Tropical Hub × HubSpot
Impact Awards 2025 · Migration Excellence

HAOC migrated from 4 systems to HubSpot in 5 months — zero downtime

Brazil's most complex healthcare CRM migration. Hospital Alemão Oswaldo Cruz replaced Salesforce and 3 niche CRMs with a unified HubSpot architecture — integrating 20+ areas, 593K records, and a custom TASY (Philips) ERP connection built from scratch.

Industry
Healthcare
Migrated from
Salesforce + niche CRMs
Timeline
5 months
Partner
Tropical Hub Elite
Migration Overview · 2024–2025
593K
Records migrated
Patients, physicians, history
20+
Areas integrated
All on HubSpot post go-live
0
Operational downtime
Across all 5 months
100%
Adoption rate
Critical areas in 4 weeks
HubSpot portal ID: 45315790 · Verified data
−58%
1st response time
1 min 44s → 44 seconds
+525%
Support volume
800–1,200 → 7,500 tickets/mo
92%
NPS score
Automated, all patients
−95%
Quote turnaround
5 days → under 4 hours
What We Migrated From

Not one system. Four. And none connected to the clinical ERP.

The HAOC operated with Salesforce as its primary CRM, supplemented by niche CRMs for specific departments, proprietary scheduling systems, and 24 email connections across teams. The physician relations team alone used three separate tools for WhatsApp, email, and phone.

Critically: Salesforce had no integration with TASY (Philips), the hospital's clinical ERP. Agents could never see patient clinical history without switching systems — making personalized, fast care structurally impossible at scale.

24
disconnected email connections
across teams — no unified inbox
Replaced
☁️
Salesforce
Primary CRM — no TASY integration
Replaced
🏥
Niche CRMs
Department-specific tools in silos
Replaced
📅
Scheduling Systems
Proprietary, disconnected from CRM
Integrated
🏗️
TASY (Philips)
Clinical ERP — built from scratch
Unified into
Single Source of Truth
HubSpot CRM
TASY Integration · 5 Custom Objects · 134 Users
Marketing Enterprise
Sales Enterprise
Service Professional
Data Professional
The Migration Process

A phased approach engineered for a hospital that cannot stop

Zero operational downtime.
No rollbacks across
all 20+ areas.
Migration Timeline · Aug 2024 – Mar 2025
1
Foundation — Aug/Sep 2024
Data Hub setup, TASY integration built from scratch (custom app "HAOC-Token"), 593K contacts migrated, 5 custom objects created, permission sets configured per operational area before any go-live
2
Service Hub go-live — Oct 2024
SAC + Ouvidoria + 2 WhatsApp instances (Infobip) activated. 2-week parallel operation alongside Salesforce before shutdown in this area. 100% adoption reached within 4 weeks
3
Sales Hub go-live — Nov 2024
Custom "Orçamento Particular" app deployed by Tropical Hub. Physician relations team moved from 3 systems to 1 in 2 weeks. Private quote cycle: 5 days → under 4 hours
4
Marketing Hub + full platform — Dec 2024 / Mar 2025
133 automated journeys activated. Salesforce fully decommissioned. All 20+ areas operating in HubSpot. Second TASY app "Tropical" deployed in Dec 2024 for expanded clinical data sync
✓ Zero operational downtime across all 5 months
What Makes This Migration Exceptional
◆ TASY built from scratch
Salesforce had no TASY integration. Tropical Hub built 2 custom private apps — 609,951 events processed. A net new capability healthcare teams had never had.
◆ LGPD compliance in healthcare
Sensitive patient data — health records, medical procedures, personal identifiers — migrated with per-area permission sets. Zero security incidents.
◆ 24/7 hospital, zero downtime
Each of the 20+ areas had a 2–4 week parallel operation window before Salesforce was shut down. No rollbacks. No area returned to Salesforce.
◆ 100% adoption in 4 weeks
Critical areas were fully operating on HubSpot within the first month post go-live — testimony to the platform's usability and change management strategy.
Results

Every number is a before/after against the Salesforce period

5
New custom objects — a hospital data model Salesforce could not support
Médicos · Equipes · TUSS · Data Services
+525%
Growth in structured, traceable support interactions vs. Salesforce period
800–1,200 → ~7,500 tickets/month
24/7
WhatsApp scheduling without human transfer — capability that didn't exist in Salesforce
Breeze AI Customer Agent · live
0
Rollbacks — no area returned to Salesforce after go-live across all 20+ areas
5 months · on schedule
Metric
Salesforce (before)
HubSpot (after)
1st response time (WhatsApp)
1 min 44s
44 seconds (−58%)
NPS
~60% (manual, sporadic)
92% (automated, all patients)
SLA compliance
~72%
94% across all pipelines
Structured support volume
800–1,200 tickets/month
~7,500 tickets/month (+525%)
Systems for physician relations
3 separate tools
1 — HubSpot (consolidated)
Private quote turnaround
~5 days
Under 4 hours (−95%)
Portal Evidence · HubSpot verified data
Monthly Tickets Closed — SAC Pipeline
152 Workflows Breakdown
AI Layer

AI capabilities activated immediately post-migration

The migration to HubSpot unlocked native AI features that had no equivalent in the previous stack. These capabilities were structurally inaccessible in Salesforce.

AI Copilot · Marketing AI · Prospecting Agent
Supporting AI features — active across all hubs
Breeze AI Customer Agent Live in production
24/7 patient triage with automatic TASY context retrieval. Ticket summarization in under 30 seconds — replacing a manual 3-minute review process per escalated case.
AI capabilities unlocked by migration
Breeze AI Customer Agent 24/7
Patient triage with TASY context
Email open rate (check-up) 55%
Marketing AI — 133 automated journeys
Ticket summarization time −90%
3 min manual → 30s AI Copilot
609K
TASY events processed
Clinical data always current in the CRM — zero manual sync
🏥
Breeze Prospecting Agent · Active
Physician & corporate acquisition via Sales Hub · 134 users
Testimonial
"HubSpot became the digital nucleus of our care. We gained autonomy, traceability, and intelligence at every patient touchpoint. Today, when a patient contacts us via WhatsApp, the agent already has the TASY clinical history, previous interactions, and what needs to be done — all in under 30 seconds. That was impossible with Salesforce."
TN
Thomaz Nunes
Senior Business Analyst · Hospital Alemão Oswaldo Cruz