Resources / Case Study
UK's leading providers of outsourced clinical services
How we transformed CRM for one of the UK's leading NHS clinical service providers.
About Medefer
Medefer is one of the UK's leading providers of outsourced clinical services, helping NHS organisations reduce waiting lists and improve patient access to specialist care. Working alongside Integrated Care Systems (ICSs), NHS Trusts, Hospitals and clinical departments, Medefer delivers both one-off clinical projects and long-term managed services across the NHS. As the organisation continued to grow, so did the complexity of the relationships it needed to manage.
The Challenge
Unlike a traditional B2B organisation, Medefer doesn't sell to companies in the conventional sense. Instead, its commercial team works across a complex NHS hierarchy consisting of:
• NHS Regions • Integrated Care Systems (ICSs) • NHS Trusts • Hospitals • Clinical Departments • Multiple stakeholders within each organisation • Long-term service contracts • Traditional CRM platforms are designed around companies and contacts.
For Medefer, this simply didn't represent how the NHS is structured. Having previously implemented Freshworks, the team found that the platform lacked both the flexibility to model the NHS correctly and the ongoing consultancy needed to support user adoption. Medefer required a CRM that reflected the language, structure and reporting requirements of the healthcare sector.
The Goal
Medefer's objective was to implement a CRM capable of supporting complex NHS hierarchies, stakeholder management, contract management, sales forecasting, pipeline management, communication tracking, account management, executive stakeholder mapping, cross-selling opportunities, and consistent reporting. More importantly, the CRM needed to be designed around how NHS commissioning and provider relationships actually operate.
Quattro’s Strategy
Quattro partnered closely with Medefer to create their CRM architecture from the ground up rather than simply migrating data into a new platform. The strategy focused on aligning HubSpot with NHS structures, terminology, and reporting requirements. By creating a bespoke architecture and tailoring the user experience to healthcare specific workflows, Quattro aimed to drive both usability and long-term adoption.
The Solution
Working closely with Medefer, Quattro designed a completely bespoke CRM architecture within HubSpot that utilised the Sales Enterprise Hub. Rather than forcing NHS organisations into HubSpot's standard company object, we redesigned the data model to reflect the healthcare sector.
Custom objects were created for Integrated Care Systems (ICSs), NHS Trusts, Hospitals, Clinical Departments, Contracts, Each object was associated with Contacts, Deals and other NHS organisations, creating a complete representation of the healthcare commissioning landscape.
To improve user adoption, HubSpot terminology was aligned with the language used by Medefer. For example, 'companies' became 'hospitals'. NHS Regions were introduced. Parent and child relationships reflected the NHS hierarchy. This ensured users could navigate the CRM using familiar terminology.
Understanding relationships within the NHS is critical. Using OrgChartHub (part of HubSpot), together with Target Accounts, Quattro helped Medefer visualise key decision makers and influencers across NHS organisations. This provided account managers with greater visibility of executive stakeholders and buying committees.
A bespoke contract custom object was introduced to allow Medefer to manage ongoing NHS agreements independently of sales opportunities. This provided a clearer separation between pipeline activity and operational contract management.
The sales implementation included bespoke deal pipelines, sales forecasting, task automation, pipeline reporting, opportunity management, communication tracking and email integration, allowing every customer interaction to be recorded in one place.
One of Medefer's primary concerns was reporting. The new CRM architecture was designed specifically to support reporting across NHS Regions, Integrated Care Systems, Trusts, Hospitals, Departments, Contracts, Sales Pipelines, providing management with significantly greater visibility of commercial activity.
Software Stack
The technology used to support Medefer:
- HubSpot Sales Enterprise
- HubSpot CRM
- Custom Objects
- OrgChart Hub
- Target Accounts
Support Summary
The implementation included:
- HubSpot Sales Enterprise onboarding
- CRM Data Modelling
- Custom Object Architecture
- Custom Associations
- Sales Pipeline Designs
- Contract Management
- Reporting Framework
- Pricing Framework
- Historic Data Migration
- User Training
- User Documentation
- Email Integration
- Executive Stakeholder Mapping
