The Mission
Nemours Children’s Health is one of the nation’s largest multistate pediatric health systems, including two free-standing children's hospitals and a network of more than 70 primary and specialty care practices. Nemours Children's seeks to transform the health of children by adopting a holistic health model that utilises innovative, safe, and high-quality care, while also caring for the health of the whole child beyond medicine. Nemours Children's also powers the world’s most-visited website for information on the health of children and teens, KidsHealth.org.
The Challenge
“For most of our new patients, phone calls are the primary vehicle for scheduling an initial appointment," said David Chase, Director of Digital Marketing & Consumer Engagement at Nemours Children’s Health.
“While many patient families utilise our online scheduling capabilities, the majority of new patients still want to speak with an agent. They often have questions about insurance, billing, and scheduling, and they like the reassurance of speaking with someone who can help them navigate those complexities.”
Phone calls make up approximately 70% of leads for Nemours Children’s Health, while appointment requests and online scheduling account for 30%. The team was tracking the online scheduling and appointment requests its marketing efforts were driving, but they didn’t have the right attribution to track the quality of marketing-generated phone calls. This made it challenging to understand which campaigns were truly the highest performers and optimise accordingly.
The Resolution
Getting Attribution for Marketing-Driven Phone Calls
The Nemours Children’s Health marketing team uses a mix of channels to drive leads, including paid search, programmatic display, social media, pre-roll, and more. With Invoca, they can track which efforts are driving not only phone calls, but high-quality phone leads and conversions. That’s because Invoca’s AI automatically analyses calls at scale to identify which calls are appointment-related and which result in bookings.
What’s attractive about Invoca’s call tracking is the AI — it shows us not just how many calls our marketing campaigns drove, but how many of those calls led to booked appointments. On top of that, it was easy for us to train the AI signals and we were able to derive value from it quickly.
David Chase, Director of Digital Marketing & Consumer Engagement at Nemours Children’s Health
With call attribution data from Invoca, the marketing team can understand the true returns of each marketing campaign. This allows them to double down on what’s working and reduce wasted spend on campaigns that are underperforming. As a result, they drove a 45% increase in marketing-driven leads.
“If we just tracked conversions from web forms and online scheduling, our ROI would be artificially low. So, Invoca is really saving us from an ROI point of view,” said Chase. “It has also helped us build a lot of credibility internally because we can share those ROI numbers with leadership and tie our marketing campaigns to patient revenue.”
Identifying Issues Impacting Call Conversion Rates
When the marketing team noticed performance was declining on a few of their campaigns, they reviewed Invoca’s call answer rate reports. The issue quickly became apparent — some call centres had low answer rates, meaning that the phone leads the marketing team drove were being sent to voicemail. This resulted in lower conversion rates and wasted ad spend.
In the past, if we thought calls were going unanswered, we would manually dial our contact centres to determine if the calls were promptly answered. Now, we have a complete view of answer rates at every contact centre location. The data has been incredibly eye-opening — it shined a light on an issue we suspected was happening, but we weren’t equipped with the right data to confirm it.
David Chase, Director of Digital Marketing & Consumer Engagement at Nemours Children’s Health
With Invoca’s reports, the Nemours marketing team can collaborate more closely with the contact centre teams and quickly resolve any issues with respect to hold times and answer rates. This has led to higher conversion rates and lower cost per lead.
The Results
- 45% increase in marketing-driven leads
The Invoca team is phenomenal! We meet with them more often than any other business partner we have. Our CSM is the best account rep of any organisation we work with — she’s responsive, eager to help out, and always willing to go above and beyond to help us meet our goals.
