FOREFRONT DERMATOLOGY
Making creative work run smoothly
I redesigned the process instead of copying Monday.com into Wrike. I was new to Wrike, so I taught myself the platform, brought my questions to Wrike’s onboarding support, and built the system myself. We decided to move the team to Wrike, and I wanted a system that matched how the work actually happens.
28% → 48%
Form share of requests in the first 3 weeks
54,000+
Inbound requests a year, triaged into about 350 active initiatives a month
4,000+
Requesters, and zero logins
15-person team
Creative, email, social, web, clinic, and provider work
How a request moves from a form to the team’s dashboards.
The problem
Marketing supported more than 4,000 employees across 300+ clinics from one Clinic Marketing workspace. That workspace had three boards, Marketing Intake, Provider, and Clinic. Requests came in through two generic forms, the marketing@ inbox, and manual entry. In Monday.com, every form field needed its own board column, so the boards grew crowded and harder to filter. The team sorted, scoped, and built every project by hand, with no single view of who was carrying what.
A snapshot of the request volume our team was managing as we moved to Wrike, with over 2,000 requests completed.
Lessons turned into design rules
Before building, I ran a retrospective on our first tool and wrote the transition plan. The lessons became the rules for the new build.
1
Structure is defined and built before access is granted.
2
Build in a set order. Boards, then fields, then forms, then automations, then dashboards.
3
Team feedback lives in one shared place.
4
Forms auto-assign ownership and trigger approvals, so nothing goes live without an owner.
5
Leadership and the team look at the same dashboards, so priorities stay aligned.
What I built
Intake forms and the requester experience
I replaced two generic forms with seven goal-based ones, using Monday.com data to see what people asked for most. One Marketing SharePoint page links to all seven. Requesters never log into Wrike. They get a copy of their form and a thank-you email, and we email them from the ticket, with its reference number, when we need more information.
The SharePoint page that links to all seven forms.
The Website Support form, used for a provider bio or headshot request.
Requesters get a copy of their form and a thank-you email, without logging into Wrike.
A website headshot request, with email back to the requester from the ticket.
Designing the request experience
I designed the intake around a simple path. A requester starts with why they need help, then what service they need, then what should go out, then the details.
WHY → WHAT SERVICE → WHAT OUTPUT → DETAILS
1
Requester info
Universal questions that apply to every request.
2
Request goal
What the requester is trying to accomplish.
3
Channels and services needed
Email/SMS, Social, Website, Creative/Design, Print/Direct mail, CheckedUp, or Other.
4
Dynamic questions
Only the relevant fields for each chosen channel appear, using branching and conditional logic.
5
Review and submit
The requester checks their answers, then sends the request.
6
Wrike routing
The request is routed, assigned, put on a workflow, and reported.
Example
If someone picks Email
The form asks for audience, send date, call to action, and key message. Other channels get their own questions, and unused fields stay hidden.
Concept
Next: an AI-assisted request
This was a proposal, not something we shipped. A requester would describe the need. AI would interpret the intent, ask any missing questions, review a summary, and then create the Wrike item.
1
User describes need
2
AI interprets intent
3
AI asks missing questions
4
AI reviews summary
5
Wrike item created
Structure, workflows, and statuses
I set up five team spaces, plus shared spaces for dashboards, a knowledge base, and blueprints. Clinic Work and Provider Work became their own spaces once it was clear they needed their own workflows, fields, and automations. Each folder has a custom workflow rather than the account default, with four project-level statuses plus task-level statuses.
The account spaces, including shared dashboards, a knowledge base, and blueprints.
Blueprints
I made a blueprint for each goal so one form submission builds the whole project, including tasks, owners, and due dates. The 16-item provider checklist runs as a blueprint too.
One form submission builds the project, with tasks, owners, and due dates.
Linked clinic data
I linked a database of more than 300 clinics so the GL code, RCM, and practice partner show on hover on every ticket.
Clinic details such as GL code, RCM, and practice partner show on hover.
Dashboards
Each team member has a dashboard. Leadership has an All Marketing dashboard that shows workload, throughput, and demand by goal.
The Dashboards & Reporting space, with an All Marketing dashboard for leadership.
The All Marketing dashboard, with workload and throughput across the team.
Automations
I added gating so social tasks only appear after the creative and email are approved. I built that after a post went live early, and I kept adjusting the system after launch.
