Activities represent all behaviors and responses associated with your campaign. Activities can reflect 1) the number of instances individuals saw your marketing message and/or 2) the behaviors corresponding to the campaign's calls to action, such as submitting a form or making a phone call.

aggregated data

Data where a third party data source (e.g., Google AdWords) provides activity data (e.g., impressions, clicks) in a compiled format, grouping it per time/date the activity occurred rather than per individual. Since this aggregated data provided to Healthgrades for ingestion is not at the individual level, we can never match it to individual records.

audience groups

In a target audience, you can subdivide the overall audience into smaller, more granular groups of individuals called audience groups. Audience groups allow you to define groups of individuals so you can more closely target and personalize your marketing message to those individuals.

authorized representative

If you work on behalf of a provider (e.g., you work for a provider’s practice), you can became an authorized representive. You can register for your own Healthgrades account and request authorization from the provider so you can update the provider’s profile on his/her behalf.

awareness conversion

Unidentified and identified individuals' passive engagements or micro-conversions (i.e., web sessions and pageviews) with the campaign's tracked pages.



A campaign is where you manage your marketing efforts, including attaching a target audience; configuring tracking URLs; launching marketing efforts to direct mail/email channels; and monitoring performance across direct mail, email, and digital channels.

channels touched

The marketing channels where identified individuals were exposed to the marketing message. A channel is considered touched if an identified individual has one or more communication activities occuring on that channel.

communication activity

The distribution of the campaign's marketing message through any marketing channel, whether it is mail or email where we explicitly send the message or the display of ads for paid search or display.

consideration conversions

The identified individuals' active engagements with the campaign, or in other words, the tracked online forms they completed.

consumer risk models

Consumer risk models (also referred to as CHUI models) is one of two types of proprietary Healthgrades predictive health models designed to help you identify the health needs of patients and non-patients within the next 12 months. The other type of predictive health model is patient (PDI) risk. Learn more about our predictive health risk models.

contact date

The date individuals were exposed to your campaign?s marketing message. The method used to determine when the contact occurred varies per channel.

contacted audience

The individuals you reach through your campaign. We track these individuals for responses to your campaign. For those responses we can attribute to your campaign, we calculate ROI and other campaign performance measures.

contribution margin

The difference between total expected reimbursement and total direct costs. Represents the net reimbursement you expect to receive for patient visits after taking into account costs for providing patient care.


Instances where an individual is exposed to your campaign's marketing message and has a visit that meets the campaign objective, thereby becoming a patient of your health system. The Dashboard tab provides metrics on three distinct stages of conversions: awareness, consideration, and decision.


data ingestion

The process of obtaining/receiving data and importing it into the CRM database. Data sources include your health system's visit data, purchased market list data, email activity from Eloqua, impression data from Google AdWords, etc.

Date Sent

For direct mail and email, the date when Healthgrades CRM begins tracking the individuals in the target audience for response activity. -For direct mail, you specify the Date Sent when you generate a direct mail list in Campaigns. -For email, the Date Sent is the date that Eloqua sent the email. The date is sent from Eloqua to Healthgrades CRM in a nightly process.

decision conversions

The identified individuals' downstream visits that meet the objective of the campaign.

direct mail

A marketing channel where the distribution method for the marketing message is mail.


A marketing channel where the distribution method for the marketing message is online Google display ads. These ads display to individuals navigating the web. Healthgrades currently supports full data ingestion from the third-party vendor Google AdWords.



A marketing channel where the distribution method for the marketing message is email. Healthgrades currently supports full data ingestion from the third-party vendor Oracle Eloqua, our first partner for marketing automation.

enterprise control group

A designated group of households who are never contacted as part of marketing campaigns. We compare the enterprise control group behavior to the response activities of the identified individuals to determine incremental ROI. Learn more about the enterprise control group.



A business location that can provide medical services or represents a group of medical providers.


Healthgrades account

With a Healthgrades account, you can edit/enhance your provider profile and respond to Patient Satisfaction Surveys submitted by patients. You can register for an account for yourself and/or have an individual who works on your behalf register for an account. Learn more.

Healthgrades ID

The Healthgrades ID (HGID) is a unique number assigned per individual by Healthgrades. We use this number to tie communication activity and response activity back to the individual.

Healthgrades Star Rating

Your Healthgrades Star Rating reflects your overall score out of five stars as calculated using your patients' responses to the Likelihood to recommend this provider to family and friends question in Patient Satisfaction Surveys. In your provider profile on, the Star Rating displays by your name, at the top of your review section, and with the patient comment.


The Healthgrades ID (HGID) is a unique number assigned per individual by Healthgrades. We use this number to tie communication activity and response activity back to the individual.


A grouping of one or more individuals who reside at the same address.

household retention

Of households with visits in the current year, the percentage that also had visits the prior year. To determine this percentage, Healthgrades created a national average using our proprietary historical data across our client base.


identified individuals

Individuals for whom we have enough data to match to a single, unique individual record. These are individuals we either already knew OR they were previously anonymous individuals who identified themselves by submitting an online form. Identifying these individuals and connecting them to a unique record allows us to track them for downstream visits and revenue.


Instances when the marketing message is in front of consumers. The actual method by which an impression occurs and is counted varies per channel.


