Healthcare marketers share a common blind spot: existing tools track activity up to a website visit, but the trail goes cold before a booked appointment. Without that connection, media spend can’t be tied to the patients, or the revenue, it actually generates.
Two Hedy & Hopp clients faced this gap from opposite ends. An established East Coast health system was running campaigns across multiple service lines with no way to link them to booked appointments, while a newly expanding dental clinic had no marketing performance history to build on. Both needed true ROI reporting to make informed marketing and business decisions.
Our proprietary tool, UTM Connect™, captures UTM parameters and places them in a patient’s Epic record when they schedule. We then export appointment and revenue data (in full compliance with HIPAA standards) to show true ROI.
For our health system client, UTM Connect™ integrated seamlessly into their H&H paid media dashboard, delivering insights the team had never had: media cost per appointment booked, accurate conversion rate reporting, impressions, and appointments by campaign. As their goals evolved from awareness to acquisition, H&H used UTM Connect™ data to identify exactly which ads were driving appointment bookings—then we pulled the right levers to maximize their media budget.
For our dental clinic client, H&H implemented UTM Connect™ ahead of their expansion and built a custom dashboard to visualize the data, without the need for direct access to their Epic records. From launch, the team had access to granular attribution data: which ads and keywords were driving bookings, and whether the services booked aligned with the campaigns that brought them in. That clarity let H&H optimize the channel mix from day one.
As campaigns ran, AI Digital accelerated the learning cycle by identifying performance patterns, showing optimization opportunities, and translating data into next steps faster than traditional analysis methods allow. Rather than waiting for end-of-flight reporting to draw conclusions, H&H was able to identify what was working mid-campaign and act on it by shifting budgets toward higher-performing placements, refining audience targeting, and applying learnings from one campaign cycle directly into the next. Learnings were captured and carried forward across campaigns so that insights never became siloed. This created a continuous feedback loop that made our client’s media program smarter and more efficient— resulting in a new channel recommendation (CTV) and an increased video completion rate of 98% (13% higher than the benchmark).
Beyond individual campaign optimization, our AI-integrated dashboards provide a company-wide view of performance across multiple channels and campaigns simultaneously. This allows our team to identify and flag broader trends, see cross-campaign patterns, and connect insights in a broader analysis, giving our clients a more complete and continuously informed picture of their media performance.
East Coast Health System
In the first 6 months of its rollout, UTM Connect™ identified 445 online appointments, 39 from patient acquisition campaigns. Brand-campaign cost per appointment fell 95% in four months—from $1,389.86 to $71.56. It also proved booking-optimized campaigns outperformed awareness-driven ones, prompting a shift to conversion-focused messaging and reallocated budgets. Appointments are now attributed across seven service-line campaigns, including Oncology and Neurosurgery, giving the team full-funnel data to defend its media spend.
California Dental Clinic
Within the first 8 months of launch, UTM Connect™ identified 9,658 Epic appointments, 224 from the brand launch campaign. Cost per appointment fell 88%—from $4,171.67 at launch to $505.17 in June. The value lies in its depth: appointment-level data breaks down performance by tactic, message, audience, and location. This shows which campaigns generate bookings and offers key insights into clinic patients. It also surfaced an insight most new practices miss: new- to-market brands win by pairing digital paid media with grassroots presence—posters, QR codes, neighborhood visibility.
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