How Fresh Clinics transformed 1,500+ monthly calls into a continuous discovery engine

Building the future of hybrid healthcare

Fresh Clinics is unlocking access to healthcare, starting in the aesthetics space. Its platform empowers nurses, doctors, and other healthcare professionals to deliver hybrid healthcare models — blending in-person care with telehealth medical oversight — across multiple markets. With Fresh, practitioners gain the tools to streamline operations, uphold compliance, and provide safe, seamless patient experiences.

With teams distributed globally and a customer base of busy healthcare professionals who spend most of their day with patients, Fresh Clinics faced a unique challenge: how to maintain deep customer connection while scaling their product across different markets and clinic types.

“Our customers are nurses and doctors running busy clinics,” explains Luka Kasalovic, Product Manager. “Most of the day they’ve got patients in chairs. They don’t have a lot of time to chat with the product team.”

When scaling creates intelligence silos

Before implementing Twine, Fresh Clinics struggled with fundamental gaps in their customer intelligence system that were hindering their ability to make confident product decisions.

The most critical conversations were happening between customers and account managers, but product teams were cut off from these insights. “We had almost no visibility into conversations that our sales and accounts teams were having with customers,” explains Luka. “We’d only get fragmented bits and pieces of information through sales updates, or sometimes we’d get invited to a weekly update about what’s going on in the sales world.”

This fragmentation forced the team to rely on time-intensive quarterly research cycles involving weeks of planning, recruiting participants, conducting interviews, and synthesizing insights into documents that often weren’t read across the wider business. Meanwhile, different teams developed their own views of customer needs based on limited information.

“We’d feel like we’d have a certain view of the world, and then we’d have strategy teams and all sorts of other people talking to customers as well,” explains James Entwisle, Product Manager. The result was competing narratives about what customers actually needed, making confident product decisions nearly impossible.

Turning every conversation into intelligence

The implementation of Twine fundamentally changed how Fresh Clinics captures and acts on customer feedback, turning every conversation into a source of actionable intelligence.

Starting with the Google Meet integration and expanding to Aircall, Fresh Clinics went from sporadic feedback to analyzing 1,500+ customer calls monthly. “We essentially unlocked visibility into 100% of calls happening across those job roles and conversations,” says Luka.

Instead of waiting for quarterly research cycles, the team now receives continuous insights. “Through Twine, we’re living up to the goal of continuous discovery—a constant stream of insights every day,” explains Luka. “This really helped us pick up emerging trends much more rapidly than we were doing through our manual user interview process.”

The connection with HubSpot added crucial business intelligence, enabling the team to segment feedback by customer type, deal size, and region. “We’re able to get a lot more granular on our personas and filtering based on region, type of customer, size of deal and opportunities in the pipeline,” notes Luka.

Accelerating platform decisions with evidence

The impact became particularly apparent during Fresh Clinics’ ambitious replatforming project for the US market, where speed and confidence in decision-making were critical.

“Twine became an engine for really fast, confident decisions. Before, we’d maybe debate something for a while—do we actually need that? Now we actually just ask Twine whether customers really care.”

— Luka Kasalovic, Product Manager

The transformation is evident in Luka’s daily workflow: “I do this every day, and I was just doing this this morning—I’ve scrapped several low impact features and then reallocated our engineering time and product thinking to things that customers really need. We’re cutting time spend from here, putting more time over there, and we know we’re gonna get more confident delivery for this replatform.”

The result is what Luka describes as “a roadmap that’s rooted in evidence. We have quicker decision cycles and we’re more confident in our delivery timelines because we’re doing all this decision-making on the fly versus ‘Hey, we need to talk about this feature—does anyone actually know what’s going on with it?’”

Expanding into new markets with confidence

Twine proved particularly valuable as Fresh Clinics expanded from their traditional nurse-owned clinic market into new segments of healthcare professionals, providing insights that manual research had missed.

“Fresh Clinics has typically been catering to nurse-owned medical clinics in the cosmetic injectable space. However, about six months ago, we made the decision to expand our target market and explore new ICPs, working with a broader range of healthcare professionals,” explains James.

“While we had done several user interviews, it wasn’t until we had Twine engaged on onboarding calls and sales conversations that we heard a different version and a deeper perspective on these new markets,” says James. “Twine really helped us deeply understand the pain points, the objections in the sales process, and where we had to refine the product to better support a wider variety of healthcare professionals.”

Creating organizational alignment at scale

Beyond individual productivity gains, Twine transformed how different teams at Fresh Clinics collaborate and make decisions together.

“The biggest benefit I see from Twine is everyone is hearing the same voice of customer. Before, at least in product, we would be very siloed. If we did user interviews, we would hear the aspirational customer voice and pain points, but it’s very different when our brand reputation is on the line and it’s a real sales conversation or a real support call.”

— James Entwisle, Product Manager

The unified intelligence flow eliminated competing narratives across the organization. “I think it’s really unified the voice of customer throughout the organization, and the way that Twine intel is distributed through Slack. Everyone has access to the same thematic reports, same source of truth. There’s greater alignment and breaking down these intel silos that existed before Twine.”

Luka emphasizes the scalability advantage: “I could commit every hour of my week to speak to as many users as I can, and I’m not gonna speak to 1,500 users like the most recent Twine report did. And I know that each review of Twine’s analysis of those conversations was the most productive ‘conversation’ I could have had.”

Transforming product discovery at scale

The quantitative impact on Fresh Clinics’ operations has been substantial. The team saves 30 hours monthly that previously went to recruiting participants, planning research, and synthesizing insights into documents that often went unread.

“Twine is a customer intelligence platform that really helps you tap into the voice of customer from the conversations that your customer-facing staff have every day. It really helps you unlock a continuous discovery engine that you wouldn’t be able to achieve otherwise.”

— Luka Kasalovic, Product Manager

The transformation extends beyond efficiency gains to fundamentally changing how the organization approaches product development. Product decisions are now grounded in comprehensive customer evidence rather than fragmented feedback or competing narratives, enabling Fresh Clinics to confidently expand into new customer segments with deep understanding of their unique needs and objections.

For other product teams facing similar challenges, the Fresh Clinics experience demonstrates how AI-powered customer intelligence can break down organizational silos while accelerating decision-making, creating a foundation for sustainable growth without losing customer connection.

Want to learn how Twine can help your product team make better decisions? Book an intro.