Marketing Tools You Need to Prove Healthcare ROI

Illustrated open laptop with CallRail app open on the screen.

Video Transcription:


All right. Hello, everyone. Thanks for joining us today for our webinar. My name’s Rachel, and I’m the Partner Marketing Manager at CallRail as well as today’s host. For those of you unfamiliar with CallRail, CallRail provides attribution software to more than 100,000 businesses and marketing agencies helping prove marketing ROI.

Today’s Agenda

Today we are presenting martech tools that you need to help prove healthcare ROI, and to give you a little insight, today’s webinar will be a question and answer format. I will ask our speakers some questions and they will provide the answers. Before we get started, I’d like to review a couple of housekeeping items. All right, so first, please note that our phone lines are muted to avoid any distracting background noises.

If you have any questions, please type them into the chat box in your GoToWebinar control panel. We will answer your questions at the end of this presentation. Also, after this webinar is concluded, you will receive an email with the recording of the webinar and slides and we will also post the webinar to our resource center on I’d now like to introduce our industry expert speakers.

Today you will be hearing from Mary Cate Spires, a Marketing Strategist at SmartBug Media and Chris Harper, VP of Communications at The Arbor Company. Before we let Mary Cate and Chris take over, I’d like to ask you all a question to see who is familiar with the technology platforms we’ll be speaking about today. So I’ll just leave this up on the screen for a few minutes so everybody has some time to answer.

You can see that 67% of you are familiar with CallRail, 42% are familiar with Hubspot, and 13% are familiar with Databox.

All right, let’s get started. Mary Cate, could you please describe for our audiences, what you do as a marketing agency at SmartBug?

[Mary Cate] Yeah, absolutely. So SmartBug is a full-service agency. Our roots are in digital marketing. We were actually Hubspot’s global partner of 2018, but we do lots more than just digital marketing, web design, public relations, pretty much anything you could ask for, and it’s all rooted in data-driven strategy.

– Awesome. Thank you. And Chris, would you please tell us about The Arbor Company? – [Chris] Yeah. Hey, everybody.

Again, my name is Chris and I work at The Arbor Company. So we are senior living providers, so, therefore, we do B2C marketing within…in my role. We operate assisted living, independent living, and memory care communities and various combinations in 11 states, and I think we have 44 communities that are open or nearly open from construction.

We’ve been around doing it for about a little more than 30 years.


1. Chris, can you tell us about how you found SmartBug and why you partnered with them? What were some of the challenges that you were trying to solve?

Well, we had previously been with a couple of different marketing agencies. In fact, when I joined the company just over five years ago, the first task I was given was fire the website company, which is kind of what they told me. And so, at the time, we were using a company that primarily just did websites and they were focused on our industry, actually a couple of different industries.

It was just sort of, you kind of got the same old thing that everybody else in the industry had. And then there was just some baggage that people had in our company of not, you know, enjoying working with them so much. And so, I did a little research and we moved to a different web agency for a little while, but as I was kind of, you know, learning more about the direction that we wanted to take marketing for our company and within senior living as a whole, it became more and more apparent that inbound marketing was the correct direction for us.

It kind of fit with our sales model and it just, it felt like the right thing to do. So I actually found one other company in senior living who had been doing it for a little while, inbound that is, and so, I called them up and kind of got some insights from them and, you know, that kind of verified that that’s the direction that we want to go.

Then I went out and started looking for inbound marketing agencies. And, you know, interviewed several… You want to, of course, look at lights and see who’s going to fit with your company culture and everything. And really kind of in a crazy way, stumbled upon SmartBug and spoke with Ryan, the owner of the agency, and they just kind of blew everybody else away.

They were not the biggest agency, but they did have, at the time, and I think they still do, have the highest rating on Hubspot’s partner directory, which was a help. They had a little bit of limited experience in the past in doing senior living, which was nice. But it really just, they felt like they were smart…It’s in their name, right?

