Industries · Medical devices
Follow a medical device rep for a day. They’re in a hospital car park at 6:30 a.m., in an operating room by eight, covering a case for a surgeon who switched the schedule last night. Between cases they’re chasing a purchasing manager, answering a distributor in another country and trying to remember which consultant asked for the product evaluation. At seven in the evening someone in head office asks them to update the CRM. Most of what they learned that day never gets there.
What changed in your accounts this week
18
medical device and equipment makers and distributors
66
healthcare and life sciences clients in total
10
medtech clients on bespoke implementations
6
medtech clients on ongoing support with us today
Periti Digital is a HubSpot Elite Solutions Partner and an Anthropic partner. We work with 18 medical device and equipment makers and distributors, including Kimal, Fleming Medical, Dent-med Materials, Accora, Mainstay Medical and Merz Aesthetics UK, and with 66 healthcare and life sciences companies in total. Across every sector, we’ve delivered 2,000+ projects for 900+ customers from Dublin, London, Rotterdam, Munich, Lisbon, Boston and New York.
The biggest mistake
Leadership wants a forecast. Marketing wants attribution for the congress spend. Finance wants to reconcile pipeline against orders. So the project team builds forty required fields, six pipelines and a weekly reporting cadence, then hands it to reps who spend their days in operating rooms, sterile corridors and hospital loading bays. Within a week the reps work out that the CRM costs them time and gives them nothing back. Six months later the dashboards are full and nobody believes them.
We start with the rep and work back. HubSpot should be the revenue nerve center: where surgeons, hospital accounts, distributors, orders, case activity and market signals meet. Get the field right and head office gets its forecast for free.
| Area | What the CRM assumes | How medtech works |
|---|---|---|
| Who it's built for | Head office reporting | The rep between cases |
| Where updates happen | At a desk, at the end of the day | On a phone, in a corridor, a car or a staff canteen |
| Who decides | One contact per account | Surgeon, department head, procurement and the value analysis committee |
| What the rep gets back | Forty required fields | Order history, usage drops and surgeon moves |
Structure
Build it around the clinical buying unit. A hospital account with one contact tells you very little about who decides whether your device gets used. Medtech sales run through several people at once: the surgeon or clinician who wants the product, the department head, procurement or supply chain, the value analysis committee, and sometimes a group purchasing organization or a national framework.
So we design around accounts with hierarchy, so a regional manager can see a group and a rep can see an operating room; clinicians and key opinion leaders; buying roles on each opportunity; product evaluations and trials, because the conversion rate from evaluation to standing order is one of the most useful numbers a medtech sales leader can have; distributors as accounts with their own territories and pipelines; and order and usage history from the ERP, so nobody has to guess which accounts matter.
Example: for a mobility equipment maker, we came in after a HubSpot audit scored their portal 58 out of 100. We collapsed redundant pipelines, built an account hierarchy and attribution framework, switched on lead scoring across more than 5,000 contacts, rebuilt forecast dashboards and cleaned up dormant users and security settings. The CRM they already had started earning its keep once we took things out of it.
A deal with a champion and no procurement contact is a deal at risk.
A capital sale with an 18-month budget cycle and a consumables account that reorders every month are different businesses. Companies that force both through one pipeline end up with a forecast that suits neither. We separate them, and we tie consumables tracking to ERP order data so a drop in reorders shows up as a risk in HubSpot before it shows up in the quarter.
Example stages. Consumables tracking is tied to ERP order data.
Adoption
Because most CRMs ask reps to do data entry for someone else and give them nothing they need in return. Reps rarely lack discipline. They’re rational, and a system that slows them down between cases loses every time. We design around three rules:
For a US distributor of spine and neurosurgery devices with more than 40 reps, we built HubSpot around the surgical case. Field data that used to sit in spreadsheets and shared drives now lives on a custom Case object linked to surgeons and hospitals, with leadership dashboards on top and mobile-first training for the reps. We also assessed the integration with their case management system, Move Medical, as a second phase, because pulling case data in automatically beats asking reps to retype it.
What a rep sees on a phone
Generic CRM training fails in the field. We train reps using their own accounts, their own surgeons and their own open opportunities, in short sessions that fit around their case schedule. A rep who sees their own territory in HubSpot on day one pays attention. A rep shown a demo account checks their phone.
