Case Study: Building a Scalable Patient Data Management System Using HubSpot

Problem Statement

• Patient data was scattered across platforms, leading to data loss and duplication.

• Purchases of products and services were not properly managed or tracked inside HubSpot.

• There was no centralized way to calculate total patient spending and outstanding balance (services + products, with or without tax).

• Receptionists lacked structured tools to collect patient surveys, images, and medical details within each deal.

• Invoices were created manually, resulting in billing inconsistencies and missing financial data.

Because of these gaps, the client struggled with data accuracy, reporting, patient tracking, and revenue visibility.

Challenges

• Integrating Aircall and Ziwo so calls and interactions sync seamlessly with HubSpot.

• Automatically syncing Shopify orders with the correct HubSpot deals.

• Creating custom HubSpot properties to calculate total paid amount and balance due for each patient (products + services, with or without tax).

• Designing receptionist workflows to capture patient surveys, images, medical information, and treatment preferences inside HubSpot.

• Preventing data loss across multiple systems and platforms.

• Ensuring real-time data flow between sales, marketing, reception, and finance teams.

• Handling leads from multiple platforms such as TikTok and Snapchat and routing them correctly into HubSpot.

Process

Creating the Users

• Salespersons and receptionists are the core HubSpot users. Sales teams manage contacts and communicate with prospects to qualify and convert them into leads. Once approved, leads are automatically converted into deals representing patient records.

• Receptionists then manage these deals to schedule appointments and handle operational workflows, ensuring a smooth journey from inquiry to treatment.

Patient Lifecycle Design

• Defined contacts as leads and deals as patients.

• Automated the movement from contact → deal when sales qualify a lead.

Communication Integration

• Integrated Aircall and Ziwo with HubSpot to automatically log calls and patient communication.

Appointment Data Handling

• Connected the Mindbody appointment system with HubSpot to avoid manual entry and data loss.

• Every booking creates a deal in a specific pipeline based on service type:

• • Hair transplant → Appointment pipeline

• • PRP treatments → Separate service pipeline

Shopify Integration

• Integrated Shopify with HubSpot so every purchased product or service syncs with the correct patient.

• Associated Shopify orders with respective deals using HubSpot custom code workflows.

Custom Payment Architecture

• Created custom HubSpot properties to calculate total patient spending and balance due with or without tax.

• Combined service and product purchases into a single financial view per patient.

Receptionist Workflow Setup

• Patient details

• Images

• Medical information

• Treatment preferences

All data is stored directly within HubSpot deals.

Invoice Integration

• Integrated QuickBooks Online with HubSpot so invoice data flows into patient records.

• Enabled financial tracking without switching platforms.

Automation & Data Sync

• Automated associations between contacts, deals, orders, and invoices.

• Ensured no patient data is lost between systems.

Benefits

• Zero data loss across appointments, calls, purchases, and invoices.

• A centralized patient management system within HubSpot.

• Clear visibility of total patient spending and balance due.

• Faster receptionist workflows with surveys, images, and patient records in one place.

• Improved coordination between sales, marketing, reception, and finance teams.

• Better reporting on patient lifecycle and revenue.

• Reduced manual work and operational errors.