HubSpot Setup for Orthodontics Office Chain

Centralize and streamline patient onboarding and care in 4 orthodontics offices in order to scale sales and improve customer happiness.

Step 1 (1 week): Deep dive and project scope

On premise assessment: We drove down to the client’s office to get a better understanding of actual day-to-day work. Interviews with team managers, staff and CEO.

List of major bottlenecks and how to solve those:
  1. Well defined, but complex and nuanced workflow
  2. Limitations of Ivoris in terms of reports and pipelines
  3. Ivoris as source of mission critical data but with very limited functionality for patient care
  4. No centralized database for all offices
  5. No documentation on outreach thru emails, phone calls or messaging
  6. Spotty patient history, documentation spread

Step 2 (2 weeks): Detailed analysis of existing apps, data mapping

Assessment of Ivoris and division of responsibilities: figure out what data can be extracted from Ivoris thru their API, what can only be handled in Ivoris and what should be exclusive to HubSpot.

Data mapping: collect mission critical data points on patients, treatments and appointments

Step 3 (2 weeks): Complete Flow Charts of Lead and Deal Workflows

Customer Journey Flowchart: The complete workflow was separated into “lanes”, representing different departments involved in every treatment. For the client, it’s a visual representation of which team will be doing what and when. For our developers, this is a clear blueprint for automation and a full checklist of items to implement.

Technical decisions: reflecting patients, treatments, products, appointments, as well as sales, patient care and laboratory workflows in HubSpot

Step 4 (3 weeks): Integrating Ivoris

Ivoris integration outline: analysis and integration of Ivoris in HubSpot. Sync of patient and appointment data, since that’s the only information API of Ivoris allows access to.

Full integration:
  1. Any new patient booked into Ivoris gets synced with HubSpot
  2. Any new appointment created in Ivoris gets synced with HubSpot
  3. Any new appointment created in HubSpot is synced with Ivoris

Limiting the sync to patients and appointments provided everything teams needed to continue the patient care and treatment fulfillment exclusively in HubSpot.

Step 5 (3 weeks): Sales and Patient Care Streamlining

Sales pipeline: reflect full sales cycle as deal pipeline in HubSpot, add mission critical data points to deals

Patient care and laboratory pipelines: reflect full patient care and laboratory work cycles as ticket pipelines, add mission critical data points to tickets

Workflow automation: automated sales and ticket processes, with deals and tickets progressing towards their final state (fully paid treatment, with patient care and laboratory work fully accomplished).

Step 6 (2 weeks): Online Appointments

Online meeting scheduling:
automatic requests to book the next appointment online. For every type of appointment during the treatment, ie. doctor visit, bracket installation, check-ins every two months, treatment closure meeting.

Shifting opening times: make sure all online appointments follow the shifting schedule of opening times for each office, i.e. Mon-Wed this week, Thu-Fri next week and so on.

Step 7 (1 week): Task Queues as Team Checklists

Task lists and automation: A simple and elegant solution to ensure full compliance with the company's established process. Every treatment gets a set of next steps as tasks and every finished task automatically moves the treatment to the next stage, creating the next set of tasks with automatic assignment.

Step 8 (2 weeks): Team Onboarding and Masterclasses

In-Person Onboarding: on premise onboarding for the pilot team and major Q&A session to gather live feedback and impressions of the team.

Zoom Onboarding: onboarding sessions for other departments and teams following the same structure of the in-person onboarding.

Step 9 (2 weeks): Observations and Adjustments

Retrospective treatment creation: address a real life requirement of creating a treatment close to the finish line with a full checklist of tasks up to that point. This was necessary to sync HubSpot with all running treatments of each office.

Product and workflow refinements: more input was shared on different types of brackets and slight differences in patient care depending on those. Addressed thru adjustments in workflow automation depending on products.

Step 10 (1 day): Report Dashboards

Cash Flow reports: reports for financial performance of each office, outstanding payments and fully paid treatments.

Team performance reports: reports on team performance, department performance and customer satisfaction.CEO reports: reports on overall performance of the company, as well as office performance compared to each other.

Step 11: Outline Next Milestones

Integration of self-care monitoring system: DentalMonitoring, a new app allowing patients to monitor their progress from home, should be implemented in HubSpot. This would allow timely reminders to patients falling behind on regular scans and proactive notification of staff to look into problematic patients.

Payment reconciliation: fully manual reconciliation of payments from different sheets and PDFs can be fully automated, freeing another 40-50 hours per month from the plate of the most important performers in the company.