[00:00:00] All right, we're live. Brian.

[00:00:35] As folks are joining, if uh, you wanted to drop your name or a quick hello in the chat, we'd love to hear from everybody today.

[00:00:46] Perfect. We got 30 folks on already. Okay.[00:01:00] 

[00:01:04] Caroline Caroline, hello, from Delaware. I'm in Nashville, Tennessee despite having the, the palm trees right outside my window. Don't let the palm trees fool you.

[00:01:24] Eric, hello from Milwaukee. I'm from Green Bay, Wisconsin.

[00:01:32] Brian Hershey.

[00:01:45] We will let folks continue to shuffle in here.[00:02:00] 

[00:02:10] Uh oh. Eric said living in Milwaukee, but a Bears fan.

[00:02:20] A lot of Florida checking in.

[00:02:45] All right, we're at 1203, so I think we'll, we'll get started. Um, we're recording today, so, uh, we will be able to share out the full webinar after the call here. We're, uh, we're really excited to have everyone on the call. Uh, [00:03:00] and, and really talk about how HubSpot is helping, uh, transform specialty care. We appreciate you all joining, uh, and we've got, uh, a great partner here in the mix, a HubSpot implementation partner.

[00:03:11] I brought my buddy Brian on from aptitude eight. Uh, Brian, I don't wanna steal your thunder, so feel free to intro yourself. Then I can, I can intro myself and we can, we can dive right in here, man. Thanks, Zach. Great to meet everybody today. Brian Baller. I'm the CO. Uh, we're one of the leading, uh, technical HubSpot consulting partners and we work with a lot of healthcare organizations.

[00:03:31] And today we're gonna share some of the things that we're seeing in the industry. Perfect. And my name is Zach. Uh, I'm a corporate con executive here at HubSpot, so I'm on our upmarket team. I. Work with partners all the time, like Brian to, uh, implement and, uh, you know, work with HubSpot as a solution specifically, uh, in the healthcare specialty practice place.

[00:03:50] And we're excited to show you what and, uh, you know, chat, chat about like what we've been seeing in the marketplace. Uh, and uh, yeah, please, uh, feel free. Drop comments, [00:04:00] uh, we'll have a q and a session at the end, uh, but feel free. Um, we've got a couple folks managing the chat. Uh, we want this to be conversational in nature.

[00:04:08] Uh, so if you have questions, drop 'em in and we'll try to get to them in real time, but if not, we'll, uh, we'll definitely get back to 'em at the end of the call here. All right, so, uh, we are recording here and again, we will share this out, uh, after. So if for some reason you need to jump, no worries, we'll get you the full webinar, uh, in a follow up email here.

[00:04:30] All right, so what do we have on tap for today? Right? So we're gonna talk through the modern patient journey. Uh, we're gonna talk about how HubSpot is HIPAA ready. Um, a HIPAA ready CRM, how we can integrate to systems that are already in place at your specialty practice. Uh, we're gonna talk through tactical use cases for practice growth.

[00:04:50] We've got a case study that Aptitude eight and Brian has worked with, um. With inner surgical CRMs, uh, uh, transformation. And then we're gonna talk [00:05:00] to, uh, how to get started with HubSpot and healthcare. And again, a lot of that information will be sent as a follow up. So, um, feel free to take notes, drop things in the chat.

[00:05:07] We're, we're excited and, uh, ready to roll here.

[00:05:16] Alright, next slide. There we go. Uh, Brian. Yep. Take it away. I know you've, you've got these, uh, uh, chatting through where HubSpot wins. Yeah, thanks for the intro there. Uh, you know, love to see it. So, uh, one thing that's pretty clear to us is that the way that patients engage with healthcare, you know, is changing, right?

[00:05:32] We're, we're, we're transitioning from these transactional relationships to those that are more meaningful, uh, in a pretty notable statistic here, 81%. Of patients are willing to switch providers to receive a better service. Uh, you know, expectations are shifting towards convenience, towards personalization.

[00:05:48] Um, you know, now nowadays, patients expect the same level of service, you know, and, and ease with their digital communications that they get from other industries that they're used to getting in other industries. And so this means for us, like marketing, [00:06:00] sales and services teams, you know, they all play a role in voting that trust, but they've gotta have the right tools at the har tech stack.

[00:06:05] In order to be able to meet their, their patient's expectations. Um, and, and so in doing this, you know, we're reducing friction, but also you're, you're creating loyalty that may not otherwise exist.

[00:06:18] Uh, so let's talk a little bit about why traditional CMS fall short. Uh, quite simply, they, they, they weren't built for healthcare. You know, there are industry specific tools that are, that are very specific, but many of those we see are kind of outdated. Uh, a little bit clunky to use. Um, some build on like access databases and older technologies.

[00:06:36] Uh, many times they're siloed, you know, it's hard to get data in and out of those systems. Um, you know, and these are challenges. They're, we, we typically see there's, there's not native support for things like HIPAA compliance. Uh, and, and custom customizing them can be really challenging. You know, we've heard providers sometimes they need to pay thousands of dollars just to make simple changes to their CRM, even adding, adding a custom, a few custom fields or something [00:07:00] like that.

[00:07:00] Um, but at the end of the day, what we see is, is these systems, well, you know, they, when they came out, they may have been effective, but they're really designed to manage transactions. You know, uh, they're not, they're not well designed to build fos, build or foster trust with your patients and, and, and support those long-term relationships that we really desire.

[00:07:22] So we've got a poll. Uh, let's take it to the chat here. Uh, so which aspect, uh, especially related to practice growth is most challenging for you. Uh, which aspect of prospect practice growth is most challenging for you? And we've got a multiple choice here. So is it generating a kind of a steady stream of qualified leads?

[00:07:41] Uh, do we see challenges with managing intake or scheduling efficiency efficiently? Uh, team coordination across departments or retaining those, the existing patients you're working with today.

[00:07:55] Give it a moment here for some of these answers to come in.[00:08:00] 

[00:08:01] Oh, it's a tough race. Yeah. Pretty mixed results here. Brian,

[00:08:12] is coordination gonna take it?

