The Challenge
With six locations and a dozen providers, it was challenging for Restorative Dentistry Group (RDG) to log patient activity and report on performance across the entirety of the organization. Additionally, each location and its respective treatment coordinators managed the practice on separate spreadsheets, making it nearly impossible to monitor contact activities, lead-to-patient conversion rate and return on their nearly $25k per month per practice marketing spend.
RDG was also dealing with gaps in their technical architecture. Their data was often self-reported by the patient, making it outdated, inaccurate or improperly formatted. Unformatted phone numbers, for example, meant that RDG couldn’t send notification texts. Net collections were also tricky to report on, with credit card companies taking a certain percentage from the patient’s payment and financing companies taking another percentage; without manual arithmetic, there wasn’t a way to run an equation with this many variables.
The Solution
To build a system that supported both their internal teams and patient-facing operations, RDG needed to consolidate their disconnected tools into a single, connected platform: HubSpot. By implementing Marketing, Sales, Service and Data Hubs, RDG created a scalable foundation for managing leads, communications and support across every stage of the patient journey.
HubSpot gave RDG a unified system to manage data, create consistent workflows and report both at the practice level and across the organization. With all Hubs working together, the team could now deliver a more seamless experience to patients and employees, from first inquiry through post-care follow-up.
One of the most important challenges to solve was RDG’s inconsistent phone number formatting, which impacted their ability to send automated SMS messages. Numbers were coming in from patient-facing forms and internal Google Sheets, often in the wrong format. Using custom coded actions in Data Hub, we built a workflow that reformatted every phone number in the database (thousands of them!) into a consistent, send-ready structure. This logic now runs automatically to clean and format new numbers as they enter the system.
We also used data sets to build reporting logic that accounts for per-practice and total revenue, factoring in variable deductions like credit card and financing fees. The result is a tech stack that works behind the scenes to keep operations clean, communication consistent and reporting accurate.
The Outcome
After implementing HubSpot, RDG was able to standardize their data collection and management process. They can also comprehensively report on individual practices as well as organization-wide performance, which has shown a 2x increase in lead-to patient conversion rate and ROI on outreach efforts.
Utilizing HubSpot, RDG now has the ability to:
- Provide a seamless and consistent patient experience across all six offices
- View and report on performance of individual practices and the organization as a whole
- Easily transition patients from one practice to another
- Track referring practice (both from other RDG branches as well as external providers)
- Track lead source and understand advertising ROI
- Solicit patient feedback
Hear from our happy client…
Everyone at Kiwi has been wonderful—they're super friendly, efficient, organized and knowledgable. I know that I can count on them and if they don't have an answer, they'll find it. They're an invaluable asset to me as someone who is responsible for HubSpot for my entire organization. They makes me look good, which I appreciate.
Carrie, Digital Marketing Director
Restorative Dentistry Group