The Mission
Headquartered in Arizona, Banner Health is one of the largest nonprofit healthcare systems in the country. The system owns and operates 30 acute-care hospitals, 50 urgent care centers, hundreds of health centers and clinics, and has over 52,000 employees. Banner Health currently operates in six states: Arizona, California, Colorado, Nebraska, Nevada, and Wyoming.
Banner Health is deeply committed to its mission: “Making healthcare easier, so life can be better.” As a nonprofit, Banner Health exists to provide healthcare services to the communities it serves.
The Challenge
“We offer self-serve options for appointment scheduling, but many of our patients prefer the personal touch of speaking to a real person,” said Chris Pace, chief digital marketing officer at Banner Health. “Phone calls are a key conversion for us — they’re what generates revenue for the organization.”
Despite the importance of phone call conversions, Banner Health lacked visibility into this channel. The organization couldn’t track which marketing efforts were driving appointment calls, making it difficult to optimize their budget. Banner Health also had difficulties understanding the end-to-end patient journey and personalizing experiences.
The Resolution
Optimizing Media Spend to Decrease Cost Per Appointment
Banner Health runs a wide array of marketing programs to drive appointment calls to its contact center, including: paid search campaigns, display ads, paid social, Google My Business listings, and organic search. To optimize media spend across these efforts, the organization uses Invoca conversation intelligence. With Invoca, Banner Health can see how many appointment calls each channel drives and track its true ROI. This allows it to double down on what’s working and cut spend on underperforming campaigns.
Invoca has been a game-changer for our team. It allows us to maximize one of our most valuable resources — our marketing dollars. With insights from Invoca, we decreased our patient acquisition cost by 74%. We also significantly increased our contribution to our total book of business.
Chris Pace, Chief digital marketing officer at Banner Health
Using Invoca’s First-Party Data to Improve Audience Segmentation
To improve personalization, Banner Health also divides its audience into segments, including: loyal patients, patients who visit intermittently, and new patients. They provide each segment with customized website journeys — for example, new patients would receive “welcome” messaging. They also use segmentation to inform their bidding strategy — for instance, they can increase bids on new patients to prioritize acquisition and reduce bids on loyal patients who are likely to come back to them anyway.
Invoca has helped Banner Health build higher-performing segments by providing rich first-party data from callers. It has also allowed them to track the appointment calls their segmentation strategy has driven.
Invoca has been critical for boosting the performance of our different audience segments. It has helped us understand what a loyal vs. a non-loyal patient’s experience looks like all the way through the funnel. From there, it has allowed us to improve the experience for each segment and build lasting loyalty.
Chris Pace, Chief digital marketing officer at Banner Health
Unifying Data Across the Organization
Invoca has given Banner Health a full view of the phone call channel, and this data transparency has driven cross-departmental collaboration in the organization. The digital business team, contact center, marketing team, and reputation division meet biweekly to discuss how they can improve the end-to-end patient experience.
When Banner Health recently introduced a new service line, these interdepartmental discussions were critical for ensuring the launch went smoothly. The teams collaborated to decide what the marketing messaging would be, where the calls would be routed to, and what the script would be when the calls were answered. After the launch, the teams reviewed Invoca’s insights to see the conversion rates of the launch campaign. This coordinated approach ensured that the departments were in sync and that the patient experience was consistent all the way through.
Invoca has helped us democratize data across our organization. Shared information has kept our marketing team and contact center tightly aligned so that we can provide the best possible experience for our patients. If we notice a problem occurring in the Invoca platform, like low conversion rates, we can reach out to the contact center team and figure out the right solution to fix it.
Chris Pace, Chief digital marketing officer at Banner Health
The Results
All Departments
- 74% decrease in patient acquisition cost
Orthopedics Department
- 597% decrease in cost per acquisition (CPA) from social media campaigns
Neurology Department
- 13% decrease in cost per acquisition (CPA)
- 23% increase in appointment calls
- 35% increase in phone call conversion rate
The magic of Invoca is in marrying the data with emotion. Invoca’s data helps us create more empathetic experiences for our patients, so we can respond with compassion throughout the journey.
Christen Castellano, VP of customer experience channels at Banner Health
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