Tracking: A Modern
Dynamic call tracking and automatic call scoring are included in Practice Cafe's digital dental marketing services, and all Practice Cafe direct mail campaigns utilize tracking numbers to record incoming phone calls from mailers.
Tracking is a modern marketing marvel that you should be taking advantage of! Information is power and data is oh so desirable. Without call tracking, you're essentially marketing blindfolded—you don't know what's working and what's not, and you don't have reliable data to help explain why either way. Sure, you can stumble your way around while wearing a blindfold, reaching to feel where things are and trying not to fall down, but taking off the blindfold is indubitably preferable. When you can see what's going on with your dental marketing activities, you can fully analyze them and make adjustments to fully maximize your dental marketing dollars and ROI.
For direct mail and digital marketing efforts, clients will receive full access to the CallBox dashboard. Our digital marketing team will also use the data to inform monthly and quarterly strategies for improvements. Marketing campaigns that utilize a tracking line (ours do by default) will record every call received to the tracking line with call scoring included and optional receptionist feedback. We also included periodic call analyses to our clients to help further break down practice performance and marketing results. Call analyses include patient lead numbers, answered and missed call rates, phone staff performance, conversions to appointments, missed appointment opportunities, and a variety of other details, trends, and insights. We also go the extra mile to clarify data points to make sure you and your team have a clear picture of performance.
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Any honest tracking is better than none, but dynamic tracking is the method that provides the most valuable data for digital marketing. It uses special code to change the phone number that appears on your practice website. The code can track the caller and online source from which they called. Sources to track include Google Search (organic website traffic), Google AdWords (paid search traffic), Social (Facebook, Instagram, etc.), and Referral (such as traffic from a directory listing or a referral partner’s website). Even though the dynamic tracking phone numbers are what show on your dental website for the tracked web sessions, your office phone number is still what’s hard-coded on your site “under the hood.” Practice Cafe integrates dynamic call tracking with Google Analytics and Google Ads for additional data and insights.
Even if you or one of your team members don’t have time to listen to your recorded patient calls, you should still have access to them so you have the ability to sample or audit calls. Be wary of any company that listens to or otherwise analyzes your call recordings for you without allowing access to the raw data. We think such policies are a red flag for data filtering or manipulation. To ensure accountability of your dental marketing partner as well as your phone staff (in-house or at a call center), you should always have access to check on your recorded calls anytime.
There's no totally reliable way that we've seen to confirm all appointments booked from tracked phone lines without actually listening to the calls, and we mean by a human being. CallBox has software that uses word and voice recognition and algorithms to interpret conversations and guesstimate conversions. After artificial intelligence takes a pass at the call, a real human also confirms that the outcome of the call and data provided are accurate. The software only calculates based on incoming, tracked calls (not outbound), so there's always possibility of more appointments being booked outside of the call tracking platform.