HubSpot CRM Customization Helps Veterinary Group Track 50K+ Pets

The challenge: data misalignment meets rapid growth

This veterinary group, founded in 2021, had already expanded across multiple urban markets, serving more than 50,000 pets by early 2024. With 200–500 employees, the organization was scaling fast, but its internal systems lagged behind.

Unlike most companies, they needed to track families and individuals as "companies" and pets as "contacts." This unusual setup created immediate roadblocks in onboarding and required a careful rethink of their entire CRM architecture.

To complicate matters, the proposed fix — a custom object in HubSpot — required an upgrade to a higher subscription tier that had not been accounted for during the sales process. Onboarding was further complicated by a new internal team lead who had just stepped into the role. Without a clear CRM strategy, the team felt unprepared to move forward with campaigns or reporting.

The solution: architecture, automation, and training

• Strategic data architecture: A solution architect explained why the current setup was flawed and designed a tailored plan for custom objects. This ensured data could be organized around pets while preserving visibility into families and individuals.
• Workflow automation: To demonstrate immediate value, the team automated appointment follow-up workflows. This project-based approach gave the client a real example of efficiency gains while building confidence in HubSpot as a long-term tool.
• Hands-on HubSpot training: Instead of overwhelming the team with theory, training focused on essentials: campaigns, reports, dashboards, and persona setup. Resources like HubSpot blogs and online courses extended learning beyond the initial sessions.

The outcome: a scalable hub for admissions and growth

• A clear data system: HubSpot became their central source of truth, with processes to manage custom properties and track unique data points.
• Improved visibility: Reporting dashboards gave leadership real-time insight into campaign performance and operational outcomes.
• An empowered team: Equipped with training and a roadmap, the team felt confident managing day-to-day marketing while planning for bigger initiatives like content strategy and a potential CMS migration.

Key measurable stats

Why this matters

This story highlights how critical it is to match CRM architecture to business reality. A misstep during setup can block adoption and frustrate teams — but with the right strategy, even a nontraditional use case can thrive.

For this veterinary provider, aligning HubSpot to their unique workflows did more than fix a technical issue. It gave them a scalable foundation for growth, ensuring their marketing and admissions efforts keep pace with rapid expansion.

Call to action

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