Pharma and Healthcare
Nuvolar for Instrumentum
How Instrumentum increased revenue and improved customer satisfaction with Salesforce.
Instrumentum journey
Instrumentum is a leading company specialized in the preparation and logistics management of medical devices and surgical trays for high-demand hospital environments. To support its continuous growth and scale its operations, the company identified a strategic need to transition toward a centralized ecosystem. Instrumentum leveraged Salesforce as the core “operating system” of its business, establishing a unified platform across four key pillars:
- Sales: Implementing robust Lead and Opportunity Management to optimize the commercial pipeline.
- Marketing: Enabling targeted email outreach campaigns to scale customer acquisition and retention.
- Customer Success: Enhancing Account Management, Case Management, and utilizing Digital Engagement to centralize communication, alongside a secure Experience Cloud Portal to drive customer transparency.
- Revenue Management: Capturing orders directly in Salesforce and managing flexible subscriptions to ensure highly accurate billing and invoicing.
What we achieved together
360-Degree Operational Visibility
Thanks to a unified ecosystem, Instrumentum successfully eliminated administrative friction in revenue reporting.
100%
Modernized Service Channels
End-to-End Revenue Automation
The billing department has immediate, audit-ready data available at the close of each month, which significantly boosts operational productivity and ensures error-free billing of overage charges for hospital centers.
THE CHALLENGE
Instrumentum’s growth was hindered by critical operational bottlenecks centered around three main challenges:
Complex Billing Model: Operating under a “Subscription-First” strategy, the company bills fixed monthly logistics and base sterilization fees in advance, but must calculate and bill variable overages in arrears the following month based on actual surgical activity. Reconciling this data manually created a heavy administrative burden.
Data Silos & Fragmented Systems: Customer service interactions, sales pipelines, and financial tracking operated independently, creating disconnected workflows and manual double-data entry across disjointed channels.
Black Box / Lack of Transparency: Hospital facilities faced an operational “black box,” frequently asking “Where is my order?” due to a lack of immediate visibility, forcing customer success agents to manually triage status updates and manage routine inquiry backlogs.
FIRST ACTIONS
Design a modular Salesforce implementation strategy
The first step, in collaboration with Instrumentum, was to conduct a series of deep-dive business analysis workshops to better understand their day-to-day operations, business model, and operational challenges.
Based on these findings, we designed a modular Salesforce implementation strategy focused on delivering quick wins while minimizing operational disruption. The rollout was executed in phases, starting with Sales optimization, followed by Customer Success and customer portal capabilities, then expanding into automated Revenue Management processes, and finally Marketing automation.
OUR SOLUTION
Automation, Integration and Self-Service Portal Creation
- Automated Revenue Management Engine: Configuration of the full commercial pipeline from Lead to Contract, extending standard Salesforce capabilities with custom objects (Subscription__c). We implemented a scheduled automation with a 24-hour buffer that validates actual surgical data against the contracted subscription, automatically posting consumption and financial impact to a monthly ledger.
- Integration and Data Stability: Development of an Apex REST Web Service to listen to Surg.io webhooks upon sterilization load finalization. This updates inventory records and surgical usage in Salesforce in real time, backed by a comprehensive tracking system (Transaction_Log__c) for error handling and stability.
- Customer Self-Service Portal (Experience Cloud): Creation of a secure digital site that utilizes guided Screen Flows to allow hospital staff to easily initiate two critical request types:
- Surgical Cases: Requests for surgical tray services that are captured independently within custom objects (Surgical_Case__c and Surgical_Case_Item__c). Because the integration is strictly one-way (from Surg.io to Salesforce) and portal-submitted requests lack an initial Surgio ID, the system allows Instrumentum’s operations team to manually create the case in Surg.io and subsequently map the generated ID back to Salesforce, ensuring flawless synchronization and downstream traceability.
- Nonconformance Cases: Quality and incident reports that route directly into the standard Salesforce Case object for immediate handling by the support team.
- Omnichannel Routing: Implementation of Email-to-Case and Digital Engagement (SMS) routed via Omni-Channel, ensuring traditional customer interactions are seamlessly converted into organized cases within Salesforce.
Behind the System
Service Cloud: case management, omni-channel routing, and customer service workflows.
Salesforce Experience Cloud: Secure self-service portal for healthcare facility clients.
Apex REST Web Services: Financial processing automations and endpoints for external webhook reception.
CLIENT VOICES