What is UTM parameters?
UTM parameters are short tags added to the end of a link, such as utm_source, utm_medium and utm_campaign, that tell analytics tools where a visitor came from. For hospitals they make WhatsApp messages, SMS, social posts, email, QR codes and partner links measurable, so enquiries can be traced to the campaign that produced them.
Why it matters for hospitals
Untagged links show up as direct or referral traffic, hiding which activities work. Consistent tagging lets the CRM record the source of each enquiry automatically. Without it, offline and owned channels routinely get under-credited against paid ads.
How to put it into practice
- Agree one naming convention in lowercase, for example utm_source=whatsapp, utm_medium=broadcast, utm_campaign=cardiac-week.
- Keep a shared sheet or builder so every team and agency tags links the same way.
- Pass UTM values from the landing page into the CRM with each form or chat lead.
- Use tagged links in QR codes on print, hoardings and camp material.
- Never put patient names, phone numbers or conditions in UTM values.
The common mistake
Tagging internal links on your own website, which overwrites the original source and breaks attribution.
An illustrative example
A hospital tagged links in its health check WhatsApp broadcasts and found they produced more bookings than its social posts on the same offer. It shifted effort to the broadcast list, which had been opted in. (Composite example, not a specific hospital.)
Related terms
Further reading
Part of the healthcare growth and digital glossary. Last reviewed 7 October 2026.