Increase ROI 2.5 Time While Cutting Ad Costs in Half — Doctor Ryadom Case Study
This isn’t the first time we’re writing about marketing analytics systems in our blog. However, this time we’ll tell you about a medical project with a more complex funnel, a Russian clinic chain Doctor Ryadom. You’ll learn what challenges the company faced when implementing an marketing analytics system, how Doctor Ryadom overcame them with OWOX BI, and what results the clinic chain got.
About Doctor Ryadom
This is a clinic chain of family medicine, specializing in ambulatory medical care. There are 11 clinics of Doctor Ryadom, located in the bedroom suburbs of Moscow. In 2017 Doctor Ryadom became one of the first Russian clinics to offer telemedicine services to customers, providing medical treatment on the internet. The company is planning to scale this type of services, to make the brick-and-mortar clinics more of an addition to telemedicine.
As Doctor Ryadom, like most of the medical projects, has a complex multilevel funnel, the company gets about 80% of non-targeted traffic. Moreover, customers often interact with the clinic in multiple channels: online, on the phone, and offline. That’s why it’s difficult for the company to evaluate the performance of the marketing channels, using only web analytics tools and standard marketing KPIs.
To understand, which marketing channels drive the targeted leads, Doctor Ryadom decided to set up an marketing analytics system. To determine what is the targeted lead, the company’s specialists chose private individuals who come to the company themselves, not because of the insurance.
Marketers of Doctor Ryadom created two types of channels of their own: organic (not the organic type of traffic) and non-organic.
Organic channels are the ones that marketers can’t influence directly. Say, a patient came to the clinic as it’s close to his or her home, or as friends recommended it.
Non-organic channels are the ones that marketers can influence, controlling the channel efficiency:
- Search ads.
- Marketplaces — platforms allowing people to find doctors, like DocDoc or Infodoctor.
- Navigation services by Yandex, 2GIS, place labels.
Doctor Ryadom’s funnel consists of the following stages:
80% of the all leads the company gets are phone calls. 85% of the callers go through the IVR stage. After listening to the voice messages some of the callers have to wait in the line due to the lack of operators, usually, in the morning. 90% of callers go through the line as the second stage.
50-60% of people who talked to an operator, address the company to order a service (stage 3). Others call to answer a question, learn about the pricing, etc. About a half of the 50-60% of the people who order a service, sign up for a doctor’s appointment (stage 4). Only 20% of such people actually get to the clinic (Stage 5).
Around 30% of customers who come to the clinic are not the target audience for marketers, like the insurance owners. Finally, 60% of private individuals, attracted by marketers’ efforts, are actually new patients (stage 7). As a result, only 8% of the new customers convert.
Doctor Ryadom pays about $8 per a phone call. Having such a multilevel funnel, the CAC is around $91, while the business margin is 20-30% on average. To improve the margin, marketers from the clinic decided to learn which channels bring the most of targeted traffic, and invest in them more.
To implement the marketing analytics, Doctor Rydom needs to merge all the data collected and stored in different systems:
- User behavior data from Google Analytics.
- Phone call data from the call tracking service.
- Info on doctors’ appointments, patients, and sales revenue from the Medical Information System «Infoclinic».
The Infoclinic system wasn’t the best option to combine data due to a set of limitations, like, say, no API to import data from other systems. That’s why the company used Google BigQuery to bring together all the data via OWOX BI Pipeline. Doctor Ryadom chose this way to merge data, as it’s affordable and easy to implement.
Below is the data flowchart of the clinic:
Now let’s jump in how the data goes round this schema.
1. Collect user behavior data
Partners from RuSoft helped Doctor Ryadom implement the necessary metric system on the clinic’s site, to get info on online user actions in Google Analytics. The specialists also set up OWOX BI Pipeline to send the user behavior to Google BigQuery as well, providing access to the raw unsampled data in near-real time.
2. Combine the cost data
OWOX BI Pipeline also allowed the RuSoft specialists to set up the automatic cost data import for the clinic. The data from Facebook, Yandex.Direct и MyTarget is first sent to GA. Next, in GA, this info is combined with the Google Ads data (it goes to GA due to the native integration). Then, all the combined cost data is imported to Google BigQuery, where it can be merged with the user behavior data and the info on the actual clinic visits by patients.
3. Take into account the phone call data
To track the phone calls, Doctor Ryadom uses Calltouch. It works like this: someone comes to the site, sees a contact phone number (unique for each ad campaign), and calls the clinic. Once the call is over, the call tracking service provides the call source, medium, and the keyword. As Calltouch is already integrated with the Infoclinic system, data on calls get to Infoclinic almost immediately, where it gets connected with the doctor’s appointments. Next, this info is automatically imported to GBQ, via the Measurement Protocol.
4. Build reports
Having combined all the data in GBQ, the RuSoft team configured reports in Google Sheets and Data Studio for the clinic. Using these reports, marketers from Doctor Ryadom can track the performance of all their ad efforts.
You can see an example of the high-level report above. The marketers from Doctor Ryadom use it to analyze the performance of the ad channels and certain campaigns within the channels. For example, over 1,000 CPC ads are divided into Brand, Geo, and Visit cards. In the table, you can find how much money is spent on each of the CPC ad group and what results the clinic gets from them: total number and costs per a call, a visit to the clinic, and a new patient.
Marketers from Doctor Ryadom track all the channels, including direct visits to the site, and even have a special parameter — «noisy» calls («Code not working» in the table above). If the call tracking system fails, and the phone number is not substituted at the website, such calls still get to the report. This way Doctor Ryadom can track phone call errors and timely react to the call tracking fails.
The marketers now carefully check every channel and build more detailed reports for the most effective and the least effective channels, should that be necessary.
The Data Studio dashboard allows Doctor Ryadom track the changes in the number of sessions, calls, and new patients across ad channels. Such a report also allows one to compare the total expenses with the cost per click, the total number of calls with the cost per call, the total number of new patients and the cost per each new patient.
The implemented marketing analytics system helped the company change the marketing strategy. Now, the company doesn’t rely much on search ads and SEO, as these channels require a lot of resources, but can’t be scaled and don’t drive the desirable revenue, as seen from the obtained reports. Therefore the marketers stopped all the additional search ad campaigns, leaving only the most successful ones.
Doctor Ryadon now invests more into other channels that were underestimated before: navigation platforms that can bring good money. Now the clinic is actively testing new ad formats with a smaller budget.
As a result, the company boosted ROI of certain channels by over 2.5 times and reduced the ad costs by two times, without any decrease in sales.
Better communication with the financial department
With the obtained reports on costs and revenue from ad channels, the marketers of the clinic can now approve the marketing budget faster and easier. This also helps build up a better relationship with the financial team.
If you feel like your business also needs an marketing analytics system, but don’t know what to start with, watch our webinar. Simply fill out a short form, and we’ll send you a video, describing how to combine the data and what you can do with the calculation results. For example, how to determine the keywords that drive more offline or online orders.