HubSpot custom integration for 50+ clinics
HubSpot custom integration connecting a website, CRM, and closed practice-management systems for 50+ orthodontic clinics, built behind a calculator already tied to just under $2M in patient revenue.
- Geography
- Toronto, Ontario, Canada
- Year
- 2020
- Stage
- Network of 50+ orthodontic practices
- Team
- Direct work with the Shipverra CEO
- Duration
- June to July 2020
- Engagement size
- Less than $10,000
The situation
Most of the practice-management systems used across Canadian Orthodontic Partners' network of more than 50 clinics had no open API to connect to. Canadian Orthodontic Partners runs those clinics from a central services organization covering finance, marketing, and HR, and its marketing team needed practice management system integration between the consumer-facing website, the HubSpot CRM, and each clinic's software, without that access point to work with. What the team needed, in effect, was a hubspot custom integration built to route around systems that couldn't be reached directly.
The VP of Marketing wanted the problem solved quickly, without adding work for the agencies already retained on other parts of the marketing stack. Speed and a direct line to the people doing the work mattered more here than a long discovery process.
What we built
Shipverra came in as an ad hoc developer, with the Shipverra CEO doing the work directly against the VP of Marketing's brief rather than routing it through a larger team. The engagement ran inside a single window, June to July 2020.
The hubspot custom integration used HubSpot itself as the connection point: the CRM bridged the consumer website and each clinic's closed practice-management platform, since no formal API existed on that side, letting clinics communicate with patients more easily despite the gap. This kind of workaround for closed dental practice-management software follows a similar pattern to Shipverra's other dental-sector work, including DocBraces and AI Grader for Crowns.
Alongside the integration work, Shipverra improved the website's payment calculator, the tool patients use to explore treatment payment options. The earlier version of the calculator was primitive; the engagement improved both the experience and the data it captured.
Outcome
The payment calculator sits behind revenue the client already attributes to it: just under $2M in patient revenue from visitors coming through that tool, a figure the client expected to keep growing as the improved experience and better data capture took effect.
The Clutch review for this engagement scores 5.0 across every category and calls out responsiveness specifically: quick replies, problems taken on personally, and a communication style the client contrasts with other offshore developers it has worked with. The engagement stayed small and fast by design, and Shipverra remained on the client's radar for future work afterward.
"Shipverra is incredibly responsive. Their team is quick to reply and fantastic at tackling problems."
Engagement FAQ
What does a HubSpot integration project look like when practice-management systems have no open API?
The integration routes through HubSpot as the connection point rather than trying to reach the closed systems directly. For Canadian Orthodontic Partners, that meant bridging the consumer website, the HubSpot CRM, and each clinic's practice-management software through the CRM layer, since most of those practice-management systems had no API to connect to.
How long does a small HubSpot integration engagement take?
The Canadian Orthodontic Partners engagement ran from June to July 2020, start to finish, with the engagement size under $10,000. Timelines like this depend on scope, but a focused, well-defined integration can move fast.
Can a website payment calculator be improved as part of a HubSpot integration project?
Yes, if the calculator feeds into the same CRM the integration touches. In this case, the payment calculator that patients use to explore treatment payment options was enhanced alongside the integration work, and the calculator is the tool the client credits with just under $2M in attributed patient revenue.
Do I need a large team for a HubSpot integration project?
Not necessarily. This engagement was handled directly by the Shipverra CEO working from the client's brief, without a large team layered in between, which kept the work fast and the communication direct.
How does healthcare CRM integration work without disrupting the marketing agencies a client already has in place?
By scoping the work narrowly and running it in parallel rather than replacing what's already in place. The brief here was explicitly to solve the integration problem quickly without bogging down the retained marketing agencies already working with the client.