Bitrix24 customization for a network of medical clinics

The task

The client runs 4 private clinics in one region. Patient bookings lived in the medical information system (MIS), payments at the cashiers, follow-ups held on verbal agreements between front-desk staff. Patients dropped out of the funnel between "booked" and "arrived", and forgot about recommended follow-up visits. There was no consolidated picture of doctor utilization across the network.

The starting point

• MIS handled bookings but had no CRM logic — a patient did not "flow" through a funnel.
• Bookings came in by phone and via the website — two channels, not unified.
• Front-desk staff did reminders manually; no-shows ran at 22% across the network.
• Marketing campaigns ran, but their return was not measured.

What we did

We deployed Bitrix24 (self-hosted) and customized it for the medical context.

• Patient funnel: "new lead → booking → confirmation → visit → payment → recommendations → follow-up". Each stage with its own SLAs, owners and automatic triggers.
• Two-way MIS integration: booking from CRM → MIS schedule; visit fact from MIS → stage in CRM; payment from the cashier → deal closure.
• SMS and Telegram reminders 24 hours and 2 hours before a visit. Templates by visit type (first / follow-up / procedure).
• Network-wide dashboard: doctor utilization, conversion by stage, revenue, no-shows by clinic.
• UTM tracking and automatic lead grouping by source — for marketing.

The outcome

For the first 3 months after launch:

• No-shows dropped from 22% to 14% — thanks to systematic reminders and day-before visit confirmations.
• Follow-up visits grew by ~28% — doctors started capturing recommendations systematically, and CRM reminded the patient at the right moment.
• A unified dashboard — the chief physician sees utilization and conversion across all 4 clinics in one view.
• Marketing — UTM data now shows which channels bring high-LTV patients.