Problem
During a rapid growth phase in healthcare DX, the company's customer data was fragmented across more than ten locations — internal databases, kintone, Excel files, and other sources. No single system held a reliable view of any given account or contact.
The marketing team was spending more than 30% of its working time on data management: compiling contact lists, cleaning records, and preparing campaign inputs manually. The complex many-to-many relationships between healthcare facilities, physicians, and agencies added another layer — that logic lived in the heads of specific individuals, not in any system.
The result was a team with limited capacity for strategy or campaign execution, operating on data they couldn't fully trust.
Work
We designed this as a data integration and operating model project — not a tool setup. The goal was to give the team a foundation they could use daily without ongoing manual overhead.
- Data integration architecture — consolidated all customer data sources into HubSpot as a single source of truth
- Relationship modeling — recreated the complex many-to-many structure between facilities, physicians, and agencies in HubSpot's object model
- Automation setup — built integrations with kintone and other source systems to eliminate manual sync and update tasks
- Operational enablement — provided role-specific training and adoption support so the team could actively use the new foundation from day one
Result
- Data management and extraction work reduced by approximately 65%, freeing about 100 hours per month across the marketing team
- Marketing team shifted from operational to strategic execution — campaign planning, LTV strategy, and initiative design
- More personalized campaign execution — customer attributes and relationships now queryable in real time
- Real-time ROI visibility — initiative-level tracking without manual aggregation
Why it matters
The constraint wasn't capacity — it was that the team's capacity was entirely consumed by infrastructure work that should have been automated. When 30% of your time goes to list preparation and data cleanup, you don't have a people problem, you have a systems problem.
Solving it didn't just free up time. It changed what the team was capable of. Campaign precision, strategic planning, and LTV-level thinking all require a data foundation that's trustworthy and accessible — this project built that foundation and made sure the team could actually use it.