You're trying to work out whether your medical device company needs HubSpot, AcuityMD, or both, and you want an honest comparison before you commit to either platform.
It's a fair question, and one we hear more often now that AcuityMD has grown rapidly in the MedTech space. But here's the thing that most comparison articles miss: HubSpot and AcuityMD aren't really competing for the same job. They're fundamentally different tools built for different problems. HubSpot is a CRM and marketing automation platform. AcuityMD is a commercial intelligence platform built specifically for medical device sales teams.
In this article, we'll break down what each platform actually does, where it's strongest for sales and marketing teams, what it costs, and what you'll need to plan for during implementation. We'll also explain why many medical device companies end up using both, and how the two platforms can work together.
Podymos is a HubSpot partner. We use HubSpot ourselves, we help medical device clients implement it, and we publish this article on HubSpot's blog tool.
That said, we're not here to tell you HubSpot is the right answer for every situation. AcuityMD solves problems that HubSpot simply doesn't, and if your biggest challenge is field sales targeting and market intelligence, AcuityMD may be exactly what you need. Our goal is to give you enough information to make the right decision for your team.
The most important thing to understand is that HubSpot and AcuityMD are built for different purposes, and comparing them directly is a bit like comparing a Swiss Army knife to a scalpel.
HubSpot is a general-purpose CRM platform that brings sales, marketing, customer service, and content management together in one system. It's designed to help companies attract leads through content and inbound marketing, nurture those leads through automated email sequences and workflows, and track the entire buyer journey from first website visit to closed deal.
For medical device companies, HubSpot's strength is that it connects marketing activity to sales outcomes. When a surgeon reads your blog post, downloads a white paper, attends a webinar, and eventually books a call, every touchpoint is tracked in one place. That visibility is incredibly valuable for companies with long, education-driven sales cycles.
AcuityMD is a purpose-built intelligence platform for the medical device industry. It combines healthcare claims data, procedure volumes, healthcare professional (HCP) profiles, and market analytics into a single system designed to help field sales teams find, prioritise, and close the right opportunities.
Where HubSpot tracks what your prospects do on your website and in your emails, AcuityMD tells you which surgeons are performing the procedures your device is designed for, how many they're doing, where they're doing them, and who else in their network might be a good target. It's a fundamentally different kind of data.
HubSpot excels at marketing automation, content-driven lead generation, and aligning sales and marketing teams around a shared view of the buyer journey.
If your medical device company is investing in inbound marketing, education-led selling, or content that builds trust with buyers before they ever speak to your sales team, HubSpot is hard to beat. It gives marketing teams the tools to create and distribute content, build landing pages, run email campaigns, and track which activities are actually generating qualified leads. And because sales can see everything marketing has done with a contact, handovers are smoother and conversations are more informed.
HubSpot's key strengths for medical device companies include:
If you want a deeper look at how HubSpot compares to other CRMs for medical device companies, including Salesforce, Dynamics 365, and Veeva, have a look at our full guide: which CRM is right for your medical device company?
AcuityMD excels at helping field sales teams identify the highest-value opportunities in their territory using real healthcare data, not guesswork.
Medical device sales is unlike most B2B selling. Your sales team isn't cold-calling office managers; they're building relationships with surgeons, navigating hospital procurement committees, and tracking which facilities are performing the procedures that your device supports. That requires a very specific kind of data, and AcuityMD was built to provide it.
AcuityMD's key strengths for medical device companies include:
No platform does everything well, and being honest about limitations is more useful than pretending they don't exist.
HubSpot doesn't include any MedTech-specific data or intelligence. It won't tell you which surgeons are performing relevant procedures, what their case volumes look like, or where market opportunities exist. You'll need to build custom properties and workflows to match medical device sales processes, and features like device tracking, field inventory management, and Sunshine Act reporting aren't built in. For companies with very large field sales teams that need procedure-level data, HubSpot on its own won't be enough.
AcuityMD isn't a marketing platform. It doesn't offer email automation, content management, landing pages, lead scoring based on digital engagement, or inbound marketing tools. It also doesn't function as a full general-purpose CRM in the way that HubSpot or Salesforce does. Its data is heavily focused on the US market, drawing primarily from CMS claims data, which means international medical device companies may find its coverage limited outside the United States. And because AcuityMD doesn't publish pricing publicly, it can be harder to budget for, particularly for smaller companies.
