HubSpot vs Dynamics 365: which is right for your medical device company?

You're trying to decide whether HubSpot or Microsoft Dynamics 365 is the right CRM for your medical device company, and you want an honest comparison before you commit.

It's one of the most common CRM questions we hear from medical device companies, and for good reason. Both platforms are capable, well established, and used by organisations across the life sciences industry. But they're built on different philosophies, they're priced very differently, and they suit different types of teams.

HubSpot is a CRM and marketing automation platform built around ease of use and inbound marketing. Dynamics 365 is a modular enterprise platform that connects CRM with ERP, finance, and operations across the Microsoft ecosystem. They're both good. The question is which one is right for your company, your team, and your budget.

In this article, we'll break down what each platform actually does, where it's strongest for medical device sales and marketing teams, what it costs, and what you'll need to plan for during implementation. We'll also explain how the two platforms can work together, and help you decide which to prioritise.

A note on our bias

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 always the right answer. Dynamics 365 has genuine strengths that HubSpot can't match, particularly for larger organisations that are already invested in the Microsoft ecosystem or need deep ERP integration. Our goal is to give you enough information to make the right decision for your team.

What does each platform actually do?

HubSpot and Dynamics 365 are both CRM platforms, but they approach the problem from different directions.

Understanding this difference in philosophy is the key to choosing between them. It's not just about which has more features. It's about how each platform is designed to be used and who it's designed for.

HubSpot: CRM and marketing automation

HubSpot is a unified 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. Everything lives in one place, and the interface is built to be intuitive enough that most teams can get productive quickly without heavy technical support.

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 a single system. That visibility is incredibly valuable for companies with long, education-driven sales cycles.

Dynamics 365: enterprise CRM and business platform

Microsoft Dynamics 365 is a modular suite of business applications that spans CRM, ERP, finance, supply chain, and operations.

Its CRM capabilities sit within Dynamics 365 Sales, while marketing automation lives in a separate module called Dynamics 365 Customer Insights (formerly Dynamics 365 Marketing). Unlike HubSpot's all-in-one approach, Dynamics 365 is designed to be assembled from individual modules that connect to each other and to the broader Microsoft ecosystem, including Outlook, Teams, Excel, Power BI, and Azure.

For medical device companies, Dynamics 365's strength is depth and connectivity. If your organisation already runs on Microsoft tools, Dynamics 365 can extend that ecosystem into sales, customer service, field service, and operations without introducing a separate technology stack. It also offers a level of customisation that suits companies with complex, multi-layered processes.

Where HubSpot is strongest

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:

• Marketing and sales alignment. Both teams work from the same database, with full visibility into each contact's journey. Marketing can see which leads sales is closing, and sales can see which content a prospect has engaged with before a meeting.
• Content management and SEO. HubSpot's blog tool, landing page builder, and SEO recommendations make it straightforward to create the kind of educational content that medical device buyers are looking for.
• Email automation and lead nurturing. Build sequences that educate prospects over weeks or months, moving them through your sales cycle without requiring manual follow-up at every stage.
• Reporting and attribution. Track which marketing channels, campaigns, and content pieces are actually driving revenue, not just traffic.
• Ease of use. HubSpot's interface is intuitive enough that most teams can get productive quickly without heavy technical support. This matters in medical device companies where marketing teams are often small.
• HIPAA compliance. HubSpot added HIPAA compliance features in late 2024, available on Enterprise plans with a signed Business Associate Agreement.

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?

Where Dynamics 365 is strongest

Dynamics 365 excels at deep customisation, enterprise-grade operations, and connecting sales data to the rest of your business through the Microsoft ecosystem.

If your medical device company already relies heavily on Microsoft tools, if you need your CRM to connect directly to finance, supply chain, or field service systems, or if you have complex internal workflows that require significant customisation, Dynamics 365 has clear advantages.

Dynamics 365's key strengths for medical device companies include:

• Microsoft ecosystem integration. Dynamics 365 works natively with Outlook, Teams, Excel, SharePoint, and Power BI. For companies where these tools are already central to daily work, the CRM feels like a natural extension rather than a separate system. Sales teams can update CRM records without leaving Outlook, and managers can build Power BI dashboards that pull live data from the CRM.
• Deep customisation. Using the Power Platform (Power Apps, Power Automate, and Power BI), organisations can build highly customised workflows, approval processes, and applications on top of Dynamics 365. This level of flexibility is valuable for medical device companies with regulatory approval workflows, complex deal structures, or non-standard sales processes.
• ERP and operations connectivity. Dynamics 365 Finance and Dynamics 365 Supply Chain Management can sit alongside the CRM, giving your commercial team real-time visibility into inventory, order status, and production data. For medical device manufacturers and distributors, this connection between the front office and back office can make a real difference to how efficiently your commercial team operates.
• Regulatory compliance infrastructure. Dynamics 365 offers detailed audit trails, electronic signature support, and role-based access controls that align with FDA 21 CFR Part 11, ISO 13485, and HIPAA requirements. While these features often require configuration by a certified partner, the underlying infrastructure is there.
• Advanced AI with Copilot. Microsoft's Copilot is deeply embedded across Dynamics 365, providing AI-driven features including opportunity summaries, meeting preparation, email drafting, and predictive forecasting directly within Outlook and Teams.
• Territory and forecast management. Dynamics 365 Sales Enterprise includes built-in territory management, sales goal tracking, and forecasting tools that suit larger medical device sales organisations with regional structures.
• Field service capabilities. Dynamics 365 Field Service is a separate module that can be added to manage installation, maintenance, and on-site servicing of medical devices, all connected to the same customer record.