[00:08:19] I, I, I think many organizations would agree probably all four of these, some combination of the four of them. Um, but, uh, you know, I think what, what I would say here is that what's exciting here is, is HubSpot can actually help solve for, for all of these.

[00:08:37] And I think what we see a lot on the, on the front end, um, you know, with the poll is, Hey, we get a lot of leads, but there's a lot that they kind of fall into a black hole after, right? Mm-hmm. Uh, we get a lot of form fills and, you know, yeah, we're, we're texting, but there's no like. Synchronized follow up or automation that, you know, puts them into a 12 touch flow over email, text, uh, you know, maybe made some ads, [00:09:00] right?

[00:09:00] Things can kind of fall off. So not only generating those leads, but then how do we communicate and make sure we stay top of mind to actually get them to step foot, you know, in your practice. So excited to kind of cover some of that here today as well. Yeah, agree Zach. Uh, and I think the important thing to note here, team is, you know, if any of those challenges did, you know, prescribed to you, just please know that they're common.

[00:09:20] They're not unusual. It's not just you, it's not something your team's doing or not doing. Um, you know, we hear them all the time from, from many different organizations and specialty practice and, and, and within greater healthcare as well. Um, good news is, you know, now that we are, we're HIPAA data, uh, ready in HubSpot, you know, we can support a lot of those things in a, in a very, a very robust way.

[00:09:39] Uh, and so, you know, this means it's possible to secure, uh, PHI information within HubSpot. So we didn't know that. That's an exciting takeaway to share with those today. Uh, as of inbound last year, we can store protected health information and other PII in in HubSpot. Um, super easy to, to do and manage.

[00:09:56] HubSpot's done a great job of making it easy to set up. You, you, as [00:10:00] you can see here in the screenshot, uh, you essentially opt in and, and enable sensitive data, uh, for your, for your HubSpot instance. And on a per field basis, you can indicate whether that need, that data needs to be protected, uh, and encrypted, uh, or, or not.

[00:10:14] So, uh, pretty exciting there. Some, some of the key productions that HubSpot's giving you out of the box here. Uh, really detailed audit, logging, uh, encryption at a per tenant basis. Uh, advanced authentication session, timeouts, those kind of security protocols you'd expect when handling, uh, HIPAA compliant data as well as within tool.

[00:10:33] There's these tool tips to kind of give you additional security recommendations that are kind of tailored towards healthcare organizations. Um, so really, really easy to use and, uh, and extremely helpful, easy to implement, I think is the key here for me.

[00:10:49] Uh, let's look at some customization options we got here. So, uh, I think, uh, what you see here, if, uh, you can see the screenshot clearly, this is just a, a custom object in HubSpot. So, we'll, we'll talk a bit here about, [00:11:00] about custom, uh, uh, properties. But, um, you know, being a CRM and a market automation platform, HubSpot has all the, the usual culprits, right?

[00:11:07] We've got this concept of companies and contacts. Most, most tools have there other standard HubSpot objects. For those not familiar, we've got tickets and deals, tickets being for our service and, and customer service functions, uh, and deals being for your sales teams. Um, and so you can also create custom objects.

[00:11:25] So you've got this four standard objects as they're gonna come outta the box, of course. And many healthcare organizations we work with are, are customizing those. So you can create custom objects for things you might need. Uh, common ones we see are, uh, patient. Could be a provider. Uh, we see a location or office.

[00:11:42] What you see here is an example of a patient object, slightly different than a contact object, right? You know, contact, you may want email those individuals marketing. Mark from a marketing perspective, this is where we're, we're seeing, uh, you know, the more detailed information about the treatment, about, uh, you know, their, their protocols, uh, many, any [00:12:00] diagnoses, any next steps, best practice.

[00:12:03] And if we can look at the screenshot here for a moment, there's a lot of, lot of data here. So the purpose and, and kind of the, the ease of use here. It's for our front office teams to have all that information in a single place. So just looking in my system of record, in my marketing tool, in my sales tool, I can see a little bit of overview of the patient.

[00:12:21] I can see their insurance information, you know, I can do a quick patient lookup and, and search other systems. I. You through a UI extension or something like this. You know, I can see, you know, details about, you know, what, what we're doing for them, uh, et cetera. So, um, and all of this is possible with, uh, within HubSpot.

[00:12:38] So pretty exciting stuff. Uh, so your front desk teams can quickly see, you know, uh, more detail about the information instead of having to go into different systems. Okay, so when we look at, uh, specialty practices, whether it's dermatology, dental groups, orthopedic practices, um, you know, you can customize your CRM to fit your individual, uh, clinic's needs.

[00:12:59] Um, [00:13:00] you can map context back through referring positions. You know, that's a really exciting one. Uh, we can use companies to, to track different office locations and you can track everything from, from billing, you know, through, through the deals there. Upsell opportunities, cross sell opportunities. Other referral relationships and that can all be done really easily with native customization and HubSpot.

[00:13:24] Let's talk a bit about one of my favorite concepts, the, the patient journey here. And, and so goal of ours always in working in healthcare, particularly in our specialty with our specialty providers, is, you know, creating that connected experience and getting clarity into the entire patient journey. So, as Zach said earlier, you know, many, many practitioners, you know, uh, you could have great Google reviews and awesome, awesome practice on, on zox, and folks will come in, receive treatment.

[00:13:48] But you may never see them again. So that patient retention is really, really hard nowadays. And the kind of the secret sauce in increasing your retention is getting clarity into your patient journey. You know, how are folks coming into [00:14:00] your, to your office? I. How do we get them to return? And so I won't read all the icons here, but you can essentially see if I'm a prospective patient, you know, I'm looking for information online, you know, I may interact with your staff remotely.

[00:14:12] Uh, there's a patient portal, I may sign up, you know, prior to coming in. I essentially go through the process of receiving treatment and then where many organizations miss out here is. What happens after treatment? So the treatment is great. I'm a patient, I'm happy, you know, with what's been provided. Um, but it's, again, earlier I alluded to that transactional relationship, that's where transactional starts and meaningful begins, right?

