Content Strategy & SEO

ConradHS
Member

Step-by-step from start-up to scale-up in health tech

SOLVE

I am coaching and mentoring health tech scale-up companies: those that have a valid proof of concept, regulatory approval, operations etc and can start to 'harvest' all the customer needs after being focused on their products.  It often means turning the company from inside/technology out to outside/relevant customer in. A real pivot with a lot of implications. I often use HUBSPOT as commercial system of reference/starting repository and am walking a tightrope in process versus execution. I seek wisdom from your experiences...

2 Accepted solutions
danmoyle
Solution
Most Valuable Member | Elite Partner
Most Valuable Member | Elite Partner

Step-by-step from start-up to scale-up in health tech

SOLVE

Hi @ConradHS and welcome to the community! In addition to what @TomM2 offered on experience and insight, here's where I'm coming from... I've not worked oin this secific field, but I've worked with a lot of brands on their growth. 

 

Here are a few thoughts I've put together:


As you mentioned, leverage HubSpot CRM as a central platform. As a CRM, it can serve as a powerful tool to support health tech companies transitioning from product-focused to customer-focused operations. The centralized database is great for storing and managing all customer data, which is crucial for companies pivoting towards a more customer-centric approach.

 

Focus on customer relationship management. As your clients shift their focus to "harvesting" customer needs, they should use HubSpot CRM to reshape their customer relationship management. This includes personalizing interactions, segmenting contacts for targeted marketing, and leveraging customer data to deliver relevant content and context both. Use that data!

 

Implement automation for efficiency. HubSpot offers automation features for various tasks and workflows as your clients grow. This can help balance the need for new processes with rapid execution, which is crucial for scale-up companies.

 

Fall in love with analytics and reporting. Take advantage of HubSpot's analytics and reporting tools to track sales, marketing, and customer service metrics. This data-driven approach can help in making informed decisions and optimizing strategies as the companies pivot.

 

The big one, as it's new and evolvong: Leverage AI capabilities. HubSpot's AI-powered features, like their rebrand as "Smart CRM," can help unify customer data across teams and provide insights that can guide the pivot towards customer-centricity.

 

Hopefully that helps inspire some ideas!

 

PS thanks as always for thinking of me @PamCotton 😊

 

Did my answer help? Please "mark as a solution" to help others find answers. Plus I really appreciate it!


Dan Moyle

HubSpot Advisor

LearningOps | Impulse Creative

emailAddress
dan@impulsecreative.com
website
https://impulsecreative.com/

View solution in original post

TomM2
Solution
Thought Leader | Platinum Partner
Thought Leader | Platinum Partner

Step-by-step from start-up to scale-up in health tech

SOLVE

@danmoyle good question! For me there's never really a "one size fits all" approach. What I personally find is the best approahc is to map out the ideal processes in a whiteboarding session and really go "blue sky" with it. Map out the high level steps for each and then each piece required to achieve those.

For example:

Lead fills out a form - Contact created - Contact assigned - Sales rep calls - Sales rep provides notes - Deal closes. 

 

Would be super basic high level, but then breaking down small SLAs and success pieces in these goes deeper. IE: 

How many forms do we have? How do people get to the form? How do we measure success of a form? 

How does a sales rep find a lead? How do they call? What do they need for a successful call etc. 

 

From there it's a question of what's the right tool for the job, if it is HubSpot I'd start with mapping "objects" here, what CMS are we using, whats forms are we using, what properties are needed, where does the data live etc. Where does the data live can be a surprisingly difficult questions depending on the use case, some people might want everything in a deal, in a company, in a contact or even in a custom object, they might need products, invoices etc.

 

Then it comes down to what needs to be automated and what can be automated. You're right, this then does get to a fine line where we have to measure up what HS can achieve and what is needed. There can be (and realistically will be) some compromises to be made, but I find it's much better to start off at that "blue sky" perfect setup and work backwards from there instead of saying "we need to do things this way because that's how our tools work" 

Tom Mahon
Technical Consultant | Solutions Engineer | Community Champion
Baskey Digitial

Book a consultation

Did my post help answer your query? Help the community (and me) by marking it as a solution.


