HubSpot marketing
activation for Accanto Health
alongside Salesforce, built for growth.
A focused Phase 1 implementation of HubSpot Marketing Hub Enterprise — integrated with Salesforce and configured around Accanto's provider referral and patient/family nurture motions. Live in 4–6 weeks with a foundation the marketing team can own.
Accanto Health
The Emily Program · Veritas CollaborativeAccanto is evaluating HubSpot as a faster, easier-to-operationalize marketing automation platform that runs alongside Salesforce. Phase 1 is designed to move from strategy to execution quickly — activating provider referral growth, patient & family nurture, and connected reporting without disrupting the existing CRM.
The intent is collaborative: preserve Salesforce as the system of record for CRM and admissions, and use HubSpot as the marketing engagement layer the team can own and iterate on.
A faster path to marketing automation.
HubSpot serves as the marketing engagement layer while Salesforce continues to support CRM and admissions. Phase 1 prioritizes the highest-value marketing workflows and clean Salesforce connectivity — a platform Accanto's team can manage over time.
Launch Faster
Move from planning to live campaigns in weeks, not months, with a focused implementation path.
Support Both Audiences
Enable marketing motions for provider/referral relationships and patient/family nurture in parallel.
Complement Salesforce
Use HubSpot to activate marketing while Salesforce continues as the core CRM and admissions system.
What Accanto is solving for.
Accanto is expanding its national presence with a real opportunity to improve how marketing, referral development, admissions, and follow-up motions work together — a more connected, maintainable, measurable growth engine.
The goal isn't more tools — it's a marketing engine that referral partners, families, and the internal team can actually feel working, week over week.— SmartBug delivery point of view
Marketing automation not yet fully live
Accanto has access to Salesforce marketing tools today, but the implementation path has not produced a live, usable marketing automation engine. HubSpot offers a simpler, more practical path to activation.
Provider referral growth
Provider and referral-source relationships are a major driver of new business. Accanto needs better segmentation, nurture, scoring, and visibility into referral engagement.
Patient & family re-engagement
Patients and families may inquire, pause, wait, discharge early, or return later. HubSpot can support thoughtful nurture and re-engagement journeys for these moments.
Data quality & reporting
Accanto is focused on improving data quality and process discipline. Phase 1 sets the right properties, lifecycle definitions, governance, and reporting foundation.
Salesforce connectivity
Salesforce will remain central to the operating model. The implementation focuses on clean, reliable syncing between HubSpot and Salesforce so the two systems reinforce each other.
Team maintainability
The platform should be manageable by Accanto's marketing team long-term, with less dependency on developer support for day-to-day marketing execution.
HubSpot Marketing Hub Enterprise, integrated with Salesforce.
A practical foundation for campaign execution, audience segmentation, lead scoring, routing, lifecycle reporting, and ongoing marketing operations — built around Accanto's provider and patient/family journeys.
Working with Salesforce, not around it: HubSpot activates the marketing motion; Salesforce continues to hold the downstream CRM and admissions system of record. The two are wired together with clean, governed sync.
How we'd phase the implementation
A focused Phase 1 that gets Accanto live with a usable, scalable marketing environment — foundation first, then the highest-value provider and patient workflows.
Project Kickoff & Discovery
Alignment on Phase 1 priorities and a clear implementation roadmap so the delivery team and Accanto stakeholders start from the same page.
- Kickoff and stakeholder alignment
- Review of marketing, referral, and admissions workflows
- Confirmation of Phase 1 priorities
- Implementation roadmap and success criteria
- Weekly project management and status reporting
Marketing Hub Enterprise Configuration
Stand up the portal properly the first time — settings, permissions, domains, and the core assets marketing needs to operate.
- Portal configuration and marketing settings review
- User roles and permissions
- Tracking code and domain guidance
- Email sending domain support
- Forms, lists, segmentation, and core marketing assets
- Initial campaign structure
Salesforce Integration
Native connector, thoughtfully configured. Fields, ownership, and lifecycle mapped so both systems reinforce each other.
