This article was originally published in eHealthcare and written by Jane Weber Brubaker.
As measurability, attribution, and ROI become imperatives for hospital marketers, one key channel — the phone — has yielded less actionable information than digital channels that are far more trackable. In healthcare, consumers may begin their search for a provider online, but eventually the journey often still leads them to make a call to gather more information or schedule an appointment.
For some organizations, the phone is the primary channel consumers use to make contact, making the phone experience that much more critical to success. Dispatch Health provides in-home urgent care services as an alternative to an ER visit or a nonemergency 911 transport. “It is designed to go after the very specific problem of ER over-utilization,” says Andrea Pearson, chief marketing officer. The company currently serves seven markets: Richmond, Houston, Oklahoma City, Phoenix, Denver/Boulder, Colorado Springs, and Las Vegas.
When Pearson came on board six months ago, her goal was to make sure that everything could be measured. “Whether that was a business meeting with a senior living community or a postcard mailing with an ACO, we wanted to be able to tie that volume back and understand how that channel and specific tactic were working, and what we should be doing to optimize it,” she says.
She turned to Invoca, a call tracking and analytics platform. Invoca, whose clients include Mayo Clinic, recently received recognition as a “strong performer” in The Forrester New Wave™: AI-Fueled Speech Analytics Solutions, Q2 2018, which reports: “Invoca leverages machine learning-based speech analytics to classify calls and measure their quality and outcomes to improve marketing performance as well as handle related use cases in sales.”
“Invoca was key to understanding where current volume was coming from because we’re able to put a trackable phone number on everything we do,” Pearson says.
Within 90 days of implementing Invoca, Dispatch Health was able to convert 50 percent more consumers. “The call data was key to improving not just call conversion but also our website and requests made from our digital channels, from improving ad copy and landing pages to the phone call handling,” says Pearson.
“I came into the company to focus, initially, on how do we understand each of those channels, and how we can optimize them,” says Pearson. “Are we doing the work we should be doing in each of those channels so that our efforts are translating to volume?” With Invoca’s call tracking features, Pearson can see where the volume is coming from, and what happens on the calls.
Julia Stead is chief marketing officer of Invoca. “Healthcare is such a personalized kind of service industry. The larger volume of conversions come from those human-to-human phone conversations,” she says. “With our call tracking and analytics solutions, you’re able to, as a marketer, know at an individual caller level which marketing campaign drove [the person] to call, whether it was a certain keyword, a print flyer, or an email campaign.”
This granular level of information helps Pearson adjust marketing messaging to fit each audience. She gives an example of the unique needs of a Medicare Advantage member vs. a young mother with a five-year-old with a spiking fever. “They need different information and we’re able to get that by listening to those calls. Then we can do a better job on the particular mailing or the digital landing page or even on some of our social media outreach in addressing needs for various segments of population.”
Another insight is that callers responding to digital campaigns want information fast. Pearson describes the typical mindset of a digital caller: “Someone better pick up the phone in the first 30 seconds. I need to get through the onboarding process and know you’re going to be at my door in 45 minutes.”
The Nature of Click-to-Call
As digital usage continues to shift to mobile devices, click-to-call is both an opportunity and a challenge. “We have to be able to answer four questions: Can we treat you? How long does it take? Who comes? Who pays for it?” says Pearson. “That’s hard to do in a click-to-call situation where you’re advertising essentially ‘Call Now.’” To better handle these calls, Pearson believes that providing information and education online and walking consumers through the process before they click will improve the experience and results.
AI and the Power of Prediction
Invoca’s AI capabilities allow marketers to understand in real-time how campaigns are performing. “The AI is listening to millions of calls and coming up with highly accurate algorithms,” says Stead. “It can tell at the end of the call with an extremely high accuracy rate what the outcome of the call will be, whether that person will have booked an appointment, set up a consultation, or registered for new services.”
With this predictive conversion data, marketers can take actions to optimize campaigns immediately. Before this was available, closed-loop reporting on call conversions could take weeks to circulate back to the marketer, and by then, the campaign might be over.
With call tracking and analytics, marketers can deliver more personalized experiences when someone who has called calls back or visits the health system website. “If it’s a returning caller, we can route them immediately to their local physician or the person that they’ve been previously in contact with instead of sending them through a lengthy IVR system,” says Stead. If the person visits the health system website, Invoca’s technology enables the system to serve up a personalized landing page addressing the caller’s specific pain point.
Marketers can follow-up appropriately based on real-time information on caller actions. “The marketer can decide not to re-target the person because they booked their appointment by phone, and instead they can send them a thank you email or a welcome message,” Stead explains.
For new callers, Invoca’s technology allows agents to see which search terms callers used, or which landing page they came from, and tailor communications accordingly. The platform also taps into available caller I.D. data and serves it up to agents in real-time. “Typically, this can be things like demographic data, where they’re calling from, what’s their household income, states, mobile versus landline,” says Stead. Invoca is HIPAA-compliant, but Stead notes that the desire to capture different levels of data can vary widely depending on the healthcare customer.
Read the full article at eHealthcare.com