View solution in original post

7 Replies 7
duser
Member

Step-by-step from start-up to scale-up in health tech

SOLVE

Great insights! Pivoting from a product-focused approach to customer-centric growth is a challenging yet essential shift for scale-ups. At Escan Appliance Services, we also face similar challenges in aligning technology with real customer needs. Tools like HubSpot are incredibly useful in streamlining commercial processes and bridging the gap between execution and strategy. It's all about finding the right balance to ensure sustainable growth. Thank you for sharing your valuable experience!

0 Upvotes
danmoyle
Solution
Most Valuable Member | Elite Partner
Most Valuable Member | Elite Partner

Step-by-step from start-up to scale-up in health tech

SOLVE

Hi @ConradHS and welcome to the community! In addition to what @TomM2 offered on experience and insight, here's where I'm coming from... I've not worked oin this secific field, but I've worked with a lot of brands on their growth. 

 

Here are a few thoughts I've put together:


As you mentioned, leverage HubSpot CRM as a central platform. As a CRM, it can serve as a powerful tool to support health tech companies transitioning from product-focused to customer-focused operations. The centralized database is great for storing and managing all customer data, which is crucial for companies pivoting towards a more customer-centric approach.

 

Focus on customer relationship management. As your clients shift their focus to "harvesting" customer needs, they should use HubSpot CRM to reshape their customer relationship management. This includes personalizing interactions, segmenting contacts for targeted marketing, and leveraging customer data to deliver relevant content and context both. Use that data!

 

Implement automation for efficiency. HubSpot offers automation features for various tasks and workflows as your clients grow. This can help balance the need for new processes with rapid execution, which is crucial for scale-up companies.

 

Fall in love with analytics and reporting. Take advantage of HubSpot's analytics and reporting tools to track sales, marketing, and customer service metrics. This data-driven approach can help in making informed decisions and optimizing strategies as the companies pivot.

 

The big one, as it's new and evolvong: Leverage AI capabilities. HubSpot's AI-powered features, like their rebrand as "Smart CRM," can help unify customer data across teams and provide insights that can guide the pivot towards customer-centricity.

 

Hopefully that helps inspire some ideas!

 

PS thanks as always for thinking of me @PamCotton 😊

 

Did my answer help? Please "mark as a solution" to help others find answers. Plus I really appreciate it!


Dan Moyle

HubSpot Advisor

LearningOps | Impulse Creative

emailAddress
dan@impulsecreative.com
website
https://impulsecreative.com/
TomM2
Thought Leader | Platinum Partner
Thought Leader | Platinum Partner

Step-by-step from start-up to scale-up in health tech

SOLVE

Great insight @danmoyle ! Useful info for anyone to know! 

Although I have to give my -1 for using AI, just because I'm a curmudgeon and find you won't get where you're trying to go with it. 

 

I think the best thing to do is use pen an paper/a whiteboard or a whiteboarding tool and map out your ideal process with absolutely no consideration to software limitations, then figure out how to fit HubSpot into your process. Never start a process definement by thinking "how do we make our process fit HubSpot" as you'll end up with a lot of unhappy people and a half built system that doesn't really do anything effective. 

 

Tom Mahon
Technical Consultant | Solutions Engineer | Community Champion
Baskey Digitial

Book a consultation

Did my post help answer your query? Help the community (and me) by marking it as a solution.


danmoyle
Most Valuable Member | Elite Partner
Most Valuable Member | Elite Partner

Step-by-step from start-up to scale-up in health tech

SOLVE

@TomM2 "crumudgeon" 😂 

 

Fair point though. I'm only starting to use AI and AI tools a bit more, as I've been that "get off my lawn" guy for a while. 