Distributors
Treat distributors as customers and partners at the same time, and decide early how much of their pipeline you need to see. Most device makers sell direct in some markets and through distributors in others, and most have very little idea what happens to their product once it leaves for a distributor’s warehouse.
Kimal, a UK manufacturer of vascular access devices and custom procedure packs that supplies clinical departments in more than 70 countries, needed HubSpot to cover four business units and two very different routes to market. We built separate pipelines for NHS sales and distributor sales, medical device fields across the CRM, forecasting dashboards for leadership, and a foundation each business unit could work in without stepping on the others.
We’ve seen device makers spend months building distributor portals nobody logs into. If your distributors won’t use it, we’ll tell you before you pay for it.
System boundaries
HubSpot should handle winning and growing accounts. Your ERP, quality system and case management tools should handle orders, stock, traceability and regulated records. Some medtech companies keep everything in the ERP and wonder why sales has no pipeline. Others rebuild pricing, consignment stock and complaint handling inside HubSpot, and end up with two systems disagreeing about what the customer bought. We draw the line in design and connect the two sides.
HubSpot sees everything here.
| Job | System of record | What HubSpot sees |
|---|---|---|
| Orders, invoices and order history | ERP: SAP Business One, IFS, NetSuite | Order history and revenue by account, product and period |
| Price lists, contract pricing and quotes | ERP or HubSpot, decided in design | Agreed prices and product catalog, synced one way |
| Consignment and loaner stock | ERP or inventory system | Stock held at an account, where it drives a sales action |
| Surgical case scheduling and usage | Case management system | Case volume by surgeon and account |
| Complaints, adverse events and vigilance | Quality management system | That a complaint exists, routed to quality, never investigated in HubSpot |
| Lot, serial and UDI traceability | ERP or quality system | Nothing, unless a recall needs a customer list |
The rule behind that table: data comes into HubSpot only if it drives an action or a decision. Order history tells a rep which accounts are slipping. A complaint flag stops a rep walking into a hospital blind. Lot numbers tell a salesperson nothing, so they stay where your auditors expect to find them. Patient data stays in clinical systems, and HubSpot sees none of it.
Integrations
Start with the ERP, then case management and stock, then marketing and events, then identity and reporting. Anything HubSpot can’t see, it can’t act on, and neither can your agents. The ERP is the integration that turns HubSpot from a contact list into a sales system. See our integration approach.
Start here
For Dent-med Materials, a Dutch distributor of biomaterials and surgical instruments for dental implantology, we moved the business off Archie CRM and built a bi-directional HubSpot and SAP Business One integration on AWS middleware, covering the deal lifecycle, product catalog sync, automatic creation of business partners in SAP when a deal closes, and margin reporting. For Fleming Medical, an Irish distributor of diagnostics, wound care, first aid and defibrillators, we designed the revenue operations architecture, advised on the SAP Business One middleware and set up HubSpot Data Hub. We’ve supported them since.
Start here
For Accora, a UK maker of specialist seating, profiling beds and pressure care mattresses for hospitals and care homes, we built a custom HubSpot and Oracle NetSuite integration on AWS that syncs contacts, companies and items, followed by a data cleanse and a 12-month support program. For Kimal, we brought data from IFS ERP and legacy systems into HubSpot as part of the CRM rollout.
Then
For device companies that cover cases, the case system holds the best data in the business: which surgeon used what, where and how often. We assess these integrations case by case. For the US spine distributor, we scoped the Move Medical integration as a second phase, after the CRM foundation had settled and the reps were using it.
Then
For Merz Aesthetics UK, a client since 2022, we built a two-way Cvent and HubSpot sync for webinars and events, alongside a Salesforce sync, journey builds and data deduplication. For Kimal, we migrated marketing from Mailchimp. For an ophthalmic device maker, we moved data from Pipedrive, Mailchimp and spreadsheets into HubSpot and automated their conference follow-up.
Decide
We don’t always tell medtech companies to rip out Salesforce. Mainstay Medical, which makes a restorative treatment device for chronic low back pain, runs HubSpot across three domains alongside Salesforce. We built contact intake, lead scoring and routing, nurture programs and attribution reporting across both. For others, a clean migration is the right answer.
Then
For Kimal, we connected HubSpot to Microsoft Entra ID (Azure AD) for single sign-on, along with Microsoft 365, Google Workspace, LinkedIn and Qlik Sense. IT teams in regulated businesses care about who can log in and from where, and SSO answers most of that conversation.
