SP-009-001 How to use the CRM

Key resource

HubSpot's knowledge base

And here's some handpicked articles:

• Create deals
• Create tasks
• Install HubSpot Sales for Gmail

A video tutorial

Scope and purpose

This document applies to the CRM we use during the sales process of all our products, some of which are medical devices. The purpose of this document is to describe how we use our CRM. The name of the CRM can be consulted in the GP-010 Purchases and suppliers evaluation.

Definitions

1. CRM (Customer Relationship Management): A technology for managing all our company's relationships and interactions with customers and potential customers to improve business relationships.
2. Leads: Potential customers who have shown interest in our product or service, managed and nurtured in our CRM to convert them into customers.
3. Deal Stages: The steps in your sales process that a deal moves through.
4. Pipelines: A visual representation of our sales process in HubSpot, showing the different stages a deal progresses through.

Objects

In the CRM, information is stored in objects. The most important objects are deal, company and contact. However, there are other objects, such as ticket or activity.

As we interact with customers, we create and manage these objects in the CRM. The most important objects are:

Stage	Managed in objects	Description
Lead	Contact and company	No opportunity yet. Initial research and segmentation.
Prospected	Deal, contact and company	Initial outreach to a prospect. Direct interation.
Qualified	Deal, contact and company	Qualified sales opportunity. Decisionmaker identified.
Discovered	Deal, contact and company	Discovered BANT.
Implementation Defined	Deal, contact and company	Solution and value proposition clear.
Offer Sent	Deal, contact and company	Sent a quotation.
Offer Approved	Deal, contact and company	Quotation approved. Sending contract.
Contract signed	Deal, contact and company	Contract signed. Deal is won.
Payment Done	Deal, contact and company	Payment received. Deal is won.
Lost	Deal, contact and company	Deal is lost.

Deals

Deals represent potential revenue-generating events, typically sales or contracts, tracked in the CRM through various stages until they are won or lost.

Naming deals

Deals must me named including three elements:

1. Country where it happens, named following the 2-digit ISO code
2. Name of the company
3. Brief description of the deal

For example:

Country	Company	Brief description	Deal name
ES	Sanitas Hospitales	Proof of Concept	ES Sanitas Hospitales Proof of Concept
ES	Boehringer Ingelheim	GPPGA calculator	ES Boehringer Ingelheim GPPGA calculator
ES	Hospital de Torrejón	Pilot	ES Hospital de Torrejón Pilot
FR	Pierre Fabre	Beauty expert with AI for severity scoring	FR Pierre Fabre Beauty expert with AI for severity scoring

Naming the country

The country is assigned following the 2-digit ISO code, such as ES for Spain, FR for France, IT for Italy, etc. See all ISO 3166-1 alpha-2 codes for a list of all codes.

The country is assigned in terms of the actual legal address of the entity that contracts the services. This can be seen in two places: the contract between us and the customer, and the invoice that we send to the customer.

What if the service happens in different countries?

The country can only be one. Otherwise, the title of the deal would be something crazy like UKESDEPLCZCNKRJP. For that reason, you should choose the country where the legal entity is based. The other information can be added in the description, or somewhere else. For instance, if a German parent company is paying for something that happens in Spain, the deal would be named DE Bayer Sponsor the use in Spanish care providers.

Naming deals as lost

When we create a new deal from a deal that was lost, the new deal will most likely have the same name. To easily identify these deals, we mark the dead deal with the letter Lost.

Lost	Country	Company	Brief description	Deal name
	ES	Sanitas Hospitales	Proof of Concept	ES Sanitas Hospitales Proof of Concept
Lost	ES	Sanitas Hospitales	Proof of Concept	Lost ES Sanitas Hospitales Proof of Concept

Create one deal per every revenue-generating event

Remember that deals represent potential revenue-generating events.

It is very common to have multiple deals per company, for example:

Company	Deal
Almirall	ES Almirall clinical trial for Actinic Keratosis
Almirall	ES Almirall & ICON clinical trial for generalised pustular psoriasis
Almirall	ES Almirall clinical trial for hidradenitis suppurativa

It is even common to have deals divided into phases, like this:

Discovery meeting done	Demo meeting done	Offer defined	Contract signed	Payment done
	ES DKV triage and treatment screening part 2 of 2 Implementation			ES DKV triage and treatment screening part 1 of 2 Pilot

As you can see, the difference is that one is the pilot, and the second one is the implementation. This makes sense because they are two different potential revenue-generating events that can happen in different moments in time, but have some sequentiality. For instance, the pilot is a test that we do before the implementation, and the implementation is something we do after the test. Likewise, a clinical trial has different phases, and each phase is a different potential revenue-generating event. But we expen one to happen after the other.

