Spanning over half a decade, the engagement between Madison Avenue Consulting and Edison has become the world's premiere success story for home healthcare services on Salesforce. The engagement went far beyond just using Salesforce as a sales and marketing CRM -  it also meant better patient care to a broader variety of patients. Edison grew 10-fold and was eventually acquired, thanks to the comprehensive expertise of Madison Avenue consulting.

The case study within the relationship

Analyzing this from the perspective of a case study - problem, solution, and outcome - reveals a remarkably broad set of problems with impressive outcomes.

• Problem: Edison's initial use of Salesforce was limited to sales and marketing - and even in this department it made little difference. Additionally, Edison faced challenges in adapting to legislative requirements, integrating patient health data, and using multiple applications, processes, and data sources in an environment where 1000s of contracts and documents needed to be distributed, executed, and organized on a constant basis.
  
  
• Solution: Madison Ave's first challenge was to help Edison leverage Salesforce to generate more leads. Edison already had systems and processes for lead generation and sales but they were rife with inefficiency. Madison Ave's initial Salesforce implementation let a lean business development team exploit opportunities to play a much bigger role in serving the needs of home health care in the Tri-State area.  Based on that success alone, Edison was able to expand its business and serve more patients over the first two years of their relationship.
  
  Building on these successes, Madison Ave and Edison's SVP of Operations, decided to completely rebuild the Edison Salesforce implementation. The result was that Salesforce was used as a full-fledged business operating system, covering all key business processes. They introduced custom mobile apps, integrated Salesforce with HHA exchange, and implemented DocuSign for document management. On top of all of that, they also introduced an applicant tracking to further facilitate onboarding. Now the volume, convenience, and profitability of patient intake and management are managed in Salesforce, or applications tightly integrated with Salesforce.
  
  
• Outcome: From many vantage points, the outcome of the relationship between Madison Ave and Edison has been transformational: completely new revenue streams, more efficient exploitation of lead pools, better closing rate, a greater volume of patient, employee, and partner intake, and growth across the board.
  
  Edison went from a small team with 5 people max using Salesforce to a lean but ambitious company with over 200 people using it every day. Real-time reports could be run instantly for the CEO - and all decision-makers. Observers credit this success as being part of the reason that Edison was eventually acquired by Help at Home.

Madison Avenue Consulting's engagement with Edison showcases a remarkable transformation from a basic CRM tool to a comprehensive business solution, resulting in substantial growth and operational efficiency in healthcare services. The accomplishments of this partnership prove beyond any doubt that an ambitious, multi-year Salesforce implementation strategy can transform a home healthcare services company from a neighborhood business to a formidable regional wing of a national healthcare company.