35% conversion spike in 9 months: how CysterCare rebuilt their lead pipeline

The company

CysterCare is a Chennai-based health and wellness platform founded in 2021 by Dev Ramnathan Sivarajah, Sri Ram Kathiresan, and Anu Priya. The company was built around a single focus: providing comprehensive support for women living with PCOS, a condition affecting one in five women. Their services span medical care, nutrition, fitness, yoga and meditation, mental wellness, and dedicated care management — a full-spectrum offering that draws both individual users and B2B partners.

That breadth of service also meant a breadth of lead sources, customer types, and pipeline stages to manage. And in the early days, they were managing all of it manually.

The problem: data in too many places

Before Bigin, CysterCare ran their lead and customer data across Airtable and Google Sheets. The setup worked well enough at first, but as the business grew, the cracks showed.

Lead data sat in different tools depending on where it came from. Updates made in one place didn't reflect in another. The team spent time reconciling information across systems instead of acting on it. Duplicate records crept in. And there was no reliable way to see, at any given moment, how many leads were in the pipeline, which stage they were at, or where the drop-offs were happening.

"Earlier we did not have a proper system to track leads and sales," said Sri Ram Kathiresan, co-founder. "But with Bigin we visualized better conversions, retentions, and an excellent database management."

CysterCare evaluated Freshsales and LeadSquared before settling on Bigin. Both were ruled out due to inadequate support. What tipped the decision toward Bigin was a combination of factors: a clean, intuitive interface that the team could actually adopt quickly, a price point that made sense for an early-stage startup, and a support team that responded to a query in the middle of the night during the evaluation period.

What they built

Once on Bigin, CysterCare structured their pipeline around how they actually worked rather than a generic sales template.

1. Team Pipelines handled the separation between B2B and B2C leads — two distinct customer types with different journeys, different timelines, and different decision-makers. With separate pipelines for each, the team could tailor stages to match the real lead management process rather than forcing both into the same flow.

2. Dashboards gave Sivarajah and the team a live view of pipeline status: how many leads were active, which ones hadn't been touched, and how individual employees were tracking. Before, getting that picture meant pulling data from multiple sources and piecing it together manually. Now it was visible at a glance.

3. API integration connected Bigin to CysterCare's paid marketing channels. Leads from ad campaigns flowed directly into the CRM without manual entry, removing a step that had previously introduced delay and error.

4.Tasks handled the follow-up rhythm. For a health and wellness company, timely communication matters — particularly when a user's plan or service is approaching its end date. Tasks ensured that follow-ups and reminders happened on schedule, with accountability attached.

What moved, and why

The 35% conversion spike didn't come from doing more. It came from doing the same things with better visibility.

When leads from all sources land in one system, two things happen. First, nothing gets missed. A lead that came in through a paid ad and a lead that came in through a referral are both visible, both trackable, both followed up on. Second, drop-off points become visible. If a particular pipeline stage is where most leads stall, the team can see it and respond — whether that's a faster follow-up, a different communication approach, or a closer look at what's happening at that stage.

That's what CysterCare found. The conversion data only became useful once it was consolidated. Once it was, the leaks were identifiable and fixable.

The 30% productivity gain came from a related shift. Time that had previously gone into manual data entry, cross-referencing spreadsheets, and chasing updates was redirected to actual customer work. That's a real productivity gain in any business, but in a small team running multiple service lines, it's significant.

The wider pattern

CysterCare's experience reflects something consistent across small businesses making this shift. As the pillar article on small business CRM metrics shows, the businesses that see the biggest early gains from a CRM aren't the ones that implement the most sophisticated setup. They're the ones that consolidate their data, pick the metric that exposes their biggest pain, and fix the leak.

For CysterCare, the pain was invisible drop-offs in a fragmented pipeline. The fix was a single system that made the full lead journey visible. The result was a conversion rate that moved significantly in under a year — without adding headcount or increasing ad spend.

"The conversions have grown multifold. To be accurate, we have seen a spike of 35%," said Sri Ram Kathiresan.

Sivarajah has since recommended Bigin to three founder friends, all of whom are now using it. For a startup built on trust and community, that kind of advocacy tends to say more than the numbers alone.

If you're managing leads across spreadsheets and multiple tools, the drop-offs in your pipeline are probably happening — you just can't see them yet. Bigin gives small businesses a clear view of every lead, every stage, and every follow-up in one place.