Customer Success Story: eMDs


By Lauren Keepers

About eMDs

As a global healthcare software provider, eMDs offers integrated Electronic Health Record (EHR), Practice Management (PM) software, Revenue Cycle Management (RCM) and credentialing services for physician practices and enterprises.

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The Challenge: Merging Salesforce Orgs Upon Acquisition

After eMDs acquired complementary medical software company Aprima, the eMDs operations team was struggling to combine each business’s operational strengths and selling tactics into a single practice. With two discrete ten-year-old Salesforce systems in tow, eMDs began experiencing typical acquisition growing pains, including:

  • Siloed, non-actionable customer data.
  • Disjointed contract management processes.
  • Non-actionable ERP information and workflows.
  • A high barrier to entry for new VARs.
  • Unrestricted access to a product catalog consisting of 2,000 to 5,000 products, many of which require certifications for VARs to sell.
  • A duplicate-heavy product catalog that resulted from complex discounting processes.

As eMDs explored their org merge options, they knew that any single-org solution would have to:

  • Consolidate a comprehensive product price matrix.
  • Streamline sales processes that could continue supporting three unique product line identities for Value Added Resellers (VARs) and direct sellers to take to market.
  • Introduce a universal e-signature agreement management system to streamline vendor invoicing and contracts.
  • Synthesize Aprima’s ERP data with the master eMDs data library.

THE SOLUTION: SALESFORCE ORG MERGE

Prior to their engagement with Canpango, eMDs and Aprima had been using independent Sales Cloud and Service Cloud solutions for over a decade. When exploring potential solutions, eMDs sought to accomplish their goals by consolidating Aprima’s Sales Cloud and Service Cloud instances–along with all associated sales and service processes–into a master Salesforce environment with extensive consultative support from Canpango. 

Additionally, eMDs opted to self-implement an out-of-the-box Salesforce CPQ installation with minimal consultative support from Canpango, but in further discovery sessions, our experts demonstrated how a consulting partner can merge two Sales Cloud and Service Cloud orgs more quickly and efficiently through an involved engagement. The Canpango team also clarified that a more involved engagement would help eMDs better capitalize on the recent acquisition by delivering an expanded CPQ solution.

Canpango tackled the multifaceted solution in four phases.  

Phase 1 | Sales Cloud + Service Cloud Org Merger
To meet the goal of keeping both product lines and sales and service team processes unique from one another, Canpango reviewed Aprima’s Sales Cloud and Service Cloud setup and incorporated them into the new master Salesforce environment.

Phase 2 | Celigo Integration With Salesforce & NetSuite 
To accommodate Aprima’s complex “if/then” purchase order logic, Canpango integrated Salesforce with Aprima’s ERP, NetSuite. 

Phase 3 | DocuSign Implementation
When transitioning Aprima off AdobeSign and shifting eMDs away from a paper-based signature platform, Canpango recommended and integrated Docusign as a master order signature management system.

Phase 4 | Custom Salesforce CPQ Implementation  
In order to prioritize the channel VARs’ selling experience, Canpango created a custom product catalog component where VAR access levels were restricted within the partner Community based on product certification criteria. In addition to this, Canpango staged Salesforce CPQ to incorporate a custom lookup table that could suggest product bundle options and promotions according to a brand’s unique discount constraints. Finally, Canpango enabled CPQ for Communities licensing for VARs, which allowed resellers to generate quotes through a branded partner portal that mirrored all direct seller path-to-pricing.

THE RESULTS

By partnering with Canpango, eMDs was able to complete an estimated three-year Salesforce implementation project in a single year. The new Salesforce solution provided them with numerous benefits.

  • With more streamlined quote-to cash-processes, VARs are now empowered to source and sell eMDs products with greater efficiency.
  • By offering an easy-to-use CPQ experience, eMDs can attract net new resellers.
  • Through single-sign-on functionality, sales and service are able to meet customer needs through one system.
  • Leadership teams can now report and quantify business outcomes through one system.
  • Customer service teams can now work together and manage cases through one system.
  • Sales leaders are now able to cross-train direct sellers and VARs across multiple product lines.
  • Operational leads and in-house Salesforce admins are now able to easily build upon an adaptable, foundational solution that meets in-flux future business requirements.

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