A maioria dos médicos mal usa um CRM. A Healo quer mudar isso

Medicos increasingly struggle with basic CRM usage, according to Healo, a startup aiming to revolutionize the way independent clinics manage patient relationships. The company’s founders, Lucas Assis and Bruno Henrique, noticed that only a small fraction of the 120 doctors they met at a Belo Horizonte event were utilizing any form of CRM. Many had never heard of these tools, which typically consist of secretaries handling appointments, confirming consultations, and even serving coffee.

Healo emerged from the founders' experience at Groohub, a marketing and sales consultancy for medical clinics. They realized that generic, difficult-to-use CRMs offered by third parties were not meeting the needs of medical practices. Bruno Henrique explained that existing CRMs are overly generalized and lack the specific workflows of clinics, making them too complex for staff without specialized knowledge. Healo seeks to simplify operations with a WhatsApp-like interface and features tailored for clinic routines.

The platform organizes patient relationships from first contact to appointment scheduling or procedure contract. Higher-tier plans automate follow-up messages, recover unresponsive contacts, and stimulate patient return. Healo is also incorporating AI agents to analyze conversations, identify bottlenecks in service, and update CRM information automatically—a task currently performed manually.

Bruno believes these AI agents could even replace the full-time role of a secretary in some clinics, while in others, they would simply enhance existing staff efforts.

In just two months, Healo has secured 21 clients paying an average of R$ 407 per month, with three already using the premium plan. Most early clients came from Groohub, which manages 66 clients and targets about R$ 3 million in annual revenue. While the two companies have synergistic business relationships, the founders see significant growth potential in the CRM software market.

Brazil is estimated to have 340,000 medical clinics, with 70,000 potentially fitting Healo's target profile. Currently, the startup's primary clients are young doctors, but experienced practitioners are also being reached out to for their understanding of modern marketing and patient acquisition.

The goal is to reach between 600 and 1,000 clients by 2030, projecting annual revenue of R$ 10 million at that level. With 600 clients, the startup envisions a potential capital round to accelerate growth plans. Long-term, Healo aims to develop a comprehensive one-stop-shop solution for clinics, including electronic medical records creation with AI assistants capable of automatically populating data, as well as financial management tools.