Figure 2
Appointments Set by Ad Type
20 % 10 % 6 %
62 %
2 %
What the Decision Makers Learned
• When and where to advertise
• Which marketing efforts worked and which did not
• Target audiences for specific ads
• How to spend marketing money more efficiently
• How to increase call conversion rates
•
How to train phone handlers on their specific performance needs
Website Newspaper
Direct Mail Yellow pages
Other call handlers to guess at ad sources . Even though these metrics were consistently tracked , the data was inconclusive and failed to suggest operational fixes . What Sanford found with the gathered data analyzed by CallSource , was eye-opening .
That data , presented in a larger context of the Hearing Industry ’ s best practices , ( CallSource monitors more than 5,500 hearing healthcare locations ) led Sanford and Howard to “ broaden the scope ,” he says . “ Along with staff performance data at our other clinics we started to track ad performance too . We now track every marketing initiative , from newspaper and direct mail ads to the CSG newsletter and website .” ( Figure 2 )