A Zapier connection that pushes closed deals into SAP as sales orders will pass testing. Then a rep moves a deal back a stage and forward again, the Zap fires twice, and a hospital receives two shipments of procedure packs. Or an API change stops the sync quietly and an order sits in HubSpot for a week before anyone in the warehouse sees it.
For business-critical connections we build on Amazon Web Services or Microsoft Azure, with error handling, retries, monitoring, logging and the security controls your IT and quality teams will ask about. We don’t build ERP syncs on Zapier.
Go-to-market data
Track signals from the people and accounts already using your products. In medtech, your next sale usually follows a surgeon, a reorder pattern or a procurement cycle you already have a view of.
01
When a surgeon who uses your device moves to a new hospital, you have the warmest introduction there is. When a champion leaves an account, your position there is at risk. We route the follow-up to the right rep.
02
A consumables account that drops 30% month on month is telling you something. With ERP order data in HubSpot, the rep sees it this week instead of finance spotting it next quarter.
03
A product trial with no follow-up in three weeks is usually a lost deal. We flag them so someone acts.
04
Public hospital buying runs on fixed dates. We track renewal dates on the account and start the bid process early enough to influence the specification.
05
Installed equipment has a working life. Knowing what you or a competitor installed, and when, tells you where next year’s capital budget conversations should happen.
06
Who came to the workshop, attended the webinar or stopped by the stand. We tie it to the opportunities that follow, so marketing can show which events produce pipeline.
07
A new surgical center, cath lab or ambulatory unit is a reason to call. We bring them in through enrichment tools and Claude-based research agents.
Our GTM Engineering team builds outreach, enrichment and AI agents on your account and order context.
Compliance and regulated data
Keep regulated records in the systems built for them, keep patient data out of the CRM, and design HubSpot so your compliance team can see how your people interact with healthcare professionals.
Device companies work under rules on how they engage with clinicians, from industry codes of ethical practice to transparency reporting on payments and transfers of value. A CRM that logs meetings, meals, sponsored training and congress support in a consistent way makes that reporting easier.
The bigger risk is scope creep. We’ve seen companies start logging customer complaints in Service Hub because it’s convenient. A complaint about a medical device can be a reportable event, and your quality management system is where it has to be recorded, assessed and closed. HubSpot can flag that a complaint exists and route it to quality. It should never be where the complaint lives.
We design permissions so commercial teams in different business units or countries see what they need and nothing more, and we build GDPR consent and retention rules in from the start. We don’t put patient data in HubSpot, and we’ll push back if your team asks us to.
AI with Claude
They give reps back time, catch signals people miss and make head office’s data better without asking the field for more typing. Through our Anthropic partnership, we build Claude automations that reach context HubSpot can’t see and bring it into the CRM in a structured form:
Put any of these on a CRM full of stale contacts and missing order history and they’ll give reps confident, wrong answers. We build the context layer first for that reason.
Groups and roll-ups
Private equity and trade buyers are consolidating device distributors and specialist manufacturers, and every acquisition brings another CRM, another ERP and another sales team with its own habits.
We help groups build one CRM across the business, with a repeatable playbook for bringing each new company, brand or country into it. Shared definitions, a shared product and account model and consolidated reporting let leadership see revenue, account overlap and cross-sell across the group. Kimal’s four business units now work in one HubSpot environment with a shared foundation.
1,200 users
The largest HubSpot implementation in EMEA.
Some companies ask us for a full CRM rollout before they have a commercial team to use it. If you’re still waiting on FDA clearance or a CE mark, with two people selling and no orders yet, you don’t need a multi-hub implementation with ERP integration. You need a clean contact base, a simple pipeline and a way to run your launch marketing. Other companies want HubSpot to fix a field team that doesn’t have territories, targets or a clear sales process. Software won’t fix that either.
When that’s the case, we say so. Sometimes the right first project is a few weeks of design work. Sometimes it’s LaunchRight, our fixed-scope onboarding package, which a Finnish orthopedic implant maker used to go live with an industry-specific setup without a long project. We’d rather sell you the smaller project that works than the bigger one that doesn’t.
Who works on your project
Every Periti project is run by a lead consultant who has delivered at least 50 projects. They own the design, run the workshops with your sales leaders, marketing and reps, and make the hard calls. Consultants handle configuration, migration and testing.
When a project needs integration with your ERP, case management or other business systems, we assign dedicated engineers rather than stretching consultants into developer roles. Our directors review the work and hold every project to the same standard.
