Healthcare Engagement Platform Migrates from Salesforce to HubSpot
INTRODUCTION Healthcare communications platform ditches Marketing Cloud.
VMS BioMarketing is a leading provider of patient and Healthcare Professional engagement solutions with more than 25 years of experience in the healthcare industry. VMS helps the healthcare industry connect, motivate, and empower people to engage in their health.
VMS' business model is achieved through a mix of complex email and text communication. The communications team was at its wit's end with Marketing Cloud's continual shortcomings and automation errors. Burdensome processes, gaps in capabilities, and failed sends were about to be a thing of the past as they planned their migration into HubSpot.
CHALLENGES Automation failures leading to manual effort.
VMS was extremely frustrated with Salesforce Marketing Cloud
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Critical data was failing to sync properly between Sales Cloud and Marketing Cloud. leaving gaps in contacts requiring automated communication.
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The team hated the reporting capabilities and found that specific data points they wanted to measure were inaccessible.
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Originally sold on a single ecosystem by Salesforce, they hated the cobbled reality with a fumble of bulky tack-ons like Mobile Studio.
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Usability was extremely difficult, with even the simplest tasks commanding too much time and the constant need to retrace steps, searching for errors.
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Broken journeys constantly required the team to rebuild the triggers completely from scratch rather than simply correct the issue.
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Marketing Cloud was unable to accommodate nurse schedule changes and could not be addressed with updates to the 'next schedule event date'.
- Deliverability issues with SMS messages persisted, causing issues with the thousands of messages the system attempted to send daily.
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They were hitting arbitrary limits with API calls to the Case Object, limiting them a just 46 journeys.
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Marketing Cloud wasn't updating data properly, requiring the team to make manual updates constantly.
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The timeline to migrate was tight, requiring a collaborative effort and shared workload between the VMS and Instrumental Group teams.
SOLUTION Migrating to HubSpot and Message IQ.
Instrumental Group worked with VMS to develop a phased attack plan, knowing proof of concept would be required to demonstrate their complex communication needs could be met. The plan detailed how the onboarding and integration could be completed in just eight weeks and demonstrate achievement of two critical goals.
- Activate a complex digital journey with HubSpot workflows integrated with Message IQ for SMS without errors.
- Activate a new client within the journey for successful execution of the required communication sequenece.
HubSpot Marketing Enterprise Onboarding
Instrumental Group, introduced a dedicated specialist for HubSpot Onboarding to help VMS activate their new HubSpot license quickly. The HubSpot Success Manager (HSM) ensured they had a well-rounded and complete understanding of the entire HubSpot Suite. The HSM set forth to complete the following steps.
- Kickoff and Goal Setting: We begin all onboarding projects with a dedicated kickoff call. The call covered introductions, the roles and responsibilities of each stakeholder, the project's priorities, and areas of focus for subsequent training calls.
- Global License Configuration: We offer to pick up all the initial settings and global configurations on new HubSpot licenses. We started with a workbook to ensure we had the proper branding elements, then jumped in to set up the Marketing Enterprise features to ensure their instance was ready for customization.
- Primary license brand elements
- Custom contact & company fields
- Website integration to pull all web consumption into HubSpot
- Template Setup & Styling: One of the big value-adds we offer new Marketing license owners is build-ready templates for landing pages and emails. Themes were imported and style to meet the VMS brand.
- Message IQ Integration: With Message IQ's deep SMS capabilities serving a critical communication element, our team completed the native integration to allow layered SMS and emails in workflows.
- Project-long User Support: Our HSM also reviewed early progress, offered advice and direction, and set up their first training call. A master training dashboard was built in HubSpot to house helpful resources and training recordings. This one-stop shop was developed to ensure the VMS communications team had everything they needed to develop communication journeys in HubSpot.
Integrating HubSpot with Salesforce Sales Cloud
One of the advantages that VMS BioMarketing held was a highly motivated and capable team of Salesforce Admins. The team was confident in their ability to successfully configure the native application to establish a bi-directional sync between HubSpot and Sales Cloud, but felt it was important to consult our Data Architect and their deep experience with the native integration. We support the internal app configuration with our structured integration consulting package.
Discovery Series
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Planning: Outline processes, identify data points, and put together an integration plan.
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Tool orientation: Mapping guidance, basic workflow logic, and integration rule settings.
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Data architecture and segmenting: Orientation with HubSpot's data tools available at your plan level, as well as quality assurance tactics.
App Instruction Workshop
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Workshop: We hosted a Zoom call with VMS Admins in charge of configuring the integration.
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App Installation: We led their team through a step-by-step process to install the Native Salesforce app developed by HubSpot in the HubSpot app marketplace.
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Settings Configuration: We led their team through the different integration settings available, advising on best practices throughout.
Support and Documentation
- Support: We provided timely assistance for all inquiries, offering comprehensive answers, reference materials, and clear instructions throughout the project.
- Documentation: We provided detailed project tracking documentation, supplemented with our handy integration templates to streamline the integration process.
MISSION ACCOMPLISHED Journey activation for seamless communication.
As the project came together we were a full week ahead of schedule. We had completed all project elements in just seven weeks!
VMS was able to activate the proof-of-concept without a hitch. With the journey active for VMS' new client, communication was on-time, accurate, and quickly adjusted when schedules changed. We had successfully demonstrated that HubSpot could revolutionize the way they communicated with their client's valuable patients.
This opened our team up to pursue a second phase of support, assisting with additional configuration of the marketing capabilities and developing intelligent reporting dashboards to help VMS measure success.