Pricing is one of the biggest differences between the two platforms, and it's worth understanding the full picture before you commit.
HubSpot's core CRM is free with unlimited users, which makes it accessible for companies of any size. Sales Hub Professional starts at $100 per seat per month (billed annually), with a one-time onboarding fee of $1,500. Marketing Hub Professional starts at $890 per month (includes three seats and 2,000 marketing contacts), with a $3,000 onboarding fee. Enterprise tiers are more expensive but include advanced features like HIPAA compliance, custom objects, and predictive lead scoring. A full implementation for a 15-person medical device sales team, including Marketing Hub Professional, typically costs between $25,000 and $50,000 annually. You can see the latest pricing on HubSpot's Sales Hub pricing page and HubSpot's Marketing Hub pricing page.
AcuityMD doesn't publish its pricing publicly, but based on available information from customer interviews reported by Contrary Research, expect a base platform fee in the region of $25,000–$40,000 per year depending on the tier, plus approximately $2,000 per user seat. One customer with 40 field sales staff reported an annual spend of roughly $100,000. For larger enterprise deployments with the full suite of modules, costs will be significantly higher. You'll need to contact AcuityMD directly for a tailored quote.
HubSpot pricing sourced from hubspot.com/pricing/sales, April 2026. AcuityMD pricing estimated from customer interviews reported by Contrary Research. AcuityMD does not publish pricing publicly; contact them for a current quote. All figures in USD. Pricing is subject to change.
HubSpot is one of the faster CRMs to implement, but getting the most from it in a medical device context still requires planning.
A basic HubSpot CRM setup can be completed in two to four weeks. A full implementation, including Marketing Hub configuration, workflow automation, lead scoring, and data migration, typically takes six to ten weeks. Most medical device companies can handle the initial setup internally or with a HubSpot partner, without needing dedicated IT resources.
Here's what to plan for:
If you're interested in how content and CRM tools can work together to accelerate your sales process, our article on five ways to shorten your MedTech sales cycles covers this in detail.
AcuityMD's implementation is more consultative because the platform needs to be configured around your specific products, procedures, and territories.
Unlike a general CRM, AcuityMD requires a detailed understanding of what your company sells and which clinical procedures your devices support. The implementation team will work with you to map your products to relevant CPT codes, configure territories, and connect AcuityMD to your existing CRM or ERP systems.
Here's what to plan for:
Yes, and for many medical device companies this is the approach that makes the most sense.
Because HubSpot and AcuityMD solve different problems, they're complementary rather than competing. A typical setup might look like this: AcuityMD handles the upstream commercial intelligence work (identifying target markets, prioritising HCPs, managing territories, and giving sales teams procedure-level data), while HubSpot handles the downstream engagement work (marketing automation, content delivery, lead nurturing, email campaigns, and tracking the full buyer journey).
Several medical device companies already use AcuityMD alongside a CRM like Salesforce, with AcuityMD feeding targeting and opportunity data into the CRM where sales teams manage their day-to-day activities. The same principle applies if your CRM is HubSpot. The key question is how tightly the two systems need to integrate for your specific workflow, and whether the current integration options meet your needs.
For companies that are exploring how AI tools can support medical device marketing, it's worth noting that both platforms are investing heavily in AI. AcuityMD's AI features focus on sales intelligence (call prep, next best actions, opportunity discovery), while HubSpot's AI features focus on content creation, lead scoring, and workflow automation.
The right choice depends on what problem you're trying to solve first.
If you're a small to mid-size medical device company with limited budget and your priority is getting sales and marketing working together, HubSpot is likely the better starting point. If you're a US-focused company with a field sales team that needs better targeting data and market intelligence, AcuityMD may deliver faster ROI. And if you have the budget and the need for both, using them together gives you the strongest commercial tech stack available to MedTech companies today.
HubSpot and AcuityMD are both excellent platforms, but they solve different problems for medical device companies.
HubSpot is a CRM and marketing automation platform that's strongest at aligning sales and marketing, managing the buyer journey, and powering content-driven lead generation. AcuityMD is a MedTech-specific intelligence platform that's strongest at helping field sales teams find the right targets, plan territories, and close opportunities using real procedure and claims data.
For many medical device companies, the choice isn't one or the other. It's about understanding which problem to solve first, and building a tech stack that grows with your commercial strategy.
If you'd like to talk through how these platforms fit into your broader marketing and sales strategy, book a call with our team and we'll help you work out the right approach for your business.