Salesforce to HubSpot Migration + Nextech Integration Helps a Growing Cosmetic Surgery Practice Streamline Its Operations

Salesforce to HubSpot Migration, Multi-Location Consolidation, and Reestablished EHR Integration Delivered On Time and In Compliance

Because of the fast-approaching deadline to complete the migration from Salesforce, the client originally reached out directly to HubSpot for help. HubSpot then recommended the client work with SmartBug, a HubSpot Elite Solutions Partner.

We worked closely with the client to understand what outcomes they wanted to achieve by migrating to HubSpot, discover how to maximize the integration between HubSpot and Nextech, and identify potential HIPAA speedbumps.

We used this insight to create a road map that would help the client reach its goals on schedule by providing:

• Full migration from Salesforce to a single HubSpot instance 
• A working Nextech integration
• HIPAA compliance at every stage of the migration and integration

The Migration

During discovery, there was a lot of discussion about what counted as marketing data and what was private health information (PHI)—more specifically, what information the client was gathering up front through marketing activities versus what information was gathered via Nextech.

This helped us determine what information we could move between systems that wouldn’t necessarily be considered private, such as name, email, date of birth, and even procedures of interest if that information was captured by a marketing asset.

The entire process was highly collaborative. We worked with the client’s CIO and compliance team to understand from their perspective what information was protected and what wasn’t so we could give them what they needed without crossing a line.

The Integration

Once we reached consensus with the client about what was and was not PHI and began working on the integration, we consulted with the client’s legal counsel and compliance team to identify what information could be pulled from the EHR system.

One of the client’s primary goals was to be able to trace the customer journey from the time a lead submits a form to how many appointments they schedule to how many of those appointments converted into actual opportunities.

When we integrated Nextech with HubSpot, we built a short form in the HubSpot CRM where the prospect could provide minimal, non-PHI information: first name, last name, email, date of birth, and ZIP code, for example. After submitting the form, the prospect is added as a contact in HubSpot and is associated with a deal (i.e., the procedure they are interested in).

Scheduling an appointment triggers the creation of a patient record inside the Nextech system. When the status of the appointment changes to canceled, rescheduled, no show, or completed, the contact goes back into HubSpot—minus any HIPAA-sensitive information—where the deal owner receives an automated notification to follow up with the contact.