Overview
I led a HealthTech solution for pharmaceutical labs within medical loyalty programs, CRM, call center, sales, and distribution workflows.
The solution enabled physicians to capture patient contact information from the office and trigger commercial follow-up through the call center.
The challenge
The process depended on physical cards and on patients voluntarily calling the program.
Passive funnel
The physician handed out a card, the patient had to call, and the call center could only act if that contact happened.
Low traceability
The business lacked clear visibility into which physicians, reps, or zones generated the strongest opportunities.
The challenge was turning that process into an active, measurable flow connected to commercial operations.
Objective
Turn a passive commercial flow into an active, measurable, and repeatable digital system for medical loyalty programs.
Active capture
Enable physicians to register patient contact information from the office, without depending on a later voluntary call.
Commercial follow-up
Connect each lead with CRM and call center operations to activate follow-up, sales, and distribution from a traceable flow.
Funnel measurement
Provide visibility into which physicians, reps, products, and zones generated the strongest commercial opportunities.
My role and scope
I worked as Product Leader connecting strategy, commercial operations, and digital execution across the lab, CRM, mobile, call center, and sales teams.
Product strategy
I defined the problem, target flow, and minimum scope to validate the model without overdesigning the solution.
Operational alignment
I coordinated the needs of physicians, patients, sales reps, call center agents, and commercial managers within one funnel.
Functional scope
I prioritized lead capture, CRM/call center connection, commercial follow-up, and a repeatable base for other labs.
How I worked
I mapped the full funnel and identified that the biggest drop-off happened between the physician’s recommendation and actual patient contact.
Funnel
I shifted the model from “wait for the patient to call” to “the physician captures the lead and the call center activates follow-up.”
Pilot
I proposed a controlled pilot with the lab, high-performing reps, and physicians with strong commercial relationships.
Coordination
I coordinated CRM, mobile, and infrastructure teams to build a functional pilot in less than a month.
Deliverables
1. Acquisition funnel
Mapping of the commercial process and drop-off points between medical visit, recommendation, and patient contact.
- Commercial process from visit to conversion.
- Measurement opportunities by physician and sales rep.
- Digital flow connected to CRM and call center.
2. Physician prototype
A simple app to capture patient contact information from the office and send it to the CRM/call center.
The key decision was solving the critical funnel point without building a complex application.
3. Repeatable model
A foundation to turn the solution into an additional subscription product for pharmaceutical labs.
The model connects medical visits, leads, CRM, call center, sales, and commercial performance.
Impact
Estimated increase in potential patients registered per physician.
Estimated improvement in patient conversion during the first quarter.
Estimated reduction in marketing costs by reducing physical cards.
Project Gallery
Learnings and improvements
- 01
Consent by design
Today I would add explicit digital patient consent from the first capture point.
- 02
Commercial dashboard
I would add metrics by physician, rep, product, and zone to monitor performance in real time.
- 03
Funnel automation
I would add lead scoring and follow-up through WhatsApp, email, or call to optimize contact and conversion.