HubSpot CRM audit for the healthcare industry

CRM audit for an international pharmaceutical company

In the healthcare sector, where innovation and rigor are essential, customer relationship management plays a key role in maximizing team efficiency and guaranteeing customer satisfaction. This company, specialized in the manufacture of pharmaceutical preparations and the sale of analysis equipment, employs between 250 and 499 people.

It operates internationally, with subsidiaries on several continents. Initially, the company integrated HubSpot autonomously, without the support of a partner, which led to a partially optimized use of the solution. Aware of the limitations of this initial configuration, it called on Make the Grade to intervene as an expert capable of restructuring and optimizing the existing system thanks to a complete CRM audit.

Its aim is to optimize the use of HubSpot by its talents, standardize practices across subsidiaries and exploit all available functionalities to support its growth.

Challenges encountered

Although the company had a solid infrastructure in place with HubSpot, it identified several issues limiting its operational and strategic efficiency. The challenge was to carry out a complete CRM audit. The company faced challenges common to organizations undergoing international expansion, bringing with it its share of opportunities and transformations.

Standardizing the use of HubSpot

Each subsidiary of the company uses HubSpot in its own way, with no harmonization of processes or alignment of practices. This fragmented management prevents the company from obtaining a global, consistent view of its performance. Local teams develop their own workflows, lists and properties, resulting in data silos and complicating cross-country collaboration. The absence of a centralized CRM strategy also limits the ability of marketing and sales teams to work in a coordinated way.

Organization of the HubSpot portal

The HubSpot portal reflects this diversity of use, with a non-centralized and unintuitive structure. There is a lot of duplication, whether in properties, lists or workflows, which limits the reliability of data exploitation. What's more, data is not consistently segmented by team or country, complicating processing and reducing operational efficiency.

In terms of role management, although permission sets are in place prior to intervention, HubSpot presets for representatives and management are not configured. This results in a haphazard management of access and responsibilities within CRM. This lack of configuration slows down teams, increases the risk of errors, and makes campaign and performance tracking more complex. We have therefore included among its recommendations the implementation of suitable presets to structure and clarify role management in HubSpot.

Exploiting advanced functionalities

The company has a Marketing Enterprise subscription, but doesn't use all the features it offers. For example, campaign tools are not used to track marketing performance, and dashboards are underdeveloped, limiting visibility of results. This lack of strategic use of available tools prevents the company from maximizing its ROI and making strategic decisions based on reliable data.

These issues present both challenges and opportunities for optimization, to align the company's tools and practices with its strategic ambitions.

Solutions provided by Make the Grade

To meet the challenges identified, we adopt a methodical, customized approach aimed at transforming HubSpot CRM into a high-performance, structured tool tailored to the company's specific needs. The intervention takes place in several complementary stages, each playing a key role.

1. In-depth diagnosis: understanding and assessing for better action

The first step is to carry out an audit to understand the issues and friction points encountered by Sebia teams in their current marketing processes and in their use of HubSpot CRM. This diagnosis enables us to precisely identify existing strengths and areas for improvement in order to optimize the tool and practices.

1. Team interviews: We organize in-depth interviews with the company's marketing staff in France, Germany and the US.

   These exchanges enable us to better understand current practices, expectations and challenges encountered on a daily basis. This step is essential to ensure that the proposed solutions meet the real needs of the teams.

2. Technical analysis of the HubSpot portal: The aim of the HubSpot portal audit is to analyze how it is set up and used by the various teams identified and interviewed beforehand. This analysis covers all key functionalities: contacts, companies, automations, lists, e-mail marketing, dashboards, and much more. In particular, we found numerous duplicates, as well as insufficient organization of items, which were not filed in structured folders.

   In addition, poor rights and access management was identified: all teams had access to all data, without appropriate segmentation. For example, teams in Germany used a list from another country to send a marketing e-mail, which led to confusion. These observations highlight the need for a reorganization to structure the elements and limit the errors associated with non-centralized management.

