Healthcare · Technology · Integration · Marketing · Anonymized at the client’s request
A multi-site specialty medical practice
Removed PHI from the tracking layer, then rebuilt intake so a patient could schedule without a phone call.
- cost per scheduled appointment
- −31%
- appointments booked outside business hours
- +44%
- PHI fields reaching ad platforms
- 0
Four months post-launch against the preceding four months, same service lines.
Situation
Marketing reported cost per lead while the practice needed cost per scheduled appointment, and the two could not be connected because the EHR was unreachable from any marketing tool. Separately, an audit found that condition-specific landing page URLs were being sent to two advertising platforms with identifiers attached.
Constraint
A BAA was required before any access, which set the start date. No PHI could enter an advertising platform under any configuration, and the EHR vendor’s API was read-only for the fields that mattered.
What we built
- Server-side conversion tracking with a de-identified key, replacing the browser pixels that were leaking URLs and identifiers
- A scheduling flow usable on a phone outside business hours, replacing a form that generated a callback queue
- A one-way bridge from the practice management system reporting appointment status against a de-identified marketing key
- Cost per scheduled appointment by service line and by location, which had not previously existed
- A clinical review gate in the content workflow, with the approval trail retained per asset
Stack used
- Athenahealth
- HubSpot with BAA
- Astro
- Postgres
- Twilio with BAA
Duration
11 weeks
Team
Two engineers, one marketing lead
“The tracking finding was uncomfortable and we would rather have heard it from you than from a regulator. It was in the second week.”
What we’d do differently
We scoped the intake rebuild and the tracking remediation as one project. The remediation was urgent and the rebuild was not, and bundling them delayed the fix by about three weeks while scope was agreed. We would now ship compliance remediation as its own immediate piece of work and negotiate the rest afterward.
Tell 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