Improving Efficiency With a Custom CRM

Fidelis Medical specializes in designing, installing, and maintaining medical equipment for hospitals and trauma centers across Minnesota and Northwestern Wisconsin. Their operations, previously managed through a mix of pre-built and custom Microsoft apps, had become fragmented and inefficient. Recognizing that sustainable growth required a more human-centered approach, Fidelis partnered with Mellowlark to build an intuitive, values-driven project management system in Airtable.

This solution was designed to prioritize ease of use, automation, and long-term adaptability, ensuring the Fidelis team could confidently manage their workflow without any continued dependence on outside consultants or insufficient technology. Mellowlark’s goal wasn’t just to deliver a functional tool, it was to equip Fidelis with a system that reflects their commitment to high-quality service and patient care.

• Airtable-based CRM tailored to Fidelis’s unique needs with a focus on efficiency without complexity
• User permissions that ensure data is managed securely
• Automated workflows to eliminate repetitive tasks, freeing up time for more meaningful work
• Integrated data tracking for service requests, client relationships, and contracts
• Team training and change management that prioritizes adoption and long-term usability

When Fidelis Medical Company transitioned to new ownership, Jon, the new owner, had ambitious goals. He wanted to minimize costly oversights, gain deeper insight into his team’s performance, and take a more systematic approach to customer outreach so he could grow the business without needing to expand the team.

Before connecting with us, Jon had already invested in various CRM tools to achieve his vision. Unfortunately, these tools often fell short: some lacked the flexibility to meet his unique needs, others were not user-friendly enough for the Sales team to adopt, and many came with an unsustainable price tag. Recognizing the need for a more effective solution, Jon turned to Mellowlark for help.

Our process began by thoroughly assessing Fidelis Medical’s operational challenges and understanding Jon’s vision. The company relied on a patchwork of tools (Microsoft Power Apps, CRM in a Can, and SharePoint) that, while functional, were cumbersome, disconnected, and inefficient. Together, we identified several areas for improvement, including streamlining service requests, automating daily tasks, and better managing client relationships.

With Jon’s detailed input, we quickly got to work developing a tailored CRM system on Airtable. This new system was designed to consolidate operations, reduce manual tasks, and link vital data such as client communications, service contracts, and commissions. We also built features like automated task notifications, standardized workflows for recurring processes, and tools to track service contract renewals and project progress.

To ensure smooth adoption, we provided Airtable training for Fidelis’s team, equipping them with the knowledge to manage and adapt the system independently. Live testing allowed us to refine the tool in real-time, ensuring it aligned seamlessly with their day-to-day operations.

The result was a reliable, user-friendly system that streamlined Fidelis Medical’s processes, reduced redundancies, and empowered the team to work more effectively without adding unnecessary complexity or cost.