Jenny Bristow and Vice President of Data & Technology Mark Brandes of Hedy & Hopp discuss their proprietary solution, Epic UTM Connect*, developed to help healthcare marketers bridge the long-standing data gap between digital marketing campaigns and patient acquisition and revenue within their Electronic Health Record (EHR) system. They explain the challenges of achieving true marketing ROI in a privacy-forward world and detail how this one-time project allows for patient-level attribution and improved performance measurement.

Episode notes:

The Data Disconnect: Hedy & Hopp created Epic UTM Connect to help healthcare marketers overcome the persistent struggle to access and show true business impact data (patient appointments, revenue) versus engagement metrics marketers can break down by UTM parameters.

What Epic UTM Connect Is: A tool that captures UTM parameters from digital campaigns, packages them, and securely inserts them into the Epic patient record.

Achieving True ROI: The ability to track a patient's journey from a marketing touchpoint all the way through appointment and fulfillment to calculate the return on investment (ROI).

Easy & Fast Implementation: The tool is fast and lightweight to implement and doesn’t require Hedy & Hopp to gain analyst access to Epic. Implementation only requires access to website analytics and the CMS.

Technology & Compliance: The solution is HIPAA compliant and secure, leveraging the healthcare organization's existing Business Associate Agreement (BAA) with Epic. It works with any web analytics platform (Google Analytics, Adobe Analytics, Site Improve, etc.) by pulling data directly from the website.

Use Case Requirements: The solution's effectiveness is dependent on the organization having a consistent and well-defined UTM parameter strategy in place.

Attribution Limitations: The tool primarily provides last-touch attribution, meaning it will not capture the source of every conversion and will show gaps in the full multi-touch patient journey.

Standalone Value: Epic UTM Connect is a standalone, one-time implementation that is valuable for improving visibility and does not require healthcare marketing teams to use other Epic marketing tools.

Learn more about Hedy & Hopp’s Epic capabilities: https://hedyandhopp.com/our-expertise/epic-for-healthcare-marketing/ Contact Hedy & Hopp to chat with us about how Epic UTM Connect can support your marketing efforts: https://hedyandhopp.com/connect-with-us/ Connect with Jenny:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Mark:

Email: [email protected] 

LinkedIn: https://www.linkedin.com/in/markbrandes/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

*Epic®, Epic Systems, and related product names and logos are trademarks or registered trademarks of Epic Systems Corporation. This content is not affiliated with, sponsored by, or endorsed by Epic Systems Corporation.