Custom product & infrastructure
CRM, Website, Directory & Training Follow-Up
A clinician education platform with national reach but disconnected leads, no CRM, and no clear attribution. Rebuilt web, CRM, directory, and follow-up as one program.
Graston Technique® · Healthcare training · Clinician certification · National platform
+212%
95%
81
8
Before, build, and operating change
A lightweight view of the problem, the intervention, and what changed after the system shipped.
Before / Problem
- No CRM — leads from events, web, and outreach lived in disconnected spreadsheets
- Provider directory was a static PDF updated manually; search was impossible
Build / Fix
CRM architecture and lead unification
HubSpot implemented from zero. All lead sources — web forms, event registrations, referrals, and outreach — unified into a single pipeline with consistent source tracking. Pipeline stages defined around the clinician buying journey: awareness, training interest, registered, certified, active.
Provider directory — live spatial search
Static PDF replaced with a real-time interactive map built on Cloudflare Workers. 81 credentialed providers loaded from the CRM, searchable by specialty, location, and certification level. Directory syncs automatically as providers complete training.
After / Outcome
The team runs the same volume of outreach and events with substantially less manual coordination. Leads no longer fall through during high-volume periods. Providers self-serve key enrollment and certification steps, and leadership decisions are now driven by pipeline-stage and attribution evidence.
Graston Technique trains licensed clinicians across the U.S. Each trained provider represents a long-term revenue relationship and a network referral node. A broken lead system wasn't just an operational problem — it was a compounding revenue leak at scale.
- →No CRM — leads from events, web, and outreach lived in disconnected spreadsheets
- →Provider directory was a static PDF updated manually; search was impossible
- →Training event registrations were processed through email threads with no automation
- →Marketing had no attribution — nobody knew which channels produced qualified clinicians
- →Eight recurring workflows (event follow-up, CE tracking, provider communications) depended entirely on manual staff effort
CRM architecture and lead unification
HubSpot implemented from zero. All lead sources — web forms, event registrations, referrals, and outreach — unified into a single pipeline with consistent source tracking. Pipeline stages defined around the clinician buying journey: awareness, training interest, registered, certified, active.
Provider directory — live spatial search
Static PDF replaced with a real-time interactive map built on Cloudflare Workers. 81 credentialed providers loaded from the CRM, searchable by specialty, location, and certification level. Directory syncs automatically as providers complete training.
Training enrollment and follow-up automation
Eight manual workflows were rebuilt as automated follow-up: event registration confirmation, pre-event preparation, post-training CE delivery, recertification reminders, and lapsed-provider reactivation, all triggered by CRM state changes.
Provider directory and membership path
Provider discovery was connected to member and credential data so the public directory, visibility, and next-step conversion stay in sync.
Analytics and attribution overhaul
UTM architecture and attribution mapping connected paid, organic, event, and referral channels to CRM stage progression so leadership could evaluate qualified pipeline movement, not just campaign activity.
AI and smart support tooling layer
Support-facing workflows were structured into repeatable tooling patterns so recurring provider and learner requests could be handled with more consistency and less manual escalation.
Pipeline and attribution dashboard
The team runs the same volume of outreach and events with substantially less manual coordination. Leads no longer fall through during high-volume periods. Providers self-serve key enrollment and certification steps, and leadership decisions are now driven by pipeline-stage and attribution evidence.
SYSTEMS INVOLVED IN THE BUILD
The tools and system layers that made this project work — grouped by what they contributed.
Attribution and reporting made qualified pipeline movement visible instead of leaving leadership with disconnected campaign activity.
Google Cloud
The live directory and supporting runtime turned a static asset into a searchable operational system.
Cloudflare
WordPress
CRM and workflow automation unified clinician records, event follow-up, and provider lifecycle changes.
HubSpot
Discovery surfaces were tied to the provider directory and education journey so clinicians could find the right next step.
Google
- HubSpot CRM
- Cloudflare Workers
- Custom spatial search
- UTM attribution layer
- Automated nurture sequences
- Provider membership path logic
- Support workflow tooling
- CE certificate delivery
- Recertification tracking
What this project demonstrates
Each block names the capability first. Figures below are supporting context from the same engagement — not the headline.
Attribution and Reporting Layer
UTM architecture tied paid, organic, event, and referral sources to CRM stage progression so leadership could read pipeline-stage counts instead of activity metrics.
Referenced outcomes (same engagement)
- Qualified leads generated
- +212% — Qualified leads generated
- Manual workflows replaced with automation
- 8 — Manual workflows replaced with automation
CRM Architecture and Lead Unification
HubSpot implemented from zero with web, event, referral, and outreach sources unified into one pipeline with consistent source tracking.
Referenced outcomes (same engagement)
- Qualified leads generated
- +212% — Qualified leads generated
- Manual workflows replaced with automation
- 8 — Manual workflows replaced with automation
Provider Directory and Membership Funnel
Static provider PDF replaced with a real-time map backed by Cloudflare Workers, fed from CRM so directory data stays current as clinicians certify.
Referenced outcomes (same engagement)
- Active providers in live spatial directory
- 81 — Active providers in live spatial directory
- Qualified leads generated
- +212% — Qualified leads generated
Similar project shapes and delivery patterns — useful when you are comparing system fit, not client names.
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