Case Study: IHP EnrollBridge: Transforming Lead Management for Medicare Sales

From manual intake to compliant CRM—how IHP streamlined MAPD sales with a customized solution.

Imperial Health Plan (IHP) needed more than just a better way to track leads—they needed a system that could protect them from CMS compliance risks. Manual SOA handling, scattered lead data, and unclear task ownership left the sales team vulnerable to 48-hour rule violations and audit failures. What became known as EnrollBridge, built by Serious Development, delivered a purpose-built CRM that automates SOA capture, enforces role-based access, and provides time-stamped audit trails—helping IHP stay compliant while accelerating MAPD member sales.

PROJECT OVERVIEW

PROJECT DETAILS

Project Type Custom Software Development

Technologies EZ-CAP Integration, AWS, Salesforce, Custom Web CRM, Azure AD (SSO), RingCentral/NICE inContact

PROJECT SUMMARY Imperial Health Plan partnered with Serious Development to build a custom lead management solution designed specifically for Medicare Advantage (MAPD) sales. The goal: eliminate lead leakage, improve compliance with CMS’s 48-hour Scope of Appointment (SOA) rule, and give sales leaders real-time visibility into the pipeline. Prior to EnrollBridge, IHP relied on spreadsheets, manual SOA email exchanges, and disconnected communications—resulting in lost leads, slow follow-ups, and compliance risk. IHP first looked at off the shelf CRM solutions but most of them were geared toward B2B sales and marketing workflows that didn’t fit IHPs workflows. In addition, none of those CRMs addressed the specific SOA requirements that are required for a MAPD health plan audience. They need a customized solution that would replace their fragmented processes with a centralized CRM that includes online SOA capture, structured lead workflows, RingCentral integration for automatic call logging, along with robust audit controls. Implemented in phases, the solution quickly improved response times, reduced compliance risk, and doubled lead capture efficiency. What they later named EnrollBridge laid the foundation for scalable, compliant growth across IHP’s MAPD member sales operations.

THE CLIENT

Healthcare/Health Plan

Situational Overview Imperial Health Plan’s MAPD member sales team—including field agents, call center reps, and sales managers—faced mounting pressure to close leads quickly while maintaining strict compliance with CMS’s 48-hour Scope of Appointment (SOA) rule. Yet their tools weren’t keeping up. Lead intake was handled via spreadsheets, SOA forms were sent and returned via email, and there was no centralized record of sales interactions. Calls weren’t logged, task ownership was unclear, and key compliance actions lacked time-stamped documentation. These inefficiencies led to lead leakage, delayed follow-ups, poor attribution, and compliance risks that could trigger audits or penalties. With an expanding footprint across the Southwest U.S., IHP recognized the need for a system that could support both sales growth and regulatory readiness. They turned to Serious Development to build a custom web-based CRM that digitized the SOA process, automated lead tracking, and equipped every team member with the tools to move faster, stay compliant, and close more deals.

CHALLENGES

Overview

Translating SOA Rules into a Digital Process
Manual SOA handling via email posed compliance risks and lacked time-stamped validation, making it difficult to meet CMS’s 48-hour rule.

Disconnected Lead Sources
Leads were scattered across spreadsheets, emails, and events—causing poor visibility, unclear ownership, and frequent lead loss.

Adoption Barriers for Sales Reps
The team was burdened with manual tasks. A new system risked low adoption if it didn’t streamline workflows and reduce workload.

THE SOLUTION

To address Imperial Health Plan’s lead management and compliance challenges, Serious Development designed and implemented a custom web-based CRM tailored to the specific needs of MAPD member sales. The platform centralized lead intake, digitized SOA capture, and integrated communication tools to provide a single source of truth for the sales team. Developed in close collaboration with IHP’s sales leadership and compliance stakeholders, the solution focused on usability, audit-readiness, and scalability. Key Components of the Solution Included:

Online SOA Capture

Eliminated email-based PDFs with a digital SOA form that is time-stamped and CMS-compliant.

Lead & Task Management

Custom lead statuses, clear ownership assignment, and structured workflows for web, event, and inbound leads.

RingCentral Integration

Automatic call logging, screen-pop functionality, and call history for immediate context during outreach.

Role-Based Access & Audit Logs

User activity tracking and permissions management to ensure compliance and data security.

Pilot-Driven Implementation

Iterative rollout with staging demos, feedback loops, and refinements based on real user behavior.

Scalability Foundation

Architecture built to support future integrations (e.g., EZ-Cap), ensuring long-term flexibility.

Results Imperial Health Plan partnered with Serious Development to replace manual, spreadsheet-based lead tracking with a centralized, compliant CRM tailored for MAPD sales. In month one, they received 200+ online SOA ready leads without lifting a finger. The result was a custom web-based platform that digitized SOA lead capture, integrated RingCentral for auto-logging calls, and gave the sales team clear task ownership and pipeline visibility.¬ With online SOA forms, structured workflows, and audit-ready controls, IHP reduced lead leakage, improved follow-up speed, and strengthened CMS compliance—laying the foundation for scalable member growth.

"Having deep expertise with MAPD health plans enabled them to anticipate our needs and proactively recommend the next steps."
Director of Sales and Marketing, Imperial Health Plan
Steven Klaus