Mercy BioAnalytics
The Challenge
Mercy BioAnalytics was a startup preparing to launch an Early Access Program for physicians focused on ovarian cancer pre-screening and testing. As physician interest grew, their team needed a scalable way to manage leads sourced from Definitiv while tracking outreach, test distribution, and physician engagement over time.
The Solution
Pyxl partnered with Mercy BioAnalytics to design and implement a HubSpot solution that supported their Early Access Program end to end, including pipeline creation, automation, and reporting.
HubSpot tools implemented included:
- Marketing Hub Professional
- Sales Hub Enterprise
- Service Hub Professional
- Data Hub Professional
HubSpot Enterprise Services
To support a multi-stage, high-touch program, Pyxl built a scalable HubSpot foundation that included:
- A customized pipeline strategy with detailed funnel tracking
- Automation to ensure consistent physician engagement and follow-up
- Custom objects and properties aligned to Mercy’s internal workflows
- Reporting to provide visibility into activity, engagement, and program progress
The Integration
A critical component of the engagement was a custom integration between HubSpot and Mercy BioAnalytics’ physician system, LIMS. This integration allowed physician records and program data to flow into HubSpot in a structured, reliable way and served as the trigger for outreach and pipeline activity.
To support this, Pyxl developed a dedicated web service that acted as an intermediary between HubSpot and Salesforce. Built in Python, the service included secure RESTful endpoints designed to manage multiple data types and synchronization requirements. These endpoints handled receiving, transforming, and sending data between systems to maintain consistency and accuracy. Zapier was used as the automation layer, enabling real-time, bidirectional data flow between HubSpot, the Python web service, and Salesforce. This architecture ensured that key data such as new leads, contact updates, sales stage progression, and LIMS-specific results and order statuses were always up to date across platforms. The result was operational continuity and accurate reporting across the full physician and LIMS lifecycle.MarTech Mapping
Pyxl aligned Mercy’s lead sources and internal systems so HubSpot could operate as the central platform for:
- Physician lead intake from Definitiv
- Automated outreach workflows
- Funnel stage tracking and engagement visibility
- Feedback capture and program-level reporting
Enterprise HubSpot Implementation
Pyxl implemented a robust HubSpot environment designed specifically for Mercy’s physician outreach and test deployment journey, including:
- A multi-stage pipeline tailored to physician engagement and testing workflows
- Custom deal stages and properties to track physician status and activity
- Workflows, sequences, and automation to drive consistent follow-up
- Email marketing setup to support scalable communication
- A structured process for tracking test distribution and feedback loops
Onboarding Approach
As part of a collaborative onboarding process, Pyxl worked closely with Mercy BioAnalytics through:
- Regular workshops to define and refine HubSpot processes
- Multiple LIMS integration planning and implementation sessions
- Iterative pipeline and automation improvements based on team feedback
Ongoing Management and Training
Following implementation, Pyxl continued to support Mercy’s team with:
- Training on pipeline usage and automation functionality
- Guidance on effective day-to-day use of HubSpot tools
- Ongoing optimization to ensure long-term scalability
The Results
Mercy BioAnalytics successfully launched their Early Access Program and began targeted physician outreach in priority regions.With HubSpot fully implemented and integrated, their team now benefits from:
- A seamless, automated workflow for physician engagement
- A structured process for deploying tests and tracking progress
- A centralized system for collecting and managing physician feedback
- More time to focus on growth and execution, with HubSpot handling operational tracking and follow-up