[00:14:36] So it's sending the follow-up messaging, it's sending additional information, potentially some patient education. Et cetera. Uh, and anyone who's been at a longtime follower HubSpot knows this looks a lot like the buyer's journey. Um, so pretty, pretty exciting to see there. Um, you know, if any questions in the chat here, you know, I think we've got some questions coming up related to that, but I think the theme here is this allows us to be proactive and reaching out to our, our [00:15:00] patients, you know, before, during, and after their treatment cycle instead of being reactive.

[00:15:06] Go ahead, Zach. We've got a great question in the chat. And Jordan, I'm keeping on your toes here. Are we able to go back to the last, uh, the last slide of the patient record? Um, and, and Brian, I'd love you to speak to this because I'm curious as well. Are there HubSpot templates to create patient objects, um, versus just using the context?

[00:15:24] So I'll, I'll call out. Uh, this question is from Megan. Uh, we just launched being able to rename standard objects within HubSpot, meaning you can build your. Co or patients as contacts within HubSpot, but we'll, we'll call them patients. We can rename those. Now, I'm curious, Brian, when you are implementing a HubSpot solution, are there templates that you're using as far as like this patient view, or are you going in and having to create custom objects every time, uh, as you're bringing new folks on the, on the HubSpot?

[00:15:55] Yeah. Great question, Zach. So kind of a combination of the, of, of all, all the above there. [00:16:00] So. Um, that that is true just to call out. You know, the ability to read in custom objects is in data, so you'd have to reach out to your customer success manager and or within your portal to opt into that data. For those who are curious, you may not see that natively.

[00:16:12] Um, there are now these industry groupings, so HubSpot is in the process of releasing kind of pre-packaged kind of industry. Um, you know, objects that, that are coming out. I believe there's one on healthcare that's got some, some, some, uh, kind of like, uh, suggestions or templates there. Um, Megan as well as a couple other industries, um, you know, and I'm told more of those that will be coming in the future, so take a look into that.

[00:16:35] Happy to share some resources after the call. Um, but I'd say more commonly is, you know, and it's, it's, it's one of those answers that depends, and I say depends. It, it really depends on the individual practices needs. And so what a patient record might look like for a dental practice, you can imagine is probably very different than what that patient record might look like for an orthopedic surgeon.

[00:16:54] And so the, the, you know, the general information about patient demographics, you know, you could templatize that [00:17:00] I think probably. But, you know, on a, on a per practice basis for an individual business, we found the patient right here can actually look, uh, look very different. Um, the other thing that we see differently is the EMRs and EHRs that are used by the practices are different and their integration capabilities may vary.

[00:17:16] So whether we can pull in billing information or insurance information kind of depends on what tools you use in your tech stack and how easy they are to integrate with. HubSpot is, we'll talk about later, is very easy to integrate with. Sometimes those other third party tools are, are limited. Yeah, and I'll, I'll call out here as well as we sit on this, uh, patient record one.

[00:17:36] Uh, you know, we look back to the poll of, uh, hey, it's hard to create unity across teams. The hope within HubSpot is we create a unified system that you're all working off the same patient. Uh, record. However, these CRM cards that we're looking at could be different based on the team that you're on, right?

[00:17:52] If I don't need to see insurance carrier information, that doesn't need to be there for my team's view, right? We're all working off of Jane Doe, but [00:18:00] I can tailor drag and drop any of, you know, these cards or custom objects to make it look and feel like. What I need to see at the top, right? So, but as I'm updating this record, it's still going to, you know, update for everyone that's within the HubSpot system.

[00:18:14] So there's a lot of drag and drop codeless functionality here that again, with the help of a partner like Aptitude eight, uh, the world is truly your oyster, and we can really tailor and understand what you want this record to look like and bring it into fruition pretty, pretty quickly. Agreed. Thanks Zach.

[00:18:33] So we'll skip ahead here. We've got a poll coming up on the next slide here. Uh, love a good poll. This one's uh, similar but slightly different here. So I'd ask the chat here, which area of your patient journey do you think needs the most improvement? Is it that initial engagement, you know, reaching out and finding those prospective folks to market to?

[00:18:49] Is it kind of during the, their, their mid patient journey experience where they're receiving treatment and during, during the time they're working with the office? Is it post-care visit? You know, are we not sending [00:19:00] those nurture campaigns afterwards or, you know, are you struggling with the data to be able to do it in the first place?

[00:19:06] You know, with system integration, data visibility,

[00:19:17] I'll give it here in a moment to see the, see the results come in.

[00:19:26] Data would not surprise me. That's probably the most common that I personally hear is we'd love to, if we had the data in our market automation platform,

[00:19:42] all right. I think we'll call it there, systems integration and visibility across the journey. You know, for us at app to date, that is probably the most common thing we see. Uh, and again, we, we will talk a little bit later about your, what, what options you have there with integration in a, in a future slide.

[00:19:56] So more to come on that.[00:20:00] 

[00:20:02] Alright, so let's talk about, yeah, let's talk about, um, what this actually looks like, right? To help improve these moments. Um, we're gonna walk through a few real life examples on how specialty practices are already using HubSpot to streamline intake, scheduling, billing, and more. Um, this is not just. In theory, but these are tools that are actually working today.

[00:20:25] Uh, so let's start with content portals built on HubSpot Content Hub. So, uh, within HubSpot, again, we're, we're kind of hammering down like that unified system right along with the integration that Aptitude a can provide to some of your existing tech stack. But HubSpot has, um, what we call HubSpot Content Hub, which we can build portals in, right?

[00:20:44] So this is huge in improving that patient experience. Um, and it's one of the most meaningful ways. To provide a secure, easy to navigate patient portal. Uh, portals give patients direct access to their records, test results, and communication with [00:21:00] providers at any time. This reduces friction empowers patients and cuts down on those repetitive administrative calls that bogged down healthcare teams to.

