How PatientNow Turned Customer Conversations Into Company wide Intelligence
Bridget Winston, Chief Revenue Officer
Asked how she would describe Proshort to another CRO, Bridget put it simply:
“You think you know, but you don’t.”
Bridget Winston, PatientNow
Better coaching and customer handoffs with insights that inform product and marketing decisions
PatientNow uses Proshort to coach its distributed sales team and turn customer conversations into decisions across the business. Managers use real calls to guide practice, onboarding teams inherit the customer’s story, and product and marketing teams draw on direct feedback to shape campaigns and packaging decisions.
Results at a glance
Area | What changed |
|---|---|
Rep productivity | 2× productivity per rep since the beginning of the year* |
Rep development | Faster ramp and more structured weekly coaching |
Customer handoffs | Automated notes from sales to onboarding |
Customer intelligence | Unexpected product objection identified by analyzing approximately 100 calls |
*Bridget noted that PatientNow also changed its product portfolio and lead-source mix during this period. The productivity increase should not be attributed solely to Proshort.
Building a consistent standard for sales calls
When Bridget Winston joined PatientNow, she set out to define what a great sales conversation should look like. With salespeople and managers distributed across the United States, learning from one another’s calls required a more deliberate process.
The team used Dialpad and Google Meet, but call review was inconsistent. Recordings were revisited for follow-ups or to resolve disputes, rather than used routinely for coaching. To build a sales-call rubric, Bridget manually pulled recordings and transcripts, reviewed conversations, and coded what she heard.
“I think I only took like 15, 20 calls, and that took me weeks to even look at all of that information.”
Bridget Winston, PatientNow
Making coaching part of every week
Bridget had used Proshort at Chief and introduced it soon after joining PatientNow. Sales managers adopted it immediately as part of weekly coaching.
In those sessions, managers select a call from the previous week, review opportunities for improvement identified through Proshort, and use AI role-play to practice the conversation again. A discovery or closing issue can become a focused practice session.
The workflow also helps managers reinforce training. After PatientNow’s VP of Sales led a discovery session, a manager created an agent to monitor how reps applied those techniques on calls.
“From a coaching perspective, [Proshort] has been absolutely instrumental.”
Bridget Winston, PatientNow
For Bridget, the benefits include faster ramp and greater confidence in the reps PatientNow retains and develops. Leaders can also diagnose performance issues earlier and coach reps before moving into performance management.
Keeping customer context through onboarding
PatientNow began expanding Proshort into onboarding and customer success, starting with one practical problem: preserving what sales had already learned.
Automated new-customer memo notes carry information from sales conversations into onboarding, reducing the need for reps to reconstruct the customer story. Teams spend less time asking one another for context, and customers face less repetition.
“You don’t have to start from scratch with us. We know. It’s our job to know.”
Bridget Winston, PatientNow
Turning customer feedback into business decisions
Product, marketing, and executive teams also began using Proshort to understand how new pitches and products were landing. When one product struggled to gain traction, Bridget analyzed approximately 100 calls. The conversations revealed an objection the team had not anticipated, giving PatientNow a clear basis for targeted plays and campaigns.
Marketing also began sharing insights from Proshort recordings in Slack each week, using customer feedback to inform campaigns. Product teams drew on recordings to change a pricing and packaging decision.
