We recently achieved a 476% ROMI for Composite plastic surgery clinic through integrated marketing. Analytics played a major role: by seeing which marketing activities generate patients, we can adjust the strategy.
Eduard, an advertising specialist and analytics lead, explains how we measure the performance of advertising, content marketing, SEO and the clinic’s call-centre operators.
The main challenge was a lack of reliable data on patient enquiries and no call tracking. When we launched advertising campaigns and content marketing, we had to rely on the limited data available in Yandex Metrica and Google Analytics.
We combine Google Analytics and Yandex Metrica with CoMagic call tracking, store the data in BigQuery and visualise it in Power BI. We also use Key Collector to identify seasonal demand.
We use CoMagic for call tracking. In our view, it is a convenient and straightforward service for tracking calls. A marketer tags the calls so that their data can be added to dynamic Power BI reports. This lets us see more than just call volume: we can assess call-centre operator performance and identify common patient questions and objections.
We use dynamic call tracking for paid search and static call tracking for content marketing and SEO.
We use BigQuery to store data from analytics and call-tracking systems. It is Google’s database service, based on MySQL. BigQuery gives us large-scale storage with fast access to the data.
We use the R programming language to export raw data into BigQuery without losing conversions or other important metrics. This is easier and faster than connecting directly to Google Ads, Yandex Metrica and other services. It also helps us work around export limits in advertising and analytics platforms. The data then feeds automatically updated Power BI dashboards.
We use Power BI to present and visualise data. The reports are easy to share with clients, clearly display the information and provide quick access to any data segment. Our internal dashboards show which campaigns generate website enquiries and which lead to booked appointments:
Our internal Power BI reports also show multi-channel conversions: every interaction a person has with advertising, the website or our social media before contacting the clinic. We use this information to adjust campaigns and reduce the cost per enquiry.
These charts show how enquiries and appointments correlate across acquisition sources: paid search, content marketing and SEO. This helps us assess enquiry quality and understand how it affects the cost per booked appointment.
During the client briefing, we learned that demand for different procedures falls at different times of year. To identify these seasonal patterns precisely, we collected keywords for each clinic service and used Key Collector to analyse search volumes. We now know which services to promote at different times of year.
We continually improve Composite’s marketing, including its analytics system. We will keep you updated on new developments and their results.
