You’re looking for the right CRM to manage your sales pipeline and marketing activity, but with so many platforms on the market, it’s hard to know which one actually fits a medical device company’s needs.
Choosing a CRM is one of those decisions that affects every team in the business. Get it right, and your sales team has the data they need to close deals, your marketing team can track what’s working, and leadership gets a clear view of the pipeline. Get it wrong, and you’re stuck with a system nobody uses, or worse, one that creates more work than it saves.
In this article, we’re comparing six of the most popular CRMs that medical device companies use in 2026: Salesforce, HubSpot, Microsoft Dynamics 365, Veeva CRM, Zoho CRM, and Pipedrive. We’ll cover what each one does well, where it falls short, what it costs, and who it’s best suited for. We’ll also explain why many growing medical device companies end up using more than one CRM, and why that’s not necessarily a problem.
Before we get into the comparison, you should know that Podymos is a HubSpot partner. We use it ourselves, and we help clients set it up.
That said, HubSpot isn’t the right answer for every medical device company, and we’ll be straightforward about that throughout this article. Some of the companies we work with use Salesforce, Dynamics, or a combination of platforms. Our goal here is to help you make the right decision for your business, not to sell you on one particular tool.
Medical device sales cycles are longer, more complex, and involve more stakeholders than most industries, and your CRM needs to reflect that.
A typical medical device sale might involve clinical specialists, procurement teams, hospital administrators, and group purchasing organisations. Your salespeople might be supporting procedures in theatre one day and attending a procurement meeting the next. That’s a very different world from a standard B2B SaaS sales cycle.
On the marketing side, you’re dealing with strict regulatory requirements around what you can and can’t say about your products. Your CRM needs to support compliant communications, track engagement across long buying cycles, and connect marketing activity to revenue so you can prove what’s actually driving results.
Here are the key things to consider when evaluating a CRM for a medical device company:
Salesforce is the biggest CRM on the market and the default choice for many enterprise medical device companies. It’s incredibly powerful, but that power comes with complexity and cost.
Salesforce offers a dedicated Life Sciences Cloud (formerly Health Cloud) built specifically for medical device and pharmaceutical companies. It includes features like territory management, field service scheduling, inventory tracking, and healthcare professional (HCP) engagement tools. In 2025, Salesforce launched an “agent-first” Life Sciences Cloud for Customer Engagement, which uses AI to help sales teams prepare for calls, manage visits, and automate follow-ups.
The platform’s biggest strength is its sheer depth of customisation. If you can imagine a workflow, Salesforce can probably build it. It integrates with virtually everything, and its ecosystem of third-party apps (AppExchange) is massive. For large companies with complex, multi-country operations, Salesforce is often the only platform that can handle the full scope of requirements.
The flip side is that Salesforce is expensive and complicated. You’ll almost certainly need a dedicated administrator (or a consultancy) to set it up and maintain it. Implementation projects typically take months, not weeks, and costs can escalate quickly once you add the modules and licences you actually need. The marketing automation side (Marketing Cloud) is a separate product with its own pricing and learning curve, which means sales and marketing alignment requires more effort to achieve than it does on some other platforms.
Large medical device companies (100+ employees) with dedicated IT and operations teams, complex sales processes, multi-country operations, and the budget for a premium platform.
Salesforce Life Sciences Cloud pricing is typically enterprise-level and customised per organisation. Expect to pay upwards of £150–£300+ per user per month, depending on the modules you need, plus significant implementation costs.
Source: Salesforce Life Sciences Cloud pricing page (US pricing from $325/user/month). Pricing is region-specific and subject to change. https://www.salesforce.com/healthcare-life-sciences/life-sciences-software/pricing/
HubSpot is the platform we know best, and it’s increasingly popular with small to mid-size medical device companies because it brings sales and marketing together in one system without the complexity of Salesforce.
HubSpot’s biggest advantage for medical device companies is that it combines CRM, marketing automation, email, content management, and customer service in a single platform. When a surgeon reads your blog post, downloads a white paper, receives a nurture email, and eventually requests a demo, every touchpoint is tracked in one system. That level of visibility is incredibly valuable for medical device companies with long, education-driven sales cycles.
The free CRM tier is genuinely useful for small teams. As you grow, Sales Hub and Marketing Hub add features like pipeline management, sequences, lead scoring, and marketing automation. HubSpot added HIPAA compliance features in late 2024, which means medical device companies can now store sensitive data on the platform with a signed Business Associate Agreement (available on Enterprise plans). The interface is intuitive, the learning curve is gentle, and most teams can get up and running in weeks rather than months.
Where HubSpot falls short is in deep, industry-specific functionality. It doesn’t have built-in field inventory management, device tracking, or the kind of HCP engagement tools that Salesforce and Veeva offer out of the box. You’ll need to build custom properties, pipelines, and workflows to match medical device sales processes. And while the starter plans are affordable, costs can climb quickly at Professional and Enterprise tiers, especially as your contact database grows on the marketing side.
