How Parametrics Medical implemented Zoho CRM to enable sales

The company

Parametrics Medical is a pioneering tissue allocation and delivery company committed to providing physicians with the best solutions for their patients. By efficiently allocating and distributing donated tissue, they ensure that surgeons across the United States have access to the resources they need to improve patient outcomes. 

Founded in 2014 by Dan Leary, who brought a background in medical sales and tissue distribution to the company, Parametrics Medical is driven by a mission to introduce innovative products to the market and continuously enhance the tools available to surgeons so they can serve their patients more effectively.

Despite having fewer than 30 employees, Parametrics Medical has a significant presence nationwide, which showcases their ability to deliver substantial impact with a compact team.

The challenge

Parametrics Medical has a very complex order management system that is currently still paper-based, due to stringent regulations from both the FDA and the American Association of Tissue Banks that emphasize patient safety. The company must meticulously track every detail of their operations, from receiving donated tissue, to transporting it to its recipient patients. Additionally, they must be able to track the tissue for up to seven years post-transplantation to address any potential adverse reactions. Finding a solution for such a complex system was challenging, and after researching multiple entities, including Netsuite, they found no suitable solution—until they stumbled upon Zoho.

For one thing, the team needed a way to serve their customers through a ticketing system that could track tickets from start to finish, whether for an order or an issue. After evaluating various platforms such as Zendesk, Monday.com, Workday, and Netsuite again, they found Zoho Desk to be the best option, and were also pleased with the qualities and capabilities of other products available in the Zoho One suite. The platform's affordability—combined with its ability to integrate seamlessly with countless first- and third-party apps—made Zoho the winning solution.

The solution

Smooth implementation

The Parametrics Medical team opted to receive assistance from Zoho's support team when it came to onboarding them into Zoho's system and configuring it. The company provided their list of needs, which the onboarding team then developed over the next day. This approach enabled the onboarding team to work independently and efficiently, rather than requiring constant oversight and discussion, and ultimately enabled Parametrics Medical to review the developed solutions and ensure they met their requirements. "Hari Sreenivasulu was tremendous, and we were very lucky to have him support us in the onboarding period," says K.C. Crabb, Senior Manager of Operations.

After onboarding, the company still needed assistance with streamlining their business process, for which they reached out to Zoho Premium Partner BSP—a partnership that proved highly effective. BSP's support and transparency have set the foundation for a strong relationship that enables the team at Parametrics Medical to make informed decisions and achieve their goals.

"BSP has been a tremendous partner—always responsive, honest, and willing to jump in wherever needed," says Elea Lopez, a Project Lead who works with BSP continuously to improve their CRM's usability. "Their transparency and adaptability have been key to our ongoing success together."

Building an easy-to-use system

The company is in the process of developing a CRM that is not only functional but easily adopted; one that enables users to enter data that helps the company get a better understanding of their customers and assess their sales pipeline and sales goals so they can forecast more effectively.

Even the more old-school members of the sales team who are used to the pen and paper method have taken a keen interest in adopting the advanced and robust CRM system—a testament to how easy Elea Lopez has made the process of working together with BSP.

For instance, the National Accounts Manager plays a crucial role in connecting one of the business's key partners with the internal team. His primary responsibility involves communicating continuously about the various accounts and facilities the company is engaged with. A significant aspect of his job is adding these facilities, as well as regional managers and sales representatives, into the CRM system. This enables the sales and customer success departments to access and review the information they need, relay notes back and forth, and keep track of developments—all without the risk of losing important communications like emails.

Bridging teams for enhanced sales performance

Parametrics Medical uses Zoho CRM to manage all communication and coordinate strategies between the customer success and sales departments and ensure that nothing falls through the cracks. This way, if an account calls, either team member can immediately look up previous discussions and continue conversations without hesitation, thereby increasing their chances of success.

Customizing to suit business-specific needs

One particular individual in sales at Parametrics Medical used to rely on Excel sheets to track all her clients and clinics in different pipeline stages and to monitor the effectiveness of her efforts, but it was simply cumbersome and ineffective. When she expressed the need for a better solution, Parametrics Medical's COO suggested using Zoho CRM, which she now heavily relies on and uses frequently. She even regularly requests adjustments to improve its functionality, which are promptly implemented. She makes extensive use of the tag system, dropdowns, and reporting features. Additionally, the UI was customized with Canvas, Zoho CRM's no-code, drag-and-drop design studio, to make everything visually appealing, organized, and structured to meet her needs.