The task of marketing is to give a potential client a comfortable route along the sales funnel: then visiting the site is converted into a call, and the call will go into the transaction. It is important at each stage to analyze the results and optimize resources. The “StomAvenu” studio case demonstrates how to get an excellent result when using small resources efficiently.
The specifics of business
StomaAvenu is a private dental clinic that provides all types of dental services. A feature of the dental business in the premium segment is the relatively high cost of treatment and, as a result, a relatively small flow of applications. However, this is what allows us to pursue the most personalized marketing policy.
It is also interesting that in fact the main source of our profit is precisely the major treatment, which in the medium term, patients usually have no more than one. This makes the task of keeping the client particularly important, because if his primary treatment with this major treatment is not related, then the patient must be retained as a client until it is required.
Initial state of the project
The situation in our marketing at the time of the beginning of work (December 2016) was ambiguous. The main channel for attracting customers was our Internet advertising, placed on the Google Display Network. The advertising agency was engaged in marketing agency, working on the so-called CPA model. The main point of communication with potential clients was the clinic’s promotional website. In addition, in small volumes we also used outdoor advertising and conducted phone calls to “archival” clients. To make a qualitative leap in increasing sales, it was decided to significantly expand the advertising policy.
Changes in the marketing policy of our company began with my arrival in the clinic. The shareholders set before me the task of increasing the number of clients. As the planned level, an increase in the number of requests by at least 25% was chosen.
Stages of realization
The site and the Internet advertising
First of all we decided to launch at least one more advertising campaign on the Internet. For this, a new advertising proposal was developed, a new promotion was made (promo.stomavenue.ru ) and a tender was held among advertising agencies. As a result, having concluded the contract with the new advertising agency, we started to set up advertising.
As a type of advertising, the direction of contextual advertising in Yandex.Direct was chosen, and the number of advertising campaigns was increased from one to eight. So, in addition to the saved old advertisements in the Google Display Network, seven more were added in the search and contextual advertising of Yandex and one in the RSA. Among them, we selected topics such as types of treatment, competitors, geolocation and others. A separate advertising campaign was also created for the brands used in our clinic for the treatment of implants, eliners and other dental materials.
For qualitative analytics of such quantity of advertising campaigns we decided to use the service of end-to-end analytics CoMagic. The service combines the tools of colltracking, analytics and is most fully integrated among competitors with the amoCRM system we use. In addition, CoMagic is a call-tracking based on the UIS communication operator, which later allowed us to abandon unnecessary integration with a third-party provider’s PABX and completely switch to the CoMagic + UIS system. As a result, we received the system not only lower in price, but also better in operation.
The first thing we needed was an analyst for all appeals, right up to the key word. Therefore, at the first stage, we connected the CoTracking CoMagic. At the same time, calls continued to be received through a third-party automatic telephone exchange.
In CoMagic service, all reporting is available in a single office, which allows you to timely redistribute funds for high-conversion requests, adjust bids, remove requests with low conversion, and thus optimize advertising campaigns.
At the moment, this has brought us an additional 10% of targeted calls. Due to the possibility of operational control (listening to the recording of calls), the quality of call processing also increased. According to our estimates, this increased the conversion from a call to sales by at least 10%. Calls to all one are recorded in the report, and you can work with them further. To build a complete end-to-end analytics system, we also configured the integration of CoMagic with amoCRM. Now we analyze calls in three directions: for one static number we collect calls on the old RK, for new advertising campaigns we use dynamic colltracing and one more static number for all other channels.
Switching to the UTI UTS
After adjusting the analytics, we moved on to solving another problem – the incorrect work that we used before the virtual PBX. The main drawback of the old system was the periodic hangup of our SIP phones, which often led to the loss of potential customers. Also the problem was the lack of the possibility to work on postpay, in connection with which the phones were permanently blocked when the tariff limits were exceeded. And besides it was not possible to set up a convenient way for us to notify about missed calls.
As an experiment, we decided to test the operation of the UIS UATS. However, in the early days due to the fact that the possibilities for tuning in the UTI UTI are significantly larger than those of our old WTSS, this transition was not an easy task. Thanks to the help of the managers of CoMagic, with all the difficulties we still managed. As a result, we have configured several call processing scenarios for each of our advertising campaigns, but with a common main tree:
1) First, the subscriber hears a welcome message.
2) Then the operator who answers the call receives a message from the robot with information about the campaign with which the call came in.
3) The call is then distributed to the SIP-phones of employees in turn: if the first person on the list does not pick up the phone, the call arrives on line 2, etc.
4) In case no one picks up the phone, a voice menu is connected and the subscriber is offered to leave a voice message.
So we have a setting that helps to keep the customer on the line and not lose the call, even when all operators are busy.
Firstly, we have the opportunity to conduct detailed advertising analytics and optimize the ROK on all three sources (Google’s CCM, RSA, search advertising in Yandex). This brought us 20% of new appeals.
Secondly, three unique call processing scenarios and six types of notifications allow us not to lose the calls of potential customers.
Third, the clinic saves money on unnecessary integration between the services of different vendors.
All this allowed to increase the number of records by 25%, and the average check – to 10 000 rubles.