Small to mid-size medical device companies that want strong sales and marketing alignment, content marketing capabilities, and a platform their team will actually use. Particularly well suited for companies that prioritise inbound marketing and education-led selling. Also a strong choice for enterprise companies when used alongside and integrated with other CRMs like Salesforce or Dynamics 365, ensuring both sales and marketing teams have the best specialist tools for their area.
The CRM is free. Sales Hub Starter is £20/user/month. Professional is £100/user/month. Enterprise is £150/user/month. Marketing Hub is priced separately based on contacts and tier, starting at £15/month for Starter. Professional and Enterprise onboarding fees apply (£1,200–£5,600).
Source: HubSpot Sales Hub pricing page. Prices shown are approximate GBP equivalents; check HubSpot for current UK pricing. https://www.hubspot.com/pricing/sales
If your company already runs on Microsoft tools like Teams, Outlook, and SharePoint, Dynamics 365 is worth a serious look. It’s the CRM that fits most naturally into an existing Microsoft ecosystem.
Dynamics 365 Customer Engagement (the CRM side) covers sales, customer service, field service, and marketing. For medical device companies, the standout features are its field service module (useful for managing device installation, maintenance, and repair visits), its tight integration with the Microsoft 365 suite, and its strong ERP capabilities. If you need your CRM to connect to supply chain management, finance, and manufacturing operations, Dynamics can do this natively because the CRM and ERP live on the same platform.
Several implementation partners offer prebuilt medical device solutions on top of Dynamics 365 that include regulatory compliance tracking, product traceability, recall management, and quality management features. This means you don’t have to build everything from scratch.
The downsides are similar to Salesforce. Dynamics 365 is a powerful but complex platform that requires specialist knowledge to implement and maintain. The marketing automation capabilities (Dynamics 365 Marketing, now called Customer Insights – Journeys) exist, but they’re not as mature or user-friendly as HubSpot’s marketing tools. Licensing can also be confusing, as Microsoft sells individual modules with separate per-user pricing.
Medium to large medical device companies that are already invested in the Microsoft ecosystem, need tight CRM-to-ERP integration, or have significant field service requirements.
Dynamics 365 Sales Professional starts at around £50/user/month. Sales Enterprise is around £80/user/month. Field Service, Customer Service, and Marketing modules are priced separately. Implementation costs vary widely depending on complexity.
Source: Microsoft Dynamics 365 Sales pricing page. Prices shown are approximate GBP equivalents of US list prices ($65–$150/user/month). https://www.microsoft.com/en-us/dynamics-365/products/sales/pricing
Veeva is the only CRM on this list built exclusively for the life sciences industry. If your company operates in a highly regulated pharma-adjacent space, it’s the platform with the deepest out-of-the-box compliance and industry functionality.
Originally built on the Salesforce platform, Veeva has now migrated to its own proprietary Vault infrastructure (Vault CRM). As of early 2026, over 125 companies are live on Vault CRM, including many of the world’s top 20 pharmaceutical and biotech companies. The platform brings sales, marketing, medical affairs, and service teams together on a single database with built-in compliance, HCP engagement tools, territory planning, content management, and field reporting.
Veeva’s biggest strength is that it’s designed for life sciences from the ground up. Compliance isn’t bolted on; it’s embedded in every workflow. The platform understands the regulatory requirements of pharmaceutical and medical device marketing in a way that generic CRMs simply don’t. It also offers AI-powered agents for pre-call planning, voice input, and compliance checking.
The trade-off is that Veeva is expensive and primarily geared towards large pharmaceutical and biotech companies. It’s not typically a good fit for smaller medical device companies. The platform’s user base and development roadmap are heavily weighted towards pharma, so if you’re a Class I or II device company without a large field sales operation, you may find you’re paying for capabilities you don’t need. Pricing is negotiated on a per-company basis and isn’t publicly available.
Large medical device or pharma-adjacent companies with significant field sales teams, complex regulatory requirements, and the budget for an industry-specific platform. Particularly strong for companies that also need to manage medical affairs and clinical engagement.
Pricing isn’t publicly listed. Veeva is typically an enterprise sale with per-user licensing. Expect costs comparable to or higher than Salesforce, plus implementation and migration investment.
Source: Veeva doesn’t publish pricing publicly. Cost estimates are based on industry reports and conversations with medical device companies. https://www.veeva.com/products/vault-crm-medical/
Zoho CRM is the budget-friendly option that punches above its weight. It’s not built specifically for medical devices, but it’s highly customisable and offers a lot of functionality for the price.
Zoho offers a healthcare-focused CRM configuration with features like field force management, route planning (via its RouteIQ extension), territory management, inventory tracking, and omnichannel communication. It’s part of the broader Zoho ecosystem, which includes email, project management, finance, HR, and marketing tools. If you want an all-in-one business suite without the premium price tag, Zoho is a strong contender.
