How DrFirst Drove $750K in Cross-Sell Revenue in 9 Months
How DrFirst Drove $750K in Cross-Sell Revenue in 9 Months
How DrFirst Drove $750K in Cross-Sell Revenue in 9 Months
“Planhat is a powerful, extensible platform that meets you where you are. You can get started with minimal uplift, minimal build out, and still see value—or you can customize it and really have a paradigm shift for how you're running your company.”
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The Company
DrFirst is a healthcare IT company that has spent 26 years embedding itself into medication management workflows, e-prescribing, prior auth, adherence, care collaboration across over 2,000 hospitals and more than 270 U.S. EHR systems. We talked to Seth Terbeek, who explained how Planhat is “changing the whole dynamic of how [they] run the business.”
The Company
DrFirst is a healthcare IT company that has spent 26 years embedding itself into medication management workflows, e-prescribing, prior auth, adherence, care collaboration across over 2,000 hospitals and more than 270 U.S. EHR systems. We talked to Seth Terbeek, who explained how Planhat is “changing the whole dynamic of how [they] run the business.”
The Challenge
DrFirst was running its customer organisation the way a lot of growth-stage businesses do: customer engagement was disorganised, and the data needed to make sense of it sat across spreadsheets, sales records, and various unconsolidated documents. QBRs happened on an ad-hoc basis, somewhere around 50 a quarter, with no consistent cadence.
The program management team was working in spreadsheets and sales had no view into what was happening with customers post-close. Across the business, customer reality was recorded in too many places; there was no shared model of reality that teams could act on effectively.
The Challenge
DrFirst was running its customer organisation the way a lot of growth-stage businesses do: customer engagement was disorganised, and the data needed to make sense of it sat across spreadsheets, sales records, and various unconsolidated documents. QBRs happened on an ad-hoc basis, somewhere around 50 a quarter, with no consistent cadence.
The program management team was working in spreadsheets and sales had no view into what was happening with customers post-close. Across the business, customer reality was recorded in too many places; there was no shared model of reality that teams could act on effectively.
The Solution
With Planhat, the business now has the systems in place to not only run in an organised manner, with consolidated data and high visibility, but also to proactively capitalise on opportunities. The cycle for solving issues has become significantly more efficient, now that the team can use a single source of consolidated, enriched data.
The piece Seth keeps returning to is data hygiene: “The consistency and quality of our data has improved incredibly.” Last quarter, before launching any AI agents, the team systematically updated all their SOPs, guides, and team processes. Planhat allowed them to rapidly create a consolidated source of data and procedures, so that the agents now point at clean documentation that teams can act on with confidence.
“We have Planhat and Salesforce fully connected and integrated so that we can share the data between sales, post-sales and services teams.”
The Solution
With Planhat, the business now has the systems in place to not only run in an organised manner, with consolidated data and high visibility, but also to proactively capitalise on opportunities. The cycle for solving issues has become significantly more efficient, now that the team can use a single source of consolidated, enriched data.
The piece Seth keeps returning to is data hygiene: “The consistency and quality of our data has improved incredibly.” Last quarter, before launching any AI agents, the team systematically updated all their SOPs, guides, and team processes. Planhat allowed them to rapidly create a consolidated source of data and procedures, so that the agents now point at clean documentation that teams can act on with confidence.
“We have Planhat and Salesforce fully connected and integrated so that we can share the data between sales, post-sales and services teams.”
The Solution
With Planhat, the business now has the systems in place to not only run in an organised manner, with consolidated data and high visibility, but also to proactively capitalise on opportunities. The cycle for solving issues has become significantly more efficient, now that the team can use a single source of consolidated, enriched data.
The piece Seth keeps returning to is data hygiene: “The consistency and quality of our data has improved incredibly.” Last quarter, before launching any AI agents, the team systematically updated all their SOPs, guides, and team processes. Planhat allowed them to rapidly create a consolidated source of data and procedures, so that the agents now point at clean documentation that teams can act on with confidence.
“We have Planhat and Salesforce fully connected and integrated so that we can share the data between sales, post-sales and services teams.”
Outcomes
Expansion
Before Planhat, DrFirst did not generate revenue through cross-selling; using Planhat, it has driven over $750,000 in cross-sell revenue in roughly 9 months. Seth is explicit about why: “we're engaging customers more, so they're seeing the value, and as a result we're getting them on board with new solutions. That's where the cross-sell is coming in. And because of that, we can deliver even more value to them.” He compares their new way of working to a sales process, noting that “we pull up the opportunities for a quarter and run through each of them once a week and understand the status.”
Outcomes
Expansion
Before Planhat, DrFirst did not generate revenue through cross-selling; using Planhat, it has driven over $750,000 in cross-sell revenue in roughly 9 months. Seth is explicit about why: “we're engaging customers more, so they're seeing the value, and as a result we're getting them on board with new solutions. That's where the cross-sell is coming in. And because of that, we can deliver even more value to them.” He compares their new way of working to a sales process, noting that “we pull up the opportunities for a quarter and run through each of them once a week and understand the status.”
