Real Results, No Buzzwords

Five Clinics, One Voice: How a Dental Group Used HubSpot to Align Marketing Across Locations

A growing dental group with five clinics was struggling to maintain a unified brand identity.

 

Industry
Healthcare – Dental Services

Region
Southern Alberta

Company Size
50 Employees – $20M Revenue

Stakeholder
Marketing Manager (reporting to 5 Office Managers)

Tech Stack (Before)
WordPress, Dentrix (CRM), No Marketing Automation

🚨 The Challenge

A growing dental group with five clinics was struggling to maintain a unified brand identity. The marketing manager was responsible for all marketing activities but had to answer individually to five different clinic managers — each with their own goals, communication preferences, and expectations.

This siloed structure led to:

  • Miscommunication about campaigns

  • Ad hoc and competing promotions

  • Inconsistent branding and public confusion

  • Erosion of trust between marketing and clinic teams

Rather than presenting a cohesive healthcare group, the clinics often appeared as competitors — weakening brand equity and limiting growth potential.

🔧 Our Approach

We introduced the group to HubSpot Marketing Hub Enterprise with Business Units to centralize campaign planning, execution, and reporting.

Our goal:

  • Align all stakeholders around shared branding and marketing strategy

  • Give the marketing manager one system of record

  • Provide clinic managers visibility into what was happening — and why

We also migrated their WordPress website into HubSpot CMS to unify messaging and improve lead capture.

💡 The Solution

Platform Implementation

  • HubSpot Marketing Hub Enterprise rollout

  • Website migration from WordPress to CMS Hub

Campaign Operations

  • Social media content calendar with pre-scheduled events

  • Custom campaign workflows for each clinic

  • Email nurturing connected to website conversion points

  • Training for managers to contribute local posts to group campaigns

System Integration

  • One-way contact sync from HubSpot to Dentrix via API

📈 Results & Outcomes

  • Improved alignment across the five office managers on marketing priorities

  • Unified branding eliminated contradictory messaging in the public eye

  • Streamlined campaign planning through a single calendar and dashboard

  • Improved trust in the marketing function and its role in driving results

“We’re finally on the same page. We look like a group, not five separate clinics.” — Marketing Manager (paraphrased)

🔍 Key Takeaways

Multi-location groups can thrive inside one HubSpot portal.
This project proved that with the right setup and training, even independently-minded teams can operate from a shared marketing engine — and see better results.

💬 Why It Matters

Franchise and group models often suffer from fractured execution. By creating a central system that welcomed input from all managers — without diluting brand consistency — we gave the group confidence in their strategy and tools.