PROBLEM
Natrox is a UK‑based healthcare company delivering an innovative oxygen wound therapy device that helps accelerate healing for patients suffering from chronic wounds. Working across NHS and private hospitals nationwide, Natrox needed strong visibility across hospitals, regions, and clinical stakeholders to support its sales and outreach activity.
However, the business relied heavily on Excel spreadsheets to manage accounts, contacts, and opportunities. As Natrox expanded across multiple regions and hospital networks, this manual approach became a barrier to efficiency and insight.
Key challenges included:
- No meaningful reporting capability
Excel‑based processes did not allow Natrox to produce actionable reports or dashboards to support long‑term sales planning. - Lack of account and contact visibility
Information about hospitals, regions, and associated contacts was fragmented, making it difficult to understand relationships or prioritise outreach. - No way to track hierarchies and relationships
Natrox needed to understand how hospitals, trusts, regions, and decision‑makers connected to one another, which was not possible in spreadsheets. - Limited transparency across the sales pipeline
Opportunities could not be easily tracked or analysed by region, account, or status.
Natrox required a CRM platform that could centralise data, visualise relationships, and provide transparent reporting to support scalable sales operations.
SOLUTION
Cooper Parry Digital implemented Salesforce Sales Cloud, replacing spreadsheet‑based working with a structured, scalable CRM solution designed for healthcare sales environments.
The solution included:
- Salesforce Sales Cloud implementation
Salesforce became the single source of truth for all accounts, contacts, hospitals, and opportunities. - Structured account hierarchies
Account hierarchy functionality was configured to clearly show relationships between hospitals, trusts, regions, and individual contacts. - Opportunity management framework
Salesforce opportunities were used to manage and track sales activity, creating a clear, consistent pipeline across the organisation. - Out‑of‑the‑box reporting and dashboards
Standard Salesforce reports and dashboards provide instant insight into:- Opportunities by region
- Active hospital accounts
- Sales pipeline health
- Data visualisation for rapid insight
Salesforce enables users to quickly understand where opportunities sit geographically and organisatorially, without manual analysis. - Simple, scalable sales process
The CRM was designed to be easy to use from day one, while supporting future scale as the business grows.
VALUE ADDED
The Salesforce solution delivered by Cooper Parry Digital gave Natrox the visibility and structure required to scale sales operations effectively across the UK healthcare market.
Key outcomes included:
- Ten‑fold increase in sales process scalability
Salesforce replaced spreadsheets with a robust, repeatable sales framework. - 12 hours saved per week
Instant access to data significantly reduced time spent gathering information manually. - 50% increase in reporting capability
Specialised reports provide deeper insight into performance across regions and hospital networks. - Clear visibility across accounts and regions
Teams now understand how contacts, hospitals, and opportunities relate to one another at a glance. - Improved sales efficiency
Sales activity is better prioritised, with clearer focus on high‑value opportunities. - Future‑ready data foundation
Salesforce provides a scalable CRM platform that can grow alongside Natrox’s healthcare footprint.
Natrox now operates with a transparent, data‑driven CRM system that supports better decision‑making, faster sales execution, and improved outcomes for both the business and the healthcare providers it serves.
