Healthcare
Patient acquisition that does not put PHI in an ad platform.
Most healthcare marketing stacks were assembled before anyone read the tracking guidance, and a surprising amount of protected health information is currently being sent to advertising platforms by default.
What we see in healthcare
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Tracking pixels are sending more than anyone intended
Appointment pages, condition-specific landing pages, and portal URLs routinely leak identifiers to advertising platforms. It is usually a default configuration rather than a decision, which does not help at enforcement time.
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Intake is where the acquisition budget dies
Money spent bringing a patient to a form is lost at a scheduling step that requires a phone call during business hours. The conversion problem is operational, not creative.
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Nobody can price a patient
Marketing reports cost per lead. The practice cares about cost per acquired patient by service line, and connecting those two requires the EHR, which marketing cannot see.
What we do about it
- Marketing Service-line campaigns measured on scheduled appointments rather than form fills, with creative that clears clinical review.
- Integration A governed path between EHR or practice management and the CRM that reports acquisition cost without moving PHI into a marketing platform.
- Technology Intake and scheduling flows built for a phone at eleven at night, with server-side tracking configured to exclude PHI by design.
- Digital transformation Front-desk and scheduling process work, because the software rarely fails on its own — the workflow around it does.
Systems we work in
- Epic
- Athenahealth
- eClinicalWorks
- HubSpot with BAA
- Twilio with BAA
- Luma Health
This is a list of platforms we have shipped in, not a list of logos. If yours is missing, ask — we will tell you plainly whether we know it.
Compliance and constraints
A BAA is signed before any system access is granted, and we design so that protected health information does not enter tools that cannot legally hold it. If a proposed measurement approach would require PHI in an ad platform, we will tell you it is not available rather than configuring it quietly.
- Business Associate Agreement executed before access, covering us and every named subprocessor
- PHI never sent to advertising platforms; conversion measurement uses server-side events with de-identified keys
- Minimum necessary standard applied to every field we request, with a written justification per field
- Access logging and least-privilege roles across every system we touch, reviewed at handover
- Breach notification path documented and agreed before the engagement starts
- Clinical review gate on all patient-facing copy, with the approval trail retained
What it looked like
Anonymized at the client’s request
−31%
cost per scheduled appointment
A multi-site specialty medical practice — Removed PHI from the tracking layer, then rebuilt intake so a patient could schedule without a phone call.
Read the full studyTell us what isn’t shipping.
Thirty minutes, no deck. Bring the thing that’s stuck and we’ll tell you how we’d approach it, whether or not you hire us.
Or email hello@fusionads.ai · Florida, US