CRM for diagnostic centres: requests, patient preparation and partner referrals in one system.
MRI requests come from the website, WhatsApp, Instagram and by phone; referrals come from doctors and clinics; check-up lists come from companies. We set up a CRM where each patient has a source, preparation and status, and each partner has a count of referred patients.
In a diagnostic centre a request is lost not where you expect. A patient writes on WhatsApp in the evening, gets an answer in the morning, and by then has booked at another centre. A patient is booked but did not get the instructions — arrives after eating for an abdominal ultrasound, the scan is rescheduled, the slot is lost. A doctor referred five patients last month and none this month — nobody noticed.
A CRM closes these gaps. All enquiries go into one pipeline tagged with the source, the receptionist gets a task to reply within 15 minutes, after booking the patient automatically receives a confirmation and preparation on WhatsApp, and a reminder the day before. Referrals are linked to a doctor or clinic, and corporate check-ups run in a separate pipeline with employee lists.
The MIS keeps running the schedule and the medical side, the CRM handles sales and communication; we sync them so there are no two calendars.
What we set up in a diagnostics CRM.
Website, WhatsApp Business API, Instagram, telephony and 2GIS chat — requests are created automatically, tagged with source and ad campaign.
A task for the receptionist right after the request, escalation to a senior if there is no reply within 15 minutes; a response-time report per employee.
After booking — a WhatsApp message with time, address and instructions for that specific scan; the day before and in the morning — a reminder with a reschedule button.
A directory of doctors and partner clinics, each patient linked to the referrer, a report by partner and an alert if a partner stops referring.
A separate pipeline for companies: contract, employee list, schedule, completion status for each person, closing documents.
When a result is ready in the LIS or PACS, the patient gets a message with a link to their account; the doctor gets a copy with the patient's consent.
Tasks and messages for follow-up scans and retests as prescribed by the doctor — in 1, 3 or 6 months.
Cost per booking and revenue by campaign, utilisation by service and time of day, no-show rate.
Pipelines and automations.
- Pipeline "Patients": enquiry → booking → confirmation → visit → result delivered
- Pipeline "Referrals": doctor or clinic → patient → scan → result to the doctor
- Pipeline "Corporate": request → contract → list → check-up → acts
- Pipeline "Repeat": follow-up scan, retesting
- Automated preparation instructions for each scan
- Reminders the day before and in the morning with rescheduling
- Tasks on "no reply in 15 minutes" and escalation
- Result-ready notification
- Separating OSMS and paid service streams
- Reports on partners, scanner utilisation and ads
Patients, doctors and companies are three different pipelines.
Patients come on their own through search and ads: what matters to them is response speed, price and the earliest time. The metrics here are response time, booking rate and no-shows.
Doctors and clinics refer patients regularly, but without tracking this channel is invisible. In the CRM each partner has a card, referral history and an account manager; a monthly report shows who is growing and who has disappeared. Tracking is needed for contracts and partner service — fast delivery of results and contact with the radiologist — not for paying doctors for referrals, which the law and medical ethics do not allow.
Companies order check-ups for employees: it is a deal with a contract, lists and acts, run in a separate pipeline with deadline reminders.
What an MRI no-show costs.
A no-show is not a lost request but an empty scanner slot that can no longer be sold: nobody will take it two hours before the time. In our experience and according to market data, without confirmations and reminders 10–20 % of booked patients do not come, and some of those who do arrive unprepared for the scan.
A confirmation right after booking, preparation instructions and a reminder the day before with a reschedule button reduce both losses. The receptionist sees a freed slot in advance and can offer it to patients on the waiting list or at the night rate.
A CRM implementation usually costs less than a month of advertising, and the effect is visible in the first weeks — in the no-show and response-time reports.
What affects the price of a CRM.
Basic amoCRM or Bitrix24 implementation for one centre: patient and referral pipelines, channels, WhatsApp confirmations and instructions, front desk training — ₸350,000–₸600,000, 2–3 weeks. With MIS sync, LIS statuses, telephony, call tracking and end-to-end analytics — ₸600,000–₸1,000,000, 4–6 weeks. A custom CRM for a network's processes — from ₸1,500,000. CRM and WhatsApp API licences are paid to the vendors separately.
Base prices and the "off-the-shelf or custom CRM" options are on the CRM and automation page.
The short version.
How much does a CRM for a diagnostic centre cost?
Basic implementation — ₸350,000–₸600,000 in 2–3 weeks; with MIS, LIS and telephony integrations — ₸600,000–₸1,000,000. CRM and WhatsApp API licences are separate, at vendor rates.
Why a CRM if we already have an MIS?
The MIS handles the schedule, records and scans, but does not see who wrote on WhatsApp and did not book, which doctor refers patients, or what a booking from ads costs. The CRM handles that part and syncs with the MIS.
Can preparation instructions be sent automatically?
Yes: each scan has its own template, and after booking the patient receives exactly that one on WhatsApp in Russian or Kazakh — matching the language of the enquiry.
How do we manage check-ups for companies?
In a separate pipeline: contract, uploaded employee list, daily schedule, each person's status and closing documents. The manager sees who has not yet attended and reminds the company's contact person.
Which to choose: amoCRM or Bitrix24?
amoCRM is simpler for the front desk and sales pipelines; Bitrix24 is more convenient if you need tasks, documents and corporate clients in one system. We choose based on the centre's processes after a brief.
Same service for other industries
Losing requests or are no-shows eating your slots? Describe the process — we will propose pipelines and an estimate.
Tell us where patients come from, how many receptionists you have, which MIS you use and whether you have telephony. We will reply with a pipeline diagram and an estimate within 1–2 business days.