UpValue: one HubSpot CRM for outreach, platform activation and scientific training.

UpValue and Infarma work in pharmaceutical marketing, building engagement journeys that involve doctors and nutritionists. They needed a full HubSpot implementation for CRM, cold outreach, platform activation and recurring scientific training.

Every sales representative needed access to their own contacts, deals and tasks, with a shared permission set ready for new sales users and an individual inbox with a connected WhatsApp number. Nothing could sit in personal spreadsheets or private inboxes.

The historical interaction data also needed care: the previous records were shared between people, so the first import linked one interaction record to several contacts, and editing it changed it for everyone.

1. 01Account structure: we created a custom product object that can be associated with contacts, standardized shared views for contacts, deals, companies and the other objects, and set up each user with access to their own records. The SET HEALTH SPECIALIST permission set can be applied to every new sales user, and each sales user has their own inbox with a connected WhatsApp number.
2. 02Cold outreach: when a representative sets the contact status to Pronto per Contatto, the workflow starts after a two-minute delay that leaves time to reverse the change, then creates email, phone and WhatsApp follow-up tasks in the Cold outreach queue. Contacts leave the workflow when a deal is created, can be re-enrolled, and move to a segment if they complete outreach without responding. After five days the workflow checks each task: if it is not completed, the next tasks are not created and the owner receives a notification.
3. 03Platform activation: a scheduled meeting becomes a deal, a missed call creates a rescheduling task with a one-day deadline, and a completed call creates the task to send the platform-registration invitation. Registration is confirmed by a file the company manager uploads; when the registration property is set to yes, the activation deal moves to the registered stage and the ISF deal is created at Pronti per la lavorazione. Changes to that property are restricted to Super Admins.
4. 04Scientific training (ISF): each journey is its own deal, so a contact can follow several product areas in parallel. The pipeline runs from the first videocall to sample sending, a sample-receipt confirmation with WhatsApp follow-up after ten days, a second videocall after about a month and a half, and a feedback call two weeks later, with separate stages for missed and completed calls.
5. 05Data migration: we corrected the interaction import by creating one record per person per interaction, so a file with 20,000 interactions becomes 20,000 individual records. Contacts are matched on their primary email with update-only imports, and bulk changes are handled by exporting the records with their IDs and reimporting them against the interaction Record ID.

• One HubSpot account covering CRM, outreach, platform activation and scientific training for UpValue and Infarma.
• Three pipelines with dedicated automations: cold outreach, platform activation and ISF scientific training.
• A custom product object and standardized shared views across contacts, deals and companies.
• SET HEALTH SPECIALIST permission set ready for every new sales user, each with their own inbox and WhatsApp number.
• 20,000 interactions imported as individual records, one per person, instead of shared records.