Deals can't be resurrected, we create a new one

This is similar to the previous consideration. Deals represent potential revenue-generating events. As such, once we lose an oportunity, it is lost. We may be able to sell the same thing again in the future, but its a new opportunity.

Adding class to a deal

Remember that we have different customer segments, as explained in the general procedure GP-009. As such, when creating a deal, you should add the segment that deal belongs to, like this:

Deal class

If you want to get technical, is not really a customer segment, but a deal class. The reason is that the segment is not really descriptive of the company, but the value proposition. For example, if a pharmaceutical company is paying to implement the tool in a public hospital, the class of that deal is Care provider inpatient government, and not pharmaceutical company. Because, although the payer is a pharma company, the value proposition is about providing care to patients, not about manufacturing or marketing drugs.

Companies

Companies are the entities that we sell to. They can be care providers, pharmaceutical companies, insurance companies, etc. Companies can have multiple deals and contacts associated with them.

Company lead status

A company can be one of the following Lead status:

• New: This is automatically assigned by the CRM when a company is created.
• Open
• In progress
• Open deal
• Unqualified
• Attempted: This is automatically assigned by the CRM when there is an activity in a contact of that company.
• Connected: This is automatically assigned by the CRM when there is an activity in a contact of that company iniciated by the contact.
• Bad timing

Global companies with local branches

If a company has local branches, we only create a company for the global entity, and then associate all activity and contacts of the local branches to the global company. In other words, we would not create many companies called Novartis Spain, Novartis Germany, Novartis France, etc. Instead, we would create a single company called Novartis, and then associate all activity and contacts of the local branches to the global company.

Naming the company

The company name should be the name or brand for which it is most known for. For example, the Spanish legal entity registered as Novartis Farmacéutica, S.A. should be named Novartis. Thus, the name of the deal would be ES Novartis Clinical trial for hidradenitis suppurativa.

If it is a gigacompany that owns multiple famous brands, we use the name of the gigacompany. For example, the company Pierre Fabre should be named Pierre Fabre, although Avene would be a more famous brand than Pierre Fabre.

Contacts

Contacts are the people that we sell to. Contacts can be associated with multiple companies and deals.

Contact lifecycle stage

A contact can be one of the following Lifecycle stage:

• Marketing Qualified Lead (MQL): automatically assigned by the CRM when there is a contact with no deal.
• Sales Qualified Lead (SQL): automatically assigned by the CRM when the deal associated to the contact arrives at the Qualified stage.
• Opportunity: automatically assigned by the CRM when the deal associated to the contact arrives at the Discovered, and stays until Offer approved.
• Customer: automatically assigned by the CRM when the deal associated to the contact arrives at the Contract signed stage or Payment done.

Hunting a customer

Imagine that you have identified a company that is a very strategic customer, like a major hospital group in a target country. We have no prior relationship with them, but we know that we want to sell them our solution. We want to work towards that goal, and we want to track our progress.

When doing that, follow these steps:

1. Create the company in the CRM filling in, at least, the following properties:
   • Name
   • Country
   • Website
2. Stalk the company in LinkedIn, their website or other sources (e.g. clinicaltrials.gov, Doctoralia, etc.), and find the people that work there that may be a good way to start conversations with that company.
3. If they are active in LinkedIn:
   • Add company employees via LinkedIn, using your personal LinkedIn account. You don't neet to record these interactions to the CRM.
     • If the don't accept your invitation
     • If they accept your invitation, write them a message.
4. Gather their email address. You may do this by asking them about it, or scraping it from somewhere else.
5. Create a contact in the CRM, and associate it with the company. It should have at least:
   • First Name
   • Last Name
   • Email
   • Job title
6. Create a deal in the CRM, by following the naming conventions, and associate it with the company and the contact. The deal must be in the Discovered stage. The deal should have at least the following properties:
   • Amount
   • Close date
   • Stage: this will usually be Prospected
   • Deal class
   • Action that originated deal
   • Deal owner: assign a deal owner from the pool of JD-019s, considering the deal class. If you are not sure, ask JD-002 during a meeting.
7. Propose a meeting with them and send them a calendar invite.
8. Get to know them. Qualify and prospect until you discover a concrete business opportunity.

If it's a very strategic person

If it is a very strategic company, you may want to create it in the CRM even before you have their email or them accepting your LinkedIn invitation. This is because you want to track your progress in getting to know them no matter what.

Deal stages

To make it easier for the customer to understand how our solution helps them achieve their own goals, we take them for a ride through a series of stages. On each stage, we focus on a key objective.

