First have the hyperlink point to a cell. When the jump is made to the cell,
use an Event to trigger the macro:
In A1 enter:
=HYPERLINK("#sheet1!Z100","leap")
and in worksheet code have something like:
Private Sub Worksheet_SelectionChange(ByVal Target As Range)
If Intersect(Target, Range("Z100")) Is Nothing Then
Exit Sub
End If
MsgBox ("hello")
End Sub
REMEMBER: worksheet code, not a standard module.