How DSOs Use HubSpot to Unify Multi-Location Dental Data

Leadership wants to know where they are actually converting leads into revenue, and the ugly truth is no one knows the numbers are spread across a dozen PMS logins, half of which are in spreadsheets that weren’t updated last week. For a DSO with a dozen or a hundred locations — sometimes all on the same PMS, other times a mix of Dentrix, Dentrix Enterprise, Open Dental, and more, based on the PMS each location was on when it was acquired “what’s our marketing ROI” becomes a truly difficult question to answer. This is why HubSpot, with real-time PMS sync, is the answer for group dental organizations.

Why DSOs Hit a Different Problem Than Single-Location Practices

The biggest data hurdle for a single practice is often just getting their PMS and CRM to communicate at all. For a DSO, it’s that same problem multiplied across every one of their locations, plus an additional layer that none of those individual connections address on their own: how does anyone at the group level see all of it in one place?

In the absence of a consolidated platform, DSO marketing and ops teams are faced with two equally unappealing choices a Frankensteinian spreadsheet compiled from exports of every location’s PMS, refreshed only when someone remembers to do so, or a collection of location-level dashboards that never quite add up to the same totals. 

Why HubSpot Specifically Fits the DSO Model

HubSpot is ideal for a group dental organization because it handles hierarchy and scale — you can easily divide contacts, campaigns, and reporting among many locations within a single, organized system, instead of managing each location as a completely separate account. 

For a DSO’s central marketing or operations team, that means:

• One centralized CRM view across every location, rather than logging into a different system per practice
• Consistent automation workflows enforced group-wide, so a reactivation sequence or intake process doesn’t vary in quality from one location to the next
• Accountability tracking with live data, giving leadership visibility into which locations are converting leads and completing treatment, not just which locations are generating call volume

Trying to get one clean view across your locations? [Book a demo] and we’ll show you how it works for a group your size.

What Has to Be True Underneath It

None of that works if the data you’re putting into HubSpot is stale or incomplete. The various locations of a DSO are often on different PMS systems Dentrix, Dentrix Enterprise, Open Dental, Eaglesoft, and others sometimes because the group grew through acquisition, not original design. HubSpot can only be the single source of truth if the PMS of every location is nearly instantly synced with it: patients, appointments, production, and payments should be continuously synced, no matter which PMS a location uses. 

This is also where reporting becomes less guesses by location. This is also how all the production and payment data from every location’s PMS gets continuously piped into HubSpot, you can create one [analytics view] as a DSO to easily benchmark locations against one another not just on lead volume, but actual revenue generated per location, per campaign, per provider. 

What This Unlocks for a DSO

• True apples-to-apples location comparison. Leadership can now see which locations are turning leads into finished, paid for treatment – and not just which location are picking up the phone more. 
• Standardized automation without standardized PMS. Each property can continue using the PMS that suits it, and the marketing and follow-up automation is standardized across the group. 
• Faster, cleaner reporting to ownership or investors. For group level dental organisations, reporting performance to higher levels is often required — a single hubspot view eliminates the need to manually reconcile the differences between “what happened” and “what we can report.” 
• Reduced dependency on manual, location-level reporting. We no longer have to rely on each office manager to export and send data before it can be viewed at the group level to see how the month is progressing

Frequently Asked Questions

Managing a multi-location dental group? See how SmartSync unifies every location’s PMS data into one CRM. [Explore all supported platforms →] or [book a demo].