The amount your health system paid to execute a campaign. You can record investment per channel for a given campaign so it can be used in calculating the campaign's ROI.


market area

A custom service area comprised of the ZIP codes you select.

marketing channels

The distribution method used to convey a marketing message to consumers. Healthgrades currently supports full data ingestion (impressions to conversions to visits) for the following channels: Direct Mail; Email from Oracle Eloqua; Paid Search from Google AdWords; and Display from Google AdWords.


new patient

In any given month, an individual is considered a new patient if the individual had a medical visit in the given month but had not had a medical visit within the prior three years.



The specific goal or purpose of your campaign. A subset of overall visits, the objective visits are those 1) had by the identified individuals tracked back to your campaign and 2) qualify for the selected promoted services, promoted facilities, and/or values in the Refine Objective section of Campaign Settings and 3) occur within the desired time frame as defined in the Track Responses up to field in Campaign Settings.

online form

Web pages that prompt individuals to enter information and submit it, such as requesting an appointment, registering for a seminar, requesting more information, etc. We use this information to identify an individual, matching them to a single, unique individual record. Addtionally, you can set up trackable URLs for online forms to track form completions back to a specific campaign.


Any visit had by identified individuals who can be tracked back to the campaign. Visits must occur within the time frame specified in the Track Responses up to field in Campaign Settings. Learn more.

overall audience

In a target audience, the overall audience contains a pool of individuals who meet the initial set of criteria applied. Typically at this level, you apply criteria that defines the audience as broadly as possible in order to include all possible individuals you want to reach via your campaign. You can then apply criteria at the audience group level to more finely define your final audience.



A single view of a campaign?s tracked page.

paid search

A marketing channel where the distribution method for the marketing message is the placement of ads on the results page of a web search engine based on the specific words searched for by users. Your health system pays to have an ad display based on specific words for which users might search and also for any resulting click-throughs. Healthgrades currently supports full data ingestion from third party vendor Google AdWords.

Patient Engagement Resources

Healthgrades offers these online and offline resources you can use to invite patients to complete Patient Satisfaction Surveys after office visits: Survey Reminder Cards, Review Link, Star Rating Badges. Learn more.

patient risk models

Patient risk models (also known as PDI models) is one of two types of proprietary Healthgrades predictive health models designed to help you identify the health needs for your health system's patients within the next 12 months. The other type of predictive health model is consumer (CHUI) risk. Learn more about our predictive health risk models.

Patient Satisfaction Review Link

The Patient Satisfaction Review Link is a custom, mobile-friendly link you can copy and paste into digital communications (e.g., email) with your patients. The link sends patients directly to your Patient Satisfaction Survey on Learn more.

Patient Satisfaction Surveys

On, a patient can submit a Patient Satisfaction Survey about her experience with you and with your office/staff. The survey provides the patient with the opportunity to rate her experience via survey questions and enter a free-text comment. Learn more.

payor mix

Types of payors associated with the visits patients have had with your health system.

Perceptual Profiles

Perceptual Profiles is a psychographic segmentation model that helps you understand a person's attitude and perception of healthcare and healthcare marketing. It can help you determine the best tone, vehicle, and offer to use in your marketing campaign in order increase a consumer's likelihood of responding. Learn more.

provider profile

Your provider profile displayed on allows you to share information about yourself and your practice with consumers searching for a provider. You can add a personal touch to your provider profile by editing and expanding upon the information displayed in your provider profile. Learn more.


reached individuals

Identified and unidentified individuals exposed to your campaign's marketing message regardless of how the individual came to view the message. You might have contacted individuals directly via direct mail/email OR less directly through the inclusion of household members (based on Campaign Settings) OR they were exposed to the marketing message via ads through display. Excludes the Paid Search channel since Google AdWords does not provide this data.

Recency Frequency model

The Recency Frequency (also known as RF6) model is a segmentation system that defines an individual's relationship (or lack thereof) with your healthcare system based on recently and frequently he has had visits. Learn more.


In Target Audience, the number of individuals who are members of your overall audience but who do not fall into an audience group you've created within that overall audience.

response activity

The behaviors (by individuals) we consider a result of a campaign. Includes visits (overall and objective), pageviews, web sessions, and online form completions.


service line

Service lines group medical visits in a meaningful way. With assistance from data experts, Healthgrades mapped the following types of medical codes to a standard set of service lines: MSDRGs; ICD-9 procedure and diagnosis codes; ICD-10 procedure and diagnosis codes; CPT procedures; and HCPCS procedures.

Smart Template

Templates built by Healthgrades that let you select a target audience using a set of pre-configured criteria.

Star Rating Badge

With a Star Rating Badge, you can share your Healthgrades Star Rating with patients and potential patients on a website, landing page, or other online marketing resource. The badge also links your patients directly to your Patient Satisfaction Survey so patients can access and submit a survey easily. Learn more.

Survey Reminder Cards

Survey Reminder Cards are personalized cards you print and provide to patients after office visits. The card prompts your patient to complete a Patient Satisfaction Survey on about her recent visit and can serve as a reminder of your patient's next appointment. Learn more.


target audience

A group of individuals you select by applying criteria that include/exclude individuals based on the characteristics you specify in those criteria. Typically, you create a target audience in anticipation of reaching out to them as part of marketing efforts. In Healthgrades CRM, a target audience is comprised of the overall audience, which you can subdivide into more finely defined audience groups. To launch marketing efforts, you attach a target audience to a campaign.

time frame

The period of time during which patient visits have occured for your health system.



Instances when individuals use services at your health system's facilities.


web session

A group of pageviews that includes a trackable page within a given time frame. A web session is counted only once regardless of the actual number of pageviews or interactions with those pages. A session ends when the individual exits the website, closes his browser, or after 30 minutes of inactivity.