Monash IVF – Transforming Fertility Journeys
with Agentic CRM Intelligence
From Siloed Excel Sheets to a Unified, Multi-Role CRM — Delivered by DeX
Unified fragmented patient, donor, and GP referral workflows into a HIPAA/GDPR-compliant, agentic CRM platform — reducing manual effort by 50% and improving referral visibility across multiple states.
Project Overview
Monash IVF Custom CRM Platform
The Monash IVF Custom CRM Platform is a multi-role, agentic solution designed to unify patient, donor, and GP referral workflows across Australia. The platform replaces manual Excel-based processes with a centralized Dynamics 365 extension, ensuring compliance, automation, and personalized engagement.
By combining a .NET Core backend, React web frontends, Microsoft SQL Server, and Azure Synapse analytics, the system automates lead intake, enforces marketing consent, and provides role-based dashboards for nurses, donor teams, GP referral staff, and marketing professionals.
DeX transformed this complex, multi-stakeholder requirement — spanning patient journeys, donor eligibility, GP referral orchestration, and HIPAA/GDPR-compliant marketing — into a fully structured, production-ready application through its intelligent agentic delivery process.
Key Platform Capabilities
- Automated lead intake from email, webforms, MS Bookings, and phone enquiries
- Role-based dashboards for Nursing Team Manager, Donor teams, GP referral staff, and marketing
- Consent-driven marketing visibility with preferred contact enforcement
- Donor eligibility workflows with state-based routing
- GP referral orchestration with easy referral counts, referral rollups, and referrer segmentation
- Secure storage of patient medical history, allergies, and medications
- Real-time communication timeline for patients and staff
- HIPAA/GDPR-compliant RBAC enforcement across all modules
System Architecture
8 Roles. One Intelligent Platform.
The platform serves distinct user roles — each with tailored capabilities designed to eliminate manual effort and drive operational excellence.
System Administrator
- Centralized operations dashboard with real-time KPIs
- Full user management — create, assign and manage roles
- Organisation and clinic record management
- Platform-wide reporting and performance analytics
- AES-256 security and role-based access control
Nursing Team Manager
- Monitor nurse workloads and patient lead conversion
- Approve qualification/disqualification decisions
- Track referral rollups and patient engagement metrics
- Ensure HIPAA/GDPR compliance across nursing workflows
Nurse Team (CSR)
- Manage patient leads, appointments, and treatment progress
- Validate medical history and approve qualification
- Track communication timeline with patients
- Create activities (email, follow-up, phone call, appointment)
Donor Nurse/Admin
- Capture donor leads (Sperm, Egg, Embryo)
- Automate eligibility checks and compliance workflows
- Schedule donor appointments and screenings
- State-based email routing for donor enquiries
- Confidential handling of donor medical records
Referral Staff
- Automated referral intake from GPs and clinics
- Track referral status and provide timely updates
- Manage GP contacts and clinic organizations
- Referral performance dashboards with rollups and segmentation
Marketing Manager
- Design campaigns, events, seminars, webinars
- ROI dashboards and engagement metrics
- Consent-driven contact visibility
- Preferred contact method enforcement
Marketing App User
- Access only consented contacts (MarketingConsent = TRUE)
- Execute campaigns and outreach activities
- No access to patient medical or donor data
- HIPAA/GDPR compliance enforced across all marketing workflows
Events Manager
- Plan and manage seminars and webinars
- Track participant engagement and ROI
- Coordinate with marketing and nursing teams
- Ensure compliance in event data handling
Approach Comparison
Traditional vs DeX Approach
Outcome & Impact
Results Achieved with DeX
Unified fragmented patient, donor, and GP referral workflows into a HIPAA/GDPR-compliant, agentic CRM platform — reducing manual effort by 50% and improving referral visibility across multiple states.
Reduction in Manual Effort
Improvement in Referral Visibility
Increase in Nurse Productivity
HIPAA/GDPR Compliance Achieved Across All Modules
Unified Multi-Role CRM
Patients, donors, GPs, and marketing teams now operate in one platform with strict RBAC.
Consent-Driven Marketing
Marketing professionals only access consented contacts, ensuring HIPAA/GDPR compliance and patient trust.
Streamlined Donor Workflows
Donor eligibility checks and state-based routing are automated, reducing delays and errors.
Referral Transparency
GPs and clinics gain real-time visibility into referral counts, rollups, and segmentation.
Technology
Built on Enterprise-Grade Architecture
DeX generated a fully structured, scalable technical architecture from the requirement — supporting enterprise-level security and performance from day one.
Microsoft Dynamics 365 CRM
Core CRM engine extended with custom modules
.NET Core Backend
Secure REST APIs and business logic
React Frontend
Responsive web apps for role-based dashboards
Flutter Mobile
Cross-platform apps for nurses and patients
Microsoft SQL Server
Primary structured data store
Azure Synapse Analytics
Data warehouse and reporting engine
Power Automate
Workflow orchestration and notifications
AES-256 Security
End-to-end encrypted data protection
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