Reuse for Forefront IQ
I rebuilt the Forefront IQ Airtable base of 270 clinical resources in Wrike, with its own content, proofing, and publishing workflows and a physician approval step.
Rollout
We moved from a locked plan to a live system over a few weeks, and we kept adjusting after launch.
Phase 1
Input and design
Kickoff and team feedback, team-by-team needs reviews, and intake forms finalized.
Requirements locked.
Phases 2 and 3
Backup, migration, build, and communication
Monday.com backup, an archive versus active split, field mapping, and permissions with SSO. Then the Wrike structure, forms, and dashboards, migration of completed and active projects, communication docs, an updated SharePoint link, and an auto-reply.
Wrike environment built.
Phase 4
Test and launch
We reviewed the process in Wrike, prepared training materials, redirected requesters, asked IT to allowlist Wrike emails, and froze Monday.com intake.
Wrike online, Monday.com offline.
Sept 29
Team intro and preview
Sept 30
Training docs shared and a show-and-tell
Sept 30 to Oct 6
Super users tested the forms, we gathered feedback, and we moved active projects
Oct 6
Go-live with how-to guides, an all-staff newsletter story, an email to top requesters, and redirects from the old form
Oct 8
Ops alignment presentation
Oct 26
Notice to Ops
Nov 2
Monday.com link retired
Ongoing
We kept iterating after launch
Training and adoption
I directed an 8-part how-to guide series so the team could self-serve. I set the content, and a consultant wrote it up in a plain, friendly voice. The guides run from account setup through navigating tasks and projects.
Spaces
Five marketing branches
One space for each branch of the marketing team.
Shared
Dashboards & Reporting
Shared
Knowledge Base
Shared
Blueprints
Shared
Personal
The workspace architecture. Each marketing branch has its own space, alongside four shared spaces.
I owned intake. It was built around 7 goals we identified in the transition deep dive. Each goal became its own request form, used by clinics nationwide, that automatically creates the project. Intake folders include one for each goal, plus an archive for completed projects and a manual entry folder for work that did not come in through a form.
Request form → Submit → Blueprint applied → Project created → Ready to work
1
Request form
2
Submit
3
Blueprint applied
4
Project created
5
Ready to work
The automated intake flow. A submitted form applies a blueprint and builds the project, ready to work.
Blueprint
Promote Something
Blueprint
Announce / Update / Educate
Blueprint
Support Event / Sponsorship
Blueprint
Fill Provider / Clinic Schedules
Blueprint
Improve Online Presence
Blueprint
Website Support
Blueprint
M&A
Seven goal-based blueprints, each tied to an intake goal.
Wrike manages the work, SharePoint manages the files
For projects with a deliverable, working files and finals live in SharePoint. Wrike stays the place we manage the work. Files follow one naming pattern so anyone can tell what they are looking at without opening them.
GL#_City_State_Title_ItemType_Size_MM.YY_V#
Example: 1847_Riverbend_CO_SpringOpen_Flyer_8.5x11_10.26_V1
Each person also received a standard dashboard with the same layout, so leadership could compare workload.
On October 5 I turned the guides into an audio training podcast, launched a dedicated Wrike Teams channel as the home for questions, troubleshooting, tips, and updates, and started weekly Wrike AMAs.
Guides
An 8-part how-to library the team can use on their own.
Podcast
An audio version of the training guides.
Teams channel
A home for questions, troubleshooting, tips, and updates.
Weekly AMAs
Open question-and-answer sessions.
Redirects
I pointed every old path to the forms: the marketing@ auto-reply and signature link to them, and a company-wide newsletter shared them with all 4,000+ employees.
Who used it, and what changed
The marketing team of 15 works in Wrike, across creative, email, social, web, clinic, and provider work. Anyone at Forefront outside marketing can request work through the forms, more than 4,000 employees across 300+ clinics, and none of them need a Wrike login. For Forefront IQ, a physician lead and outside clinical reviewers use Wrike as viewers and approvers.
In the first three weeks, forms went from 28% of incoming requests to 34%, then to 48%. The system handles more than 54,000 inbound requests a year, triaged into about 350 active initiatives a month. After launch, Operations asked to use Wrike too, and marketing ran out of seats.
Output was up 3.6 times after relaunch, alongside team growth.