Industry
Attio for healthcare
A CRM that models how a health-tech business actually runs. Custom objects for People, Patients, and Examinations. B2C and B2B pipelines side by side. Recurring follow-ups handled by date-triggered automation. Built from a live implementation for a preventive-care provider.
This is for you if
You run a health-tech business and serve both individual patients and corporate partners
Lead intake comes through Typeform and Google Sheets and lands in spreadsheets nobody reads
Patient data is split across Sheets, Brevo, Gmail, Calendly, and Slack threads
Each visit has its own value, type, and notes that you cannot fit on a contact record
Recurring follow-ups (monthly, quarterly) get missed when no one remembers to flag them
Retention is informal: a person who finished care just disappears from the pipeline
What standard CRMs miss
Healthcare runs on a journey and a cadence that a flat contact/company/deal model was never designed for.
A person is not a patient
Identity, email history, and form submissions live on the Person. Active care lives on the Patient. Mixing both into one record loses the journey from lead to retention.
Each examination is its own record
A visit has a date, a type, a price, products, and notes. Stuffing those into fields on a contact means you lose history every time the patient comes back.
Recurring follow-ups need date triggers
A patient due for a check next month does not surface unless someone schedules it. Without scheduled workflows, retention depends on memory.
B2C and B2B run on different rhythms
Individual leads convert in days. Corporate partnerships (insurers, banks, Rotary clubs, employers) move over months with proposals and approvals. One pipeline cannot serve both.
Your data model
Five objects connected through real relationships. People as the source of identity and journey. Patients created only when active care begins. Each Examination as its own atomic record. Companies running a parallel B2B pipeline. Products tied to people through a many-to-many for clean revenue tracking.
People
Source of truth for identity, source, and the journey from lead to retention.
- Status (Lead, Warm Lead, Ongoing patient, Retention)
- Source (web form, referral, partner)
- Type (B2C, B2B contact)
- Email and phone history anchored on the record
Patients
Created automatically when a person becomes active care. Holds care-specific data only.
- Linked Person
- Next examination date
- Total lifetime cost (rolled up from Examinations)
- Number of past examinations
Examinations
One atomic record per visit. Keeps full history without overwriting fields.
- Examination date and type (Full health check, Specific test)
- Examination value (this visit only)
- Products purchased
- Notes and summary
Companies
B2B partners with their own pipeline: insurers, banks, Rotary clubs, employers.
- Company Type (multi-select: insurance, bank, Rotary, employer)
- Key contact person
- Qualifying stage (Need, Choose, Worry, Commit)
- Deal value, package, channel, reseller
Products
Services purchased by patients. Many-to-many with People for accurate revenue tracking.
- Product name and price
- Many-to-many relationship with People
- Aggregated value rolls up to Patient lifetime cost
How the patient journey moves
Four stages on the People object, visible as a kanban. Status changes drive automation: a person becomes a Patient, a Patient lands in Retention, a follow-up gets staged.
Stage 1
Lead
New form submission or imported contact
Stage 2
Warm Lead
Engaged, ranked 1 to 5, deal value attached
Stage 3
Ongoing Patient
Active care. Patient record auto-created
Stage 4
Retention
Care complete. Recurring follow-ups scheduled
Pipeline views
Pre-built views that match how a health-tech team actually talks about the work. By patient journey, by examination type, by retention horizon, by partnership.
B2C Pipeline (kanban)
People grouped by status: Lead, Warm Lead, Ongoing patient, Retention
Warm Leads
Ranking, deal value, last interaction email and phone, follow-up date
Full Health-Check
Patients with examination type = Full health check
Specific Test
Patients with examination type = Specific test
Retention (Coming month)
Next examination within 30 days
Retention (Coming week)
Next examination within 7 days
B2B Companies and Partnerships
Qualifying stage, deal type, package, deal value
Rotary Clubs
Key contact, status, meeting booked, meeting completed
Automations that keep the journey moving
Lead intake without duplicates. Status changes that create records. Lifetime value that rolls up. Retention that schedules itself.