SmartBug. But they seemed more sophisticated than the other agencies and we were looking for someone who was going to be a thought partner for us and, you know, if we had a crazy idea to either embrace it or push back and tell us, you know, how we could make it better instead of just sort of being order takers, which we had experienced in the past. And so, we have been with SmartBug for, I don’t know, maybe four years now, three and a half, four years, something like that.

It’s been fantastic and we’ve expanded from just digital to doing some offline marketing with them as well.

– Thank you. I apologize, my microphone was on mute. Chris, thank you for that.

2. Once you reached out to SmartBug, what were some of the challenges that you were hoping they could solve for you?

Well, ultimately, like everybody, we want more leads, right? But we very quickly moved toward wanting more qualified leads for us. I mean, we’re selling a very expensive product. It is in the healthcare realm, but it’s not always all health care depending on the product that we’re selling at a particular building.

I think ultimately, we, I mean, we wanted more leads, but we also really wanted to tackle local SEO and, you know, while we are a somewhat large brand, we don’t have this enormous brand presence in any…except for in a couple of small markets. And so, each community that we operate is almost like a little island on its own.

We needed to do local SEO around that individual location, each of those 40-plus locations, which SmartBug has been really helpful in helping us with that.

3. And Mary Cate, so learning about these challenges, especially those around having multiple locations and wanting to drive more leads, what did you think about those challenges and where did you start?

Yeah, so I have been with Arbor for about three years now, ever since I came to SmartBug, and we really started out on a traditional inbound relationship, but we were promoting content more from a corporate level, creating a really great content library, automation. We moved all of the community websites over to Hubspot COS and were managing leads that way.

But that was kind of it, we were more just trying to fill the top of the fall. And as our relationship grew and as we grew to do more things, we’ve really started to mature that strategy to the point now where we are focused on local marketing, like Chris was saying, with local SEO. And really thinking of each community as its own business and driving traffic that way.

We’ve actually seen some great success overall. But since making that change and really focusing on regions and the locality of the communities, we’ve noticed a big difference.

4. Once you understood those challenges and what opportunities you saw, how did you leverage technology to solve for the problem?

Yeah, so Chris actually came to us with CallRail. In the beginning, we did not really use much of it. We had it, we knew that we had the website pool tracking and we were doing the Google ads with it, and that was great, but it was just kind of there. About a year ago, we really started digging into that data and understanding that a call is also a conversion.

We knew that people were converting on the landing page, but those BTL numbers weren’t exactly what we wanted to see. And that missing link was when people just picked up the phone and called. And so, like I said, we have Hubspot, we have all of the communities, the whole website’s on this COS and we use some pretty sophisticated automation to get 44 different communities’ leads exactly where they need to go.

We also use the entire marketing hub for emails for each community as well as corporate. We have local community blogs that we’re doing, that has been really helpful with Hubspot. And then, of course, reporting. And then what really brings the CallRail and Hubspot reporting together for us is Databox.

When there are, again, 44 communities, that reporting can get really convoluted and sometimes it’s hard to pull data on all 44 communities when there’s only 30 days in a month. And so, with Databox, we were able to create databoards for each and every community, so anyone that needs to see marketing analytics for a particular community at The Arbor Company can just pull up that databoard and see things in real-time. That’s been really helpful for the team here.

5. Wow, I love that. That is very helpful. So what particular features have you found yourself utilizing in your day-to-day for Databox, and CallRail, and Hubspot?

I think Chris has some really…a really interesting use case for CallRail that I’ll let him get into and then I can go into more of the marketing stuff.

– Yeah. So we’ve used CallRail… I was just thinking about when you started, it would have been late 2014, so like the fall of that year and you guys have continually added features and so, it’s fun to see when those come out and see how we might use them. But kind of an unintended use of CallRail that, you know, we started doing it with just having tracking numbers on the website, which is probably kind of the basic.

