Instrumental Group

Revenue River and Hint Merge Into a HubSpot Specialist

Instrumental Group is a HubSpot-focused marketing and technology agency with offices in Denver, Colorado, and Merida, Mexico. It says it has stayed independent since 2012 and is led by founder and CEO Eric Pratt. The group formed when Revenue River combined with Hint, a Mexican HubSpot partner, and it reports more than 120 HubSpot-certified staff. Healthcare is one of four industries it targets, alongside financial services, insurance and supply chain, and it lists device makers, providers and health technology firms as healthcare clients.

HubSpot CMS Sites, Quizzes, Chatbots and CRM Workflows

The agency groups its work into websites, growth services, creative services, systems and solutions engineering, and AI services. In practice that covers HubSpot CMS websites, content such as videos, quizzes, guides and chatbots, SEO and link building, Google display and retargeting ads, email nurture sequences, CRM workflows and review monitoring. It describes itself as an Elite HubSpot agency and won a HubSpot Impact Award in 2019.

Rebuilding Kofinas Fertility Without Capturing Health Data

Its fertility case study covers Kofinas Fertility Group, a New York clinic with locations in Brooklyn, Staten Island, Lower Manhattan and the Upper West Side. Starting in January 2018, the agency rebuilt the website on HubSpot, produced educational content, ran SEO and paid media, and set up forms that captured lead quality data without collecting sensitive health information. It also built workflows that routed consultation requests to front desk staff and added ReviewTrackers for review monitoring across locations.

Over roughly two years, the agency reports a 421% rise in sessions, a 98% rise in leads, a 193% rise in new patients and an 821% rise in paid media leads at the same ad spend, with more than $930,000 in consultation requests. It notes that full revenue figures were not available because of HIPAA limits.

HubSpot License Tiers as a Separate Line Item

Prices and contract terms are not published, so quotes are custom. Clinics should ask for agency fees and HubSpot license costs as separate line items, and confirm which HubSpot tier the proposed work requires. It is also worth asking whether content production, such as videos and quizzes, is billed per piece or included in a retainer.

Keeping Health Data Out of HubSpot

• Will you sign a Business Associate Agreement, and how do you keep health data out of HubSpot?
• Which team, Denver or Merida, would run our account day to day?
• Have you produced similar results for fertility clients since the Kofinas project?
• Who owns the HubSpot portal, workflows and content if we leave?