients at the right touchpoints.
Enhanced Data Management: Patient data was siloed to protect privacy and ensure HIPAA compliance.
Tailored Practice Branding: Each practice retained its unique brand identity while benefiting from system-wide automation.
Financial Business Case: A robust ROI analysis demonstrated the long-term value of the CRM implementation.
Key Results
Rescheduling Appointments: the immediate aftermath of the launch yielded a 4% increase in patients rescheduling appointments when they needed to cancel, which had a significant positive impact on the business.
Improved Communication: New patient check-in opportunities were created, such as at 6 and 12 months for those who had been fitted with a retainer, which in tandem with a new retainer guarantee program created new revenue streams.
HIPAA Compliance: Full adherence to data privacy standards, which ensured trust and safety across practices.
Efficiencies Gained: Marketing responsibilities were minimized at the practice level, focusing clinicians on delivering world-class care.
Financial Success: Early benchmarks showed increased appointments and transactions, exceeding expectations without adding any additional operational strain on staff.
Efficient Rollout: A staggered launch allowed for smooth onboarding.
Conclusion
Through strategic CRM automation, Orthodontic Partners achieved seamless communication, improved patient satisfaction, and sustained growth, reinforcing the value of innovative solutions in a competitive healthcare landscape.