We’ve found that by doing this one trick on our website, we are able to attribute the phone call back and identify which campaign it came from. This allows us as an organization not only more insight but also get important data for each of these campaigns so you can make better decisions when future planning your strategy moving forward!
It comes through to the practice in the same way, but by doing that slight diversion on the website, we’re able to attribute that phone call to the specific campaign that we’ve done in the advertising. So, if that’s a Google campaign or a Facebook campaign, we’re able to say, “Oh, that phone call came from this Facebook campaign… and it cost us this much”… “This phone call came from Google and it costs us this much”. This is what it’s costing me for the phone call. So, for that patient acquisition”.
Hi, Richard from Bright Dental Marketing here.
One of the things I want to talk about in Dental Marketing, particularly, is about how you measure success, and how you measure ROI in your digital marketing spend. Generally, in business, the old adage is, ‘You can’t improve what you can’t measure’.
We come across a lot of dental practices that are spending money in Facebook and in Google… and aren’t tracking and measuring correctly what they need to measure. It’s always been slightly more difficult in a local practice – like a dental practice or a medical practice – to measure success because the leads and the new patients are often coming in via phone calls. And that’s why having a phone call tracking system is a really important part of your digital marketing, even though it’s not digital.
One of the systems that you can implement for call tracking is what’s called ‘number substitution’ on your website.
So, we can install code onto your website that swaps out your existing practice number with specific digital marketing numbers. And then those calls just get diverted to your practice number.
It comes through to the practice in the same way, but by doing that slight diversion on the website, we’re able to attribute that phone call to the specific campaign that we’ve done in the advertising. ” This is how much I spent, and this is what it’s costing me for the phone call. So, for that patient acquisition”.
Now, that’s really important because then you can start to see what/why I’m spending this much on Google and spending this much on Facebook. Or I’m even breaking it down further – “In Google, I’m spending this much on general dentistry, but I’m also doing specialised keywords… I’m doing Invisalign targeting… This is how much I spent, and this is what it’s costing me for the phone call. So, for that patient acquisition”.
One of the other things dental clinics can do – this is optional – with our phone call tracking system is [that] you can choose to record calls. Some practices will do that, others won’t. If you choose to record the calls, then you’re able to kind of key into what your front desk staff are saying… And [that can] help and improve with training with how calls are answered… are the staff too busy to answer the call? So, you kind of get a better understanding of how your whole call process and new patient acquisition is working for you.
Happy to sort of talk through further how we can help you get more patients… Improve the number of calls that convert into patients…
If you’re interested in understanding how you can implement phone call tracking… Let’s chat.