Magazine article CRM Magazine

From Sight to Insight: A Vision-Correction Practice Integrates with GoldMine for Sharp Results

Magazine article CRM Magazine

From Sight to Insight: A Vision-Correction Practice Integrates with GoldMine for Sharp Results

Article excerpt

Business growth at nearly three times the national average year over year is fantastic, especially if you own the business. When that growth is founded on the referrals of satisfied customers, all you can do is smile.

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Dr. David Wallace operates LA Sight Medical Center, an ophthalmology practice and laser vision correction facility. "In the old days a potential client's first impression occurred with the first phone call. Now, their first impression is what they see on your Web site," Dr. Wallace says. This is especially true of his particular practice. "In the modern era people see LASIK as tech-forward, and are more likely to go to the Web for information and contact."

Because of this LA Sight's Web presence includes more than 120 pages of content that visitors can use to learn about vision correction and eye conditions, and they can read more than 200 patient testimonials. But that part of the operation is beyond Dr. Wallace's scope. "My experience is pretty representative of nontech people. We buy an application and have blind hope that it will do everything we want," he says. "GoldMine gives you a database and CRM functions, but you still have to customize it."

LA Sight picked integrator Relationship Automation (RA). Company President Mark Durrant started out working for GoldMine in 1992, left the company in 2000, and founded RA to consult on GoldMine implementations. That familiarity enabled Durrant to ease LA Sight's transition. "He knew the product inside and out, but he also had the ability to translate his technical experience into the real world," Wallace says.

Durrant's understanding of the product was crucial to his ability to make it work for LA Sight. "We needed to know what they wanted to do with their CRM needs, and what was being lost when they failed to execute," Durrant says. …

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