Use of QR codes

Quick Response (QR) codes are two-dimensional barcodes that store information including text, URLs and contact details. QR codes are scanned using a smart phone camera to easily access digital content.

QR codes are created and managed by the Penn Medicine Creative Services team and should always be created using QR code links. QR code links are provided by the Penn Medicine Web Management team through the redirect request process. When a QR code is used for a paid campaign, the QR code link request should be initiated with a target URL that includes UTM tracking.

Technical standards overview
Performance
Page load time
Browser and device compatibility
Domain policy
Vanity URLs
HIPAA and privacy
Use of QR codes

Standard scope

This standard applies to:

  • pennmedicine.org
  • All Penn Medicine websites
  • Penn Medicine mobile applications
  • All Penn Medicine digital products

Overview

QR codes are typically used in the following ways:

  • Quick access: Users can instantly open a webpage, app, or digital content on their smartphone by scanning with their camera—no typing required.
  • Facilitate actions or transactions: Users can initiate specific actions like joining Wi-Fi networks, dialing a phone number, opening chat support, completing a form or starting payments.
  • Trackable interactions and analytics: QR codes used for paid campaigns are encoded with UTM parameters for tracking campaign performance and user behavior.  Other QR codes have redirect parameters to allow for organic traffic reporting.

Penn Medicine best practices for QR codes

When using a QR code, it's important to follow these best practices:

  • Content guidance:
  • Clear purpose and value: Ensure your QR code provides relevant and valuable information or functionality for users.
  • Call-to-action: Provide a clear call-to-action near the QR code to prompt users to scan it.
  • Instructions: Include instructions to prompt users to scan the QR code.
  • Target page requirements:  
  • QR code target link: The URL of the target page must be a pennmedicine.org url or a lp.pennmedicine.org URL if the QR code is for a paid campaign. (ie: https://www.pennmedicine.org/providers/profile/julia-glaser)
    The target URL cannot be a vanity URL.
  • QR code link quality: The target page linked to the QR code should be relevant and valuable to users.
  • Mobile optimization: QR codes are primarily scanned using smart phones and mobile devices, so the landing page or content linked to the QR code should be mobile-friendly and optimized for various screen sizes.
  • Technical requirements:
  • QR code links: To allow for updating the QR code's destination after deployment, always use a QR code link when requesting a new QR code. Use the redirect request process to obtain a QR code link that will redirect to the target page.  Using a QR code link will allow continued use of an existing QR code even when the target page URL changes. You won’t need to generate a new QR code because the redirect for the QR code link can easily be updated to point to a new target page.
  • Tracking and analytics: For paid campaigns, UTM tracking should be requested for and added to the target URL link from the Penn Medicine Data and Analytics team prior to creating the QR code link.  For other uses, QR code links will include redirect tracking. QR code links are requested from and managed by the Penn Medicine Web Management team.
  • Optimal size: QR codes should be large enough to be easily scanned, but not too large to overpower the surrounding content. Typically, a size of at least 2 x 2 centimeters (about 0.8 x 0.8 inches) is recommended.

Guidelines

Do
  • Always use QR code links when generating QR codes to avoid the need to update the QR code if the target changes.
  • Do use QR codes in situations where viewers are likely to have a smart phone handy.
  • Do use if the QR Code will be linking to:
  • A target page or resource that the person interacting with it will find useful (additional information) or would like to save (contact information)
  • Content that can’t be consumed via print (audio, video)
  • A tool to perform an action right away that can be completed on the phone (dialing a phone number, filling out an online form).
Don't
  • Don’t use on a web page or within a mobile application where a hyperlink can be used to navigate to the targeted resource.
  • Don’t use to link to a resource that does not offer any additional information, especially if it is duplicative of the information already presented.
  • Do not link to a PDF or other file that is intended for print.
  • Do not use a URL provided by a 3rd party. Only use a QR code link requested through the redirect request process from the Web Management team.

How to get a QR code

At Penn Medicine, we only use our Creative Services team to obtain QR codes to avoid any potential for compromise by hackers. Online QR code generators should never be used as they may create unsafe codes.

Steps to follow:

1. Determine if the QR code will be used for paid campaign.  If so, request UTM tracking for your target URL link from the Analytics team via the FY25 UTM codes spread sheet.

2. Obtain a QR code link through the redirect request process from the Web Management team.

3. Use the QR code link to request a new QR code from the Penn Medicine Enterprise Growth Creative Services team.

Related resources

QR Code decoder - Use this tool to see what data is integrated into a QR code. It’s useful to see the markup and the parsed result. It’s also a good way to see if a QR code that links to a web page is not redirecting to the target page.

Contact

For questions, please contact  web-standards@pennmedicine.upenn.edu

Last updated

Date
Version
Desciption
07/10/25
1.0.0
Initial Release