Sr. Product Marketing Manager, Ellen Knowles, sat down with valued Trella customer, Jenni Myrick, Director of Sales at Optimal Care, to discuss CRM impacts, strategy, and improvements it’s made to their business.

BACKGROUND ON OPTIMAL CARE

Tell us about your company:

“A few highlights of our agency are that we have been Nurse Owned and Operated for 20 years with 24/7 Nursing on-call availability. We also consistently have the highest quality scores with Medicare with Quality (4.5-STARS) and Patient Satisfaction (4-STARS) compared to our competitors,” Jenni shared.

“39% of Optimal employees have been with our company over 5 years and our current Optimal employees have referred 69% of our new Optimal employees.

Our clinical services include Nursing and Advanced Practice Nursing (NP’s/APRN’s), Physical Therapy, Occupational Therapy, Speech Therapy, Medical Social Work, Home Health Aides (CNA’s), Dietitians, and Spiritual Care. We have many specialty programs such as Psych/Behavioral Health, Certified Wound Care Nursing and LSVT Certified Therapists.”

How many states do you operate in?

“We are currently only in Michigan but looking to expand into other states in the future.”

TEAM STRUCTURE & GROWTH

What’s your role like as Director of Sales?

“I oversee our company’s entire sales operations, including developing and executing strategic sales plans, managing a team of 7 sales representatives (Client Support Executives), building customer relationships, and ensuring the achievement of sales targets by driving revenue growth through effective sales strategies and leadership.”

How is your sales organization structured?

“We have our sales team divided into different tiers based on geographic territory with lead accounts generated and requirements of newly generated business. Our team is out in the field visiting our customer types (Hospitals, Skilled Nursing Facilities, Assisted and Independent Living Facilities and Physician offices).

Our Sales Representative’s focus is on building in-depth customer relationships by understanding their needs and selling the details of the services that skilled home health care provides for patients and account management,” said Jenni.

KEY FEATURES & BENEFITS

How has Trella’s CRM impacted your business?

“Trella has had a significant positive impact with Optimal Care by centralizing our customers data, enabling personalized interactions, automating marketing and sales processes, improving customer retention, boosting sales effectiveness, and providing valuable insights to make informed business decisions which is all leading to increased revenue and customer loyalty.

We can build our route calendar and prioritize the scheduling of visits based on the attention required by each referral source. We can measure the call volume of each Sales Rep and compare it to their admit productivity, illustrating that the most dedicated Sales Reps also have the highest admission performance results.”

Do you have any favorite features or capabilities?

“The Goals and Reporting capabilities are my favorite features of Trella. With monthly goal targets that the team monitors in real time, we can track pending referrals, admissions, and other key metrics to measure success and identify areas for improvement.

I also have a daily activity report emailed to me each morning, this provides me with a snapshot into sales events, locations visited, and activities completed. Lastly, features like recurring calendar events have automated the scheduling process, allowing the team to focus consistently on impactful activities.”

How does having your EHR integrated with CRM help teams?

“Providing a centralized view of patient data enables better communication, streamlined workflows, improved care coordination and more informed decision making through real time access to both clinical and patient engagement information,” Jenni stated.

What are your goals going into the new year and how does Trella help contribute to those goals?

“Having centralized data has produced data outcomes that prove and support the need to hire additional sales reps to cover the high volume of potential accounts to generate business.”

STRATEGIC IMPACT & RESULTS

Is Trella part of your strategic planning?

“Yes. We have leveraged the CRM data to gather and analyze customer data across its touchpoints that has allowed us to identify opportunities for improvement, personalize customer interactions, and make data driven decisions to achieve our goals,” Jenni shared.

How does it impact you with coaching your team or even measuring success?

“Having centralized data allows me to easily access detailed information about each team member’s performance, customer interactions, and sales pipeline. This enables targeted coaching based on specific strengths and weaknesses, leading to more effective performance measures and improved metrics.”

What problems or challenges has Trella helped you solve?

“Trella has organized our customers’ data and has improved our sales operations business processes.”

What is your advice to someone considering using Trella?

“I would advise them to identify their needs by evaluating their current management tools and programs such as reporting capabilities, sales forecasting and sales pipeline management to determine if they are working together systematically. Based on these outcomes I would recommend Trella to increase productivity, to identify potential referral sources and gain the ability to target new market opportunities,” Jenni concluded.

Trella is thrilled to have Optimal Care as a trusted and valued partner who supports our mission towards smarter growth and healthier outcomes.

To learn more about Optimal Care, visit their website here.