How Forcura accelerated its growth in healthcare using Gong’s AI insights

Forcura used Gong to unify customer insights and improve its cross-functional collaboration. As a result, they’ve seen enhanced sales performance and more accurate product roadmapping, which has led to accelerated growth and innovation.

As a leader in healthcare technology, Forcura provides secure, intuitive workflow and documentation solutions to post-acute care providers and physicians. In an industry bound by strict regulations, the company needed a better way to unify their customer insights and navigate the complexities of expanding into new healthcare markets. 

Historically, limited information flow across revenue teams had hindered Forcura’s efforts to scale and refine its offerings. Forcura resolved this by partnering with Gong and fully embracing Gong’s AI-powered transcription and analytics solutions. 

Forcura has now unlocked 360-degree visibility into their customer interactions, allowing their Sales, Marketing, Product, and Customer Success teams to pivot effortlessly. 

A HubSpot integration means Gong has also streamlined insight sharing, so Forcura can prioritize innovation and cater to healthcare professionals’ evolving needs while adhering to compliance standards.

“Gong was really instrumental in informing where we should go with our newest product.” —Kelly Witt, Senior Manager of Provider Engagement

With Gong in place, Forcura was able to align its teams around insights drawn directly from customer conversations. Gong’s AI Tracker enabled the Product team, for example, to get a clearer sense of clients’ pain points. As Kelly explained, “We had years of information stored in Gong. … There were so many good insights into this market and how we should shape our new e-signature platform, Circle, based on client feedback.” 

By analyzing real customer feedback, the Product team better understood feature requests and unmet needs, and was able to deliver what clients wanted. These insights were critical to successfully expanding into the physician vertical — a market poised for growth that aligned with Forcura’s strategic vision. Kelly says this focus allowed the Product team to “prioritize points on the roadmap more accurately.” 

The Marketing team also leveraged Gong’s AI Transcriber to improve Forcura’s connection with clinicians. As Kate Warnock, Sr. Dir. Comms. & Brand Strategy, noted, “It’s like having a disaggregated focus group!” Gong’s AI-powered transcripts uncovered authentic phrases like “pajama time” and “windshield time,” which reflect the daily struggles of healthcare providers. Kate noted that “Integrating this trusted language into new product campaigns made the company’s marketing efforts more relatable and effective.”

By enabling teams to share real-world customer conversations, Gong helped Forcura advance its product development  and its ability to connect with customers and prospects.

Forcura has woven Gong into its sales coaching and preparation processes, and now has a sustainable, scalable approach to improving team performance. Lindsay Moritz, Forcura’s Director of Sales, underscored Gong’s importance: “We’ve used Gong for at least three years now and it’s amazing for our team. It’s probably the best way for them to prepare for the next call.” Reps use it to revisit previous interactions — like discovery calls — and prioritize next steps or plan their demo call. It means reps can respond to client needs more effectively.

Lindsay now uses Gong to conduct a one-hour coaching session every month with each of her AEs. They go over a Gong call that both parties have reviewed beforehand so they can focus solely on feedback during the meeting. These reviews allow her to spotlight successes, identify areas for improvement, and ensure consistent, on-brand messaging. She also runs team meetings where they compare behaviors like monologuing, and has reps share call snippets with her when they have questions about how to approach specific topics such as pricing or competitors. Gong’s AI insights have transformed call reviews into rich, actionable feedback loops.

Beyond individual coaching and call reviews, Gong analytics have also enabled valuable adjustments to Forcura’s sales operations. “Gong revealed that our team’s win rate was an incredible 55% for deals that close within 90 days. As a result, we’ve recalibrated our internal sales reporting,” said Richmond Nelson, Associate Revenue Operations Manager.They added prompts for AEs, alerting them to deals approaching this 90-day mark, and removing stale deals over 90 days from active forecasts. This data-driven approach is both accelerating their sales process and ensuring that they report on pipeline more accurately.

A Gong + HubSpot integration only adds another layer of value. Recorded calls and AI-derived notes flow seamlessly to implementation teams, enabling them to tailor onboarding processes to each customer’s unique objectives. This capability not only accelerates time-to-value for customers, it also maintains Forcura’s high standards for compliance and professionalism.

With Gong’s help, Forcura has reshaped its approach to customer interactions and fostered collaboration across its revenue teams. That’s delivering measurable results:

Gong Insights allowed Forcura to step confidently into new markets, including the physician vertical, while enhancing the solutions they provide to existing clients.

With Gong’s AI capabilities and seamless HubSpot integration, Forcura has created more collaborative and efficient workflows. This internal connectivity helps Forcura reduce friction for healthcare providers — a critical mission in the healthcare space. By gaining deeper visibility into real-world customer interactions, Forcura has further solidified its reputation as a trusted, forward-thinking partner.

Gong did more than optimize internal workflows. It gave Forcura the tools to meet and exceed the demands of the fast-evolving and highly regulated healthcare market, positioning the company for continued success.