Let’s Get Precise
The single best way – in fact, the only way – to know exactly how each aspect of your marketing is performing is call tracking PLUS call analysis of every single conversation. Remember, getting your phone to ring is only half the equation.
The other half is to convert those prospect calls into appointed patients, and that’s where too many dental practices fall short. Those team members are striving to do the best they can – but SmartBox’s data clearly demonstrates that dentists’ perceptions of their front office performance don’t match the reality.
Breaking It Down
If you’re not familiar with call tracking, it works like this: A unique phone number is assigned to each part of your marketing – website, email, direct mail, social media, and so on. Calls to those numbers are automatically forwarded to your office phones and the source of the call is recorded in a database. In more advanced systems, the calls themselves are recorded for later review. That can help determine whether there are any issues with the front office staff’s phone technique that might be losing appointable prospects.
When you know which aspects of your marketing are returning the most new patients, and/or the highest average case value patients, you can reallocate funds to realize the greatest financial return.
Of course, it helps to have everything laid out in front of you in an easy-to-understand format.