Case Study · Healthcare · Urgent Care & Telemedicine

HIPAA-safe analytics that finally matched reality across web + app.

We rebuilt NextCare’s tracking across website, patient portal, and mobile app so marketing, clinical operations, and finance all saw the same numbers—without breaking HIPAA compliance.

United StatesHealthcare & TelehealthMid-marketUS

Revenue & booking match

98–99%

GA4 vs internal systems for core visit metrics.

Attribution clarity

3→1

Number of conflicting ‘sources of truth’ reduced.

Media efficiency

15–25%

Improvement in cost per completed visit on core campaigns.

NextCare

Healthcare · Urgent Care & Telemedicine

Primary goals

Clean, compliant analytics that matched internal numbers and unlocked confident decision-making.

TAO focus areas

Track: measurement architecture. Analyze: reconciled reporting. Optimize: budget + funnel decisions.

01 · Company context

Why they came to Analytico.

NextCare runs a high-volume urgent care and telemedicine business across multiple locations. Marketing was investing heavily into Google Ads and offline campaigns, but leadership didn’t trust the numbers coming out of GA4.

Web, app, and CRM data were all telling different stories. Patient bookings and completed visits didn’t line up with reported conversions, and any attempt at attribution turned into a manual spreadsheet exercise.

02 · Key challenges

What wasn't working before we started.

GA4 conversions, Salesforce, and billing systems disagreed on core metrics like completed appointments and patient volume.
Telehealth flows and in-clinic flows used different tech stacks, with no consistent event schema or tracking strategy.
HIPAA compliance restricted what data could be sent into analytics and Ads platforms, so marketing was flying half-blind.
Leadership had no single, trusted view of which campaigns, locations, or service lines were actually driving visits.

03 · How we approached it

Track, Analyze, Optimize—applied to a real-world stack.

We didn't just patch tags. We engineered the measurement layer, verified it against reality, and then used it to guide budget and product decisions.

Track

Engineer the data foundation.

Designed a HIPAA-safe measurement strategy for web, app, and CRM data—focusing on events and metadata, not PHI.
Rebuilt GA4 properties with clear event naming, parameters, and conversions aligned to patient lifecycle milestones.
Implemented a robust data layer for key booking steps, cancellations, and reschedules across web and app surfaces.
Configured server-side tagging for key Google Ads conversions, with strict controls on what data left the environment.

Analyze

Turn events into decisions.

Stitched GA4 event data with Salesforce and internal reporting in BigQuery to validate visit and booking counts.
Built views and segments for new vs returning patients, visit types, and referral sources to match internal KPIs.
Designed an executive-facing reporting layer that surfaced trends by location, campaign, and service line.
Created audit checks for revenue and booking volume so discrepancies surfaced early, not in quarterly reviews.

Optimize

Invest where it truly moves the needle.

Aligned media optimization around verified, HIPAA-safe conversions that matched back-office numbers.
Prioritized campaigns based on cost per completed visit, not top-of-funnel leads.
Fed cleaned, server-side conversion data back into Google Ads to improve bidding and reduce wasted spend.
Set up a measurement roadmap so new locations and services could be onboarded without breaking the model.

04 · Outcomes

What changed after implementation.

Within the first 90 days, NextCare moved from three conflicting narratives about performance to a single, trusted source of truth that matched finance and operations reporting.

Marketing could stop defending numbers and start making decisions: which campaigns to scale, which service lines to feature, and which locations needed support.

Most importantly, the organization had a HIPAA-safe analytics foundation that didn’t depend on a single vendor or hero employee to hold it together.

Revenue & booking match

98–99%

GA4 vs internal systems for core visit metrics.

Attribution clarity

3→1

Number of conflicting ‘sources of truth’ reduced.

Media efficiency

15–25%

Improvement in cost per completed visit on core campaigns.

“Before this project, every meeting started with arguing about whose numbers were right. Now we start with where to allocate budget and how to support our busiest locations.”

VP, Growth & Patient Experience, NextCare

05 · Stack & architecture

The measurement stack we worked with.

We don't push a single vendor stack. We work with the reality of your tools and evolve toward a clean, resilient architecture over time.

GA4 (web + app)Google Tag Manager (web + server-side)SalesforceBigQueryLooker StudioGoogle Ads (offline / s2s conversions)

Services included

This engagement pulled from multiple parts of our Track, Analyze, and Optimize framework.

GA4 rearchitecture & migration
HIPAA-safe measurement strategy
Server-side tagging implementation
GA4 ↔ CRM reconciliation and validation
Executive reporting & dashboards
Attribution & optimization support

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