Hi,
there is no way to make a telemetry data transformation in the Azure IoT Hub (something like we have it in the Azure IoT Central) and only the message enrichments is supported in the Azure IoT Hub.
You have to do it outside of the IoT Hub, for instance: Azure function, Azure Stream Analytics job, etc.
Another way is to add some values into the message properties using the publisher topic (at the device side), see in the following example:
devices/mydevice1/messages/events/$.ct=application%2Fjson&$.ce=utf-8&Product=Comm&MessageType=Message
Thanks
Roman