- Salesforce integration planning
- Native HubSpot ↔ Salesforce connector setup
- Object and field mapping
- Sync rules and ownership logic
- Lifecycle stage and lead status alignment
- Testing, validation, and sync governance guidance
Provider / Referral-Source Marketing
A referral-source marketing motion the BD team can rely on — segmentation, nurture, scoring, and clean handoffs.
- Provider/referral-source segmentation strategy
- Referral-source lifecycle or status framework
- Provider nurture campaign structure
- Lead scoring recommendations
- Handoff logic to Salesforce or internal teams
- Reporting for provider engagement and campaign performance
Patient / Family Nurture & Re-Engagement
Thoughtful journeys for inquiries, wait periods, stalled admissions, and re-engagement — built with sensitivity to the audience.
- Patient/family inquiry journey mapping
- Nurture paths for inquiries, wait periods, stalled admissions, and re-engagement
- Email workflow configuration for approved Phase 1 journeys
- Smart lists and suppression logic
- Compliance-aware recommendations for sensitive data and messaging
Reporting & Visibility
The reporting the marketing team, BD leaders, and executives will actually use — connected to Salesforce for full-funnel visibility.
- Marketing performance dashboard
- Campaign reporting
- Provider/referral engagement reporting
- Salesforce sync visibility
- Funnel and lifecycle reporting recommendations
- Executive reporting structure
Training & Go-Live
Role-based enablement so admins and marketers own the platform on day one — followed by a hypercare window.
- Admin and marketer training
- Workflow review and QA
- Salesforce sync testing
- Go-live support
- Initial hypercare period
- Documentation and handoff
HIPAA-aware marketing automation
Because Accanto operates in behavioral healthcare, the implementation is thoughtful about what data is collected, stored, synced, and used — configured to support compliant, governed marketing operations.
Data Boundaries
Define which data belongs in HubSpot, Salesforce, and any clinical/EHR systems — and where the lines sit.
Sensitive Properties
Property configuration and access controls suited to sensitive information, where applicable.
Workflow Governance
Automation built around approved data, messaging, suppression rules, and audience criteria.
Reporting Discipline
Reports that are useful for growth teams without unnecessarily exposing sensitive information.
Final HIPAA configuration is aligned with Accanto's internal legal, compliance, and security teams.
Sequenced for a fast, focused launch
A focused Phase 1 typically runs 4–6 weeks depending on scope confirmation, access, stakeholder availability, and Salesforce complexity.
Phase 1 · 6-Workstream Sequence
Sequencing is illustrative — confirmed at kickoff once scope and access are finalized.
Why SmartBug
Deep HubSpot implementation experience, healthcare expertise, and Salesforce integration knowledge to help Accanto move quickly while avoiding common implementation pitfalls.
- Elite HubSpot Solutions Partner · 2024 & 2025 NA Partner of the Year
- Extensive healthcare and HIPAA-aware implementation experience
- Deep HubSpot ↔ Salesforce integration experience
- Full delivery team across strategy, CRM, marketing automation, dev, and training
- Track record of practical, adoption-focused implementations at complex organizations
Our role is to help Accanto get the system live, usable, and maintainable — not to overcomplicate the implementation.
A collaborative, healthcare-aware team that ships.
Recommended next steps
- 01
Confirm Phase 1 Priorities
Align on the workflows that must be live first to support the decision timeline.
- 02
Validate Salesforce Integration Requirements
Confirm required objects, fields, sync direction, ownership rules, and reporting needs.
- 03
Confirm HIPAA / Data Boundaries
Align with Accanto's compliance stakeholders on what data should and should not live in HubSpot.
- 04
Finalize Implementation Scope
Translate discovery findings into a clear scope, timeline, and investment.
- 05
Kick Off Implementation
Begin configuration, integration, testing, training, and go-live support.
Activate marketing faster.
HubSpot can help Accanto launch a more usable, connected marketing automation engine without replacing Salesforce. A focused Phase 1 supports provider growth, patient/family nurture, and improved reporting — while building a scalable foundation for future optimization.