We did some call recording and we do…the sales team does review the call recordings so that the people who are answering the calls, you know, we kind of give them, we do like a little internal rating and we have someone kind of listen to the calls and things to provide some constructive feedback. So that’s really helpful. But we also have used, and I think CallRail…Rachel, you guys actually wrote a case study about this, but we’ve used CallRail in emergency situations as well.

During the hurricanes from a couple of years ago, Irma and Harvey, we had communities that were impacted by those and we set up CallRail numbers as kind of like hotlines so people could call in and hear a recorded message and then they could leave a voicemail.

For those of you listening who use CallRail, if you don’t use the voicemail transcription that’s in CallRail, like if you use voicemail at all, turn on the voicemail transcription. It’s totally worth the, you know, per rate or whatever it costs to have those transcribed because it’s totally accurate. It’s not like the sketchy transcription that’s on your iPhone voicemail. It works really well.

In those times of crisis, it has helped us because someone doesn’t have to take the time to listen to a voicemail. A, you know, concerned family member or someone who’s, you know, a first responder or anyone who’s kind of like needing to get a hold of us could leave a message, it would immediately get emailed to a single person who could triage that and then turn around and send it out to the appropriate people.

That was really fast because they could just read the messages on their phones and not have to call in somewhere and listen to them. And then beyond that, we started playing, and this is where Mary Cate can kind of jump in, but we started playing with…a couple of years ago, with the predictive…I forget what it’s called, where it listens to the calls and we can put in keywords that we believe are indicative of what a sales call would be because we do get a lot of calls that get processed through CallRail that are not sales calls, or they could be someone who’s just looking up our number to call a family member or to call an employee or something, and we don’t want those to be in our reporting.

We’d always kind of struggled with CallRail because we couldn’t just look at the raw volume of our calls and have any meaningful data from that. But once the artificial intelligence was able to go in and listen to the calls for the keywords that we had set, then we feel much more comfortable now about reporting on those calls, and Mary Cate, I know that that’s something that you’ve been working on so much lately.

– Yeah, definitely, what Chris said. The being able to separate out the qualified calls versus just any call has been vital to all of our digital efforts, but also our print and offline efforts. I actually, right before this webinar, I found myself trying to decide if I should change the direction of an ad for a community and I immediately went to CallRail to see how many qualified calls had come from that ad.

That has been extremely important, but then also like Chris said, we don’t want to report on anything that is not qualified. We never want to inflate our numbers. And last year, we actually performed an 18-month ROI analysis and realized that we were reporting on even, some web leads that were not qualified.

They were job seekers or a service vendor. I’m sure everyone gets all sorts of people coming into website forms. So we cleaned up that. And so, with that data, plus the data from CallRail, we are really confident in the numbers that we’re giving The Arbor Company, that that’s what we know, to a certain extent, are really qualified.

We’re actually able to pull qualified calls from CallRail in the Databox as well as those sales qualified leads. So it’s something really easy to be able to see. And with tags we’re able to separate them out by internet versus, offline if we need to.

That is huge. And then features for Hubspot, I kind of already went into that, but really, automation has made a big difference in us being able to separate out those disqualified leads from people who are actual sales opportunities.

– We do have a few salespeople, we call them internet sales managers, who use CallRail for outbound calling. So if they’re calling the lead back or something, you know, for some reason need to make a call, you know, they may be operating on behalf of a community in a different state or a different area code.

In some states, we found that the area code that they’re calling from matters. You know, in some states we operate in, like, say Florida or something, there’s so many area codes that people just don’t care. They don’t pay attention to the area code. but in other places we’ve seen, like New Jersey and Maryland, I think, the person you’re calling, like, if they don’t recognize the area code, they may not answer the call.

