In the world of healthcare and B2B medical services, data management is a critical yet challenging task. This is especially true for organizations bound by strict regulations such as HIPAA, which govern the protection of sensitive patient information. Until recently, businesses in these sectors struggled with the limitations of CRM systems that couldn’t handle their comprehensive data needs. This resulted in fragmented workflows and missed growth opportunities. The advent of HubSpot’s new capabilities for managing sensitive data provides solutions for enhanced marketing, sales, and service approaches for HIPAA compliant organizations.

In this article, we'll explore how HIPAA compliant businesses can transition from cumbersome, fragmented data management systems to unified, efficient solutions using HubSpot. The following case study explores the benefits of HubSpot’s new secure data management updates for a medical technology company we’ll call MedSolutions*.

Then: Fragmented Systems and Limited Capabilities

MedSolutions, which provides a medical device that has brought relief to thousands of patients, faced significant challenges in managing customer data. With a client base that included a large patient network, hospitals, and large medical groups, they needed to maintain strict compliance with HIPAA regulations while managing vast amounts of sensitive information, such as patient data and financial records.

MedSolutions opted to utilize a HIPAA-compliant marketing automation platform for contact storage and segmentation. While the platform allowed for targeted marketing campaigns to MedSolutions’ contact base, limited capabilities did not respond to their comprehensive CRM needs. InboundAV created a number of custom solutions for MedSolutions in order to supplement their CRM needs. 

Now: A Unified, HIPAA-Compliant Solution with HubSpot

With HubSpot's sensitive data features, companies like MedSolutions can securely store and manage customer data within HubSpot while maintaining HIPAA compliance. This shift brings about several key changes.

Centralized Data Management

HIPAA compliant businesses like MedSolutions can now store and manage sensitive customer data directly within HubSpot. This eliminates the need for an external data management app, resulting in a unified system where all customer information is readily accessible and available for use in marketing campaigns, sales workflows, customer support, and more. 

Simplified Setup

While InboundAV successfully implemented a number of custom solutions for MedSolutions in an external platform, it is important to note that similar actions are easily achieved in a fraction of the time on the HubSpot platform. Due to a wide range of built-in marketing, sales, and service tools, the HubSpot ecosystem offers more ways for companies like MedSolutions to leverage data that customers have consented to being used in marketing and other business campaigns.

Enhanced Workflow Efficiency

With data centralized in HubSpot, sales, service, and marketing teams can seamlessly collaborate using a single source of truth. This streamlines workflows, reduces the need for data duplication, and significantly cuts down on the time spent switching between systems.

Improved Data Security and Compliance

New security features ensure that companies like MedSolutions can store and manage sensitive data in HubSpot while adhering to HIPAA regulations. Features like advanced authentication, per-tenant encryption, and comprehensive audit logging helped mitigate compliance risks and provided peace of mind.

Overall, HubSpot users can expect substantial cost reduction with fewer manual setup steps, efficient communication and handoff across teams, and fewer data management expenses with external platforms.

Marketing, Sales, and Service Opportunities With HubSpot’s Sensitive Data Features

Centralizing sensitive data in HubSpot significantly enhances operational efficiency for companies like MedSolutions, optimizing marketing and sales strategies while driving productivity. This improvement stems from the newfound ability to access and utilize customer information seamlessly, without the need for cumbersome data transfers or repeated system logins.

Personalized Marketing Campaigns

HIPAA-compliant organizations can now leverage HubSpot’s marketing automation features to create targeted email campaigns that address the specific needs of different customer segments. By securely storing and using patient data within HubSpot, businesses like MedSolutions can send personalized health tips and service reminders, improving patient engagement and satisfaction. 

Furthermore, having a comprehensive view of each customer enables organizations to tailor their marketing campaigns with greater precision. Personalization can translate into a rise in lead conversion rates, as HIPAA compliant businesses can deliver more relevant and engaging content to their customers. 

Efficient Sales Processes

Sales teams at healthcare and medical organizations can utilize Sales Hub to access a comprehensive view of customer interactions and medical history in real-time. This will enable sales reps to have more informed conversations with prospects and clients, and can ultimately lead to an increase in deal closures.

Improved Customer Support

Customer support can be make-or-break for an organizations’ reputation in health and medical industries in which care and empathy are top priorities. With sensitive data stored in HubSpot, healthcare and medical support teams can quickly access patient records and service histories, providing faster and more accurate assistance. 

HubSpot’s sensitive data storage features open up a number of transformative opportunities for businesses like MedSolutions. With centralized data, HIPAA compliant industries can streamline workflows, improve customer experiences, and ensure security and compliance with critical regulations. For healthcare and B2B medical companies, HubSpot’s new capabilities offer a powerful solution for managing sensitive data and driving business growth.

About InboundAV

Interested in transforming your data management and leveraging the HubSpot platform to drive business growth? Contact InboundAV for a consultation and see how we can help you leverage HubSpot’s capabilities.

*Name changed for privacy.