During this process, the deal can be:

Note that all stages are written in the past tense. This is because we are not predicting the future, but rather describing what has already happened. In other words: if a deal is in the Discovered stage, it means that we have already discovered a business opportunity. And they will remain in that stage until the implementation is defined.

Also, please not that we only create a deal in the CRM when we have discovered a business opportunity. Before that, we log all activity (emails, messages...) in the company and contact entities.

Prospected

Qualified

A lead is qualified and prospected when we know that they are an actual company that belongs to one of our customer segments.

For example, in the case of a pharmaceutical company, we must verify that they exist, that they are indeed a pharmaceutical company and that they are developing drugs specifically for dermatology. In the case of a care provider, we must verify that they are indeed a care provider, that they have or want to have a dermatology service and that they have healthcare practitioners.

Reasons why a lead may be discarded:

1. Because the company offers no sales oportunities: for instance, if it's a pharmaceutical company that has no drugs in the dermatological space, or an outpatient care provider that only does aesthetic surgery.
2. Because the specific person you are talking to is not the right person: for instance, you may be talking to someone in the purchasing deparment that does not actually see how we help them.

If the second is true, you need to find a different lead inside the company.

However, if you are not sure about discarding a lead, have a conversation with your manager so you can thing together wether or not there may be some sales opportunity.

During this stage, you would create a company and a contact in the CRM. You should not create a deal yet until you have discovered a business opportunity.

Research

• Research the company: publications in the LinkedIn page
• Study the company's website: press releases, blog posts...
• Search for leads on the company website
• Search for leads on the company's LinkedIn account
• Invite them to follow Legit.Health's LinkedIn page through LinkedIn
• Research the leads: what they like and share in their personal LinkedIn

Outreach

• Send LinkedIn connection requests
• Call
• Email
• Send LinkedIn message
• Send a WhatsApp message
• Arrange an in person meeting

To improve the show-up rate, you should send them a calendar invite, and make sure that they accept.

Script

In general terms, this would be the flow of conversation:

These meetings last around 30 minutes.

Different segment, different script

Keep in mind that we target three customer segments. In this regard, it is very, very important that you understand that the discovery meeting will focus on very different topics.

Different role in the company, different script

However, in the same company there are different stakeholders with very diferent goals and challenges.

For instance, in a care provider, it will be extremely different to talk with a primary care doctor or a dermatologist. Likewise, the conversation with the management will have little in common with the previously mentioned.

See an example of this script

1. Hey customer name, this is my name from Legit.Health.
2. 😬
3. How are you? You may know me from the Congreso de la AEDV en SantiagoBarcelona Health HubEIT HealthSouth Summit in Madrid, we work with Dr Ricardo RuizDr Gastón RoustanDr Elena Sanchez-LargoDr Gastón Roustan and NovartisDr Fernando AlfagemeDr Ramón Grimalt, does that ring a bell?
4. 🤔
5. Just to refresh your memory: we provide care providerspharmaceutical companiesinsurance companies with artificial technology for dermatology. As you know, there is a very serious lack of dermatologists that is slowing everything down, and our artificial intelligence, which is certified as a medical device, solves that problem for hundreds of doctors and thousands of patients.
6. 🙂
7. I was actually calling because I want to know if the lack of dermatologists is something that is impacting you in any way.
8. 👍
9. How many patients would you see per month?How many clinical trials do you manage yearlyHow many referrals does your organisation handle?How many days of waiting lists do your customers wait?
10. 💁💬
11. Which pathologies do you focus on?
12. 💁💬
13. We just helped a clinic, I can't say which one, because they had regulatory problems for receiving images through email or whatsapp. How much of this is happening in your business?
14. 🫢
15. And which would you say is your biggest challenge right now?
16. 💁💬
17. Got it. So look: judging from what you told me I think it would be really helpful for you to meet with name of next person in the sales process. She has a lot of experience in main challenge they mentioned in your vertical, and it will definitely help with what we talked about today.
18. 🙂
19. You should speak with her specially about something they mentioned. because I think she'll be able to give you some very useful information about what your competitors are doing.
20. 🙂
21. Great! So I have her calendar open now. Does date or date work to book in a time to speak with her?
22. 💁📅
23. Got it, what was your email? I'm sending you a calendar invite right now…
24. 💁📧
25. Great, could you check your email see if you got the calendar invite? She is super busy and it has hapened before that she was already booked.
26. ✅
27. Great. Well it was great chatting with you name, you have my phone and my email so if there's anything you need, you know were to find me.
28. 👋

✅ & ❌

In this table you'll find a list of things that you should do, and things that you should avoid doing.

