The pipeline design doc every CRM build starts from, stages, custom fields, role permissions, and integrations, reviewed and signed off before anything is built.

CRM Pipeline Design, Patient Acquisition & Retention

Example build: enquiry-to-booking for an aesthetics clinic Platform: GoHighLevel Pipeline: Patient Acquisition & Retention Status: Draft, pending client review

Pipeline stages

#	Stage	Win probability	Entry criteria	Exit criteria
1	New Inquiry	5%	Web form, Instagram DM, or phone inquiry logged as a contact	Consultation booked on the calendar
2	Consultation Booked	15%	Consultation scheduled and confirmed with the patient	Consultation appointment completed (patient showed)
3	Consult Completed, Needs Assessment	30%	Provider completed the consult and logged clinical notes	Itemized treatment plan and quote sent to the patient
4	Treatment Plan Proposed	50%	Itemized treatment plan and financing options sent	Plan accepted (deposit paid) or declined
5	Booked & Deposit Paid	70%	Non-refundable deposit charged to hold the first slot	First treatment session completed
6	Active Package, In Treatment	90%	First session of the purchased package completed	Final session of the package completed
7	Closed Won, Retained / Membership	100%	Package completed and patient enrolled in a membership or rebooked	,

Custom fields

Field	Type	Required	Default	Notes
Lead Source	dropdown	Yes	Website Form	Website Form / Instagram DM / Google Ads / Referral / Walk-in / Groupon
Treatment Interest	dropdown	Yes	,	Injectables / Laser Hair Removal / Body Contouring / HydraFacial / IV Therapy / Membership Inquiry
Consult Date	date	No	,	Date of the scheduled consultation
Location	dropdown	Yes	Uptown	Uptown / Riverside / Harbor Point
Referral Name	text	No	,	Name of the referring existing patient, triggers the referral reward automation
Proposed Package Value	currency	No	,	Itemized quote total for the proposed treatment plan
Financing Interest	dropdown	No	Undecided	Yes – financing partner (e.g. Cherry) / Yes – financing partner (e.g. PatientFi) / Pay in Full / Undecided
Deposit Amount	currency	No	,	Non-refundable deposit charged to hold the first appointment
Package Sessions Remaining	number	No	,	Sessions left in the purchased package, drives the rebooking/upsell-flag automation
Membership Tier	dropdown	No	None	None / Silver / Gold / VIP Platinum

Roles & permissions

Role	Pipeline access	Record access	Can automate	Notes
Front Desk / Patient Coordinator	Full	All	No	Books consults, sends quotes, moves deals through early stages; cannot edit automations
Provider (Injector / Esthetician)	Stage-limited (Consult Completed onward)	Owned	No	Logs treatment plans on own patients only; no visibility into other providers’ pipeline or financials
Clinical Director / Owner	Full	All	Yes	Full admin: workflow editor, reporting, financial fields, visibility across all locations

Integrations

Appointment booking platform (e.g. Boulevard), calendar sync
Payment processor (e.g. Stripe): deposits, package payments, membership billing
Patient financing partner (e.g. Cherry): for treatment plans over $1,500
E-signature tool (e.g. HelloSign), consent and intake form sign-off
Reputation management tool (e.g. Podium), review requests
Transactional email sender (e.g. Mailgun)

Notes

Client runs one location group covering three physical locations (Uptown, Riverside, Harbor Point) sharing this single pipeline. No PHI lives in the CRM: clinical charting stays in the practice’s EMR; the CRM only tracks pipeline, marketing, and billing-adjacent fields.

Next steps

Review & approve this design doc: reply with any corrections to stages, fields, or permissions.
Build: once approved, the CRM is configured to this exact spec.
QA, test with 3–5 live test records through each stage; a walkthrough recording is provided before go-live.

This is a worked sample with fictional client data, shown exactly as delivered. Every CRM build starts from a design doc like this: stages, fields, and permissions reviewed and signed off before anything is configured.