Primal Zone

About Primal Zone

Primal Zone is an Australian men's telehealth provider. Patients consult a doctor, get a treatment plan, and have medication dispensed and delivered, all without a clinic visit. It runs as one continuous service rather than a series of separate transactions.

The problem

A telehealth business is three businesses wearing one coat: a clinical workflow, a pharmacy logistics chain, and a subscription retailer. Each one wants its own system, and the moment they have one, nobody can answer a simple question like where a patient is up to. Consult notes, prescriptions, pathology results and orders each lived somewhere different. Clinicians were stitching a patient's history together by hand before every appointment, and renewals depended on someone noticing that a script was about to run out.

How we approached it

The decision that shaped everything else was to model the clinical record inside HubSpot rather than run a second database beside it. Prescriptions, treatment plans and lab results became custom objects on the patient record, so the CRM holds the whole story instead of a sales-shaped slice of it. That is harder up front and it removes an entire category of problem later: there is no sync to break, and no argument about which system is right. Everything patient-facing was then built on top of that single record rather than alongside it.

What we built

• Clinical data modelled as eight HubSpot custom objects, including prescriptions, treatment plans, lab results and pathology attachments
• Patient portal on HubSpot memberships, showing each patient their plan, results, orders and next step
• Prescription renewal engine on the prescription record: expiry sync, repeat tracking and a 90, 60 and 30 day reminder sequence for every script
• Doctor tools for consults, script approval and patient review, working from the same record
• Two-way pipeline between HubSpot and Shopify for ordering, discount codes and fulfilment
• A native reporting suite of 16 dashboards and 127 reports, so the clinical and commercial sides of the business read from one set of numbers

What changed

Every patient has one record that carries consults, prescriptions, pathology and orders. Clinicians open a patient and see the history rather than assembling it. Renewals run off each script's own dates and repeats, so the follow-up starts before the patient runs dry rather than after they ring. The portal gives patients somewhere to answer their own questions, which takes the routine load off the clinical team, and the whole business reads from the same dashboards.