Seven Teams, One Source of Truth: How Optidge Unified Paragonix Technologies on HubSpot
A custom object model, a two-way NetSuite integration and programmable automation, built for a medical device company that runs organ transplant cases around the clock.
Industry: Healthcare Technology and Solutions | Location: Waltham, MA | Services: HubSpot CRM Implementation & Automation
Paragonix Technologies makes organ transport and preservation devices for heart, lung, liver, pancreas and kidney transplants, supporting cases around the clock wherever a donor organ needs to travel. They came to Optidge in August 2025 after asking ChatGPT for a HubSpot partner with medical device experience.
One of their executives framed the stakes:
“We’re saving lives on a daily basis. We can’t miss a case. It’s a never event for us.”
And they don’t miss. The entire company is built around that standard. Which is exactly why they wanted their systems to be as strong as their people. Seven teams had each built tools that worked well for them, and the company had grown past the point where those tools could talk to each other.
Where things stood:
As one of their leaders put it:
“Copying sixteen people on a text message every time manually isn’t a sustainable growth model.”
Seven custom objects: case logs, UNOS IDs, inventory sources, an inventory ledger, per-center price lists, and separate objects for surgeons and for surgical assistants and preservationists. Labeled associations connect each case to the specific clinicians and equipment that served it, so a surgeon’s full case history lives on one record.
We built the hardest piece first: a working MVP demoed to executives that ended with HubSpot creating a real sales order in NetSuite on screen. In production, it runs both directions, generating sales orders and invoices with purchase order, shipping method, shipping instructions, and memo fields mapped end to end.
Programmable workflow actions on Operations Hub Professional read component-level serial and lot data off the case, normalize every lot number to its product convention, build the correct line items for whichever device shipped, add the standard kit components each product requires, and resolve pricing against that transplant center’s negotiated price list with an audited fallback to the default catalog. Every deal carries a written record of where each price came from.
Multi-signal duplicate detection across logger serial numbers, session IDs, and full UNOS ID, center, device and session combinations, flagging matches with reasons and handling approved duplicates. A PAR inventory system that works as a mini accounting ledger inside the CRM, with automated consumption logging and roll-ups to each inventory source. And roughly fifty separate hospital intake forms rebuilt as unified conditional forms.
Two things had to be true at once. The coordination problem was real: seven teams, each with its own tools and priorities, and no one who owned a cross-functional system because one had never existed. But coordination alone does not model transplant logistics inside a CRM. That took custom objects, custom-coded workflow actions and an ERP integration built to the standard of an operation that cannot miss a case.
The proof is what happened next. Paragonix extends its own build now. The services team, the last group onto the system, customizes without us.
“From the outset, it was important to us to find someone who not only had deep technical expertise, but also understood the unique complexities of the medical device industry. Opidge brought both. Danny’s experience integrating HubSpot with NetSuite was also critical for us, and he navigated that connection seamlessly, ensuring a strong foundation across our systems.”
Michala Maher, Director of Sales Operations, Paragonix Technologies