HEALTHCARE IT
End-to-end IT solutions for healthcare organizations.
HEALTHCARE INDUSTRY
How we simplified patient marketing with HubSpot
A large regional healthcare organization with multiple brands, hundreds of thousands of patient relationships, and diverse communication needs needed to modernize its marketing technology stack. Its existing cloud-based platform required specialized technical knowledge, making automation and segmentation difficult for marketing teams to manage.
Provisions Group led the move to HubSpot Marketing Hub Enterprise, protecting patient communication preferences and operational continuity while establishing a foundation for future Epic EHR integration.
Services provided
- HubSpot Marketing Hub Enterprise implementation
- HIPAA-compliant configuration
- Migration of approximately 1.1 million contacts
- Patient subscription management
- Preparation for future Epic EHR integration
- Admin and end-user training
THE CHALLENGE
Simplify marketing while protecting patient communication preferences.
The existing cloud-based marketing environment supported critical patient communications, but teams described it as costly, complex to maintain, and difficult to fully utilize. Automation and segmentation depended on specialized technical knowledge, limiting marketing team self-sufficiency and slowing campaign execution.
The organization also managed communications across multiple brands, patient populations, and internal audiences. More than 1.1 million records required migration, with subscription and opt-out preferences preserved throughout the transition.
Shared household email addresses complicated identity resolution and deduplication. Patients, prospects, referral relationships, and employees needed distinct communication programs supported by centralized governance.
Leadership needed a HIPAA-conscious platform that simplified day-to-day marketing operations and supported future patient engagement initiatives through Epic EHR.
Rather than recreate an over-engineered environment, the project prioritized communication continuity, data quality, multi-brand administration, and a foundation for future healthcare integrations.
SOLUTION
Preserve patient preferences and centralize multi-brand marketing in HubSpot.
Provisions Group implemented HubSpot Marketing Hub Enterprise with HIPAA-focused controls, migrated the contact database, and enabled patient-facing and internal communications. The engagement established the marketing foundation; broader clinical system integrations, including Epic EHR, remained future initiatives.
- Configuration
- Migration
- Communications
- Automation
- Enablement
HIPAA-compliant multi-brand HubSpot foundation
HubSpot Marketing Hub Enterprise became the organization's new patient marketing platform. HIPAA-focused configuration, role-based permissions, multi-brand architecture, and email infrastructure supported healthcare communications at scale.
Produced and enabled:
- HIPAA-compliant platform configuration
- Sensitive data controls
- Role-based permissions
- Multi-brand architecture
- Dedicated sending infrastructure
- Deliverability configuration
Data migration and communication continuity
Provisions Group migrated approximately 1.1 million contacts from the existing cloud-based marketing platform into HubSpot. The work prioritized data quality and preservation of communication preferences, including identity resolution for patients sharing a household email address.
Produced and enabled:
- Migration of approximately 1.1 million contacts
- Record deduplication, including shared household email scenarios
- Subscription preference preservation
- Opt-out preservation
- Contact and lead consolidation
- Continuity at cutover
Patient and internal communications enablement
Foundational communication capabilities supported both patient-facing outreach and internal organizational programs. Distinct audiences could be managed with appropriate segmentation and governance.
Produced and enabled:
- Subscription management
- Preference center configuration
- Internal communications segmentation
- Transactional messaging configuration
- Audience management capabilities
- Email personalization options for marketing outreach
Marketing automation foundation
The engagement established initial automation capabilities and reusable assets to accelerate campaign execution while reducing ongoing administrative complexity.
Produced and enabled:
- New Patient Welcome automation
- Rebuilt templates
- Foundational marketing lists
- Starter campaign framework
- User training and enablement
Admin and end-user enablement
Admin and end-user training supported adoption of the new platform. Combined with rebuilt templates, audience management capabilities, and standardized permissions, the implementation gave marketing users a more manageable foundation for patient outreach and internal communications.
The architecture also prepared the organization for future patient engagement initiatives. Epic EHR integration was a future goal, not a completed deliverable of this engagement.
THE RESULTS
Patient marketing moved to a unified, more manageable platform.
- Reduced complexity in patient marketing operations.
- Improved usability for marketing teams responsible for campaign execution.
- Enhanced database quality through large-scale migration and deduplication.
- Preserved subscription and opt-out preferences during the transition.
- Centralized governance across multiple brands.
- Established automation for patient-facing and internal communication programs.
- Standardized templates and messaging controls for more consistent communications.
- Improved oversight through sensitive data controls and role-based permissions.
- Eliminated dependence on the previous platform for supported marketing operations.
- Increased readiness for future patient engagement and healthcare integration initiatives.
Approximately 1.1 million contacts migrated
with subscription preferences, opt-outs, and operational continuity preserved.
Simplify your healthcare marketing operations
Provisions Group helps you plan healthcare marketing migrations around data quality, communication preferences, and multi-brand governance. Talk with our team about your platform and integration requirements.