Program Management
The program management team moved its full workflow into Planhat, driving increased awareness, data quality, and alignment across Program Management and Customer Success. With Planhat data seamlessly integrating into DrFirst’s Enterprise Data Warehouse, finance can see program activity in real time where it previously was updated monthly and required 4-6 hours a month to prepare. This has vastly increased the accuracy of revenue forecasts.
“Across teams, we now have visibility into what's going on with our customer projects that we just did not have before.”
Program Management
The program management team moved its full workflow into Planhat, driving increased awareness, data quality, and alignment across Program Management and Customer Success. With Planhat data seamlessly integrating into DrFirst’s Enterprise Data Warehouse, finance can see program activity in real time where it previously was updated monthly and required 4-6 hours a month to prepare. This has vastly increased the accuracy of revenue forecasts.
“Across teams, we now have visibility into what's going on with our customer projects that we just did not have before.”
Program Management
The program management team moved its full workflow into Planhat, driving increased awareness, data quality, and alignment across Program Management and Customer Success. With Planhat data seamlessly integrating into DrFirst’s Enterprise Data Warehouse, finance can see program activity in real time where it previously was updated monthly and required 4-6 hours a month to prepare. This has vastly increased the accuracy of revenue forecasts.
“Across teams, we now have visibility into what's going on with our customer projects that we just did not have before.”
Renewal Management
DrFirst went from running around 50 QBRs a quarter to 150+. With three times the engagement, their customers benefit from a higher-touch experience. Seth notes that this is because Planhat has created a more consistent approach to the process of engaging with customers and a tighter coupling between the Success and Program Management teams, allowing a unified approach.
Agents that prepare the team for the QBRs allow these meetings to be more strategic conversations, and the company plans to further increase QBR numbers.
“This improved level of engagement with customers is really changing the whole dynamic of how we run our business.”
Renewal Management
DrFirst went from running around 50 QBRs a quarter to 150+. With three times the engagement, their customers benefit from a higher-touch experience. Seth notes that this is because Planhat has created a more consistent approach to the process of engaging with customers and a tighter coupling between the Success and Program Management teams, allowing a unified approach.
Agents that prepare the team for the QBRs allow these meetings to be more strategic conversations, and the company plans to further increase QBR numbers.
“This improved level of engagement with customers is really changing the whole dynamic of how we run our business.”
Renewal Management
DrFirst went from running around 50 QBRs a quarter to 150+. With three times the engagement, their customers benefit from a higher-touch experience. Seth notes that this is because Planhat has created a more consistent approach to the process of engaging with customers and a tighter coupling between the Success and Program Management teams, allowing a unified approach.
Agents that prepare the team for the QBRs allow these meetings to be more strategic conversations, and the company plans to further increase QBR numbers.
“This improved level of engagement with customers is really changing the whole dynamic of how we run our business.”
AI Workflows
The first agent DrFirst rolled out was automated account summaries. The team is now expecting over 2,000 hours of time savings this fiscal year. They can oversee the process of support escalation, which happens through automated emails, but they do not have to be involved in the go-between work and can instead focus on speaking with customers and doing more strategic work.
“We’re seeing hundreds of hours saved by using agents in Planhat. It's really the first truly democratized delivery of AI within the business.”
AI Workflows
The first agent DrFirst rolled out was automated account summaries. The team is now expecting over 2,000 hours of time savings this fiscal year. They can oversee the process of support escalation, which happens through automated emails, but they do not have to be involved in the go-between work and can instead focus on speaking with customers and doing more strategic work.
“We’re seeing hundreds of hours saved by using agents in Planhat. It's really the first truly democratized delivery of AI within the business.”
AI Workflows
The first agent DrFirst rolled out was automated account summaries. The team is now expecting over 2,000 hours of time savings this fiscal year. They can oversee the process of support escalation, which happens through automated emails, but they do not have to be involved in the go-between work and can instead focus on speaking with customers and doing more strategic work.
“We’re seeing hundreds of hours saved by using agents in Planhat. It's really the first truly democratized delivery of AI within the business.”
Seth Terbeek
Vice President of Customer Transformation
DrFirst
Seth is a senior customer and operations leader with over 18 years of experience driving impact across healthcare technology. As Vice President of Customer Transformation at DrFirst, he leads cross-functional initiatives that improve retention, expansion, and customer experience at scale. Over nearly two decades at the company, he has held multiple executive roles, including VP of Customer Success and VP of Operations, where he launched new markets, scaled teams, and rebuilt core delivery processes. Known for his strategic clarity and operational depth, Seth blends executional rigor with people-first leadership.
