Marketing Analytics for Healthcare Organizations
Transform fragmented patient and HCP data into acquisition results—with senior consultants who understand both marketing performance and healthcare compliance.
Healthcare marketing teams face a unique challenge: demonstrating ROI in an environment where patient journeys span multiple touchpoints, attribution is notoriously difficult, and every data decision must consider privacy regulations.
Your competitors are using unified data and AI to reduce patient acquisition costs. Meanwhile, your team is reconciling spreadsheets across disconnected systems, unable to answer basic questions about which channels are operating efficiently.
DiveTeam helps healthcare marketing leaders transform this fragmented data into a competitive advantage—with senior consultants who specialize in healthcare marketing analytics and understand the compliance requirements that shape every decision.
Photo by National Cancer Institute on Unsplash
Healthcare Marketing by the Numbers
Sources: MarketingSherpa Lead Generation Benchmark Report; Ruler Analytics Healthcare Marketing Statistics 2025; InfluxMD Medical Practice Lead Conversion Study 2025; Gartner Data Quality Research 2020
$12.9M
Source: Gartner — Average annual cost of poor data quality across industries
The Unique Challenges of Healthcare Marketing Analytics
Healthcare marketing operates under constraints that most industries don't face. Patient privacy regulations shape every data decision. Complex care journeys make attribution nearly impossible. And rising acquisition costs demand optimization capabilities that fragmented data simply can't support.
We understand these challenges because our consultants have worked with healthcare organizations navigating them.
Patient Acquisition Journeys Are Broken
A prospective patient might see a digital ad, read a blog post, receive an email, and then call to schedule—but your data can't connect these touchpoints. You're making budget decisions based on individual channel performance (and conflicting attribution models) while ignoring the full journey.
The Impact: Marketing teams can't demonstrate true ROI, leading to budget pressure and misallocated spend on channels that appear to perform but may simply be capturing demand generated elsewhere.
Fragmented Data Across Multiple Systems
Your marketing data lives in separate silos—the CRM knows who scheduled appointments, the ad platforms know who clicked, the website analytics knows who visited, and the call tracking system knows who called. But these systems don't talk to each other.
The Impact: Simple questions like "What's our true cost to acquire a new patient?" require days of manual spreadsheet work. By the time you have answers, the data is stale and the optimization window has closed.
Privacy Compliance Complicates Everything
HIPAA and evolving state privacy regulations create real constraints on what data you can collect, how you can use it, and where it can be stored. Many standard marketing analytics approaches simply don't work in healthcare.
The Impact: Marketing teams either avoid data initiatives entirely (leaving optimization opportunities on the table) or implement solutions that create compliance risk.
Proving Marketing's Impact on Revenue
Your CFO and executive team want to see marketing's contribution to patient volume and revenue. But making sense of disconnected marketing touchpoints to actual revenue requires data infrastructure and specialized expertise that most healthcare organizations don't have.
The Impact: Marketing is viewed as a cost center rather than a revenue driver. Budget conversations focus on spend reduction rather than performance optimization.
Healthcare Marketing Analytics Solutions
DiveTeam helps healthcare marketing teams overcome these challenges through specialized services designed for the unique requirements of healthcare organizations.
Healthcare Data Audit & Implementation
• Audit tag management, CRM and CDP implementations for accuracy and compliance gaps
• Implement privacy-compliant tracking that respects HIPAA requirements
• Configure analytics tools & CDP's to capture the patient journey touchpoints that matter
• Establish data quality monitoring to catch issues before they corrupt your analysis
Patient Journey Data Integration
• Connect marketing platforms, CRM, call tracking, and scheduling systems
• Build a unified patient journey view from first touchpoint to scheduled appointment
• Enable cross-channel attribution models appropriate for healthcare's complex journeys
• Create automated reporting that eliminates manual spreadsheet reconciliation
HIPAA-Compliant Marketing Automation
• Automate routine reporting without exposing protected health information
• Implement AI-powered analysis that identifies optimization opportunities
• Create alert systems for performance anomalies or data quality issues
• Reduce manual effort while maintaining compliance guardrails
Healthcare Program Optimization
• Establish executive alignment on marketing strategy and measurement
• Set channel-specific targets for patient acquisition and engagement
• Conduct monthly analysis to identify underperforming areas
• Generate and implement action plans that drive continuous improvement
Healthcare Marketing Analytics in Action
Healthcare organizations across the country are transforming their marketing analytics capabilities. Here are examples of the results our approach delivers.
