A more retail-oriented front door
Leadership wants a digital experience that feels intuitive and consumer-grade—closer to how people actually shop for care than to a traditional academic health site.
S
SmartBug.
Prepared for UCR Health
Stage
Discussion draft · July 2026
Digital front door & patient growth roadmap · Confidential · For UCR Health
A clearer path
from community awareness
to patient action.
Modernize the digital front door, connect campaign activity to meaningful patient actions, and give leadership a credible view of marketing performance—without losing sight of privacy, governance, or the systems already in place.
- Recommended start
- 2 stagesRecommended start
- Blueprint
- 6–8 weeksBlueprint
- Focused pilot
- 6–10 weeksFocused pilot
- Before scale
- 1 decision gateBefore scale
Durations are indicative planning ranges for discussion. No business outcome or return is projected at this stage.
Prepared for UCR Health
- Public site
- ucrhealth.org
- Referral
- HubSpot · Jordan Carney
- Stage
- Discussion draft
- Date
- July 2026
What we heard
Three themes shaped this draft.
UCR Health's public promise—bringing healthcare home to the Inland Empire—sets a high bar for how the digital experience should feel.
Fragmented marketing data
Performance signal is spread across vendor reporting, Google Analytics, Zoom Contact Center, Power BI, and operational systems, with no single governed view.
A practical entry point
Demonstrate value in attribution first, then scale into content, CRM, and the website—rather than committing to everything at once.
Two horizons · One foundation
What you get, and when you get it
Prove the measurement model, then transform the front door. Choose the scope of the conversation and the timeline and deliverables update with it.
Horizon 1 · In this scope
Prove the measurement model
Establish shared definitions and a working evidence trail from campaign activity to meaningful patient actions.
- Tracking taxonomy
- Campaign architecture
- Priority landing experience
- HubSpot analytics/CRM foundation
- Zoom / Power BI data design
- Executive dashboard prototype
Horizon 2 · Phased later
Transform the digital front door
Rebuild the experience around how people actually look for care, with governed templates the team can run.
- Research
- Information architecture
- UX/UI system
- Content and SEO/GEO strategy
- Accessible templates
- CMS build / migration
- Launch and optimization
Indicative timeline
Roughly 11–18 weeks to a defensible pilot readout
Sequence the work so the first investment produces evidence: definitions, instrumentation, one priority experience, and an executive view leadership can question.
- Agreed campaign, engagement, qualified action, and conversion definitions
- Tracking taxonomy and campaign naming architecture in use
- One priority landing experience instrumented end to end
- Executive dashboard prototype with governed data sources
- Go/no-go readout with confidence levels stated plainly
Timing is indicative and confirmed in discovery.
The opportunity
Make the journey legible—from first exposure to a measurable action.
Explore how demand sources move through experiences into the actions leadership actually cares about.
Demand sources
Track 01Where attention starts
Experiences
Track 02Where intent is shaped
Measurable actions
Track 03What we can observe
Privacy-safe reporting layer
Aggregated, governed reporting for leadership—built on agreed definitions and data boundaries rather than person-level tracking.
Offline and community influence is modeled and triangulated—through timing, geography, media weight, and holdout-style comparisons—not magically identified at the person level.
Roadmap · Sequenced with real off-ramps
Four phases, with real decision gates.
Each gate is a genuine off-ramp: continue only when the evidence supports it.
Phase
W1
W4
W8
W12
W16
W18
Phase 1 · Align & validate
2–3 weeks
Phase 2 · Design the measurement + experience blueprint
3–5 weeks
Phase 3 · Launch a focused pilot
6–10 weeks
Phase 4 · Scale the website and operating model
Timing confirmed after discovery
Track:Align & validateBlueprintFocused pilotPhase 4 — timing confirmed after discovery
Week positions are indicative sequencing for discussion, not a committed schedule. Phase 4 timing is confirmed after discovery.
Phase 12–3 weeks
Align & validate
Confirm priority service lines, current data sources, ownership, and the constraints that shape what is realistic. Agree on the definitions everything else depends on.
