Launching a scalable
HubSpot marketing & patient attribution
foundation for FOI — and every OSM brand next.
A two-track plan so Florida Orthopaedic Institute can launch campaigns and start gaining market share now — while SmartBug builds the Athena-connected architecture that will scale to TOC, FOA, and OHSA throughout the year.
OSM & Florida Orthopaedic Institute
OSM is standing up a marketing and CRM foundation that FOI can begin using immediately — without waiting for every downstream integration to be finished. We recommend one shared HubSpot portal using HubSpot Brands, with a shared contact database, brand-specific subscription centers, and governance that keeps each brand's sending permissions and preferences distinct.
Because every OSM brand currently sits inside the same Athena Practice database, the integration framework we build for FOI is designed to be reusable — significantly reducing the incremental effort to add TOC, FOA, and OHSA later.
What we heard on July 22
A recap of the priorities, constraints, and outcomes we discussed — framed the way we'll approach the work.
Speed matters
FOI needs campaigns live quickly so it can begin gaining market share. Waiting for a complete integration before launching isn't an option.
HubSpot as the foundation
HubSpot becomes the marketing and CRM foundation for OSM — starting without a true CRM today — with brand-aware architecture from day one.
Athena stays the clinical SoR
Athena Practice remains the clinical system of record. HubSpot handles marketing engagement, campaigns, and top-of-funnel identity.
Close the marketing-to-revenue loop
Future state connects marketing activity to appointments, completed visits, treatment/revenue, profitability, and patient lifetime value.
A broader ecosystem
Invoca, website activity, GA4, ad platforms, scheduling tools, and Power BI may each play a role in the broader measurement ecosystem.
HIPAA-conscious by design
Balance near-term campaign speed with HIPAA-conscious architecture, reliable identity matching, and long-term attribution.
Two parallel tracks, one coordinated program
Track A gets FOI into market fast. Track B builds the durable Athena integration underneath. They move in parallel so speed and scale aren't a trade-off.
- Marketing Hub Enterprise Premier Onboarding
- Brand architecture and FOI setup inside a shared HubSpot portal
- Subscription preferences and permission / governance framework
- Data model, lifecycle stages, segmentation, forms, email templates
- Campaigns, workflows, dashboards, reporting, training, governance
- Temporary import/export bridge so FOI can launch before the full Athena integration is live
- Technical discovery and access validation
- Confirm Athena Practice / SQL architecture, internal resources, third-party vendor, available queries, APIs, DB access, and HIPAA-compliant hosting
- Define objects, fields, identifiers, sync direction, frequency, and attribution requirements
- Configure SmartBug's HubSpot-focused ETL / middleware framework
- Deploy into an OSM-controlled, HIPAA-compliant environment when appropriate
- Build FOI first — framework designed to add TOC, FOA, and OHSA later with less incremental effort
“FOI should not have to wait for the final Athena integration before launching campaigns.”
A governed bridge to campaign launch
While the automated Athena integration is being built, we run a disciplined interim process so FOI can start reaching patients without compromising compliance or data quality.
- 1Start minimal, start approvedBegin with the minimum approved FOI data required for segmentation and outreach — nothing more.
- 2Governed export/import workflowUse a governed export/import workflow sourced from the Athena SQL source or another validated source. A Power BI dashboard is not used as the operational integration layer.
- 3Establish the identity spineLock in a stable unique ID, brand field, consent/subscription status, suppression logic, location/provider fields, and campaign segmentation fields.
- 4Cadenced importsRun imports on an agreed daily, weekly, or other temporary cadence appropriate to the campaigns in flight.
- 5Reconcile through a documented exception processDuplicates and unmatched records flow through a documented exception process — not silent overwrites.
- 6Retire the bridge cleanlyReplace the bridge with the automated integration once tested, validated, and approved.
- 7Only what supports the workflowAvoid unnecessary clinical data in HubSpot; only bring over what supports the approved workflows, attribution, and reporting.