[00:21:10] Day. These portals are often, uh, at a fraction of the cost of what you see out in the marketplace today. And you can build these portals on HubSpot Content Hub. Typically with the help of partners like Aptitude Eight. With these content hub portals, uh, practices can seamlessly blend the portal experience into that digital journey, capturing logins requests with an centralized system so that nothing is falling through the cracks and patient's needs are addressed.

[00:21:37] Quickly. So again, we're really trying to improve that patient experience.

[00:21:47] All right. So, um, let's talk about automating appointment scheduling and rescheduling within your portal, um, or within your website. So obstacles like fragmented communication, slow responses, and [00:22:00] disconnected platforms cause friction for prospective patients. HubSpot removes these barriers by consolidating communication and automating follow up.

[00:22:08] With tools like conversational bots, automated email nurturing, and integrated scheduling, we ensure inquiries never fall through the cracks. HubSpot enables you to embed self-scheduling widgets, uh, which we're looking at here on the screen, and, and through workflow automation directly into your website, capturing appointment request right into your CRM, the single source of truth.

[00:22:28] This integration ensures that patient preferences are not only honored, but also automatically trigger follow-up workflows, confirmations and reminders, streamlining access for both the patient and your staff. Right? So we, we talked in one of the polls of, Hey, we need our teams to work together. If HubSpot is that source of truth, that can be the collaborative workspace where we're seeing.

[00:22:49] Appointments, coming up, scheduling, and then we build these workflows to make sure that the communication is really streamlined, going to the patient and we're all singing off the same sheet of music no matter what department or team that we're working on.[00:23:00] 

[00:23:04] All right, so let's talk about, um, you know, another important step of the patient journey. Streamlining, billing, uh, insurance, excuse me, and billing verification. Right? How can we bring that into HubSpot as well? Right. So we know that, uh, navigating the billing and insurance information is often a very confusing and stressful part of the healthcare journey.

[00:23:24] By digitizing and streamlining these processes, practices can remove major barriers to care. By digitally capturing insurance and billing information upfront through secure forms or integrated workflows. This reduces manual entry speeds up verification, and improves the accuracy of the information that you're receiving.

[00:23:43] With HubSpot practices can automate documentation requests, segment communication for specific billing steps, and ensure patients have clear, timely information about their responsibilities. This transparency helps build trust. And removes friction within the financial journey. Again, we're [00:24:00] looking at another contact or patient record here.

[00:24:03] We're gonna tie that within those CRM cards, right back to that patient record.

[00:24:13] All right, so this all comes back to how we're enhancing that patient experience, right? And we do that within HubSpot with clear, consistent, and timely communication, which we all know is at the heart of any patient experience. But today, it's really easy for messages to become fragmented across phone, email, web forms, and even text.

[00:24:32] They can delete to delays, missed responses, and frustration for both the patients and staff. With HubSpot, we can centralize all this patient communication into one easy to use platform. The Unified Conversations inbox, which is a feature within the HubSpot customer platform, brings together emails, website, chat, SM, s, and form submissions so that your team can see the full context of every interaction.

[00:24:58] We can build automated templates [00:25:00] that wrote. Secure messages that get to the right person fast while personalized workflows keep patients updated without your team having to lift a finger. And that's what we're looking at here on the right hand side. If you're familiar with HubSpot, you're familiar with the workflow tool, but with, you know, the launch of hipaa, we can start to bring in some of that HIPAA data into these workflows and just create a much more streamlined experience.

[00:25:21] And not only does this reduce the administrative load on your staff, but it also guarantees that no patient question or concern goes unanswered and the end result really is faster response times, fewer drop balls, and a seamless professional experience for every patient at every step of their patient journey.

[00:25:39] I'm sure we've all filled out a form on a, um, specialty practice or something we've done and you know, we, we get a call or text back and. If they don't stay on top of you, it's, it's harder to book that appointment, right? Like, uh, I know I've got things that I've filled out and I'm like, okay, I still wanna do that.

[00:25:55] But if they're not, you know, constantly staying top of mind in my inbox, like we're, we're extremely [00:26:00] busy humans, right? Uh, it's gonna be harder for me to go back and book if they're not, you know, giving me that timely messaging at the right time. HubSpot allows you to automate this and we're able to track, okay.

[00:26:11] A form fill was six months ago, but because we hit them with 30 emails, 50 texts within here, we finally got that appointment booked. And look at what they're spending with us and they can become a lifetime advocate for your specialty practice. And that's really what we're, we're, you know, trying to represent here within, uh, within this webinar.

[00:26:28] Okay.

[00:26:34] So I wanted to hit on Panoc and Brian, I know you've got some good experience with PandaDoc, um, you know, working with some other organizations. Uh, you know, the, the, the big piece here that I wanna highlight is there's a lot of different e-sign tools and form intake tools, and I. We all know that paperwork and consent forms can be a major bottleneck in the patient intake process.

[00:26:54] This often requires patients to print, scan, or even come in person just to complete their documentation. [00:27:00] This slows things down considerably, introduces errors, and creates unnecessary frustration for everyone involved. With PandaDoc, we can completely digitize experience for your specialty practice.

[00:27:12] Patients can review, fill out and securely sign intake forms, consent documents, or insurance authorizations from their own device. This not only is gonna speed up the process, but it reduces time spent in the waiting room, but also increases accuracy and regulatory compliance. What's even more powerful is that Panoc integrates seamlessly with HubSpot.

[00:27:31] That means as soon as a patient completes their forms, that information can be automatically logged. Back to that contact record that we've showed a couple times here today. We can trigger automated next steps like appointment confirmations, follow up emails without any manual informa, uh, intervention by your team.

[00:27:47] Ultimately using PandaDoc forms and signatures turns what used to be a friction filled manual process into a smooth, convenient, and patient friendly digital workflow, freeing up staff time and helping patients move faster within their [00:28:00] care journey. And yeah, as, as we stick on this slide here, I've worked with PandaDoc on a couple use cases, but Brian, when we were preparing for this webinar, you, you really sung pox praises and would love to understand what you've seen in the marketplace and why, uh, when you're trying to digitize.