(Note: Case study details are anonymized to protect client confidentiality. Specific results vary by organization.)
Challenge
A healthcare marketplace that providers a one-stop prescribing assistant for healthcare professionals to research and match pharmaceutical products to their patients based on needs while providing a centralized source for research, education, and sample fulfillment. Providing personalized, seamless experiences to healthcare professionals is difficult given the organization structures of provider networks and compliance regulations protecting PHII. This client needed to implement a CDP to build HCP profiles to activation through its engagement channels.
What We Did
• Created a comprehensive implementation strategy to POC Adobe's RT-CDP and Customer Journey Analytics
• Implemented website tagging to collect high value actions taken by HCP's, and linked to a NPI number
• Enriched data by integrating external sources by NPI
• Ran experiments to validate that the marketing team could create and target HCP's by specialty
Results
“In less than 12 weeks, Adobe RT-CDP was activated in production at a fraction of the budget estimated by a competing consultancy to build an implementation roadmap.”— CIO
Challenge
The client observed unusual website behavior that coincided with the launch of programmatic advertising campaigns. DiveTeam was asked to search for evidence that fraudulent website traffic was being generated by advertising campaigns, and create a strategy to filter this data out of the Analytics reporting used by the marketing team.
What We Did
• Integrated Google Ads and Google Analytics with BigQuery to investigate click-level data
• Identified ~15,000 sessions generated by fraudulent bots
• Created filters to exclude the fraudulent data from reporting used by the marketing team
• Created a strategy to improve the quality of clicks received from programmatic advertising
Results
Why Healthcare Organizations Choose DiveTeam
Senior Consultants Who Understand Healthcare
Unlike large consultancies that staff projects with junior analysts, DiveTeam exclusively employs experienced consultants. For healthcare engagements, this means working with professionals who understand both marketing analytics and the compliance considerations that shape healthcare data decisions.
Our consultants maintain expertise through rigorous annual certification requirements—ensuring you work with experts who are current on best practices, not associates learning on your project.
Platform-Agnostic Recommendations
We're certified Google Cloud and Adobe Solutions partners, but we don't push specific platforms. Our recommendations are based on what's right for your organization's needs—not what earns us commissions. For healthcare organizations with existing technology investments, this means unbiased guidance on maximizing value from your current stack.
Marketing Specialization, Not IT Generalism
DiveTeam focuses exclusively on marketing analytics challenges. We speak the language of patient acquisition, attribution, and campaign optimization—not generic data infrastructure. This specialization means faster time-to-value and consultants who understand the metrics that matter to healthcare marketing leaders.
Compliance-Aware Approach
Healthcare can't treat data like other industries. Our approach builds compliance considerations into every recommendation—from tool selection to data architecture to reporting design. We work collaboratively with your compliance and legal teams to ensure solutions meet organizational requirements.
Your Healthcare Marketing Analytics Partner
At DiveTeam, you work directly with senior experts who understand healthcare complexity.
Ken Williams
Founder & Principal Consultant
Ken founded DiveTeam after years of watching healthcare and enterprise marketing teams struggle with fragmented data and broken attribution. With deep expertise in marketing analytics, data architecture, and AI implementation, Ken works directly with healthcare clients to design solutions that respect compliance requirements while delivering actionable insights.
He leads DiveTeam's healthcare practice and works hands-on with every engagement, ensuring clients get the senior expertise they're paying for—not junior analysts learning on the job.
Background: 15+ years in marketing data and analytics • Experience across healthcare systems, specialty practices, and academic medical centers • Google Cloud and Adobe certified • Expertise in HIPAA-compliant analytics architectures
Certifications and Expertise
Google Cloud Partner
Certified expertise in building compliant data infrastructure for healthcare organizations using Google's enterprise platform.