Marketing Hub Enterprise Premier Onboarding
Everything OSM needs to launch FOI in HubSpot with confidence
- Discovery, goals, campaign priorities, and success criteria
- Portal and brand architecture for OSM + FOI
- FOI subscription center and compliance-oriented preference structure
- User/team permission and governance recommendations
- Contact architecture, lifecycle stages, segmentation strategy, and custom properties
- Initial data import and bridge process
- Campaign structure and naming conventions
- Email templates, forms, lists, workflows, and campaign setup
- Lead/patient journey design from marketing engagement to Athena handoff
- Initial dashboards and attribution reporting using data available at launch
- Training, documentation, UAT, launch support, and project management
- SmartBug strategist, PM, account oversight, and access to specialized technical resources
Athena Practice Integration
Prior Athena Practice integrations have commonly required roughly 150–200 hours depending on objects, mappings, existing queries, access, infrastructure, sync direction, and testing requirements.
- Athena Practice / SQL source discovery
- Source and destination data mapping
- Contact/patient identity strategy using the Athena patient ID or another stable unique identifier
- Secondary matching and duplicate handling rules
- Matched, unmatched, failed, and exception reporting
- FOI brand identification and future-brand extensibility
- HubSpot-to-Athena and Athena-to-HubSpot workflows as approved
- Appointment, patient status, completed visit, revenue/value, and attribution-related fields as approved
- SmartBug ETL / middleware configuration
- Deployment into an OSM-controlled HIPAA-compliant hosting environment when available
- Logging, monitoring, retry logic, testing, UAT, documentation, and launch
- Secure architecture and least-necessary-data principles
40 hours · $7,800
- Additional imports or data cleanup
- Extra campaign / workflow configuration
- Invoca, scheduling, GA4, ads, or Power BI advisory / configuration
- Additional reporting or attribution requests
- Unexpected Athena mapping or validation needs
- Extra training or launch support
Protect adoption after launch
Complex multi-brand healthcare portals benefit from ongoing HubSpot administration, campaign support, governance, reporting, troubleshooting, and optimization after onboarding. A flexible retainer keeps momentum without over-committing.
A phased plan with overlapping workstreams
Streams overlap. Dates begin after contracts, access, and resource availability are in place.
Access & Final Scoping
- Confirm HubSpot purchase and SmartBug agreement
- Provide HubSpot access
- Identify Athena technical owners and vendor contacts
- Validate Athena Practice access, existing queries, database structure, and hosting
- Finalize integration requirements and SOW
Strategy & Architecture
- Kickoff, goals, FOI campaign priorities
- Data model, brand architecture, permissions, and consent
- Reporting requirements and bridge design
FOI Foundation & Bridge Launch
- Configure core portal assets and FOI brand setup
- Properties, lists, forms, emails, workflows
- Initial imports, suppression logic, first campaign readiness
Athena Discovery & Technical Design
- Detailed mapping workshops and identity matching
- Exceptions / unmatched record process
- Approved objects and fields, security review, hosting, and test plan
Integration Build & Testing
- Preliminary planning assumption: ~4–8 weeks after sufficient access and requirements are available
- ETL configuration, mappings, logging, and testing
- Data validation and UAT
Launch, Training & Optimization
- Final campaign launch and integration cutover
- Training, documentation, and reporting validation
- Transition into ongoing support
Visual timeline
Weeks after kickoff · streams overlapFrom campaign click to patient lifetime value
Reporting starts with what's available at launch and matures as Athena and Power BI connections come online.
A HubSpot partner built for programs like this
How we move forward together
- 1Provide SmartBug with HubSpot access once the portal is available.
- 2Confirm Athena version and introduce SmartBug to the internal technical owner and external Athena / database vendor.
- 3Share database / API documentation, current queries, data dictionary, sample extracts, and hosting details.
- 4Conduct a dedicated Athena technical discovery and data-mapping workshop.
- 5Confirm FOI's first campaigns, required audience fields, consent / suppression rules, and launch priorities.
- 6Finalize the Premier onboarding SOW, Athena integration SOW, contingency bank, and optional retainer.
- 7Kick off the FOI onboarding and the Athena workstreams in parallel.