Dermatológica + Vtiger CRM

About the company

Dermatológica is a thriving and growing dermatological company based in Medellin, Colombia, specializing in all aesthetic, cosmetic, and skin disease treatments. They offer a wide range of treatments and procedures using state-of-the-art equipment. They also have over 15 specialists who are nationally and internationally recognized medical professionals in dermatology and aesthetics. Currently, they have six clinics and eight drug stores located throughout Colombia and an online drugstore as well. With their continued growth, they are also looking forward to expanding their physical locations in the near future.

We had the pleasure of interviewing Gloria Patricia, Dermatológica’s General Manager, and Maria Clara, Marketing Director, to learn a little more about some of the challenges Dermatológica faced before implementing Vtiger CRM and how Vtiger has helped solve some of these challenges.

The challenges

Since day one, growth and retention have been at the forefront of Dermatológica’s agenda. Before implementing Vtiger CRM, they, like many companies, were primarily using spreadsheets to manage all of their company’s data. This made it difficult to accomplish two of their major goals:

1. To have the ability to quickly segment and target specific audiences for marketing campaigns based on data points.
2. To have a clear history and thorough insight into any issues their customers have faced in the past or are facing currently.

Gloria explains further, saying, “We have two different businesses, clinics, and drugstores. But, they both have the potential to have the same clients. In order to grow our business, we were looking to have more knowledge on valuable data points such as age and gender, and any problems that these patients may have faced or are currently facing. This would allow us to offer more benefits and services through a lot of innovation.”

Using spreadsheets to manage all of the different aspects of their company was no longer viable for Dermatológica, so they began searching for a new solution.

The Solution

Since the same customers that visit their clinics could be potential buyers in their drug stores and vice-versa, Dermatológica started searching for a solution that could capture and store various data points on their customers to help with their goals of growth and retention.

They ultimately wound up connecting with Hector Baca from Conexo Soluciones, a consulting company that specializes in implementing Vtiger’s cloud CRM. After learning more about Vtiger’s CRM from Hector and hearing about the success other companies have had implementing Vtiger, they decided it would be a great solution for their organization. It only took about three months for Dermatológica to transition away from spreadsheets and fully implement Vtiger CRM, helping to make their goals more easily achievable by offering the key solutions they were looking for, an all-in-one tool.

Dermatológica is now able to collect data on their customers and prospects that gives them a better understanding of their purchases and needs. They can also quickly put that data into proactive action without leaving the CRM. Vtiger’s Marketing List feature enables them to efficiently segment and target specific audiences based on these data points to send off more successful Email and SMS Campaigns.

Gloria Patricia and Maria Clara elaborated further on this, saying, “Before using Vtiger, this process was very tedious and time-consuming. After all of the work was complete, we then had to upload our data into another marketing tool before sending off our email campaigns. The whole process would take one to two days just to prepare the lists and then ultimately lead to more scattered data since it was spread amongst different apps.”

Since implementing Vtiger, they have reduced the time it takes to prepare and send off their marketing campaigns to under two hours while also gaining valuable analytics on their marketing efforts.

Some of the analytics that are most valuable to Dermatológica include:

• The total number of people reached
• Opens
• Clicks
• Browses
• Sales

These analytics are then used to further segment their Marketing Lists to send off even more successful future campaigns.

Dermatológica has also refined and defined its process for managing and resolving customer issues with the help of the Cases module. The Cases module allows them to register, track, and address any issues related to their products, services, delivery, and eCommerce that are reported by their customers. Maria Clara explained further, “For both our clinics and drug stores, the Cases module has brought lots of benefits. We now have the complete trace and history of any issues our customers have had.”

This allows Dermatológica to expedite solutions and address any trending issues promptly. This not only helps Dermatológica with retention but has helped and delighted their customers exponentially.