The solution is not developed in small pieces; instead, the impact of changes is considered on the entire solution, our business processes, and users.
CRM solution unifies processes
Coronaria, one of Finland’s largest healthcare service providers, is known for its innovative approach to developing healthcare services. The company employs approximately 3,800 healthcare professionals and offers a wide range of services from specialized medical care to rehabilitation for private clients, wellbeing regions, and companies across Finland. Additionally, the rehabilitation services produced by Coronaria are also procured by Kela. The constantly changing business environment in the social and healthcare sector, including legislative changes, requires Coronaria and its partners to be able to respond quickly to changes, develop information systems agilely, and ensure operational flexibility.
One of the key business solutions is Coronaria’s CRM system, which is used for managing both new and existing customer relationships as well as the recruitment process of healthcare professionals. One of the biggest benefits of the CRM system is the centralized availability of information, which facilitates information management and improves efficiency in both customer management and the recruitment process. Additionally, the system enables unified operating methods for approximately 200 users across the organization.
The solution, based on Microsoft Dynamics 365 Sales, has been developed flexibly to meet Coronaria’s needs, and functionalities supporting the recruitment process have been built into it. Coronaria’s recruitment process differs from the traditional application process, and the company conducts a lot of direct searches to find the right healthcare professionals for the needs of client customers. The CRM system maintains information on potential healthcare professionals, enabling a quick response to recruitment needs.
“Tenders from wellbeing regions can come quickly, and we need immediate access to information on suitable experts. In this, our CRM system is really important”, describes the system’s main user, Business Development Manager Mia Wahlsten. “The more agilely the system can be developed to meet our needs, the better the business can focus on the essential, which is conducting business.”
The solution partner must understand business needs
Since 2023, Efima has been Coronaria’s strategic partner, responsible for the maintenance, support, and development of the CRM system according to Coronaria’s development plan. The cooperation between Efima and Coronaria began already in 2022 when Coronaria chose Efima to implement a tool based on Microsoft technology for managing the working hours and work performances of healthcare experts. Coronaria’s ICT Business Partner Tiina Ihme was convinced of Efima’s expertise in this project, and based on positive experiences, Efima was also chosen as the provider of continuous services for the CRM system.
“We evaluated the competencies of the then-service provider and Efima, and ultimately Efima was selected as the partner”, Ihme explains. In addition to Microsoft technology expertise, the partner’s ability to understand the customer’s business and develop the system to meet business needs weighed in the balance – Efima already had strong evidence of this from the previous project. The possibility of centralizing cooperation with selected partners and simplifying the partner network was also seen as positive.
The service transfer to Efima instilled confidence in the customer: “The experience was really positive. Efima’s approach was always planned and guiding, and both we and our previous service provider received guidance and advice throughout the process on what needs to be considered to ensure a controlled transfer”, Ihme praises. “From experience, I know that not all projects are as straightforward”, she laughs.
The partner brings insight into comprehensive system development
Efima and Coronaria meet monthly in status meetings and separate development meetings to advance the development of the CRM system. Wahlsten and Ihme expect a comprehensive and proactive approach to system development from the partner, and they have been satisfied with this: “We are working with Efima on a long-term solution, not a patchwork solution. Efima has a broad perspective on development: the solution is not developed in small pieces; instead, the impact of changes is considered on the entire system, our business processes, and users. Efima also actively brings forward their insights and ideas on areas or opportunities that we have not yet utilized”, Wahlsten explains.
In addition to fully utilizing the solution, Coronaria has received support from Efima in developing user management and the licensing model. “Both the user management project and the development of the licensing model demonstrated Efima’s expertise. We considered together how these could be developed, and we are genuinely satisfied with the outcome of both projects. For example, by rationalizing our licensing model, we achieved significant cost savings”, Ihme explains. Future development plans include new security and data protection requirements, as well as improving the user experience by providing users with consolidated views of the core information they need.
Collaboration is conducted in a common language
As the main user of the CRM system, Wahlsten develops, trains, and supports the business in using the CRM system so they can focus as effectively as possible on their customer, recruitment, or patient work. She particularly appreciates not feeling alone in her role as the main user: “Even in sudden needs, help is close by, and the customer’s acute problems are responded to quickly. Meetings can be arranged on short notice if necessary.”
Collaboration is also facilitated by avoiding IT jargon and providing service in the customer’s language: “I don’t have a technical background, although I have been involved in several system development projects during my career. When working with Efima, I don’t feel like I’m working with ‘IT people’ or find myself wondering, ‘what are they talking about.’ Things are explained to me in an understandable and thorough way. This is really important because it avoids misunderstandings and makes it easier for me to interpret things correctly for our end users. Speaking the customer’s language is not always easy for technical people”, Wahlsten reflects, and sends her regards to Efima’s Dynamics 365 Sales solution consultant Ismo, who patiently sat with her yesterday and explained the latest development opportunities of the system in detail.
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