[00:28:14] This journey for, uh, folks, why you kind of lean on PandaDoc and some of the, you know, benefits you've seen there. Yeah, no, thanks for that, Zach. Really, really a couple things. We work with a number of, of document, uh, softwares within, particularly within healthcare, you know, forms, stack's fairly popular. We see DocuSign quite a bit.

[00:28:31] But, uh, we're big fans of PandaDoc and app to date. And, and the reason that we like PandaDoc is, is ease of use. It's easy to implement. I think, uh, you know, the native integration, HubSpot is super smooth and easy to use. Uh, and you, and you kind, you kind of already said it there, right? The fact that the forms can be quickly deployed, the data can be automatically pushed back into HubSpot natively without the need for an additional integration that may, you know, cost additional money.

[00:28:55] Uh, you know, it just makes the whole process super easy. So for us, it's easy to implement in our, our [00:29:00] prospects like it, it's easy to use. And it also doesn't take like a, a system administrator to, to manage it. Right. You know, I think we find that our marketing and front desk teams are super comfortable working within panoc and making updates, making changes, deploying forms instead of having to align more technical resources like some of those other document manager systems require.

[00:29:27] Let's do it. So we, uh, this is a case study of, of ours here at now, two today, uh, that we, uh, like to share here. We can go to the next slide. We'll talk a little bit about, uh, some of our friends are inner surgical, uh, so they are in the, the, uh, pulmonary, uh, industry, uh, of medical devices and specialty care.

[00:29:43] Uh, you know, we, we did a project with them, uh, where we migrated Microsoft Dynamics, uh, over to HubSpot. Uh, and so they had an acquisition in play here. Uh, when they acquired Pody, they had overlapping systems. They had, uh, you know, disjointed systems. Uh, the one sales team couldn't see what the other sales team was [00:30:00] doing.

[00:30:00] Um, and so from migrating off of the dynamics, you know, into HubSpot, I. They were able to get a unified CRM, you know, we, we sometimes refer to as the customer data platform. Uh, you know, it brought all reps together in a single system, uh, single source of data, and we could see activity that across teams.

[00:30:17] Uh, you know, so that was, it was really helpful for them. Uh, about 200, 200 people in the organization. Uh, about a third of those in sales. But essentially they had two different sales teams, acute sales and more EMS. They were operating in silos, um, but they sold complimentary, uh, solutions. And when they were in separate systems and prior to using HubSpot, they were missing a lot of upsell opportunities, cross-sell opportunities, uh, you know, and just leaving money on the table quite literally.

[00:30:43] So, uh, they all set a lot of manual sales processes. The folks that were using Dynamics were also using, you know, some other software additionally, but getting everybody a single tool, uh, was, was, uh, extremely beneficial for them. You know, and, uh, you know, so we, we [00:31:00] led the migration, the data migration from the system, did some data cleanup for them as well, consolidated into both systems and, and kinda helped with the data architecture there to, to be a bit more scalable.

[00:31:10] Um, but we, you know, this helped them kind of redefine their sales processes and, and again, within one tool. But really customize it, you know, depending on how they wanted to sell on a per team basis. So, you know, we were able to build out pipelines for selling into their hospitals, uh, versus EMS and also their, their distributors and their more B2B motions.

[00:31:30] Um, we did a lot of process automation using the workflows, as Zach alluded to earlier. Um, and some custom onboarding for lead routing. Their re, their lead routing was pretty manual prior to that. Uh, we automated a lot of that and, and perhaps most critically, you know, got everybody in one system. Uh, for visibility across teams.

[00:31:48] So now everyone could see the entire, the entire customer journey, if they could collaborate easily on deal records and essentially just move, move faster. So, you know, deal velocity was able to increase, you [00:32:00] know, their, their cycle times decreased Resultingly, I. Um, and, uh, you know, just kind of a question for you, uh, uh, Zach here, you know, can you tell us a little bit more about, you know, I, I shared what I've seen.

[00:32:11] Do you see other specialty providers also having similar success with simple things, just like segmentation in HubSpot that's benefiting them? I. Yeah, absolutely. And again, it goes back to just, you know, the, the ease of use of HubSpot and, you know, consolidating all the data that's across different disparate, uh, systems today and bringing into one view and using those different properties or data touch points to get a lot better segmentation, um, through like our list building tool.

[00:32:38] Um, this can be really difficult to do in some of these. Um, larger CRMs like the dynamics. Uh, I often hear a lot of folks, uh, in this space that are using dynamics and they've got a hundred seats, but, you know, 20 have logged in in the past 60 days, right? It's kind of this big beast that it's hard to tame.

[00:32:58] I'm, I'm curious on your [00:33:00] end, Brian, with this, like, was there hesitancy of moving off of dynamics? I, I sometimes, uh, experience that like. Oh gosh, we just, we could never do that. It's gonna take two or three years. And then we start to peel back the onion a little bit and we start to understand like, okay, like what if we brought, you know, you know, the, these objects over and we, you know, got really strategic about the, uh, implementation.

[00:33:23] And again, that's like your guys' specialty right at after two date. But curious if there was hesitancy for moving off a big tool like Dynamics and like, what's their sentiment today? Yeah, great question, Zach. There's always, you know, a little hesitancy to make a big system move like that, and I think that's natural.

[00:33:38] But I think once we were in the project within a few weeks, the team's excitement started growing. Uh, and I would say today they're, they're delighted to be in HubSpot, is probably how I would describe it. You know, uh, we've got some kind of, you know, compelling statistics here on the next slide that kind of speak to that, but they're, they're very happy.

[00:33:54] I think, um, your ease of use, uh, you know, moving faster. So let's click ahead and see what we, [00:34:00] uh, we've got done here. So, um, you know, for the sales operations team, you know, a hundred percent adoption. You heard me say earlier, you know, we had, we had dynamics. There were some other systems, you know, we had some kind of adoption struggles.

[00:34:12] Uh, not anymore. The team is excited to use HubSpot. Heard things like, it helps us close more opportunities. Um, we built over 60 workflows to power that. So, you know, uh, a lot, a lot of automation there. You know, Zach gives me examples earlier about, you know. Where in the pace of journey we fall, we fall short.