Some of those sales reps are using the CallRail app to place those outbound calls. So we created kind of companies within CallRail just for those people and they have numbers that they can use to do this outbound calling, but then we don’t have to set them up on some kind of separate voice over IP service, or getting separate cell phone lines or anything, it’s just super clean, and easy to use and they love it.

– That’s awesome. Thank you guys. And, you know, I think Mary Cate already said this, but it is very true that Chris has used CallRail in some of the most creative ways of any of our customers. So if you are interested in reading more about some of those different features he’s been creative with, go ahead and raise your hand via the questions and I can send you that case study or the several that we have with him.

6. And how do you use these features to understand your data in a way that allows you to optimize your inbound strategy and leverage it to increase revenue and customer experience? And I know we touched on this a little bit, but if we can dive a little deeper.

Yeah, of course. So like I said, at the end of 2017, the beginning of 2018, we started doing ROI analysis, analyses for The Arbor Company and really, mostly digital and all that we were doing to really understand what our leads…what were happening after they were handed off.

Unfortunately, we don’t have a CRM integrated at this time, so we do do this manually. But by having this data, we’re able to really understand what sources drive the most qualified leads for Arbor. And because of that, we also have that information from CallRail. And so, we’re able to see if our local SEO is working or our paid is really…We might see that our paid only brought in one lead on the website, for a community in April, but it actually brought in 15 qualified calls.

It gives us a much fuller picture to understand what’s actually happening and make decisions. So, you know, if you were looking at just the web form and the one paid lead, you might cut back that paid budget or you might move it somewhere else, but when you see the calls you can understand the full picture and that is what is helping us make really smart and…I just lost the word, but… informed decisions.

Then with Databox, that allows us to see it all in real-time, which is really important as well, if something…If the community notices that their lead volume has gone down, someone can jump right in and see all of those key performance indicators without having to dig through CallRail or Hubspot.

– Excellent. And Chris, do you have anything to add? All right.

– No, I don’t. Thanks. Sorry, I was muted, but the answer was no.

That’s okay. Thanks. All right.

7. And if you were not using CallRail, Hubspot, and Databox today, how would this affect your business?

So, 100%, we would be trying to do a lot of different things with a lot of different tools. Hubspot really comes in really nicely for us because we’re able to have it all in one place and then Databox, we’re able to see that real-time.

But at the end of the day, Rachel, when you first asked me this, my answer was super simple, just that we would not fully understand the ROI of our marketing efforts.

– Yeah, I agree. And, you know, it’s funny Mary Cate mentioned that our CRM is not integrated with any of these systems, which is definitely a concern and it’s something that we are focused on with our CRM company and, you know, we’re trying to figure out what that looks like.

In our journey, we’ve looked at other CRMs that are kind of more…It’s common now, at least in our industry, for the industry-specific CRMs to start adding in some marketing automation features and even call tracking features. And, you know, Mary Cate and I have kind of joked, because we’d look at that, and that’s great if someone’s just getting started.

But we’ve put a lot of blood, sweat, and tears into Hubspot, especially, but then definitely, of course, Databox and CallRail too. And I say “we,” it’s mostly been Mary Cate and her team, I don’t do much with it. But like that’s… It would be such a step back for us to move to another system because so many things would have to be recreated and what’s to say that they’re not available.

Just because someone says they have call tracking in their automation system, that doesn’t necessarily mean that it will do everything that we’re trying to do or that we currently do with CallRail and Hubspot. And so, that’s just something to take into consideration. If that means that we have to live a little longer without CRM integration, then so be it, because the marketing machine is working, it’s just a little bit harder for us to report on.

There are some CRM, you know, integration things that would be nice to be able to do better, but, you know, we’ll live until we find the right solution for us.

8. Wow. It’s a conversation for another day, but I’d be interested to know more about why your CRMs have a difficult time integrating.

Yeah, it’s mostly, it’s an industry-specific thing. It’s also like our billing system and it does some…a little bit of electronic health records and things and so, it’s kind of a behemoth type of thing. It’s not for lack of trying, I mean, like Mary Cate and I, again, mostly Mary Cate, have literally been on these super early morning calls with the developers of the system over in India and kind of working through that.

