Tropical Hub × HubSpot
Impact Awards 2025 · Platform Excellence

HAOC unified Service, Sales & Marketing around the patient journey

Brazil's first large hospital on HubSpot. Hospital Alemão Oswaldo Cruz integrated 20+ operational areas, connected TASY (Philips) clinical data in real time, and deployed 133 automated patient journeys — achieving NPS 92%, 44s response time and 24/7 WhatsApp care.

Industry
Healthcare
Region
LATAM — Brazil
Timeline
5 months to full platform
Partner
Tropical Hub Elite
Live Platform Metrics · 2025
92%
NPS score
Automated, all patients
44s
1st response time
Down from 1 min 44s
85%
WhatsApp tickets
Resolved without transfer
133
Automated journeys
Patients, physicians, corporates
HubSpot portal ID: 45315790 · Verified data
593K
Patients in HubSpot
Single source of truth
609K
TASY events processed
Clinical data always current
134
Users on platform
20+ operational areas
55%
Email open rate
Check-up campaigns
The Challenge

Three hubs. One patient. Zero visibility between them.

The HAOC operated with Salesforce as its primary CRM, supplemented by niche CRMs and department tools that had grown independently over years. Each of the 20+ operational areas functioned in silos — the physician relations team alone used three separate tools for WhatsApp, email, and phone.

The TASY (Philips) clinical ERP had no integration with any CRM. Agents could never access patient clinical history without leaving the system — making personalized, fast care structurally impossible at scale.

"We had a fragmented view of both physicians and patients, with data scattered across our ERP, a previous CRM, and our BI." — Thomaz Nunes, Senior Business Analyst, HAOC
📋
Service — SAC, Ouvidoria, WhatsApp
Fragmented across 3 tools · no unified inbox
💼
Sales — Physician relations, quotes
5-day quote cycle · manual approval
📣
Marketing — Campaigns, NPS, check-ups
Manual, sporadic · 20–25% open rate
Unified into one platform
Single Patient View
TASY + HubSpot — real-time clinical context
Patient contacts via WhatsApp → Breeze AI responds in <30s with full clinical history, previous interactions, and next steps — all in one screen.
The Solution — Why 3 Hubs?

The result that only works with all three hubs connected

Each hub solved a distinct problem. The outcome requires all three.
Technical Architecture
🏗️
TASY (Philips)
Clinical ERP
→
webhooks · 609K events
TROPICAL HUB
🔧
HAOC-Token + Tropical
2 Custom Private Apps
⟷
Data Hub Professional
HubSpot
HubSpot CRM
593K patients
Custom objects created
Médicos (Physicians)
Equipes (Teams)
Membros de Equipe
Data Services
TUSS (73K medical codes)
Service Hub Professional
Omnichannel patient service — 2 WhatsApp instances (patients + physicians), SAC, Ouvidoria, 20+ areas with automated SLA
85% tickets resolved without transfer
Sales Hub Enterprise
Physician relations, insurance plans, private quotes — custom "Orçamento Particular" app built by Tropical Hub generates and approves quotes directly in the CRM
5 days → under 4 hours for quotes
Marketing Hub Enterprise
593,361 patients via email + WhatsApp. 133 automated journeys across patients, physicians, and corporate check-ups. NPS surveys sent automatically post-care
55% email open rate (check-up)
Results

Every metric improved — and each required all three hubs

593K
Patients in HubSpot — single source of truth across all areas
Marketing + Service + Sales unified
609K
TASY events processed — clinical data always current in the CRM
Zero manual sync · real-time
133
Automated journeys — patients, physicians, corporates, internal teams
Marketing Hub Enterprise
24/7
WhatsApp scheduling without human transfer — pioneering in Brazilian healthcare
Breeze AI Customer Agent · live
Metric
Before (Salesforce)
After (HubSpot)
1st response time (WhatsApp)
1 min 44s
44 seconds (−58%)
Tickets resolved without transfer
~55%
85% (WhatsApp channel)
NPS
~60% (sporadic, not automated)
92% (automated, all patients)
Email open rate
20–25%
55% check-up / 47% consultation
SLA compliance
~72%
94% across all pipelines
Private quote turnaround
~5 days
Under 4 hours (−95%)
AI agent context retrieval
~3 min manual review
Under 30 seconds (Breeze AI)
Portal Evidence · HubSpot verified data
Monthly Ticket Responses — SLA Performance
Patient CRM Growth — 593K Records
AI Layer

Breeze AI active across all three hubs

375 hours/month freed from manual context review across 12 agents.
Active AI Capabilities
All 3 Hubs
Breeze Customer Agent
24/7 patient triage with automatic TASY context retrieval. Custom prompts, topic guardians, and after-hours routing. Knows patient's physician, exams, and follow-ups before responding.
AI Copilot
Ticket summarization in under 30 seconds — replacing a manual 3-minute review process per escalated case. Frees ~375 hours/month across 12 service agents.
Marketing AI
Drives the 55% email open rate on check-up campaigns. 133 automated journeys across patients, physicians, and corporate check-ups — personalized at scale.
Prospecting Agent
Active for physician and corporate acquisition through Sales Hub. Automates outreach sequences for the 12-person physician relations team — previously manual across 3 tools.
Testimonial
"The HAOC was the first large hospital in Brazil to adopt HubSpot as its central patient relationship platform. We wanted a platform that unified marketing, commercial, and service around the patient — and HubSpot, with Tropical Hub, delivered exactly that. The NPS of 92% and 24/7 WhatsApp scheduling are the direct reflection of this transformation."
PR
Phelipe Rocha
IT Manager · Hospital Alemão Oswaldo Cruz