[00:34:29] We had the poll workflows, you know, or how we wanna automatically nurture those things. We don't need to think about doing that. Um, and, and the biggest thing is just a lot more visibility, you know, for reps who are working with each other, for the operations teams and for leadership. You know, as you look at leadership teams getting clarity into pipeline, into health and into coverage, those kind of things, it's really hard to do in two different systems, really, apples and oranges.

[00:34:53] With everything HubSpot, they were, they're able to do a lot better forecasting, uh, and kind of really get a better picture of their overall sales [00:35:00] health.

[00:35:04] I love this. And Brian, you, you, you probably saved 'em a lot of money on their software spend by moving 'em from Dynamics to, uh, to HubSpot on top of all the also that, that's, that's always a win. Cool. So let's talk a little bit more about kind of, uh, those integrations we talked about earlier. And I appreciate all the, all the questions in the chat.

[00:35:25] A couple of folks have, uh, have talked about that, you know, Larissa and Stefan and, and Megan, I appreciate you. Um, you know, look, HubSpot's API is super easy to work with it, you know, the data fields are open. Um, and so it makes integrating with it, uh, you know, very easy compared to other tools. And so, excuse me.

[00:35:44] A couple of the common integrations that we see are primarily with EMR and the hr as we talked about. Just, you know, there are many, but some of the popular ones that we've worked with are, you know, epic, uh, Athena Health, you know, Dr. Krono or a couple. Modern Medicine is one that's coming more frequently, and [00:36:00] if you're as enlisted here, you know, just take a quick look.

[00:36:02] If it's got an API that's available to you, uh, we can generally integrate with it. Um, the API documentation typically governs what can be integrated and, and what's possible, whether we can do it two way or one way, but HubSpot is rarely the blocker there. Um, you know, some other integrations we see within scheduling, we see Next Health a lot, Clara, um, and, and Luma Health is coming up more, more commonly, and so we're able to get that scheduling appointment data directly in HubSpot.

[00:36:28] Uh, we can automate things, you know, such using, like using web hooks, right? If, if someone reaches a certain juncture, you know, send an automated email with a, with a booking link to book in Luma Health or something like that. Um, we talk about document form management there, Formstack comes up a lot. We see Ja Jot form, uh, again, POC here.

[00:36:46] Um, you know, these are all really helpful tools. I would say if, if your practice does not have a documented solution that you're, that is reliable, or if you are exploring other options, you know, again, that's not particularly if you're using hotspot today or considering it. [00:37:00] That's our, that's our go-to there.

[00:37:01] Um. And, and, and they're HIPAA compliant as well. And then call tracking and telephony. We, we see these, uh, also coming up more, more frequently. Uh, you know, RingCentral, UPD docs, Twilio, or just a couple that we see and have worked with in the past that are HIPAA compliant, um, we're, you know, you can see that call data directly logged onto the contact or deal record or even patient record where appropriate inside of HubSpot.

[00:37:25] Uh, so you know when your front office is reaching out to these patients. What's being said on those phone calls, and you can start to use that transcription data to make business decisions. Um, but all of this is possible through HubSpot's, you know, really easy to use integration and that open APIs.

[00:37:46] Yeah. How, how do you get started? Right. Well, obviously you, you send me and Brian an email. We booked some time and we, we start digging in, uh, now, uh, it's really easy to do, right? I, for those of you that are, uh, already HubSpot customers, and maybe you haven't opted [00:38:00] into HIPAA's ready features, it's as easy as a click, click of a button.

[00:38:03] Brian showed that earlier. Um, it's been really cool to see some of the floodgates starting to open with, um, some healthcare organizations that were maybe using this for B2B, uh, that have transitioned now and, and, you know, not only B2B, but they're starting to bring patient data in. It's gonna help their marketing teams work a lot more efficiently rather than having to work out of multiple tools.

[00:38:22] Um, if you do have a HubSpot, you know, um, account CSM, like, I definitely would chat with them about what it looks like to turn on these HIPAA features. Um. Then, yeah, bringing in a partner, uh, is, is extremely important here, right? Like, do not go at this alone. Uh, we don't want you to just buy software and, and, you know, think you can run all these integrations and strategy and it's so much more than just, Hey, connect these tools into HubSpot, right?

[00:38:50] Aptitude eight. There's so much more that it's, they've done this before and they can bring best practices. Into how you're, you know, implementing a new tool [00:39:00] like HubSpot, right? This is a great inflection point to review what processes you guys have in place today and lean on a trusted expert to bring some of those strategies and practices into a tool like HubSpot, right?

[00:39:13] There's a lot of things that they could bring to the table that say, Hey. We actually tried this with another practice just like yours, and increased lead conversion by 25%. Okay, cool. Let's build that in to our future state within HubSpot. Right. So I, you know, all of my larger partnerships have some sort of implementation partner and I work with Aptitude eight quite a bit and couldn't rec recommend them enough, but it's really good to get a third party to come in and, and really help, you know, get HubSpot off the ground for you.

[00:39:41] Uh, and you know, to double down that at that. It comes back to some of those custom integrations hands on. I know there's a lot of, you know, questions in the chat around, does it integrate with this? Does it integrate with this? And like the answer is yes, but we gotta do some scoping digging in and like figure out like what are the best paths?

[00:39:55] And there are some middleware and things that, again, AP to two date works for. Um, that's really the [00:40:00] fun part, right? Is like, Hey, let's scope this out. Let's envision what future state's gonna look like in HubSpot with all your existing tools and let's bring it to life. Uh, and you'll, you'll notice that we can bring it to life.

[00:40:11] Pretty quickly. We're not talking 12 month implementations like Brian, I don't know what, what you guys are like, what your average is in this space, but I mean, I typically see anywhere from three to six months where, you know, you're gaining value outta HubSpot a lot quicker than some of the other CRMs in the space.

[00:40:28] Yeah, I'd say three to six months a pretty good target there, Zach. And, and what's unique about HubSpot in my experience is, you know, with other software implementations, you know, your users can't really get value out or, or sometimes even log in until the end of the implementation. And that's not true with HubSpot.

