Company Background

A premier dental practice based in the United Kingdom, renowned for its cutting-edge treatments and patient-centric care. Specialising in both general and cosmetic dentistry, 21D Dental has established itself as a leader in the field, offering innovative solutions to a growing patient base. With a focus on high-quality care and advanced technology, the practice serves a diverse clientele, including both local residents and patients travelling from across the UK.

Challenges

Despite 21D Dental's efforts to attract potential patients, the practice faced several critical operational challenges that hindered its ability to capitalise on these opportunities. The sales team struggled with disjointed lead routing, which caused delays in contacting new leads and slowed down the overall sales process. 

Additionally, broken software integrations led to dropped leads that were never followed up on, resulting in missed revenue opportunities. Management also lacked comprehensive reporting tools, making it difficult to track key performance indicators (KPIs) related to lead connections and follow-ups. This lack of visibility hampered the ability to optimise the sales process. 

Furthermore, the sales team had to manage their activities across two separate CRM platforms, which created inefficiencies and inconsistencies in lead management.

Solution

21D Dental invested in RevOps as a Service with RevOps Automated and chose lead routing as their first project. The practice was provided with a fractional remote team, including a RevOps Strategist, Solutions Architect, and Data Analyst, all for the cost of one full-time employee.

RevOps Automated became an integral part of 21D Dental, with weekly strategy sessions and daily communication to build and implement a custom lead routing system that worked effectively for their unique needs.

The lead routing system was completely custom-built, utilising three teams of Patient Coordinators. Routing was dynamically adjusted based on shift availability and designed to send leads to the appropriate team using a custom priority scoring model. This model ensured that leads were directed to the most available and qualified team members in real-time.

Additionally, a real-time lead alert system was built that provided management with crucial information on each lead, including the lead's name, the assigned coordinator, and whether the lead was contacted within the designated service level agreement (SLA). If a lead wasn’t contacted within the SLA, it was immediately re-routed to the next available team member, with management receiving an instant alert about the rerouting.

This custom lead routing system ensured that 21D Dental could respond to potential patients more swiftly and efficiently, maximising the chances of conversion and improving overall operational effectiveness.

Results

Impact on Business

The RevOps strategy had a transformative impact on 21D Dental’s operations and overall business growth:

• Increased Patient Acquisition: By optimising lead routing and ensuring no leads were lost, 21D Dental was able to attract and convert more patients, driving significant revenue growth.

• Improved Sales Team Performance: The streamlined CRM system and enhanced reporting allowed the sales team to work more effectively, leading to higher conversion rates and better overall performance.

• Data-Driven Decision Making: The ability to monitor lead connection KPIs in real-time enabled management to make strategic adjustments, optimising the sales process and improving outcomes.