CRM (Customer Relationship Management)

EaseLab's tenant CRM module (/admin/crm) helps laboratories track leads, follow-ups, and commercial relationships — from corporate wellness prospects to new referring clinics.

Permission module: crm (view, create, edit, delete)

CRM in the lab workflow

flowchart LR
    L[Lead captured] --> Q[Qualification]
    Q --> F[Follow-up tasks]
    F --> W[Win: contract / referral]
    W --> R[Referral doctor record]
    W --> RL[Corporate rate list]
    F --> X[Lost: reason coded]

CRM is operational sales tooling inside the lab portal. Platform-wide prospect tracking for SaaS sales lives in Platform CRM.

Lead record structure

Field	Purpose
Organization / contact name	Primary identity
Contact phone & email	Outreach channels
Source	Walk-in, web, doctor referral, campaign
Status	New, contacted, qualified, won, lost
Expected value	Weighted pipeline forecasting
Assigned owner	Staff member responsible
Next follow-up date	Drives daily task lists
Notes	Free-form conversation history

Pipeline stages

Stage	Definition	Next action
New	Lead just entered	Initial contact within 24h
Contacted	First touch completed	Send proposal or site visit
Qualified	Budget and need confirmed	Negotiate rate list
Won	Contract signed	Create referral or corporate coupon
Lost	No longer pursuing	Record loss reason for analytics

Daily discipline

Filter CRM by follow-up due today each morning. Consistent follow-up converts health-check inquiries better than passive waiting.

Activities and follow-ups

Log every touchpoint:

• Phone calls and outcomes
• Email sent (link to SMS campaigns when relevant)
• Site visits and sample collection trials
• Proposal versions and attachments

sequenceDiagram
    participant Staff
    participant CRM
    participant Referral
    Staff->>CRM: Log call
    Staff->>CRM: Set follow-up +3 days
    CRM-->>Staff: Reminder on due date
    Staff->>Referral: Convert won lead to doctor

Converting wins

When a lead becomes an active relationship:

1. Referring physician — Create record under Referrals.
2. Corporate client — Create dedicated rate list with contract pricing.
3. Collection partnership — Register a collection center.

Document the CRM opportunity ID in referral notes for traceability.

Permissions and visibility

Role	Suggested access
Sales / marketing	crm.*
Lab manager	crm.view, crm.edit
Bench staff	No CRM access
Admin	Full access

CRM data is tenant-isolated like all lab records.

Metrics

Track internally (export via reports or manual dashboards):

Metric	Formula
Conversion rate	Won ÷ total qualified
Average sales cycle	Days from new to won
Pipeline value	Sum of qualified expected values
Loss reasons	Group lost deals by reason code

Integration with messaging

After winning a corporate account:

1. Create SMS campaign audience tag (if supported).
2. Send onboarding message with portal links.
3. Share public report lookup instructions for their patients.

Data hygiene

Archive stale leads quarterly. Open pipelines with unrealistic values distort forecasting.

Related documentation

• Referrals & Rate Lists
• Contacts — external directory
• SMS Campaigns
• Platform CRM