[00:40:42] We look to get users in there getting early value within the first six weeks, you know, while we're working on the additional things and user acceptance testing and any integrations. Um, but it's, you know, it's, you know, there's a lot of, a lot of stuff that's ready to use pretty natively and outta the box.

[00:40:56] So, you know, getting users in the tool even well before the implementation's location is [00:41:00] complete.

[00:41:03] Perfect.

[00:41:09] All right. We've got a wonderful q and a today. So, um, we, we, uh, there's a q and a function here in, uh, the tool, if I'm correct here.

[00:41:22] Yeah, I can, let's see. Here we go. Yep. We're, we're learning on the fly here. All right. Soda has, what if an account doesn't enable hipaa and instead search PHI and another platform? How would HubSpot fit in the website if hosted there? Ryan, do you, do you, have you encountered that? We have. And so, you know when it's stored in another platform, it's usually in a data warehouse or something like that.

[00:41:46] And so the method there, Dario is usually just an integration with that tool instead. Um, so it's not uncommon for an EMR HR to push that secure data into another tool. Um, and then we would just connect HubSpot to the other tools, typically how we [00:42:00] would do that. So same, same, just another step. Um, and, and many clients, that's actually their preference is to use tools like Amazon Web Services or Azure or Google Cloud platform or some other, uh, you know, um, application hosting, uh, where we would connect with that system.

[00:42:17] Good question. Perfect. All right, we got one from Haley. Um, are, we talked about this a little bit, Brian, you know when, when you onboard and some of the custom. Uh, patient views, but are there any prebuilt healthcare specific report templates in HubSpot? I'll, I'll take a stab on my end. Uh, being the HubSpot guy, um, I don't, I, I don't know for sure.

[00:42:43] I think we're going that route. And as Brian mentioned, like every specialty practice is so different, like with different objects, with different properties. Um, you know, I'm sure we could get you like a baseline of what. You know, like what the patient journey might look like, but Brian, I'm sure [00:43:00] you've built out some dashboards that you maybe copy and bring into existing portals and Yeah, I, I don't know if you're able to share like what you typically see as like a, a, a dashboard that, you know, drives a lot of impact or gives like top level, you know, efficiencies gained by HubSpot.

[00:43:17] Yeah, there, there's over 200 outta the box reports and, and dashboards with HubSpot, which is great. That's a really good starting basis, and that's across. You know, all the tools, whether it's marketing, sales, service, so there's plenty to use outta the box. Um, what we see commonly in healthcare is. Custom dashboards.

[00:43:34] So a lot of the standard reporting is pretty agnostic and works great for healthcare organizations, you know, and in, in, in traditional market, we might call it customer journey. In healthcare market, we call it the patient journey. But essentially the steps are basically the same. So a lot of the native reports work.

[00:43:49] Great. Haley is what I would say. But we do see a lot of customization in dashboards. Things like, you know, providers, referral partners, you know, revenue by doctor, um, you know, [00:44:00] things like that. So we see some pretty complex dashboards being built out, but, you know, using the native reporting.

[00:44:08] Perfect. All right. I love this one from Jessica. Is this only for larger health systems groups? What about solo private practices? Um, and I would say. It is for everyone in the space, right? Like that's a beautiful thing about HubSpot is it is built for the end user. Um, you, it's, it's powerful, capable, but easy to use, right?

[00:44:32] Um, just because you might be a, a smaller private, uh, solo practice doesn't mean. That you're not using the same tools that, you know, our biggest practice on HubSpot are using, like, we don't, um, like you're, you're, you're buying into the platform, right? So absolutely. You can use it as a private, uh, solo practice.

[00:44:50] I would just call out the HIPAA functionality is unlocked within our enterprise version. Uh, but again, that enterprise version is what. Our, our [00:45:00] biggest specialty practices on HubSpot are, are using, right? We're not, you know, giving them something more than what you'd be getting. So it's really about the use case and, and, you know, we have a lot of specialty practices that might not even need HIPAA data included, right?

[00:45:12] If it is just from like, a high level marketing standpoint. But, uh, HubSpot's easy, scalable, um, and, and really built for, for everyone. Brian, I don't know if you, you, uh, wanna double down on that or I'm sure you've seen customers come through on your information. All different shapes and sizes that are employing you guys to, to kind of roll something like this out.

[00:45:31] Yeah, no, we, we just to say, you know, it, it is for everyone truly. I mean, there's price points. That work for everyone now. Um, we've worked with, you know, single members, single provider practices, up to, you know, multi-location, many providers. Um, and you know, as Zach mentioned, a, a number of the healthcare tools are available at the enterprise level, but as of last year, HubSpot has a a per seat model Now where if a, if you're a smaller practice or you know, that, you know, may not need your whole sales team to be on enterprise.

[00:45:58] You can even purchase a, a [00:46:00] single enterprise seat now, uh, in that, that could unlock all of these features for your practice. So it's, it's pretty attainable from a price point as well, uh, which is pretty exciting.

[00:46:13] Perfect. All right, we got questions coming in here from Matt and the customer portal. Be adapted, display data beyond a ticket, for example, example, uh, customer address. Uh, it, it can, so there's, there's kind of two, two different things with similar names. What I would say, Matt, so there is a, a native kind of custom customer portal that comes with HubSpot's, uh, service Hub.

[00:46:36] And that is intended to work directly with the service hub. It is ticket based. Uh, so that is the HubSpot tool. Um, you know, within the Service hub, within the CMS and content hubs, we actually have the ability to build out a custom patient portal. And that is more, uh, you know, more flexible and can use a number of objects.

[00:46:53] So, you know that there is a, a bit of a web build there, but that is done in CMS and then we call Content Hub, where we would build [00:47:00] out, you know, the front end architecture ui, what you'd like it to look like. It typically looks and feels like your website, but those that can be built more on the CRM architecture for deals or patient objects or, or what have you.

[00:47:11] So similar tools, but different parts of HubSpot.