How a project runs
01
Spend time with your reps and sales leaders to understand how deals move through hospitals and distributors. Design the account and clinician model, pipelines, boundaries, integrations, permissions and AI.
02
Configure in sprints and demo to real reps early, so the people who will use HubSpot can correct course while changes are cheap.
03
Bring in the data that serves a purpose, connect your ERP and other systems, and test against real accounts, orders and scenarios.
04
Train reps on their own territories, managers on their dashboards and marketing on their campaigns, in sessions built around field schedules.
05
Agree a roadmap so the system keeps pace as you launch products, enter markets and acquire companies.
Where to start
Most companies
Most of our medtech engagements start here. You leave with a design your leadership team agrees on, whoever builds it.
Fast start
Our industry-specific HubSpot onboarding package. A low-risk way to go live quickly on a proven setup, well suited to device companies preparing for commercial launch.
Ongoing
Ongoing support from a team that knows your portal. Six of our medtech clients are on it today, and Merz Aesthetics UK has renewed every year since 2022.
Ongoing
An experienced Periti operator runs your revenue operations as part of your team, without a full-time hire.
Growth
Outreach, enrichment and AI agents built on your account and order context, for device companies ready to grow into new territories and specialties.
Companies we work with
Our implants and surgical devices clients cover orthopedic, vascular access, ophthalmic and neurostimulation devices and procedure packs. Hospital, care and mobility equipment makers are an equally large group, followed by medical device and laboratory distributors.
We also work with 48 more healthcare and life sciences companies, including clinics, dental and aesthetics groups, healthtech software companies, pharmaceutical businesses and care providers.
Questions
Yes, for manufacturers and distributors with field sales teams of roughly 10 to a few hundred people. It handles accounts, clinicians, opportunities, marketing and service well, and reps adopt it faster than heavier platforms. Orders, stock, traceability and complaints stay in your ERP and quality systems, connected to HubSpot.
Make it fast on a phone and give reps something back every time they open it. We cut fields until a visit takes under a minute to log, bring in order history from the ERP, and train reps on their own territories. Adoption follows usefulness.
Yes. We've built HubSpot integrations with SAP Business One, Oracle NetSuite and IFS ERP for medtech clients, usually on AWS or Azure middleware. The first design decision is which system owns each record, and we settle it before building anything.
No. Zapier is fine for low-volume automations between cloud tools. ERP syncs carry orders, pricing and customer records, and a silent failure or a duplicate order costs far more than proper middleware.
Model distributors as accounts with their own territories, targets and pipelines, and pull sell-in data from your ERP. Ask distributors to register deals only where they'll do it. Where they won't, reorder patterns tell you most of what you need.
Yes. We've built custom Case objects linked to surgeons and hospitals for a spine and neurosurgery distributor. Where you already run a case management system, we integrate it so reps don't enter cases twice.
No. Complaints about a medical device belong in your quality management system, where they can be assessed, reported and closed under your procedures. HubSpot can flag that a complaint exists and route it to quality so the rep knows before the next visit.
We don't recommend it and we don't build it. Device companies sell to clinicians and hospitals, and the CRM doesn't need patient information to do that job. Keep it in clinical systems.
Sometimes. For Mainstay Medical we run HubSpot alongside Salesforce with attribution reporting across both. For others a full migration makes sense. We look at what each system does for you today and recommend accordingly.
Use separate pipelines with different stages and forecast rules. Tie consumables accounts to ERP order data so a reorder drop shows up as a risk for the rep before it shows up in the quarter.
The most useful ones write pre-visit briefs, turn spoken notes into CRM updates, flag accounts whose orders are dropping, draft tender responses and watch key clinicians and hospitals for change. They depend on good context in the CRM, so we build that first.
Yes. Kimal runs four business units in one HubSpot environment, with separate pipelines for NHS and distributor sales. It takes careful design of permissions, teams and reporting, and we bring that design from rollouts as large as Franchise Brands' 1,200 users.
With a Design and Strategy project. We map how your reps, distributors and marketing team win business and design the account model, integrations and reporting before anything is built. Companies preparing for launch can start faster with LaunchRight.
You might be replacing a legacy CRM, connecting HubSpot to your ERP, bringing distributors and acquired companies onto one platform, or trying to get your reps to use the system you already pay for. Tell us where you are. We’ll tell you how we’d get you there, including the parts you might not want to hear.