Where each platform falls short

No platform does everything well, and being honest about limitations is more useful than pretending they don't exist.

HubSpot's limitations

HubSpot's biggest limitation for medical device companies is the depth of customisation available for complex enterprise workflows.

While HubSpot is highly capable for most sales and marketing processes, organisations with very complex approval chains, multi-entity structures, or deeply specialised operational workflows may find that HubSpot requires creative workarounds where Dynamics 365 would offer native configuration. HubSpot also doesn't have built-in ERP, finance, or supply chain modules, so if you need your CRM tightly connected to manufacturing or inventory systems, you'll be relying on integrations rather than a single platform.

Like Dynamics 365, HubSpot doesn't include any MedTech-specific data or intelligence out of the box. It won't tell you which surgeons are performing relevant procedures or where market opportunities exist. For that kind of commercial intelligence, you'd need a specialist platform like AcuityMD alongside your CRM.

Dynamics 365's limitations

Dynamics 365's biggest limitation for medical device companies is complexity, both in implementation and in day-to-day use.

The platform's flexibility comes at a cost: it typically requires certified implementation partners, dedicated administrators, and ongoing consulting support to get the most from it. For smaller medical device companies without a large IT function, this can be a significant overhead.

Dynamics 365 also doesn't include built-in content management, blog tools, or SEO capabilities. Its marketing automation module, Dynamics 365 Customer Insights, is sold separately at a flat tenant fee of $1,700 per month (or $1,000 per month for existing Dynamics 365 customers), which is a significant additional cost on top of the per-user CRM licences. The marketing tools themselves are capable, but they're not as intuitive or as tightly integrated with sales as HubSpot's Marketing Hub, and the learning curve is steeper.

User adoption can also be a challenge. Multiple independent reviews note that Dynamics 365 has a steeper learning curve than HubSpot, and the interface can feel less intuitive, particularly for marketing teams or sales professionals who aren't already comfortable with Microsoft enterprise tools.

Like HubSpot, Dynamics 365 doesn't include MedTech-specific data or procedure-level intelligence. You'll need to build custom properties for medical specialties, NPI numbers, facility types, and other MedTech-specific fields, and you won't get the claims data and targeting capabilities that a specialist platform like AcuityMD provides.

What does each platform cost?

Pricing is one of the most important differences between HubSpot and Dynamics 365, and the headline per-seat numbers can be misleading without understanding the full picture.

HubSpot pricing

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 Sales Hub Professional and 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.

Dynamics 365 pricing

Dynamics 365 Sales is priced per user per month, with three main tiers.

Sales Professional starts at $65 per user per month. Sales Enterprise costs $105 per user per month and adds advanced customisation, workflow automation, and embedded AI features. Sales Premium costs $150 per user per month and includes the full Sales Insights suite with conversation intelligence, predictive scoring, and relationship analytics.

The important thing to note is that these prices cover CRM only. If you also need marketing automation, Dynamics 365 Customer Insights is an additional $1,700 per tenant per month (or $1,000 per month if you already have qualifying Dynamics 365 licences). That tenant fee covers unlimited users and up to 10,000 interacted contacts, with additional capacity available at extra cost.

Implementation costs for Dynamics 365 are also typically higher than HubSpot. Most sources report that a Dynamics 365 Sales implementation starts at around $25,000 and can reach $100,000 or more depending on the number of modules, customisations, and integrations involved. Ongoing consulting and administration costs are common.

You can see the latest pricing on Microsoft's Dynamics 365 Sales pricing page.

Pricing comparison at a glance

HubSpot pricing sourced from hubspot.com/pricing, April 2026. Dynamics 365 pricing sourced from microsoft.com/en-us/dynamics-365/pricing-overview, April 2026. All figures in USD. Implementation costs are estimates based on industry sources and may vary significantly. Pricing is subject to change.

A note on the pricing comparison: Dynamics 365's per-seat CRM prices look lower than HubSpot's at first glance, but the total cost of ownership is often comparable or higher once you add marketing automation, implementation services, and ongoing administration. HubSpot's pricing is more predictable because most features are bundled into each tier, while Dynamics 365's modular approach means the final cost depends heavily on which modules you need and how much customisation is involved.

