Overcoming IT Hurdles to Enhance Marketing Performance with Clint Paul

💡 Episode Summary Most healthcare marketers treated the 2022 HHS tracking crackdown as a crisis to survive. Clint Paul, Director of Marketing Analytics at Hospital for Special Surgery, treated it as a blank slate. In this episode, Clint shares how a forced compliance reset became a three-year journey to connect siloed data across web analytics, call tracking, and Epic, and ultimately prove that marketing was driving real patient appointments. He breaks down how he built the technical foundation, earned trust with skeptical IT and legal teams with preparedness, and created the cross-functional alignment that made it all possible. 👉 Check out the actionable guide based on this episode: https://www.freshpaint.io/blog/overcoming-it-hurdles-with-clint-paul ------------------- ⏱️ Episode Timestamps 00:00 - Cold open 03:52 - How HSS thought about marketing performance before the data journey began 06:56 - Flying blind: clicks, cost-per-click, and the 2022 HIPAA wake-up call 10:03 - Rebuilding from scratch: HIPAA-compliant analytics and getting back to baseline 15:14 - The big idea: connecting web data to Epic to see the full patient journey 28:00 - The slide that changed everything: proving digital marketing's direct impact on booked appointments 41:09 - Practical first steps for healthcare marketers not yet on this journey ------------------- 💬 Quotes “ As we build this model out, knowing a bit more of the revenue piece, I think that will then come into play of like, Okay, here's the ROI that we want to maintain and having that be a secondary metric outside of the cost per. The cost per is going to be the most immediate and actionable one because our patient value, lifetime value can be a seven, eight month journey from that initial appointment to any sort of surgical procedure or anything like that. For marketing and optimization and things like that, we obviously can't wait eight months to know what Google Ads keywords are working for us. Having that be the transaction-based metric with the secondary of like, here's how we're going to optimize towards this lifetime value piece, it's gonna be huge. It just levels the language playing field of what we're doing to someone like finance who's just thinking and balances and things like that.” – Clint Paul ------------------- ‍🔗 Links: Connect with Clint on Linkedin: https://www.linkedin.com/in/clintpaul84/ Connect with Ray on LinkedIn: https://www.linkedin.com/in/raymina/ Learn more about Freshpaint: https://www.freshpaint.io/ Learn more about Caspian Studios: https://www.caspianstudios.com/