Case Study
FHAS
RevOps & CRM Transformation Doubles Growth
FHAS is a CMS-certified organization providing Independent Dispute Resolution (IDR) under the federal No Surprises
Act and Independent Medical Review (IRO) services. Operating nationwide across healthcare, legal, and government sectors, the company built a reputation for expert, unbiased assessments — but was limited in its ability to grow.
Case volume was steady but the company had little control over driving growth, with cases coming entirely through
CMS.gov submissions and limited ability to drive or influence intake. FHAS had to establish preference over competing options with both payors and providers, but lacked modern CRM and marketing infrastructure to scale. Internal systems managed individual cases well but offered no visibility into relationships across companies or contacts.
By partnering with Craig Group, FHAS overcame these barriers, building scalable infrastructure, establishing its market authority, and shifting to a data-driven model — ultimately doubling revenue and establishing itself as a recognized leader in both IDR and IRO.
Problem
Despite excellent service delivery, FHAS lacked visibility, scalable infrastructure, and digital tools needed for growth beyond CMS listings and referrals.
Business Development:
Relied solely on CMS.gov listings; no outbound sales/marketing engine, weak digital presence (domain authority <10, minimal content, unclear value proposition).
Client Management:
Case management system with no account level or pipeline visibility; manual client reporting consumed 3–4 days weekly.
Communication:
Contact management limited to Outlook; strong IDR efficiency on an individual basis but limited ability to scale messaging across wider audiences.
Strategic Neutrality:
Needed unbiased stance while appealing to both providers and payors with different interests.
Solution
Craig Group introduced scalable RevOps foundations with CRM implementation, refined web presence, and communication engine that elevated FHAS’s visibility as the go-to informational resource.
Brand & Market Presence:
Website overhaul with SEO foundations; IDR Resource Hub and newsletter launch; virtual event strategy; service diversification positioning beyond IDR into IRO.
Content & Knowledge Assets:
Documented institutional knowledge into content library and reusable assets to establish FHAS as a top informational authority — segmenting messaging to give operations teams clarity on the “how” and executive contacts insight into the “why.”
Sales & Marketing Infrastructure:
HubSpot CRM implementation providing associations between cases, contacts, and companies for reporting purposes; scalable outbound marketing via email and LinkedIn; segmented communications for service lines and decision-makers.
Data & Efficiency:
Executive reporting dashboards to eliminate manual cleanup, freeing leadership for growth focus.
Organizational Capacity:
Advised on the selection of FHAS’s first marketing director to sustain momentum and embed marketing as core business driver.
Before & After Impact Assessment
| Category | Before Craig Group | After Craig Group |
|---|---|---|
| Lead Source | ~90% referrals via CMS.gov list; no tracking | Multiple tracked inbound & outbound channels; steady case growth |
| CRM & Attribution | None; zero visibility into lead source | HubSpot CRM live; full attribution & contact segmentation |
| Data Processing | 3–4 days manual cleanup for weekly reporting | Custom-built dashboards with automated data aggregation for marketing & executive business insights |
| Website Authority | <10 domain authority; virtually no search visibility | Steady traffic growth; stronger results presence with more than 25 keywords achieving score of 72.79 |
| Outbound Marketing | None; reactive only | Consistent email, LinkedIn, and newsletter campaigns |
| Email Engagement | Manual, immediate contacts with only a few replies | 50–80% open rates; 30%+ click-through rates, well beyond industry benchmarks |
| Market Presence | Virtually invisible | Recognized authority in IDR (Industry Digital Readiness) space, with thought leadership at top industry events |
| Operational Scalability | Manual and labor-intensive structure | Automated reporting systems with HubSpot, expanded customer lists, pipeline visibility, and live reporting |
Final Impact
✓ Revenue: Doubled
✓ Acquisition-ready revenue operations
Final Takeaway
Many specialized service providers rely too heavily on referrals or public listings, which creates unpredictable volume and limits growth. Without modern CRM systems, scalable RevOps infrastructure, and clear market positioning, even organizations with strong reputations can remain invisible to their broader audience. By building the right foundations — from pipeline forecasting tools to digital presence and targeted outreach — companies can shift from reactive to proactive growth. Craig Group helps businesses like FHAS transform operations, secure market leadership, and achieve sustainable, data-driven revenue expansion.
