Challenge

• CRC Health—the nation's largest provider of drug and alcohol treatment services—acquired the country’s largest youth treatment provider. The combined organization required a platform to mange patient intake, track Web entities, and streamline operations to increase revenue.
• With 40 call center agents, the company needed an efficient way to handle over 20,000 calls a month and inquiries from over 300 online properties.
• The company used ACT!, Excel spreadsheets, and other proprietary systems to manage extensive patient data. Only one call center operator could open the spreadsheet at a time, making the process inefficient, opaque, and unscalable.
• CRC Health also wanted to streamline operations and provide a way to tie revenue with referral performance.
• In addition, the company required greater visibility into client treatment history, future placement, clinical and behavioral trends which might impact it's marketing and acquisition strategy.
• With more than 350 Web sites, the company needed the ability to manage and track the marketing effectiveness of its combined Web entities.

Solution

• After assessing SugarCRM, Microsoft CRM, and Oracle On Demand (formerly Siebel OnDemand), CRC Health selected Salesforce CRM and the Force.com platform.
• The company developed a customized user interface on Force.com for 12 users. With help from salesforce.com partner Appirio, CRC Health extended the application to broadly leverage the platform and then added 80 more users. The company now has 350 active Salesforce CRM users.
• CRC Health used Force.com to create 30 custom objects and 400 custom fields to manage everything from patient data to admission status.
• The company built a Web marketing application that tracks data on CRC’s multiple Web sites, and displays promotional content based on real-time performance to measure and enhance both individual and combined marketing effectiveness.
• Using Force.com's pages, the company developed a Census app to provide a real-time view of the availability of each bed at its facilities, and a custom component to track data on 350 CRC Health Web sites and accurately measure marketing performance.
• After an extensive needs assessment that took into account each program’s requirements, CRC Health created hundreds of customized reports.

Results

• With Salesforce CRM, the company’s 100 agents can handle 18,300 calls per month. Web-to-lead capability lets customers fill out contact forms directly from CRC Health Web sites.
• Salesforce CRM and Force.com has enabled CRC Health’s Web-generated revenue to jump from 4 percent to 26 percent
• With Salesforce CRM, the company can now tie revenue to referral performance, boosting its growth potential.
• Security levels are matched to what’s required to comply with HIPAA and other industry regulations.
• Open APIs enable tight integration with legacy tracking systems, Microsoft Outlook, eFax, and other third party apps.
• Web marketing effectiveness tracking within Salesforce CRM indicates to the dollar what is performing and what is not.
• Force.com developer tools allow multiple application developers to work collaboratively and effectively.
• Every attribute about a prospective patient is tracked and allows CRC to better understand patient, regional, and program level trends that impact the company’s marketing, acquisition strategy, and business operations. 
• By using Salesforce CRM to optimize intake, CRC provides patients with available beds faster. As a result, CRC Health can serve a larger population.