The Client: Medical Practice Partner Powerhouse
Anyone who’s had to visit a doctor in recent years knows first-hand that patient care is not what it used to be. Our client has a mission to change that with value-based care. With over 400 team members, they enhance care teams, conduct medical record reviews, and do general procedure work.
In addition to the large care support team, our client also has a robust sales team with multiple branches across several states. As you can imagine, that’s a lot of moving parts to keep track of, and the client chose HubSpot CRM as the solution.
Although our client was new to HubSpot, they opted to go it alone on the implementation process. A few months in, they decided to get a second opinion from HubSpot pros to verify their CMS was set up correctly and to troubleshoot a few problem areas. That’s where ClearPivot came in.
The Problem
Contacts - The client had thousands of contacts to import from various spreadsheets. All of the contacts to be imported only contained first and last names or company names, and all contacts were being entered as a Contact Record, regardless if it was an individual or business. Since the email address property is the unique identifier in HubSpot, there was no way to prevent duplicate contacts. The client was spending countless hours manually filtering out duplicate contacts in HubSpot.
Associating Contacts - Since all contacts were being entered as Contact Records, it made contact associations challenging. The client needed to associate contacts with one another and decided to do this through the Tickets Hub. As you can imagine, this was not an ideal system, and the associations were quickly breaking down and becoming difficult to track.
Reports - The client did a fantastic job setting up any and all reports that were requested from all teams. The problem was that there is such a thing as too many reports. With over 50 dashboards and hundreds of reports, it was becoming burdensome to track and manage them all.
Tight Timeline - This audit/onboarding project was initially going to be over the span of 90 days. A few days into the project, the client informed us the timeline needed to be reduced to 45 days. With their HubSpot portal containing four different main lines of business, hundreds of reports, thousands of contacts, and needing to schedule multiple meetings with all of the various key players and stakeholders, this was a massive challenge.
The Solution
We created a 15-page in-depth Recommendation Set for the client on how they can improve their HubSpot CRM and Sales infrastructure. Here are just a few highlights from that recommendation set.
Contacts
There were many contacts lacking email addresses that needed to be added to the system. We suggested that the client create a false email address (until a valid one can be entered) for imported contacts in order to avoid duplicates. Every medical provider has a unique NPI number, so it was recommended that the NPI number be combined with @fake.com to create an email address that is obviously false to all team members and not to be used. It was also noted that companies should be entered as Company Records, not Contact Records.
Associating Contacts
The client was insistent on using the Tickets Hub for associating contacts, so recommendations were made to keep the data as clean as possible. First, don’t create a ticket/association just to associate a job title with a contact. That information should be entered in the Job Title property field. Second, every ticket should have at least two contacts added to it (the contacts that are being associated with one another). Ticket cleanup was also recommended as many of the existing tickets only had one contact added.
Reports
We emphasized limiting the number of custom reports created on a case-by-case basis and to attempt to get all teams onboard with the uniform team dashboards. The recommendation was to pause on creating any new reports for a few weeks to see which of the current reports were actually of use, which ones weren’t necessary, and if any new ones were needed.
Tight Timeline
In order to cut our production time in half, we had to quickly pivot and prioritize which lines of business to center our attention on for this project. Out of the four main lines of business, we narrowed our focus down to the two larger and more active lines of business, which helped greatly reduce the number of key players we had to meet with.
The Results
Was this a challenging project? Yes. Was this a huge, unexpected time crunch? Also, yes. Did we pivot to provide the best service for our client? Absolutely!
This client’s case study was used to help ClearPivot earn the HubSpot Onboarding Accreditation, which validates our skills for helping large enterprise companies move their operations onto HubSpot. This accreditation is only awarded to agencies who have shown exceptional capabilities in managing the implementation process, improving client accounts, and helping clients achieve their marketing and sales goals. It demonstrates our 12-year track record of delivering HubSpot platform and process expertise to our clients.