Decision gate — confirm the first use case and data boundaries before design begins.
Phase 23–5 weeks
Design the measurement + experience blueprint
Tracking taxonomy, campaign architecture, data model across Zoom Contact Center and Power BI, dashboard schema, and the design direction for a priority landing experience.
Phase 36–10 weeks
Launch a focused pilot
Stand up the instrumented landing experience, the HubSpot analytics foundation, and the executive dashboard prototype against one live campaign window.
Decision gate — review evidence quality and confidence, then decide whether to scale.
Phase 4Timing confirmed after discovery
Scale the website and operating model
Extend into information architecture, accessible templates, content and SEO/GEO strategy, CMS build or migration, and the governance model that keeps it running.
What success looks like
Clarity, speed, visibility, and ownership.
Deliberately qualitative. Numeric ROI claims before discovery would not be defensible.
Shared definitions
Campaign, engagement, qualified action, and conversion mean the same thing in every deck, dashboard, and vendor report.
Faster governed experiences
Service-line and enrollment pages can be created quickly within approved templates, without a bespoke build each time.
Executive visibility
Leadership can see performance and where optimization opportunities sit, with the confidence level of each signal made explicit.
Clear ownership
Marketing, analytics, IT/security, and partners each know what they own across the measurement and experience stack.
Measurement
An executive view built on agreed language.
A sample layout for the dashboard prototype. The vocabulary matters more than the numbers at this stage.
Executive view
Marketing performance — sample layout
Campaign contribution
—— %
Share of qualified actions with campaign evidence
Qualified actions
———
Calls, requests, and referral engagement
Cost per action
$ ———
Media and production against qualified actions
Journey drop-off
—— %
Where intent is lost between steps
Contribution by source (placeholder)
- Paid search
- Paid social
- Community / OOH
- Organic
- Referral
Journey drop-off (placeholder)
- Service-line visit
- Provider / location explored
- Request or call started
- Qualified action
Values shown are placeholders to illustrate structure and vocabulary. Real reporting depends on agreed definitions, available data, and approved data-handling boundaries.
Guardrails
Built around the reality of healthcare.
These constraints are assumptions in the plan, not obstacles discovered later.
UC enterprise security, legal, and procurement review shape sequencing from day one.
BAA and data-handling decisions are made before regulated data enters any platform.
No PHI in forms or workflows unless specifically approved.
Accessibility target aligned to WCAG 2.2 AA.
Epic integration is treated as a separately validated workstream, not an assumed inclusion.
Yext is preserved for listings and reputation; integrations are validated rather than assumed replaceable.
Attribution communicates evidence and confidence—never false precision.
Working ecosystem
Start from what already exists.
No platform decisions are assumed here. Discovery determines what stays, what connects, and what changes.
WordPress / current CMS
Primary publishing surface
Retain · Connect · Migrate · Retire
HubSpot
Marketing analytics and CRM foundation
Retain · Connect · Migrate · Retire
Epic / Artera
Clinical and patient communication systems
Retain · Connect · Migrate · Retire
Zoom Contact Center
Inbound call handling and disposition data
Retain · Connect · Migrate · Retire
Power BI
Enterprise reporting layer
Retain · Connect · Migrate · Retire
Yext
Listings, locations, and reputation
Retain · Connect · Migrate · Retire
Canva
Creative production
Retain · Connect · Migrate · Retire
Sked Social
Social publishing and scheduling
Retain · Connect · Migrate · Retire
Each system is classified as retain, connect, migrate, or retire—decided in discovery. Connections vary in effort and feasibility; several would require middleware, vendor review, or security approval rather than a native integration.
Next step
Start with a focused working session.
Bring marketing, strategy, analytics, IT/security, and the operational owners of Epic, Zoom, and Power BI into a 90-minute alignment workshop. We'll confirm the first use case, data boundaries, decision makers, and the evidence needed for a go/no-go roadmap.
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