Form submission to person, no duplicates
Typeform and Google Sheets rows flow into Attio via Relay. If the person exists, the source updates. If not, a new record is created. Slack approval gates outbound email.
Person becomes Patient automatically
When status flips to Ongoing patient, a linked Patient record is created. No manual duplication, no missed handoffs.
Lifetime value rolls up from examinations
Each new Examination triggers a workflow that sums examination cost and updates Total Value on the linked Patient. Revenue per patient stays accurate without manual entry.
Examination type routes the patient
When an Examination is logged, the linked Patient is pushed to the right list (Full health-check or Specific test) based on type. No manual list management.
Retention move on completion
When a patient is marked done on the list, the entry moves to Retention and the linked Person's status updates. One change, two records in sync.
Date-triggered retention staging
Four scheduled workflows scan the retention list. Patients due in one month or one week move into the right stage automatically. Follow-ups never depend on memory.
Typeform fills patient fields
When a patient submits the post-visit Typeform, the workflow finds the matching Patient and populates the answered fields. No re-keying.
Dashboards that answer the right question
Two dashboards, two audiences. Operations care about patient counts, examinations, and ARPU. Partnerships care about deal value, qualifying stage, and meetings booked.
Patient Dashboard
Number of patients, examinations, revenue, and ARPU per month and quarter. Trends across the active care base.
B2B Pipeline Dashboard
Deal value by qualifying stage, channel, and reseller. Proposal-sent rates. Meetings booked from Rotary and partnership outreach.
Recurring care, handled by the system
Preventive care lives or dies on follow-up cadence. The setup makes recurring examinations visible and actionable without anyone needing to remember.
Next examination date on every Patient
Scheduled workflows scan one month and one week ahead
Retention list staged automatically by due date
Linked Person status updates in sync
Calendly bookings tied back to the Patient
Typeform post-visit answers populate Patient fields
Email and call history anchored on the Person
Manual reminders eliminated, follow-ups never slip
Case study
Elfcare: 5 tools consolidated, 10+ workflows, ~40 hours saved per month
How a health-tech provider replaced Sheets, Typeform, Brevo, Gmail, and Calendly with a single Attio workspace. People, Patients, Examinations as custom objects, automated lead capture, retention staging, and dashboards for revenue and ARPU.
Read the case study →FAQ
Is Attio a fit for a health-tech or clinic business?
Yes, when your operation has a clear journey (lead, active care, retention) and recurring touchpoints (examinations, follow-ups). Attio's custom objects let you separate People, Patients, and Examinations cleanly, which a flat contact/company CRM cannot.
Do I need a separate EHR or medical records system?
Attio is a CRM, not a clinical records system. It handles the lead, patient journey, billing context, and partner pipeline. Medical records stay in your EHR. The two integrate where it makes sense.
How do you handle recurring examinations or follow-ups?
Each Examination is its own record on the Patient. A Next examination date drives scheduled workflows that move the patient into the right retention stage one month and one week before the follow-up. No manual reminders.
Can we run B2C and B2B pipelines side by side?
Yes. People run the B2C journey from Lead to Retention as a kanban. Companies run a separate B2B pipeline with qualifying stages (Need, Choose, Worry, Commit), deal type, package, and channel. Each gets its own dashboard.
How do you avoid duplicate contacts from website forms?
The intake workflow checks for the email first. If the Person exists, the source field updates and no duplicate is created. If not, a new Person is created. Slack approval gates outbound email so nothing goes out unreviewed.
How long does a healthcare setup take?
A core build (5 objects, lead intake, retention automation, B2B pipeline, dashboards) takes about 9 working days. Faster for smaller scopes, longer when historical imports from Sheets and Brevo are involved.
Ready when you are.
Two ways in. Pick the friction that fits.