How Doctena eliminated their data backlog with self-serve analytics on Astrato

Doctena, a leading European platform for healthcare appointment scheduling, operates in six countries and serves both healthcare providers and patients through two key products: Agenda Pro and the Central Patient Portal. Their mission is simple: simplify and streamline access to healthcare.

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As Doctena scaled, so did its data challenges. A limited setup on a remote PC gave way to a makeshift BI platform that struggled under growing demand. With more departments requesting insights and a single analyst managing it all, the cracks began to show. They needed a future-ready solution.

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A flexible, scalable foundation with Astrato

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To modernize their data stack, Doctena implemented Snowflake for warehousing, Matillion for ETL, and Astrato as the analytics layer. This setup gave them performance, scale, and most importantly – flexibility.

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“We finally decided to go with a proper setup – one that reflects how data should flow and scale in a growing company,” said Ben Greiveldinger, Data Analyst at Doctena. “That’s when we found Astrato.”

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At Doctena, the data analytics team sits under the marketing function, led by Chief Revenue Officer Melanie Menkes. Together with Ben, her team is working to build a more data-driven culture across the organization. “I would say that the most data-driven and data-demanding functions within the company are sales and marketing,” Melanie said. “But with the great work Ben has been doing, we’re also providing accurate, up-to-date data to other departments like finance, customer care, and IT. The goal is to improve decision-making by using data – not just gut feelings.”

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Breaking the backlog: from bottleneck to self-serve

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Previously, every analytics request – big or small – went through the small Data Analytics team. “I used to get loads of questions every week, and had to prioritize what I could answer,” Ben said.

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Today, most teams self-serve in Astrato. Dashboards that once took weeks and multiple follow-ups are now live in minutes. “What used to take two weeks now happens in 15 minutes,” Melanie noted.

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Smarter workflows with daily, personalized insights

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To drive adoption, Ben set up scheduled reports. Now, teams get daily snapshots of KPIs directly in their inboxes.

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“Some people weren’t checking HubSpot daily,” said Melanie. “But when they get a summary email every morning, they look. It’s a small change with a big impact.”

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Each morning at 8 a.m., sales reps receive a personalized lead report, boosting focus and accountability. “People love how immediate and focused it is,” she added.

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Astrato also supports sales in the field. During prospect calls, reps often need to answer questions like, “How many active dentists are on your platform in Berlin?” Previously, these requests would have gone to Ben. Now they use Astrato’s Custom Report – a self-service tool built into dashboards that lets them adjust metrics, explore live data, and get answers on the spot. “Now they just go into Astrato and get the answer,” he said.

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Product experience that drives adoption

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Ben also highlighted the power of Astrato Actions – a product feature that enables interactive, app-like dashboards. “I love the Actions feature – it lets me build whatever I imagine,” he said.

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Crucially, Astrato feels familiar – even to non-technical users. “People are really trying to go into data and look for themselves,” Ben said. “We tried with another BI tool for almost three years, and it was never like this. Now, there’s a willingness to explore.”

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Melanie agrees that usability is a game-changer: “The data visualization just looks great from a UI/UX perspective. I can take a screenshot and drop it straight into a board deck – the fonts, colors, layout are already on point. That wasn’t the case before.”

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Real-time support that accelerates delivery

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For Doctena, Astrato’s standout support has been just as important as product flexibility.

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“When I have a question, I Slack the team and a few minutes later I’m on a call with Karl walking through the solution,” Ben said. “The speed of interaction is massive.”

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Melanie put it simply: “Astrato feels like the sky is the limit. And the support has been a deal breaker compared to our past experience. With our previous BI tool, it took weeks to get an answer – if we got one at all. Now we have a shared Slack channel, and the team is on it instantly.”

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What’s next: predictive analytics and data writeback

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Adoption is still growing, but the foundation is strong. Doctena is exploring predictive analytics and plans to roll out write-back functionality to improve data quality at the source.

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“With Astrato, we can finally train the organization on data quality by letting teams see and fix issues themselves,” Ben said. “That’s how we’ll grow data literacy.”

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Melanie summed it up: “The product is excellent – but it’s the outstanding support that made us see Astrato as a partner, not just another vendor.”

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Takeaway

Doctena is building a culture where data is part of the everyday workflow. With a modern stack, user-friendly tools, and real-time support from Astrato, they’ve eliminated bottlenecks, empowered teams, and made insights faster and easier for everyone.

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