Healthcare & MedTech · Case Study
Rebuilding a specialty biopharma commercial operation around the patient care flow.
How Sector Growth replaced Salesforce and Pardot for Octapharma Canada, the Canadian affiliate of Octapharma AG, with a HubSpot platform architected around plasma-derived therapeutics, regulated HCP communication and category-level product forecasting.
- Industry
- Specialty Biopharmaceuticals, Plasma-Derived Therapeutics
- Client
- Octapharma Canada
- HubSpot Products
- Marketing Hub · Sales Hub · Content Hub
- Migrations
- Salesforce · Pardot
- Scope
- Multi-phase implementation, sales adoption & 2025 strategic planning
- 6
- HCP cohorts modelled with distinct comms permissions
- 6wks
- State of Care Symposium launched on the new platform
- 2
- Formal SOPs handed off to the internal team
- 4
- Expanding workstreams over the relationship
01 · The challenge
A commercial stack working against a rare-disease business.
Salesforce had become a graveyard of thousands of legacy contacts; Pardot took six weeks to launch a single email campaign. A $150K national symposium was being recruited by personal phone calls. And the commercial model itself, regulated HCP communication, plasma-unit forecasting, distributor-channel data via CBS, broke every off-the-shelf CRM assumption.
Regulated multi-cohort communication
- Reps cannot legally talk to patients; marketing cannot make product claims.
- Six distinct audiences (hematologists, gynecologists, ER physicians, HTC nurses, patient advocates, policymakers).
- Each requires its own communication strategy under Canadian pharma regulation.
Non-standard forecasting
- Targets measured in International Units, patient counts, procedures or bed-days.
- No native product-quantity forecasting in HubSpot.
- CBS distribution data arrives bi-weekly in SAP-keyed Excel with a two-week lag.
A March 2024 symposium already on the calendar
- $150K national in-person event for a rare-disease audience.
- Six-week Pardot cycle meant physicians were booked on call rotation.
- Team had reverted to recruiting by personal phone call.
“Please do not faithfully reproduce what we are asking you to do. Force us to consider best practices. We have turned into a super digital marketing company, which we are not.”
02 · The solution
Four phases, from symposium launch to 2025 commercial reporting.
We treated the engagement as a re-architecture of the commercial operation around disease-state care flows, not as a Salesforce-to-HubSpot migration.
- 01
Foundation & the March 2024 symposium
Rebuilt Marketing, Sales and Content Hubs. Modelled six HCP cohorts as queryable properties. Delivered the State of Care Symposium as a productized event-launch system the internal team can now spin up in days.
- 02
Product-category forecasting
Custom 'Forecasting Pipeline' with each SKU as a deal, quantity as the forecast value, and year-over-year continuity via cloned pipelines. Dashboards visualize forecast vs. actual at category and SKU level.
- 03
CBS data architecture
Multi-object imports (Companies, Deals, Line Items) keyed off SAP ship-to-party numbers, so bi-weekly secondary-sales data lands cleanly on the right hospital and product records. Documented as an SOP and owned by the supply-chain team.
- 04
Sales Hub adoption & 2025 planning
Onboarded field-based account managers onto Sales Hub with a custom hospital-activity pipeline. Scoped the 2025 commercial reporting layer, including Power BI integration for multi-axis account × spend × secondary-sales analysis.
- 05
Domain expansion, treatthebleed.org
New gated physician-education property registered contacts into the same HubSpot CRM under a separate sending domain and consent boundary. Led the HubSpot Content Hub Enterprise negotiation on Octapharma's behalf.
03 · The outcome
A CRM built for disease-state commercialization, not generic pipelines.
Symposium launched on time
March 2024 State of Care Symposium ran on the new platform, six-week Pardot cycle replaced with a repeatable event system.
Custom forecasting live
Product-quantity forecasting with dashboards where none exists natively in HubSpot. Supply-chain team owns the bi-weekly upload via SOP.
HCP segmentation operable
Six cohorts with practice setting and clinical-domain interest captured as drop-down properties. Campaign targeting is real, not aspirational.
Sales onboarded, strategy owned
Field team on Sales Hub with a hospital-activity pipeline. Sector Growth now embedded in 2025 commercial planning and BI-tool selection.
04 · Stack
Products & integrations used.
| HubSpot Marketing Hub | HCP segmentation, event workflows, campaign attribution. |
|---|---|
| HubSpot Sales Hub | Custom leads and hospital-activity pipelines for field reps. |
| HubSpot Content Hub Enterprise | Gated physician-education property at treatthebleed.org. |
| Custom forecasting model | SKU-as-deal forecasting pipeline with YoY continuity. |
| CBS data pipeline | SAP-keyed multi-object imports for secondary-sales data. |
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