 

Question for you. I'm curious about the "making our process fit into HubSpot." I see it as walking a line between fitting our current process into a new tool, and making the tool work our process. As an example, if I'm getting a new tool for its features, then I'm probably rethinking my process at least a bit. But I also want to keep as much of it as familiar as I can. 

 

What's your thought? Is it about change management? 

 

Did my answer help? Please "mark as a solution" to help others find answers. Plus I really appreciate it!


Dan Moyle

HubSpot Advisor

LearningOps | Impulse Creative

emailAddress
dan@impulsecreative.com
website
https://impulsecreative.com/
0 Upvotes
TomM2
Solution
Thought Leader | Platinum Partner
Thought Leader | Platinum Partner

Step-by-step from start-up to scale-up in health tech

SOLVE

@danmoyle good question! For me there's never really a "one size fits all" approach. What I personally find is the best approahc is to map out the ideal processes in a whiteboarding session and really go "blue sky" with it. Map out the high level steps for each and then each piece required to achieve those.

For example:

Lead fills out a form - Contact created - Contact assigned - Sales rep calls - Sales rep provides notes - Deal closes. 

 

Would be super basic high level, but then breaking down small SLAs and success pieces in these goes deeper. IE: 

How many forms do we have? How do people get to the form? How do we measure success of a form? 

How does a sales rep find a lead? How do they call? What do they need for a successful call etc. 

 

From there it's a question of what's the right tool for the job, if it is HubSpot I'd start with mapping "objects" here, what CMS are we using, whats forms are we using, what properties are needed, where does the data live etc. Where does the data live can be a surprisingly difficult questions depending on the use case, some people might want everything in a deal, in a company, in a contact or even in a custom object, they might need products, invoices etc.

 

Then it comes down to what needs to be automated and what can be automated. You're right, this then does get to a fine line where we have to measure up what HS can achieve and what is needed. There can be (and realistically will be) some compromises to be made, but I find it's much better to start off at that "blue sky" perfect setup and work backwards from there instead of saying "we need to do things this way because that's how our tools work" 

Tom Mahon
Technical Consultant | Solutions Engineer | Community Champion
Baskey Digitial

Book a consultation

Did my post help answer your query? Help the community (and me) by marking it as a solution.


TomM2
Thought Leader | Platinum Partner
Thought Leader | Platinum Partner

Step-by-step from start-up to scale-up in health tech

SOLVE

Hey @ConradHS I'm actually working with two health based customers now too. It's an interesting challenge. 

There's no real guide book for health outside of the standard HubSpot onboarding stuff. It really depends on the business, I can't really give a framework without any insight into the business. 

 

The main challenge you will reach though is health data storage, HubSpot offers sensitive data storage on enterprise only accounts. Even with this however, health data storage varies wildyly depending on the region you're in and storing the data in. I would recomend bringing a legal professional or data compliance consultant for this, most health data isn't going to be able to be stored in HubSpot, so you'll likely need a way of linking your health data to your HS contacts. 

 

Is there a specific thing you're struggling with fleshing out? 

Tom Mahon
Technical Consultant | Solutions Engineer | Community Champion
Baskey Digitial

Book a consultation

Did my post help answer your query? Help the community (and me) by marking it as a solution.


0 Upvotes
PamCotton
Community Manager
Community Manager

Step-by-step from start-up to scale-up in health tech

SOLVE

Hey @ConradHS, happy Friday!

 

Thanks for sharing your work in health tech scale-ups; it's exciting to see a focus on shifting from a tech-first to a customer-centric approach. Using HubSpot as a central system can help align teams and streamline the pivot by mapping the customer journey, establishing feedback loops, and supporting scalable, data-driven processes. Balancing process with execution is always a challenge, but with the right tools and strategies, it’s possible to keep operations customer-focused and agile. 

 

@TomM2 and @danmoyle what are your thoughts? 

 

Thank you, 

Pam

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