HubSpot
Salesforce
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GA4
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Marketo
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Audit Fox
Services
Healthcare
HubSpot-Native Revenue Recovery Calculator for Medicaid
Company overview
Agilian is a boutique consulting firm that helps Medicaid Managed Care Organizations retain eligible members and recover lost revenue through data-driven risk targeting.
Industry
Healthcare
Headquartered
Washington DC, US
Challenge
Strong proof points, but never the prospect's own.
Abstract at the top of the funnel
$10 million retained here, $33 million there, and a visitor still had to do the arithmetic to see whether either number applied to their own plan.
One friction level for two different audiences
Cold traffic wouldn't fill out a form for a tool it hadn't yet judged credible, while warmer campaign traffic was worth gating for a deeper estimate.
Qualification data going uncaptured
Member population and PMPM by eligibility category revealed plan size, acuity mix, and revenue at stake, but none of it reached a contact record until sales asked for it in discovery.
Solution
One reinstatement model, delivered two ways — matched to how warm each audience already was.
Non-gated, for cold traffic
A visitor enters Total Member Population and Blended PMPM, clicks Calculate, and sees Annual Dollars Recovered before being asked for anything.
The ask comes after the number
An "Email My Results" modal opens with the prospect's own calculated figure already printed at the top, so the form is answering a number they've seen, not promising one.
Gated, for campaign traffic
A short capture form gives way to a segmented grid across MAGI, MLTSS, ABD, and SSI, each with its own Member Population and PMPM.
Depth that serves both sides
The segmented version returns an estimate built on the plan's actual acuity mix instead of an average, while Agilian gets a read on the plan's composition.
Built natively in HubSpot
Both configurations run as custom modules with no middleware, no external database, no third-party calculator SaaS.
Every submission lands on the contact record
The Forms API writes all eight population and PMPM values plus the calculated result straight to HubSpot, with calculator engagement firing as a behavioral event alongside page views and form submissions.
Impact
The sales conversation now opens at a number the prospect already trusts, because they calculated it themselves.
Personalized proof, before the first call
Prospects leave with a dollar figure built on their own membership and reimbursement data, so discovery starts at that number instead of building up to it.
Two funnel positions, both covered
The non-gated calculator turns cold-traffic intent that used to bounce into a name and email against a figure the visitor has already seen, while the gated version returns a fully segmented lead from warmer campaign traffic.
Submissions arrive pre-qualified
Plan size, acuity mix across four eligibility categories, and estimated revenue at stake sit on the contact record before sales ever picks up the phone.
Attribution closes the loop
Calculator engagement is traceable in HubSpot reporting, so a booked meeting can be tied straight back to the estimate that started it.
In Action