Do ✅	Don't do ❌
Before the meeting, send them a reminder to increase the chances they show up	Talk more than them
Create follow-up task or send documents	Explain things about our product that they havent asked about
Use clinical language (pathology, referral, triage...)
This is a meeting between equals. Remember that we are experts in Dermatology.

Discovered

Threshold to move a deal to discovered

We create a deal from the very first moment we talk to a potential customer. But we only move it to discovered when we have discovered that there is a business opportunity. This can be measured in terms of four components:

• You are sure that they have financial capacity to purchase a product or service. It involves understanding if the prospect has allocated funds or can allocate funds.
• You are sure that the person you are speaking with can either make the purchasing decision or influence it significantly.
• You have listed the prospect's specific needs and pain points, and how the product or service can address them.
• You have identified the prospect's timeline for making a purchase.

These 4 criteria are part of the BANT sales framework. BANT stands for Budget, Authority, Need, and Timeline. It is a sales qualification framework that salespeople use to determine whether a prospect is a good fit for their product or service.

You should meet at least 3 of 4 four criteria to create a new deal.

We still log all activity

Even if we do not create a deal from the begining, we do log all activity in the CRM. This is because we want to keep track of all the interactions we have with potential customers. We associate the activity in the entity company and contact.

Channels

Most commonly, discovery happen in two ways:

• In person meetings
• Video calls

Script

In general terms, to achieve the goal of discovering a business opportunity, this is the flow of conversation:

Inventory of questions

All segments

1. I have seen that your position is position, can you tell me more about what you do?

2. Tell me more. What do you mean when you say that?

3. How has that impacted the business specifically?

4. How else has it impacted the business?

🏥 Care providers

1. How many doctors are in the hospital?
2. How many dermatologists?

3. I am assuming that you suffer from a lack of dermatologists, like everyone else - is that the case?

4. How do you mitigate the problem of not having enough dermatologists?

5. How long is the patient waiting list?
6. How many patients would you see per month?

7. How many of them are new patients, in comparison to patients coming to follow-up consultations?

8. One of the challenges we are seeing in the hospital we work with is that around X% of their patients come from insurance? What percentage of your patients come from insurance?

9. Do you offer any form of remote assistance or tele-health?

   1. If yes, how happy are you with the result? How is it helping you?

   2. If no, why not?

10. How is the flow? How is the user experience since the patient takes an appointment? Is it considered a medical act?

11. Does the insurer pay the same as face-to-face consultation?

💊 Clinical trials

In the following video, starting at 2:16, and until 12:00, you will see Diego Herrera, who is the Head of Clinical Data & Information Management of Almirall, literally listing the problems that they face in dermatology clinical trials:

You could easily extract questions from what he says, in a way that you could ask other people in his position from other farmaceutical companies if they face those challenges.

💊 Marketing

Work in progress 😅

🏢 Insurance

Work in progress 😅

✅ & ❌

In this table you'll find a list of things that you should do, and things that you should avoid doing.

Do ✅	Don't do ❌
Make questions	Send long emails
Be insistent in calling and emailing	Use the same email template for all leads
Use clinical language (pathology, referral, triage...)

Implementation defined

The implementation is defined when we have achieved four things:

1. Decide the right implementation method: iframe, API, etc.
2. Figure out exactly the metrics that the customer will use to measure to prove the utility of the solution
3. Figure out all the information necessary to calculate the pricing: amount of patients, wether the pricing should be by patient or by diagnostic report, or if they already have a budged in mind.
4. Decide the timeline for implementation.

Actual implementation

What you are doing here is defining the implementation. This does not mean implementing it, but it will have a direct impact on the implementation phase. For instance, if the customer wants to implement the solution in a very short period of time, you will have to make sure that the implementation team is ready to start working on it.

The implementation phase is better explained in the parent procedure GP-009 Sales and is led by the post-sales team. In this regard, it is also important to keep in mind the procedure GP-011 Provision of service, where we explain how we grant them access to our device. Also, because training happens in this phase, which is also related with GP-013 Risk management. For all these reasons, the implementation will not be fully explained here.

During the implementation phase, you must achieve 4 things:

1. Identify which professionals will lead the implementation of the solution
2. Help them access the technology
3. Provide all the training and resources they may need, specially the Instructions For Use (IFU)
4. Set the date for a periodic review of the use of the solution

Contract signed

To learn more about the contracting process, please refer to the procedure SP-009-002 Contracts.

Payment done

A deal is considered won when the payment is done.

Signature meaning

The signatures for the approval process of this document can be found in the verified commits at the repository for the QMS. As a reference, the team members who are expected to participate in this document and their roles in the approval process, as defined in Annex I Responsibility Matrix of the GP-001, are:

• Author: Team members involved
• Reviewer: JD-003, JD-004
• Approver: JD-001