Turning a Compliance Crisis into a Marketing Advantage with Lauren Anderson

When HHS guidance forced healthcare marketers to rethink online tracking overnight, most scrambled to get back to baseline. Lauren Anderson of Baptist Health did something different. She used the disruption to finally answer the question leadership had always been asking: is our marketing actually driving patient appointments? In this episode, Lauren walks through how she mapped the full conversion journey, exposed the gaps hiding between campaign clicks and scheduled procedures, and built the cross-functional relationships with legal, IS, and finance that made a real attribution solution possible. 👉 Check out the actionable guide based on this episode ------------------- ⏱️ Episode Timestamps *(01:22) - How HHS guidance forced a data stack reckoning at Baptist Health *(03:57) - Showing leadership the tracking gaps: the diagram that changed everything *(09:05) - Building cross-functional trust with legal, IS, and risk teams *(14:33) - From web forms to real appointments: closing the conversion gap *(17:10) - Using budget optimization and lead quality data to justify spend *(36:41) - Practical first steps: mapping your conversion actions and UTM strategy -------------------  💬 Quote “ In the last year, we've worked with our Epic teams and we worked with our Salesforce teams and our IS partners with Snowflake to essentially pull some of these things together and map when we generate a UTM parameter for Google Analytics, for our campaigns, we're able to insert a service line or a care service to appointment codes that we get and it's all anonymized. But we're able to map those things together. When we look at our campaign data now, we're actually looking at it in Marketing Cloud Intelligence in Salesforce. We can see here's the campaign that ran. Here's how much we spent. Here's the web traffic on it. All of those great people call them vanity metrics. But we're also able to see how many patients booked appointments, how many appointments were booked, how many people showed up to their appointments. That's something we've never been able to do before. We're really, really excited about that and we're just looking for what's the next gap? What's the next step? Where can we pass through another tracking parameter so that we can see what our return on investment is?” – Lauren Anderson ‍------------------- ‍🔗‍ Links Connect with Lauren Anderson on LinkedIn Connect with Ray Mina on LinkedIn Learn more about Freshpaint Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.