How to Capture Patient/Relative or Student/Parent as One Lead in Salesforce...Without Breaking A Sweat!

If you are not already working in the healthcare of education space, let me first explain the problem that is being solved in this article.

For a nursing home, or any other company focused on the home healthcare sector,  your primary lead (client, customer) is typically the patient. However, the patient is often incapable of communicating, making decisions, and often has another individual as their primary liaison (or “Responsible Party”). 

This is typically their adult son, daughter or another close relative.

When a new prospective resident stops in to visit a nursing home, they typically do not show up alone. 

They often come with another close relative - to help check out the facility, and help make the decisions regarding the patient’s healthcare and business dealings.

As you can imagine, in the education sector, a prospective student typically does not have the legal capacity to sign a contract or payment plan. While the student is the prospect, their parent or accompanying guardian is the "Responsible Party" that is associated to this prospect.

How should we track these individuals in Salesforce for the lead and qualification process?

Yes, you can create two Contact records, and an Account record and link both Contacts to the same Account. Try doing that when you get that initial onsite visit (or phone call) from the prospect, and you will need a solid 5-10 minutes just for data entry alone.

Alternatively, you can create 1 Lead record, to capture details regarding the prospect, along with all of their other important details (date of birth, timing, concerns, interests) along with the identity of the responsible party that came along with them.

Upon Lead conversion, we would want to create two distinct Contacts out of these details, link them to the same Account (Household), and also associate both of them to the same Opportunity, with the patient flagged as the Primary Contact (also having the Contact Role of Patient and marked as Primary), with the Responsible Party being added as well.

How do we accomplish this?
  • Create custom fields on the lead object to track first name, last name, phone, email, etc. for the secondary contact ("Responsible Party").

  • Expose these custom fields on the lead page layout, in a section called “Responsible Party”

  • Create a custom text field on the Contact object called “Opportunity for Linking Lead Conversion” ..This field will be used later to place the Opportunity ID for the secondary contact that needs to be linked. This field should be hidden from the page layout as users never need to view this field.
  • Create a custom text field on the Opportunity object called “Responsible Party from Lead Conversion” …This field will be used later to carry information from the Responsible Party over to the Opportunity after lead conversion.

  • Using Process Builder, create a flow that is triggered anytime a Lead is converted. Once a Lead is converted, Process Builder needs to create a new Contact record, leveraging the Lead.ConvertedAccountID. In this process, you will utilize the first name, last name, phone, email (and any other custom fields you created) from the lead record for the Responsible Party, and populate the native Contact fields with this data.

  • In my use case, I am using Contact Record Types, so I want to assign this Responsible Party to the appropriate Contact Record Type ID.
  • In my use case, I am also capturing the relationship between the patient and the responsible party (father/son, niece/aunt, grandson/grandfather) which is why you see reference to fields tracking these familial relationship attributes, too. I won’t dive into those in this article, so you can ignore them.
  • Using Process Builder, create a flow that is triggered anytime a Contact has the “Opportunity for Linking Lead Conversion” populated. Once that field is populated, the immediate action is to update the corresponding Opportunity record, placing the Contact ID in the custom field called “Responsible Party from Lead Conversion”

At this point, we’ve created our second contact, linked that second contact to the same account as our primary lead, and also placed this secondary contact’s Contact ID on a hidden field on the Opportunity that was created upon lead conversion.

We still need to create a Contact Role and properly display this secondary contact as a Contact Role on this new Opportunity.

For this step, I leveraged the magic of Judi Sohn in this article to create a flow and corresponding Process Builder.

Simply follow Judi’s instructions in her article to create the flow. A screenshot of mine is below for reference.

Once you create the flow, go ahead and create the Process Builder automation as Judi describes. Screenshot of my Process Builder workflow is below for reference.

I'm triggering my Process Builder to kick off each time the "Reponsible Party from Lead Conversion" field is populated on the Opportunity record.

That’s it! 

Simply Activate all of these magical components, test out your work and admire your masterpiece. Now, on lead conversion, the following things should happen:
  • Your Lead is converted into a Contact, with a corresponding Account and Opportunity (default behavior).
  • Your “Responsible Party” is created as another Contact, linked to the same Account as your Lead.
  • Your “Responsible Party” appears in the newly created Opportunity as a Contact Role, with whichever Contact Role you specified in your flow process.
This option will introduce tremendous time savings for your entire team.

In fact, using this approach, you can create a custom branded web page, leveraging the native web-to-lead functionality, and when you get a new prospect as a walk-in, you can hand them an iPad, displaying your custom web-to-lead form, and they can fill out the details for both the prospect & responsible party on their own in the waiting room.

Once they hit "Submit" anyone on your team can use their mobile device to view and update the same record while giving a tour of your facility.

After the onsite tour is complete, your team member can send off an automated "Thanks for visiting" email, along with an attached PDF or link to a YouTube video providing more information about your services. 

Got any questions? If so - let me know! 

David Giller a Salesforce MVP, User Group Leader, Trainer, Consultant, Blogger & Author.

Although he started his career as an attorney, David entered the world of enterprise-scale IT management at NBCUniversal, & continued at GE Capital, where he was first introduced to Salesforce & became known as "The Salesforce Guru."

David is now CEO of Brainiate, helping companies unleash the power of Salesforce.

You can read more about David's bizarre career path here.

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