Sanitas leaps to the cloud and leverages the potential of Microsoft digital selling

“We had the challenge of reinforcing the sales platform with lead capture tools that would allow us to optimize the current commercial flows and processes, maximizing sales and ROI…”

Octavio Alba, head of Direct Channel at Sanitas Seguros, is explaining the latest steps in his organization’s journey to digital transformation – moving its business management applications to the cloud and adopting new digital sales solutions. 

The health and wellness specialist sought to maximize its use of data in order to generate new leads and business opportunities. After moving from an on-prem model to the Azure cloud, the company has combined Microsoft Dynamics 365 and LinkedIn Sales Navigator with the aim of extending sales and customer loyalty management to the digital environment. 

“Following the adoption of leading-edge Microsoft solutions, which are integrated with Sanitas’ own systems, the number of acquisition opportunities, as well as the number of new accounts captured, has increased by 20%,” Alba says. “On the other hand, LinkedIn’s lead conversion rate is 10% higher compared to other outbound channels.”

Transforming products and services with data

Based in Spain, health and wellness specialist Sanitas has more than 11,000 employees and has a medical team made up of more than 50,000 specialists across a number of medical centers, clinics and hospitals across the country.   

The company, part of Bupa, offers its clients products and services for each stage of life through a comprehensive health model; from medical insurance and hospitals, to wellness centers, dental clinics and care services for the elderly.   

By combining the commercial information hosted in Microsoft Dynamics 365 with the sales management tool LinkedIn Sales Navigator, Sanitas is improving the quality and efficiency of its healthcare products and services by applying intelligence to the data collected – and using that intelligence to send personalized messages at the right time or recommending products that best suit the preferences and needs of its customers.

Sanitas bets on digital selling

From the beginning, Sanitas has collaborated with Spanish Microsoft partner Minsait, a leader in digital transformation and IT consulting. Minsait has been leading the creation and maintenance of the new platform, which today has Dynamics Sales and Marketing modules integrated with LinkedIn Sales Navigator, in addition to Power Apps, which has enabled the creation of new user interfaces and apps to meet the specific needs of the company.

“Dynamics 365 Sales allows us to increase the effectiveness of the commercial channel, prioritizing opportunities, connecting digital channels, strengthening customer relationships and automating tasks and processes. In this way we increase both resilience and competitiveness by maintaining customer focus," says Alba.

“At the same time, with Dynamics 365 Marketing we are able to create campaigns quickly through the creation of personalized journeys, which allows us to boost the conversion rate of potential customers and give more value in communications for each customer.”

The potential of both business management solutions is amplified by the integration of LinkedIn Sales Navigator, which extends the capabilities to include all leads from the social network. And, all communications can be personalized based on the history of interactions made (always based on GDPR compliance), which facilitates data-driven decision making to help grow sales relationships.

Transforming corporate culture from within

Central to Sanitas’ corporate strategy is investing in its employees and enabling its entire workforce to build and develop new digital skillsets. The company recently launched a new training program for employees with support from LinkedIn, in which workers who successfully complete the courses obtain a personal certificate. 

"We saw how the number of employees with a digital presence was rising every day and how, in parallel, many were acquiring new competencies and skills with respect to Digital Selling,” says Daniel Ferreiro, head of Recruitment and Training at Sanitas Seguros.

“When we started there were only 600 out of a group of 10,000 and today approximately 60% are present. The data is even more significant if we take into account that healthcare professionals are not massively in this environment, unlike what happens in other sectors such as telecommunications or retail."