The platform is highly customisable and supports HIPAA compliance through a signed Business Associate Agreement. Its AI assistant (Zia) provides sales predictions, lead scoring, and communication insights. And the price is hard to beat: you can get a fully featured CRM with automation, analytics, and multichannel communication for a fraction of what Salesforce or HubSpot charges at similar tiers.
The downsides? Zoho’s interface isn’t as polished as HubSpot’s, and the learning curve for customisation can be steep. If you want Zoho to work well for medical device sales, you’ll need to invest time configuring custom modules, workflows, and dashboards. Third-party integrations aren’t as seamless as Salesforce or HubSpot. And customer support quality can be inconsistent, particularly on lower-tier plans.
Small to mid-size medical device companies that need a capable CRM on a tight budget and have the internal technical skills (or a Zoho partner) to handle customisation.
Free for up to three users. Standard is £12/user/month. Professional is £18/user/month. Enterprise is £35/user/month. Ultimate is £42/user/month (all billed annually). One of the most affordable options on this list.
Source: Zoho CRM pricing page. Prices shown are approximate GBP equivalents of annual billing rates. https://www.zoho.com/crm/zohocrm-pricing.html
Pipedrive is the simplest CRM on this list, and that’s its main selling point. If your team needs a clean, visual pipeline tool without the overhead of a full enterprise platform, Pipedrive is worth considering.
Pipedrive is built around one thing: helping sales teams move deals through a pipeline. The drag-and-drop interface is intuitive, the mobile app is solid, and your team can be up and running in a day. It’s a pure sales tool, and it does that job well.
For medical device companies, Pipedrive can work as a lightweight CRM for smaller sales teams that don’t need complex compliance features or deep marketing integration. It integrates with over 500 apps including email platforms, Slack, and Zoom, and offers basic automation, email tracking, and reporting.
The limitations are significant, though. Pipedrive has no built-in marketing automation, no content management, no field service capabilities, and no industry-specific healthcare features. It doesn’t offer HIPAA compliance. If you need anything beyond core pipeline management, you’ll be relying on third-party tools and integrations. As your team grows and your processes become more complex, you’ll likely outgrow Pipedrive and need to migrate to a more comprehensive platform.
Very small medical device companies or startups (under 20 employees) with straightforward sales processes and no immediate need for marketing automation or regulatory compliance features. Also useful as a temporary solution while you grow into a more comprehensive platform.
Lite is £12/user/month. Growth is £32/user/month. Premium is £49/user/month. Ultimate is £79/user/month (all billed annually). Add-ons for lead generation, email marketing, and document management are extra.
Source: Pipedrive pricing page. Prices shown are approximate GBP equivalents of annual billing rates. https://www.pipedrive.com/en/pricing
This table summarises the key differences across all six platforms to help you compare them quickly.
Here’s something that might surprise you: many of the most successful medical device companies we work with don’t use a single CRM for everything. They use a combination of platforms, each handling what it does best.
This isn’t a failure of planning. It’s a practical response to how medical device companies actually grow. A startup might begin with Pipedrive or HubSpot’s free CRM to manage its first sales pipeline. As the company matures, it adds HubSpot’s marketing tools to build an inbound engine. Then, as the business scales to enterprise level, it might layer in Salesforce or Dynamics 365 for complex field operations and ERP integration, while keeping HubSpot running the marketing function.
Modern integration tools make this easier than it used to be. Platforms like HubSpot and Salesforce have a native two-way sync. Middleware tools like Zapier, Make, or dedicated integration platforms can connect most CRM combinations. The key is making sure your customer data flows cleanly between systems so that no team is working from incomplete information.
A staged approach also reduces risk. Rather than committing to a six-figure enterprise CRM implementation from day one, you can start with a simpler, more affordable platform and add complexity as your needs grow. This lets you learn what your team actually needs from a CRM before you invest heavily.
There’s no single “best” CRM for medical device companies. The right choice depends on your size, your sales process, your regulatory environment, and how tightly you need sales and marketing to work together.
Here’s a simple framework to help you decide:
Whatever you choose, the most important thing is that your team actually uses it. The fanciest CRM in the world is worthless if your salespeople are still tracking deals in spreadsheets. Choose a platform that fits your team’s skill level and workflow, not just one that looks impressive on paper.
Choosing a CRM for a medical device company isn’t a one-size-fits-all decision, and it doesn’t have to be a permanent one either.
The right platform depends on where your company is today and where it’s heading. Start with a tool your team will actually adopt, integrate it with your marketing and sales processes, and plan for growth. As your business evolves, your CRM strategy can evolve with it, whether that means scaling up your current platform, adding a second system for a different function, or migrating to something more sophisticated.
If you’re trying to figure out the right CRM setup for your medical device company and want to talk it through, we’re happy to help. We can share what we’ve seen work (and what hasn’t) across the medical device companies we’ve worked with.
Choosing the right CRM is only half the battle. Getting your team to actually use it is the other. In our next article, we look at the top five things that go wrong with CRM adoption in medical device companies, and how to avoid them.