Healthcare organizations face unique challenges in digital marketing, especially when it comes to connecting digital advertising efforts to real-world outcomes like appointments, most of which are made over the phone. Many healthcare providers feel like strict data privacy regulations hold them back. As a result, they are often hesitant to track the full patient journey out of fear of regulatory repercussions. This hesitation leaves healthcare marketers feeling as though they’re missing out on tools available to other industries.
For one top-ranked orthopedic surgery and musculoskeletal care provider, optimizing their advertising campaigns was critical, but they struggled to connect digital ad performance with the offline actions that truly mattered—phone calls resulting in booked appointments and patient service calls.
Before implementing Freshpaint and Invoca, the specialty healthcare provider struggled to gain a full understanding of how their digital marketing efforts were impacting patient conversions. While they were able to track website traffic and clicks, they lacked visibility into which specific ads were driving meaningful outcomes, such as booked appointments or patient calls. This gap in conversion data made it difficult to assess the true effectiveness of their campaigns.
As a result, the provider’s advertising spend was often inefficient. Without insight into what was working, they had to rely on surface-level metrics like clicks to optimize their ad spend. This led to the misallocation of budget, with resources being spent on campaigns that might not have been driving valuable patient engagement.
They tried to solve this problem with an analytics platform, Piwik. But it only provided partial visibility into outcomes and didn’t provide the ability to optimize ad spend to conversions. The lack of integrated data prevented the provider from fully understanding which touchpoints led to conversions, limiting their ability to optimize their marketing strategy.
To solve these challenges, the healthcare provider implemented a combined solution with Invoca and Freshpaint.
Invoca enabled them to track call conversions and other intent signals from phone interactions, giving the organization a clearer understanding of which calls were valuable and which were not, as well as identifying the sources, campaigns, and creatives that drove calls. These insights helped close the gap in understanding which marketing efforts were leading to real-world actions.
Freshpaint complemented this by capturing the phone conversion data and sharing it back with ad platforms like Google and Meta. By sending enriched conversion data back to these platforms, in a privacy-centric manner, the provider could optimize their ad spend based on actual conversions rather than just clicks, making their advertising more efficient and effective.
The results of this combined integration were immediate and drastic:
These results underscore the effectiveness of the Freshpaint and Invoca integration, setting the stage for ongoing optimization and long-term success in the provider's digital marketing strategy.
By integrating Freshpaint and Invoca, this leading healthcare provider overcame the challenges of tracking and optimizing their digital marketing efforts.
The combined solution enabled them to connect their advertising campaigns with the real-world outcomes that mattered most—booked appointments and patient calls.
With greater visibility into both digital and phone conversions, they were able to shift their ad strategy from surface-level metrics like clicks to focusing on actual conversion actions, which put them on the path to achieving a better return on ad spend.
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