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Freshpaint announced a new integration with Invoca to enable healthcare marketers to drive more patient appointment calls from search and digital advertising. The new integration activates first-party phone call conversion data from Invoca in Freshpaint to provide healthcare marketers with accurate, privacy-first attribution data to fuel more powerful optimizations across search, social, and display advertising.
We are extremely excited about the integration and the benefits it provides healthcare marketers trying to balance the need to optimize digital ad spend with HIPAA regulations. This blog helps explain the importance of phone call data to healthcare marketing success and how the Invoca-Freshpaint integration helps you activate your most valuable data — attribution for patient appointment calls — into your digital marketing tools to improve results.
Many questioned how wise it was to move my family across the country last month. Really, the move wasn’t that bad, except for a week on an air mattress, living out of a suitcase, and the occasional bout of homesickness. After the dust had settled from all the purging, boxing, lifting, moving, and unboxing, what I surprisingly found most difficult was finding a new pediatrician for my daughter.
It started with some internet searches and progressed to calling some providers only to be met with poor customer service and long hold times, the stuff of nightmares for the former healthcare marketer in me. Eventually, after days of searching, I found a good provider and booked an appointment over the phone. The entire experience reminded me that there is a marketer out there dying to understand journeys like mine. Having that kind of conversion attribution and patient journey data provides insight that leads to more patients and revenue and lower acquisition costs.
According to our latest Buyer Experience Report, 67% of patients are more likely to call when making an appointment. Not having call conversion data prohibits marketers from making well-informed optimization decisions, leading to wasted ad budget.
Healthcare marketers continue to increase their investment in search, social, and display advertising, increasing the pressure they face to drive more patient appointments — and prove it to their organizations to defend their return on ad spend.
To be successful in digital advertising, healthcare marketers require accurate data on what’s driving appointments — both online and over the phone — so they can optimize for what’s working and eliminate spend on what isn’t.
Creating powerful, efficient campaigns using platforms like Google Ads, Facebook, Instagram, and TikTok can be challenging, but it becomes exponentially more difficult if you don’t have accurate conversion data. It gets even trickier for healthcare marketers because these platforms will not sign a business associate agreement (BAA). Therefore, sending any personal health information (PHI) to them would constitute a HIPAA violation.
Invoca customers know that our platform secures PHI and maintains HIPAA compliance, but what about the rest of their tech stack? Trying to keep track of all the data flows can become overwhelming. So many marketers turn to a platform like Freshpaint, which acts as a data firewall checking outbound traffic to ensure no PHI is leaking to platforms it shouldn’t.
Invoca’s HIPAA-compliant AI-powered call tracking solution is unique in capturing the exact marketing source that drove every phone call from search, digital, and offline marketing and analyzing the conversation with AI to detect if the caller is a new patient lead, the department or service they are calling about, if the call resulted in an appointment, and if not, why.
By passing this data to Freshpaint and then to the tools in your marketing stack, the Invoca-Freshpaint integration unlocks a whole new level of confidence for healthcare marketers. It equips marketers with rich insights into how your search and digital marketing drives phone leads and conversions while protecting patient privacy by giving you the tools to stay compliant. You can then make optimizations based on what’s driving the most valuable calls, increasing patient appointments and revenue while reducing acquisition costs.
Here are some competitive advantages this integration brings to the table.
This integration provides Invoca customers with an extra compliance check before sending data to ad platforms. Hypothetically, if someone were to combine Invoca data with another source in such a way that it would constitute PHI, Freshpaint would restrict this data from being sent. This additional data check gives strict security and compliance teams reassurance that marketing properly protects PHI.
Freshpaint replaces website tracking technologies that sit on your website, which would otherwise have access to protected health information. Freshpaint replaces them to centralize data collection and only share your approved data, like that provided by Invoca, through secure server-side connections. Technologies with server-side connections give you complete control over your visitor and patient data.
Marketers often struggle when asked by security and compliance teams to provide details on what data is being sent to where. This integration allows Invoca users to get a clear visual representation of their call data alongside other data sources in one consolidated view in Freshpaint’s UI.
You can get started quickly with Invoca’s no-code Freshpaint integration. With this new integration, no coding is needed to connect Invoca, which saves you time and IT resources. Simply fill out a few configuration fields in the platform to begin sending data to Freshpaint.
This integration is a huge step forward in helping healthcare organizations innovate at the pace of other industries while keeping consumer privacy at the forefront.
If you are a Freshpaint user new to Invoca, you can visit our healthcare solution page to learn more about Invoca’s HIPAA-compliant solution for healthcare marketers. You can also request a demo of Invoca to see the new integration in action. If you are an Invoca customer wanting to learn more about Freshpaint, visit info.freshpaint.io/invoca-freshpaint-integration.
