Case study 01 · Healthcare SaaS · HubSpot
A digital onboarding journey for Australian medical clinics
A self-paced HubSpot onboarding journey that takes new clinics from signed contract to confident daily use, with a human failsafe where they stall.
Challenge
Onboarding managers ran manual video-call onboarding sessions, and scheduling them with busy clinics was hard. Many clinics started using the software without guidance and got frustrated, or never got started because nobody had introduced them to it.
What I built
- Welcome. On signature, the clinic receives an email that walks through the product's core functions and gives them basic access.
- Next step. About a week later, a second email introduces the next product in the portfolio that fits what a clinic typically needs next. Waiting times varied by product, based on its estimated time to activate.
- Activation check. A HubSpot branch checks whether that product has been activated.
- If not activated, a reminder email with a short setup video goes out. If the clinic still hasn't activated after a further wait, a HubSpot alert posts to Slack and opens a ticket so a customer success manager can reach out personally.
- If activated, the clinic moves on to the next core product. The cycle repeats until all three core products are in use, verified through our backend link to HubSpot.
- Role-based content for GPs and reception, so each person sees what matters for their job.
- Once the journey is complete, clinics feed into further workflows and product adoption journeys, chosen by account size and the goals sales captured at contract start.
Result
A 76% open rate on the first onboarding email, fewer contacts to support, and the manual work of two full-time roles replaced. Every clinic gets guidance at the right moment, and the ones who stall get a human before they churn.
The journey at a glance
On signature
Contract signed
The journey starts automatically in HubSpot.
Welcome email
A walkthrough of the core functions, with basic access.
About 1 week later
Next-product email
Introduces the product that fits what a clinic typically needs next.
Product activated?
Yes
On to the next core product
The cycle repeats for each of the three core products.
No
Timing varies by product
Reminder email
Includes a short setup video.
After a further wait
Still not activated?
A Slack alert and ticket prompt a customer success manager to reach out.
All 3 core products in use
Confirmed through our backend link to HubSpot.
Graduate to further journeys
Clinics move into other workflows and product adoption journeys, based on account size and sales' notes from contract start.