Case StudiesHubSpot Services and CRMMedical and Pharmaceutical

Introduction

Spatz Medical, a global leader in the medical devices industry, specializes in gastric balloons designed to help individuals achieve weight loss without surgery.

Due to operations spanning across multiple continents, Spatz Medical required a solid lead tracking and data management system to improve the accuracy of its lead sourcing process, involving multiple technologies such as Wordpress and HubSpot..

In 2024, Spatz Medical partnered with OPTI to implement a solution that would accurately track lead sources, ensure data consistency, and integrate demographic-based lead qualification without any disruptions.

Provocări tehnice

Challenges

1. Incomplete lead tracking

  • The tracking was not capturing essential data used in determining the lead source such as UTM parameters and others, which led to incomplete and inaccurate lead source tracking.

2. Data inconsistenties

  • Web form submissions included inconsistent and incomplete data, such as phone numbers with unsupported area codes and wrong formats.

3. Lead qualification by region

  • Spatz Medical needed to direct leads to different pages based on their geographic region, however, the system lacked the ability to dynamically redirect users post web-form submission.
"They're always incredibly responsive and quick to address any requests we have."
- Ethan Harris, Spatz Medical

Solution

OPTI set up Spatz Medical’s lead capture forms such that they capture essential data in the desired format and direct leads based on geographic location.

  1. Enhancing lead source tracking
    • OPTI configured hidden fields to the lead capture forms to automatically extract UTM parameters (e.g., campaign source, medium, etc.) from URLs.
    • Hidden fields led to capturing the name of the clinic selected by the visitor upon form submission.
  2. Data integrity and phone formatting
    • PHP and Javascript scripting was used to ensure correct formatting of phone numbers.
  3. Segmenting leads by region
    • OPTI integrated a dynamic redirection system that sends the lead to the appropriate page based on the region data from the form submission.
This project highlights the importance of data integrity within a CRM system like HubSpot. By implementing validation scripts and automatically capturing UTM parameters, we ensured accurate marketing source attribution and improved data quality—essential elements for effective medical marketing and lead nurturing