“They get the job done correctly, quickly, and in ways that are easy to maintain moving forward.”
— David Greenstein, Director of Operations
When Edison Home Health first engaged Madison Ave, Salesforce was doing what Salesforce typically does on day one: holding contacts, tracking opportunities, running a few reports. The story this case study tells is what happens when a healthcare operator decides the CRM should become the operating system for the whole business.
The Transformation
Over more than two years, Madison Ave and Edison partnered to extend Salesforce Health Cloud into every operational corner of the agency: referral management, intake, caregiver matching, scheduling, clinical documentation touchpoints, billing, and compliance workflows. DocuSign was woven in for patient and caregiver agreement flows so paperwork stopped holding up admissions.
The engagement wasn’t a single implementation. It was a sustained partnership with a senior team of five working alongside Edison’s internal operators. Each quarter brought new process areas onto the platform, always driven by what was slowing the business down that month.
The Outcome
Edison grew roughly 10x during the partnership. Salesforce, not paperwork and not parallel systems, was what tied the growing business together. The operational foundation Madison Ave built was a material part of what made Edison acquirable, and the agency was ultimately acquired into Help at Home, one of the country’s largest home care providers.
Why It Worked
- Senior-only staffing. A team of five senior consultants and architects sustained the engagement across multiple years. No rotating juniors, no re-explaining the business every quarter.
- Healthcare-native expertise. Home care operational realities, from EVV to caregiver utilization to compliance documentation, were table stakes, not a learning curve.
- Outcome framing. Each phase was scoped against a specific business bottleneck, not a generic Salesforce roadmap.