3. Surprise report and scoring grid: At the end of this phase, we draw up a report detailing the key observations. This document highlights the CRM's strengths, critical issues and priorities for action. The scoring grid that accompanies this report also includes a classification system to assess the effort required, the complexity of the actions to be taken, and the current status of each element. This system makes it possible to clearly define priorities and the people responsible for each action, thus ensuring effective and structured implementation of the recommendations.

2. Structured action plan for recommendations

Once the audit has been completed, we propose a structured, detailed action plan to best meet the company's challenges.

• Standardization of practices: We recommend the implementation of common processes aligned with a centralized CRM strategy. This includes defining common nomenclatures for naming elements (lists, e-mails, workflows, etc.) and creating structured folders to improve content organization and retrieval. It is also essential to optimize rights and access management, so that each team can access only those elements that are relevant to them. This approach will enhance collaboration, limit errors and improve overall performance visibility.
• Leverage HubSpot's advanced tools: We recommend configuring campaign tools and dashboards to enable precise tracking of marketing performance. This includes adding personas directly into HubSpot, setting up nurturing workflows to engage prospects throughout their journey, and better managing marketing contacts within teams for clearer organization. In addition, we suggest introducing A/B testing on landing pages to identify the best-performing versions and optimize conversions. These actions will provide valuable insights to guide strategic decisions.
• Optimize lists and reports: We recommend simplifying and organizing lists and reports through optimized management of filters and team access rights. This will deliver clear, relevant analyses tailored to the needs of each employee.
• Team training : To harmonize the use of HubSpot across the company, we suggest training teams so that all employees have the same skills. This will enable them to respond effectively to the company's strategic objectives and take full advantage of CRM functionalities.

3. Preparing for Hub Service Pro integration

We recommend adding the Service Pro module to strengthen customer relationship management and enhance the user experience. This step includes :

• Implementation planning, primarily focused on creating and sending satisfaction surveys, is recommended to replace currently used tools such as SurveyMonkey and Google Forms. This transition will enable data to be centralized directly in HubSpot, offering a more integrated and efficient solution.
• The definition of workflows and processes should include the implementation of appointment pages for events, to simplify the organization and management of registrations.
• Anticipation of training needs to ensure smooth adoption of the module by teams.

A collaborative approach

Throughout the project, we adopt a collaborative approach, actively involving company teams in the transformation process. This collaboration is based on the organization of regular copils, frequent exchanges around the astonishment report, as well as a follow-up of actions implemented by the customer after delivery of the report. By combining technical expertise and listening to needs, we transform identified challenges into concrete opportunities for improvement.

Hubs involved

Two major HubSpot modules are at the heart of this CRM audit:

• Marketing Enterprise: The current module needs to be optimized to exploit its full potential. Campaign tools and dashboards must enable precise performance monitoring and better decision-making.
• Service Pro (future integration): Recommend adding this module to strengthen customer service management, improve satisfaction and build long-term customer loyalty.

Future strategic priorities

Following this CRM audit, the company has new objectives in view, to optimize its long-term growth.

• Improved inter-team collaboration: A centralized CRM structure facilitates communication and alignment of practices between international subsidiaries.
• Optimized marketing processes: HubSpot's advanced tools enable precise campaign tracking and strategic resource allocation.
• Database organization: Optimizing the database enables the company to perfectly identify contacts between countries, thus avoiding list errors and duplication.

Conclusion

In conclusion, the CRM audit we carried out enabled the pharmaceutical company to take a significant step towards optimizing its customer relationship management.

By standardizing the use of HubSpot across its subsidiaries, reorganizing its CRM portal and making full use of the platform's advanced functionalities, the company is strengthening its internal collaboration and improving the efficiency of its marketing processes. The recommendation to integrate the Service Pro Hub also prepares the company to offer superior customer service, consolidating its position in the global market. This collaboration illustrates the importance of a personalized, methodical approach to meeting the specific challenges of companies seeking growth and operational optimization.