Imdad Boosts Lead Generation by Integrating Salesforce CRM with Sitecore

Since 1991 Imdad has been one of the main suppliers of aesthetic medicine equipment in the Middle East. The company provides technological solutions for more than 2,500 clinics in 8 countries across the region. They have already helped over 20 million patients receive proper treatment with more than 5,000 devices installed.

Brimit worked out a comprehensive digital strategy that involved integrating the Salesforce CRM with a Sitecore-based website and tailoring the personalization of its content.

Previously, Imdad used Salesforce Sales and Service Cloud for storing valuable marketing information such as purchase history, products a potential customer is interested in, competitor products installed in clinics, market insights, etc. The information was gathered manually during direct communication with potential clients. Brimit integrated Salesforce with Sitecore and set up content personalization based on the customer data stored in Salesforce.

Brimit’s solution enabled Imdad to deliver personalized product recommendations based on purchase history, products of interest, competitor products installed, offline communication, and market insights, which is a huge step forward compared to other types of personalization that consider only online behavior patterns.

Moreover, the task was complicated by the requirement to comply with the different legislative restrictions and market peculiarities of the 10 countries where Imdad operates. For example, in some places, it is prohibited to display certain aesthetic medicine services on a public website.

In general, it takes more effort to enable CRM-based personalization compared to rule-based, as in most cases data is gathered manually. Imdad’s example shows that the effort truly pays off.

The highly-tailored strategy developed by Brimit’s team helped Imdad to boost its website traffic by 160 percent. Since May 2020, the traffic numbers and form submissions have tripled, and 11% of the marketing-qualified leads generated by the website have been monetized—a great accomplishment for capital equipment sales.