What teams need to know about implementing HubSpot

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:

• Custom properties for MedTech. You'll need to create custom fields for things like medical specialty, NPI numbers, facility type, product interest, and regulatory approval status. HubSpot doesn't come with these out of the box.
• Pipeline configuration. Map your actual sales process into HubSpot's deal stages. Medical device sales cycles rarely follow a generic pipeline, so spend time getting this right upfront.
• Compliance workflows. If you're sending marketing emails about medical devices, you'll need approval workflows to ensure regulatory review before anything goes out. HubSpot's approval settings can handle this, but you need to set them up.
• Content migration. If you're moving from another platform, plan time for migrating existing contacts, email templates, and content assets.
• Team training. HubSpot is intuitive, but your sales team still needs training on how to use it consistently. Low adoption is the biggest risk with any CRM implementation, so invest in this step.

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.

What teams need to know about implementing Dynamics 365

Dynamics 365 implementations are more complex and take longer than HubSpot, but the platform's flexibility means you can configure it to match almost any process.

A typical Dynamics 365 Sales implementation takes three to six months, depending on the scope of customisation, the number of modules being deployed, and the complexity of integrations with other systems. Most organisations will need a certified Microsoft partner to handle the implementation, and it's common to retain that partner for ongoing support and optimisation after go-live.

Here's what to plan for:

• Partner selection. Choosing the right implementation partner is one of the most important decisions you'll make. Look for a partner with life sciences or medical device experience, as they'll understand the compliance and workflow requirements that generic partners may miss.
• Module planning. Decide upfront which Dynamics 365 modules you need. Starting with Sales and adding Customer Insights or Field Service later is a common approach, but the architecture needs to be planned from the beginning to avoid expensive rework.
• Custom entity and field design. Like HubSpot, Dynamics 365 doesn't come with MedTech-specific fields out of the box. You'll need to design custom entities for products, procedures, facilities, and regulatory data. With Dynamics 365, this customisation can go much deeper than HubSpot, but it also takes more time and expertise to get right.
• Microsoft ecosystem setup. If you're not already using Azure Active Directory, Power BI, and the full Microsoft 365 suite, you'll need to factor in the setup and licensing costs for these tools to get the full benefit of Dynamics 365.
• Data migration and integration. Migrating data from an existing CRM or multiple spreadsheets into Dynamics 365 can be a significant project. If you're also integrating with an ERP system, plan for additional time and testing.
• Ongoing administration. Unlike HubSpot, which is designed to be largely self-service, Dynamics 365 typically requires a dedicated administrator or retained consulting relationship. Budget for this as an ongoing cost, not a one-off.
• User adoption. The steeper learning curve means you'll need to invest more in training and change management. Companies that succeed with Dynamics 365 often start with a pilot group, demonstrate value early, and then roll out to the wider team.

Can you use HubSpot and Dynamics 365 together?

You can, but it's less common than using either platform on its own, and it requires careful planning.

Because HubSpot and Dynamics 365 are both CRM platforms, using them together means deciding which one is your system of record for customer data and making sure the two systems stay in sync. This is a fundamentally different situation from using HubSpot alongside a commercial intelligence platform like AcuityMD, where each tool has a clearly distinct role.

That said, there are scenarios where it makes sense. Some medical device companies use Dynamics 365 as their primary CRM and ERP platform (particularly if it's mandated by their parent company or IT department) but use HubSpot's Marketing Hub for content marketing, lead generation, and email automation, because HubSpot's marketing tools are stronger and easier for marketing teams to use day to day.

Integration between the two platforms is possible through third-party middleware tools or custom API connections. HubSpot's App Marketplace includes connectors for Dynamics 365, and tools like Power Automate can sync data between the systems. The key challenge is ensuring that contact records, deal data, and activity history stay consistent across both platforms without creating duplicates or data conflicts.

If you're considering this approach, define clearly which platform owns which data and which team uses which system before you start. Blurred boundaries between two CRMs create more problems than they solve.

How to decide which platform is right for you

The right choice depends on your company's size, your existing technology stack, and what problem you're trying to solve first.

If you're a small to mid-size medical device company with a lean marketing team and your priority is getting sales and marketing working together quickly, HubSpot is likely the better starting point. Its implementation is faster, the learning curve is gentler, and the marketing tools are stronger out of the box.

If you're a larger organisation that already runs on Microsoft tools, needs deep customisation, or requires your CRM to connect directly to finance and operations systems, Dynamics 365 is the stronger platform for your needs. The investment in implementation and administration is higher, but the flexibility and depth are there.

For many medical device companies, the deciding factor is practical rather than technical. If your marketing team needs to be creating campaigns next month, HubSpot will get you there faster. If your IT department needs the CRM to fit within a carefully governed Microsoft architecture, Dynamics 365 is the path of least resistance. Neither choice is wrong. It's about which platform fits your team and your priorities today, while being able to grow with you.

Summary

HubSpot and Dynamics 365 are both strong CRM platforms, but they suit different types of 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. It's fast to implement, intuitive to use, and its marketing tools are among the best available. Dynamics 365 is an enterprise CRM and business platform that's strongest at deep customisation, Microsoft ecosystem integration, and connecting sales data to finance, operations, and field service systems.

The choice isn't about which platform is objectively better. It's about understanding which problems matter most to your team right now, and picking the platform that solves them without creating new ones.

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