Leadership demands ROI from their marketing teams, but healthcare marketers are faced with increasingly strict privacy protections that make it seemingly impossible to prove in our industry. That’s why we built a solution: Epic UTM Connect.
UTM parameters have been part of the compliance solution for healthcare marketers. They are great for providing visibility into how your marketing campaigns drive users to take action on your website through lead forms and other types of engagement. But this information doesn’t show you or your leadership the true business impact of your paid campaigns.
How can you show the number of patient appointments booked and revenue earned by your campaigns? With UTM parameters alone, you can’t. You need to associate it with appointments and revenue that live within your Electronic Health Record (EHR) system, such as Epic.
So let’s look at what Epic already offers. While it’s true that Epic has two options for marketers to track campaign performance (its LinkSource tool and recently added UTM Parameter integration within MyChart Builder), both are limited in capabilities and have gaps in measurement.
That’s why we built upon Epic’s framework with a custom, HIPAA-compliant tool that accesses your UTM parameters, packages them, and inserts them into the Epic patient record when a user converts. Our solution offers more comprehensive attribution tracking and works with a variety of Epic implementations, including Open Scheduling, Direct Scheduling, lead generation forms, and more.
With the data captured through Epic UTM Connect, you can see full-funnel marketing attribution with business impact data like:
Number of patient appointments booked through your STI testing paid search campaign
Revenue driven by your mammography Meta campaign
Number of patient appointments scheduled through your primary care direct mail campaign
As the first marketing agency with team members certified in various Epic marketing and analytics tools, Hedy & Hopp is uniquely qualified to collaborate directly with Epic and your marketing team to ensure quick, effective implementation of Epic UTM Connect. The project takes minimal time and effort from your marketing team—we do all the heavy lifting.
Our team needs:
Once we have the access we need, we’ll complete integration of Epic UTM Connect in just 4-6 weeks. Once you have Epic UTM Connect, you have it forever.
After implementation, Epic UTM Connect begins gathering data immediately. The data collection process is secure and HIPAA-compliant. Even if you’re not ready to use it yet, that’s ok! All the data is there in Epic when you need it. Once we ensure everything works correctly, our one-time project is complete—easy!
Ready to take the next step? We can help you pull the data and use the insights gained from UTM Connect to show leadership your impact on patient conversion and optimize your marketing campaigns. You can hire our team to:
Prefer to pull and visualize the data yourself? No problem. You can continue to use our integrated Epic UTM Connect tool however you choose—indefinitely.
Check out more content about using Epic for marketing:
Here are a few questions you might have about Epic UTM Connect.
Nope. Epic UTM Connect is a one-time project with Hedy & Hopp. We’re happy to continue working with you on additional Epic projects or other marketing needs after Epic UTM Connect is successfully implemented.
No, not at all. You will, however, need to make sure you have a documented UTM strategy in place. The quality and usefulness of the data that Epic UTM Connect can provide depends on having a solid UTM strategy for your existing campaigns. If you need help developing a strategy, let us know!
As the first marketing agency with team members certified in various Epic marketing and analytics tools, we view Epic as a valuable tool for healthcare marketers. We help our clients audit current messages and automations, develop and implement Cheers and MyChart Messaging Strategies, conduct Epic marketing technology audits, and show ROI for marketing campaigns. If your organization already uses Epic, we would love to partner with you.
Have a question that we didn’t cover? Let’s talk about it!
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.
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