[00:47:19] Perfect. Yeah. And we've seen a ton of really creative, um, portals built on HubSpot Content Hub. Uh, you can do a lot of great things and you can leverage a lot of the data you have within your CRM, uh, within that which it, yeah, it expands a lot further outside of like, just the, the, the ticket, uh, information.

[00:47:39] Mm-hmm. Alright. Oops. Learning this new con contrast. Okay. So we've got a big one from Stefan here. Um, really about, and, and, and Stefan it sounds like you're looking for to segment activities. [00:48:00] On each customer record based on the team. Like, I don't want to see on a contact record or patient record Brian's communications with that, uh, with that person.

[00:48:12] I just wanna see my team's communications. Um, I'm, I'm pretty sure we can do that. And Brian, keep me honest on that. You can sort by team, uh, on the contact record now and then, uh, lock that down based on. You know, some of the, the governances and things like that. I know we can set it up to where Brian couldn't update portals that maybe I could update based on the team that he is on.

[00:48:33] But we do have dropdowns now within the company and contact record that allow you to sort activity by team. Yeah, that that's correct. I mean, so we can do some basic kind of filtering by activities and views there. Um, there are some limitations there. I would call out Stephan, I'd love to, you know, hop on a call and dig in a little bit more, more of the use case specifically for you here.

[00:48:53] But when we look at permissioning for healthcare organizations, that there's a couple components to it. There's, there's teams we [00:49:00] look at, it's called hierarchical teams, you know, that we, we can permission there as one level, and the second component is at a field level. So we can make some fields visible for some teams versus not for others.

[00:49:11] Uh, and I think Josh dropped it in the chat earlier, you know, we can also do conditional logic and field dependent properties and stuff like that is another way to permission it. Um, and activity reporting is, is different than that. I just kinda wanna call it the whole permissioning picture. As far as best practice for data governments, you know, we recommend our healthcare organizations have a, a data policy, you know, and how, you know, to use the data, HubSpot, how we, we have it help with that.

[00:49:35] Um, but, you know, that can determine and, and guide who should use it versus who can't, you know, what access super s have, you know, versus your normal users and, and managers, et cetera. Um, but, you know, just discuss that as an organization and, uh, kind of define your, your policies and then, you know, working with your hotspot partner or on your own, you can, uh, configure it that way.

[00:49:56] Perfect. We've got one more here from Liz that I'm really excited [00:50:00] about. Um, so I'm trying to apply this model to a nonprofit setting that provides child childcare, referrals, mental health, and other wraparound services. Can you share licensing strategies to keep implementation affordable? Um, I would, I would call out just from the HubSpot side of the house.

[00:50:14] We do have nonprofit pricing that. Um, it, it, it's a great, uh, benefit. It's a 40% discount on your licensing within the software, so that's a really good start. Uh, and then as far as implementation integration, like Brian, I'll, I'll, I'll tee up for that one. I'm sure you guys have some experience with nonprofits and, uh, I'm sure you guys are flexible to, to work with them.

[00:50:34] Um, but yeah, we're, we're always willing to, to, you know, take these conversations and see where, um, HubSpot, you know, can, can make an impact. No. Yeah, same. Uh, I think HubSpot, you know, does a great job here. There's a, there's a wonderful program, Liz, for nonprofits. You know, there's software discounts, there are other programs and some ancillary support as, as well available for nonprofits using HubSpot.

[00:50:57] You know, on the services provider side of things. [00:51:00] Many partners do have, uh, you know, discounts for, for nonprofits. Um, you know, but, you know, counting us to be flexible, you know, here at Act to date we work with a number of nonprofits and, uh, you know, understand that, you know, budgets, budgets, you know. Uh, are sometimes challenging and there's different times of the year where you may have access to funds versus others, you know, and, you know, we, we, we can make that work.

[00:51:19] And, and then many other partners care deeply about the work that you do in nonprofits as well, and, you know, and, and share that sentiment. Perfect. I think that was our last one. Um, I don't know, Jordan, are you able to hit the next slide?

[00:51:43] Maybe I can,

[00:51:49] there we get outta this q and a. Okay. There we go. Fun. All right, so here's some, uh, helpful resources. Uh, you know, uh, please fill out. I think we're, are we going to another [00:52:00] poll? Um, if not, we, we will, uh, definitely follow up. Oh, here we go. Yep. Interested in receiving demo for your specific use cases if you are interested.

[00:52:09] Definitely. Um, fill out. Hopefully we get a hundred percent yeses here. Uh oh. Oh, uh, we were, we were close. We were tracking nicely. Uh, and then that gives us the ability to, uh, to reach out to you one-on-one and, um, really dive into your specific use cases. Again, the. The most fun part of my job, and Brian, I'm sure you can attest to this, is understanding where you're at, diving into some of the nuances and then showing you what it can look like in the future to help improve your efficiencies and, you know, take your, your practice to the next level.

[00:52:41] So I love that I get out on that and, you know, getting with. Uh, a company like AP to date a partner like AP to date just makes that experience so much more seamless 'cause they can bring their knowledge to the table. But, um, we're, we're definitely excited to be in touch with anyone who wants to keep the conversation going and we'll send out some of these [00:53:00] resources, uh, as a follow up in an email as well as we discussed earlier.

[00:53:06] Yeah, feel free to shoot us an email directly. Hit us up on LinkedIn. Um, yeah, I think that's, that's all we got. Brian, any, any closing words you wanna leave us with? No, I'll just say thank you to everyone, you know, and if you, if your practice has considered HubSpot in the past, or, or, or not, you know, but our experience in the challenge we talked about earlier, you know, the fragmented data.

[00:53:28] You know, the, the, you know, data missing maybe from your patient journey or the ability to market and, and sell to your patients throughout the journey. You know, HubSpot's is a great fit and I'd encourage you to, to take a look and I'm sure that Zach and certainly myself, we'd be be happy to kind of walk you through, uh, an evaluation to determine if it would work for you all.

[00:53:48] Awesome. Well, thank you everyone. We really appreciate it and have a great rest of your day.