The Mission
Healthcare organisations face a complex digital marketing landscape. The challenge isn’t just driving clicks or traffic but connecting these online efforts to offline outcomes like booked appointments and patient inquiries. For many healthcare providers, most conversions happen over the phone, making it difficult to track how digital ads influence these valuable actions.
This disconnect was a major pain point for one top-ranked orthopedic surgery and musculoskeletal care provider. They needed to link their digital advertising spend to real-world patient outcomes—primarily phone calls that resulted in booked appointments. To overcome this challenge, they turned to Invoca, a HIPAA-compliant call tracking and AI-powered analytics platform that supports 7 of the 10 largest healthcare organisations in the U.S.
The Challenge
Like many healthcare providers, this organisation is proficient at tracking website traffic and online engagement. However, it lacked visibility when it came to understanding which digital ads were driving phone calls—where the bulk of their patient appointments were made. Without a clear link between its online campaigns and these critical offline actions, its advertising spend was often inefficient.
They had previously attempted to fill this gap with another web analytics platform, but it provided limited insight into actual conversions. As a result, they were forced to rely on surface-level metrics like clicks and impressions, which didn’t tell the whole story of how their marketing efforts impacted patient acquisition.
The Resolution
Bridging the online-to-offline gap with Invoca
To solve this problem, the healthcare provider implemented Invoca to bridge the gap between digital marketing and real-world patient phone calls. Invoca’s HIPAA-compliant solution allows the provider to:
- Capture valuable call data: By tracking inbound phone calls and linking them to the digital ad campaigns that drove them, Invoca enables the provider to understand exactly which marketing efforts generate high-value calls, such as those that lead to booked appointments.
- Get deeper insights with AI: Invoca’s AI capabilities automatically transcribe, score, and analyse each call, giving the provider critical insights into caller intent and conversation outcomes. This allows them to track call volumes and assess the quality of those interactions, helping to differentiate between inquiries and patient bookings.
- Optimise ad spend based on real outcomes: With visibility into which ads led to meaningful patient interactions, the provider can optimise their advertising strategy in real time and allocate resources to the campaigns and channels that drive the best results.
By integrating this data into its ad platforms, including Google and Meta, the provider can refine its targeting and bidding strategies to focus on the touchpoints that matter most, ensuring it gets the most out of every advertising dollar.
Supporting integration for data flow with Freshpaint
To complement Invoca’s HIPAA-compliant call tracking capabilities, the healthcare provider uses Freshpaint as a supporting integration. Freshpaint takes the rich call conversion data provided by Invoca and feeds it back into the provider’s ad platforms in a privacy-centric manner.
While Invoca handles the heavy lifting of tracking and analysing calls, Freshpaint ensures that these insights are seamlessly integrated into the provider’s broader digital marketing ecosystem.
With support from Freshpaint’s data integration, this combined solution gives the provider the tools to streamline their marketing operations while ensuring compliance with strict privacy regulations.
The Results
By implementing Invoca’s AI-powered call tracking and analytics, the healthcare provider saw immediate improvements in both marketing efficiency and patient conversion rates:
- 50% reduction in cost per click (CPC): Invoca’s insights enabled the provider to refine their ad targeting and bidding strategies, resulting in a 50% reduction in CPC for their top two service lines.
- Improved marketing efficiency: By clearly understanding which ads were driving high-value patient calls, the provider was able to shift its spending away from underperforming campaigns, reducing waste and maximising ROI.
- Better ad spend allocation: By focusing on campaigns that led to booked appointments, the provider saw improved conversion rates while expanding their audience reach.
