Can HubSpot store PHI now?

HubSpot introduced HIPAA support and new Sensitive Data tools as part of its Smart CRM launch in June 2024. The practical impact: healthcare organizations that were previously blocked can now keep certain protected information inside HubSpot when the portal is configured correctly, then use that data across marketing, sales, and service. This is a platform shift, not a free pass. Governance, access control, and integration disciplines still decide whether the rollout is safe.

What changed in HubSpot’s Smart CRM

Regulated teams have always had the same problem. They need a complete view of the patient, member, or buyer journey, but sensitive data lives in scattered tools that don’t talk to each other. That fragmentation creates duplicate records, inconsistent handoffs, and reporting gaps that hide what’s actually driving growth.

HubSpot’s Smart CRM, announced in June 2024, addresses that tension with tooling designed to store sensitive data while maintaining a unified customer record. HubSpot positions this as support for regulated use cases, including HIPAA, alongside security and privacy protections such as audit logging and advanced authentication features. For healthcare teams, that removes a long-standing constraint that kept HubSpot out of scope for many implementations.

What “HIPAA support” means inside HubSpot

Healthcare leaders don’t need marketing language. They need clarity.

HubSpot’s HIPAA support means the platform now includes features intended to handle sensitive data in regulated environments, so you can design workflows and reporting without forcing PHI into shadow systems. It also means your portal has to be configured and governed with intent. Access rules, user roles, auditability, and integration pathways still determine whether protected data is handled appropriately.

What Sensitive Data means in a healthcare HubSpot build

Sensitive Data includes information such as government IDs, medical details, and financial identifiers. In healthcare, that typically shows up as referral documentation, eligibility flags, program enrollment status, and other protected fields that teams use to route work and personalize outreach.

The strategic move is to store only what HubSpot teams need to operate and measure performance. Clinical records, detailed charts, and documentation that belong in the EHR should stay there.

Why unified data matters in healthcare

Unified data is not a branding concept. It’s an operating model.

When marketing, referrals, and service work from one record, you can automate handoffs, enforce accountability, and measure outcomes end-to-end. That changes what’s possible in healthcare go-to-market and patient access operations because the work no longer depends on manual exports, inbox triage, and half-complete dashboards.

Healthcare use cases that get simpler with one system of action

• Referral to schedule visibility: Track referral stage, outreach attempts, and appointment outcomes in one place, so teams stop guessing where patients drop.
• Closed-loop reporting: Connect campaigns and outreach to downstream outcomes, so spend decisions aren’t based on vanity metrics.
• Operational routing: Trigger workflows that assign follow-up based on program type, location, payer category, or service line without creating parallel processes.
• Personalized patient communications: Send education and reminders based on known attributes and journey stage while controlling who can view protected fields.

Benefits across regulated industries

Healthcare isn’t the only industry dealing with protected data. Finance, insurance, and other regulated sectors face the same pattern: data scattered across tools, teams misaligned, and customer experiences that don’t match the brand promise.

With Smart CRM, companies can centralize more of the customer record in HubSpot and run coordinated execution across teams. Marketing can segment safely, sales can personalize outreach without spreadsheet workarounds, and service can operate from a single record instead of three systems and a guess.

ecurity and compliance capabilities that matter operationally

Security language only matters when it shows up in daily operations.

HubSpot highlights capabilities like audit logging and advanced authentication features, which support stronger control over who accessed what and when. That gives legal, security, and compliance stakeholders more visibility while teams keep moving. It also raises the bar on how your portal should be built, because the configuration becomes part of your risk posture.

Admin checklist: how to implement Sensitive Data without creating new risk

If you’re moving protected data into HubSpot, this is the minimum bar for execution:

1. Define what counts as sensitive in your org. Write it down. Don’t improvise.
2. Separate “operational PHI” from “clinical record.” Keep clinical documentation in the EHR.
3. Create a property strategy. Limit sensitive properties to what teams must act on.
4. Lock down access by role. Default to least privilege, then grant intentionally.
5. Turn on auditing practices. Make activity review part of your operating cadence.
6. Standardize authentication controls. Require strong login practices across all users.
7. Map every integration touchpoint. Identify where protected fields flow and where they must not.
8. Review automation. Ensure workflows don’t expose protected fields in notifications, tasks, or logs unintentionally.
9. Validate reporting outputs. Confirm dashboards and exports don’t surface sensitive fields to the wrong audiences.
10. Train teams on “what goes where.” This is a workflow rule, not a suggestion.

What to store in HubSpot vs what should stay in the EHR

What to store in HubSpot vs what should stay in the EHR

Use this as a decision guide for implementation scope:

What this changes for 4CAST clients

For years, many healthcare organizations wanted HubSpot for marketing and patient access, but couldn’t justify the risk of working around protected data constraints. That objection is now addressable with Smart CRM’s Sensitive Data tools and HIPAA support, paired with correct implementation.

This puts enterprise-grade healthcare builds on the table: unified records, controlled access, and reporting that ties outreach to outcomes without stitching together five tools and hoping the math is right.

FAQs

Is HubSpot HIPAA compliant now?

HubSpot now supports HIPAA-scoped use cases through Smart CRM and Sensitive Data tooling, but compliance still depends on how the portal is configured, governed, and integrated. Treat the platform as capable. Treat the implementation as decisive.

Can we store PHI in HubSpot?

You can store certain protected data when your HubSpot setup is designed for it and the organization has the right controls in place. The rule is simple: store what your teams must use to operate and measure outcomes, and keep the clinical record in the EHR.

What is Smart CRM?

Smart CRM is HubSpot’s updated CRM positioning and feature set announced in June 2024, focused on unifying customer data across marketing, sales, and service while supporting regulated data handling needs.

What are Sensitive Data tools?

Sensitive Data tools are features designed to store and manage sensitive fields such as medical-related data, government IDs, and financial identifiers with tighter controls, so teams can use the CRM without unsafe workarounds.

What’s the biggest mistake teams make when adding sensitive data?

They copy EHR depth into the CRM. The right approach is a thin operational layer in HubSpot: just enough protected data to route work, personalize outreach, and measure outcomes.

Will integrations need to change?

Yes. Any system that reads or writes protected data needs a review. The integration map is where risk usually hides.

If you’re considering a HIPAA-scoped HubSpot rollout, don’t start with features. Start with a data and workflow plan.

4CAST will review your portal design, property model, access controls, lifecycle setup, and integration map, then deliver a build plan your team can execute without guesswork. Book a call here to learn more: https://bit.ly/hubspot4healthcare