Adobe Solutions Partner
Deep expertise in Adobe Analytics and the broader Adobe Experience Cloud—helping healthcare organizations maximize value from existing Adobe investments.
Annual Consultant Certification
Every DiveTeam consultant completes rigorous annual certification requirements to maintain current expertise in marketing analytics best practices, platform updates, and emerging capabilities like AI-powered optimization.
Healthcare Marketing Analytics Experience
Our team has worked with healthcare organizations ranging from regional health systems to specialty practice networks to academic medical centers—bringing cross-organizational perspective to every engagement.
Healthcare Marketing Insights
Stay current on healthcare marketing analytics trends, best practices, and strategies with insights from our team.
The True Cost of Fragmented Healthcare Marketing Data
What's the real impact of data silos on healthcare marketing performance? We break down the hidden costs and how to quantify them for executive conversations.
Read ArticleRead ArticleHealthcare Marketing Attribution Models That Actually Work
Standard attribution models fail in healthcare. This guide explores approaches designed for healthcare's complex patient journeys and compliance requirements.
Download GuideDownload GuideWhy Your Healthcare Analytics Implementation Is Probably Broken
Most healthcare marketing teams are working with flawed data. Here are the warning signs and what to do about them.
Read ArticleRead ArticleHIPAA-Compliant Marketing Analytics: What You Need to Know
Our experts discuss the compliance considerations that shape healthcare marketing analytics and how to build compliant data infrastructure.
Watch RecordingWatch RecordingFrom Cost Center to Revenue Driver: Proving Healthcare Marketing ROI
How leading healthcare marketing teams are demonstrating their contribution to patient revenue and securing investment for growth.
Read ArticleRead ArticleFrequently Asked Questions
We build compliance considerations into every recommendation. Our approach involves working collaboratively with your compliance and legal teams to ensure solutions meet organizational requirements. We design data architectures that provide marketing insights without exposing protected health information.
Yes. We're platform-agnostic and have expertise across major marketing analytics platforms including Google Analytics 4, Adobe Analytics, major CRM systems, and healthcare-specific tools. Our role is to maximize value from your existing investments, not push new platform purchases.
Typical implementations deliver initial value within 90 days. For healthcare organizations starting with significant data fragmentation, we prioritize quick wins—like fixing tracking issues or automating manual reporting—while building toward more comprehensive solutions.
We work with healthcare organizations ranging from specialty practice networks to regional health systems to academic medical centers. Our solutions scale to organizational complexity, but we're best suited for organizations with marketing teams that have meaningful budgets and data maturity aspirations.
Three key differences: (1) We only employ senior consultants—you work with experts, not junior analysts learning on your project. (2) We specialize in marketing analytics specifically, not general healthcare IT. (3) Our Program Optimization creates ongoing improvement, not just one-time implementation.
The discovery call is a 30-minute conversation with Ken Williams or one of our senior consultants. We'll discuss your current challenges, understand your technology environment, and share relevant experience. There's no sales pressure—just a conversation to determine if there's a fit. If there is, we'll outline potential next steps. If not, we'll point you toward resources that might help.
Both. We offer project-based engagements for specific initiatives (like analytics audits or data integration projects) and ongoing Program Optimization for continuous improvement. Many clients start with a project and transition to ongoing optimization once the foundation is in place.
We design our engagements to minimize exposure to sensitive data. Our analytics architectures aggregate and anonymize data before analysis. When access to detailed data is necessary, we work within your existing security protocols, sign appropriate agreements, and follow healthcare data handling best practices.
Have a question not listed here? Get in touch
Ready to Transform Your Healthcare Marketing Data?
Your marketing data should be a competitive advantage, not a source of frustration. If your healthcare organization is struggling with fragmented data, broken attribution, or the inability to demonstrate ROI, we should talk.
Schedule a discovery call with one of our healthcare marketing analytics specialists. We'll discuss your current challenges, share relevant experience, and explore whether DiveTeam is the right partner for your organization.
No sales pressure. No junior associates. Just a conversation with a senior consultant who understands healthcare marketing.