100% Increase In Appointments: Modernizing A Dermatology Group with HubSpot and ModMed
Schweiger Dermatology also integrated ModMed with HubSpot.
OVERVIEW The Northeast’s Premier Dermatology Practice Chooses HubSpot Marketing
Schweiger Dermatology Group (SDG) is the leading provider of medical, cosmetic, and surgical dermatology services in the Northeast, with over 100 locations and 300+ providers. Operating a high-volume healthcare organization requires a delicate balance between enterprise-scale marketing and personalized patient care. To maintain their rapid growth, SDG required a CRM that could bridge the gap between their marketing efforts and their clinical data.
CHALLENGE Technical Debt and Clinical Silos
Before partnering with Instrumental, SDG's growth was hindered by "Platform Complexity" and data isolation.
- The Marketo Hurdle: The internal marketing team was operating out of Marketo, a platform that had become too cumbersome for the team’s needs, creating a bottleneck for campaign deployment and asset management.
- The Clinical Gap: Patient, Provider, and Appointment data lived exclusively within ModMed (Modernizing Medicine). Without a bridge to the marketing engine, SDG could not execute the highly personalized, data-driven patient nurturing required at their scale.
- A Need for Consolidation: Leadership sought to move away from fragmented systems toward a 360-degree view of the patient journey to streamline operations and empower individual teams.
MULTI-PHASE SOLUTION Multi-Phase Enterprise Re-Platforming
Following our Pioneer’s Approach for implementation success, we architected a two-phase solution focused on a clean migration followed by deep clinical EHR integration.
Phase 1: The Marketo to HubSpot Migration
The primary objective of Phase 1 was a complete re-platforming to HubSpot Marketing Hub Enterprise, focusing on team empowerment and asset modernization.
- Marketing Hub Configuration:
- Consolidation of Truth: We moved SDG off of Marketo, configuring a new HubSpot environment designed to simplify and streamline operations.
- Business Unit Partitioning: We utilized HubSpot Business Units to support the partitioning of data and teams, ensuring that different practice areas could operate with autonomy within the master instance.
- Custom Field Architecture: To support the complex data needs of a multi-location practice, we configured over 130 custom fields for precise patient and lead management.
- Marketing Asset Recreation:
- Theme & Template Styling: We moved away from hard-coded Marketo assets, building a library of styled themes and dynamic templates for each brand within the SDG portfolio.
- Automation Rebuild: We migrated and optimized core marketing automation workflows, including lead scoring and nurturing, to ensure a seamless transition for the internal team.
Phase 2: ModMed API Integration
The technical cornerstone of the engagement was the development of a custom, one-directional API integration between ModMed and HubSpot.
- One-Directional Clinical Sync: We engineered a secure pipeline to flow critical clinical data from ModMed into HubSpot, including:
- Patient Records: Creating a real-time record of all patients to enable accurate segmentation.
- Provider Data: Syncing provider information to allow for location and specialist-specific marketing.
- Appointment Activity: Flowing appointment status (scheduled, completed, canceled) to trigger automated patient reminders and follow-ups.
- Patient-Centric Architecture: By mapping clinical data into HubSpot Custom Objects, we ensured that patient privacy and data integrity were maintained while making the data actionable for marketing and service teams.
RESULTS Clinical Agility and Patient Growth
The move to a unified HubSpot and ModMed ecosystem has transformed SDG’s operational capacity and improved capabilities:
- Marketing Efficiency: By replacing Marketo with the intuitive HubSpot interface, the marketing team can now deploy complex campaigns in hours rather than days.
- Personalized Patient Nurturing: With real-time appointment data, SDG can now execute automated "Next Step" communications based on specific clinical visits, significantly improving patient retention.
- Total Data Visibility: Leadership now has a 360-degree view of the practice, from the first marketing touchpoint to the final clinical appointment, enabling true data-driven decision-making.
Growth In
The impact of the implementation was immediately evident in the group's performance.
IMPACT A New Standard for Patient Experience
With the migration from Marketo and the successful ModMed integration, the Schweiger Dermatology Group has unlocked a level of clinical and marketing alignment rarely seen in large-scale healthcare. No longer operating in the "dark" regarding patient appointment status, the marketing team is now empowered to act as a true partner to the clinical operations.
Moving forward, the team can operate with total confidence, knowing that their system is built on a scalable, secure, and integrated foundation. For the end-users at SDG, this means less time on manual data management and more time focused on delivering world-class dermatological care, making their continued expansion across the Northeast inevitable.