It kind of boils down to just the way the data is handled in the CRM and in Hubspot. It might get there one day, but just taking time.

9. Understandable. So if you, Chris and Mary Kate, we’re speaking with someone who’s unsure of the value of martech tools, what would you say to persuade them?

Well, I’d say you should do it. I can’t think of an industry where, you know, martech tools like these don’t work. And of course, there’s going to be different flavors for different industries. Senior living in, you know, specificity, I guess, is behind what it seems like other industries may be in, and I don’t know, probably depending on the industry you’re in, you always say that, but and it certainly feels that way in senior living.

Marketing automation, in particular, is very new to us in the industry. we’re a few years behind with that. Every year I’m on the board of, actually, a senior living sales and marketing conference. And it’s interesting to see how marketing automation grows every year, but there’s still people who are kind of resisting it.

I was kind of going through and reviewing some new blog posts and I was thinking about how important those blog posts are to us and to our whole, like, just the intake of the marketing automation, the inbound marketing machine. And I remember conversations that I’ve had with people in the industry who are just resistant.

They’re like, “Oh, blog posts don’t work.” Well, yeah, maybe one or two blog posts don’t work, but, you know, once you’ve gotten up to the volume, and it just takes time to do that, that’s when we really start to see and so much so that we’ve kind of started doubling down on our blog posts and we’re trying to post more and do these local blogs and, you know, we kind of, we’ve got blog posts coming out of our ears right now, but it’s because they work so well.

At least from our perspective, we can totally see the value of it because it’s working, it just takes time to get there. It’s not an overnight success. Would you agree with me, Cate?

– Absolutely. And I think what’s really important to me and hopefully, a lot of people, but the strategy behind our marketing efforts is only as good as the data you have. And I fully believe that the right tools can help you make the right decisions faster and help you know what you’re walking into instead of just guessing.

– Thank you both. That was some great insight.

10. So what are some wins that you had from using these tools to solve for the initial challenges and new challenges that have arisen along the way?

In the past 30 months, we have done two ROI analysis which came out to a combined 711% revenue ROI. The second one we did was the most interesting because I actually brought the call data into it and I was able to determine an extra 108 residents that actually picked up the phone and called as their first interaction with the community.

That brought in so much more value to us. And I’m actually really excited to be able to say I told Chris this morning that as of today, Arbor actually had its highest SQL month on record. So things are really coming together and while inbound does take a long time, it’s worth it when it starts to compound on itself.

– That’s incredible. And congratulations.

– Yeah, and that’s… The month of May is not typically a high-performing month in our industry. So, hats off to the system for working.

– Wow.

– Very exciting month for us.

– That is very exciting. I love hearing that.

11. And this will be our last question. What are some of the key takeaways that you’ve uncovered through using these tools to execute your marketing campaigns, and what do you know now that you didn’t know then?

– Yeah, so I’ll kind of take that first stab at it. I know we’ve kind of hinted across this whole conversation, but the importance of calls to our marketing strategy, we knew they were happening, but they were in another world, and bringing that in made the world of difference. And then also the local marketing, like I said, and like Chris said, really focusing exactly where the communities are on our content, and on our search engine optimization, and then the importance of putting content in front of the right audience.

Chris was just saying that the blogs that we write are…That’s how people find us and that’s who we’re initially targeting. And so, we recently shifted, as I said before, to a little bit more regional and local content to really get in front of the right audience as soon as possible.

– All right. Chris, is there anything you’d like to add?

– No. I mean, other than just, you know, the bringing in the right audience on those blog posts and really kind of thinking through that, I mean, even we joked just while I’ve been on a vacation recently, I was thinking of random, you know, persona types that we might want to target through blog posting for certain locations.

Now that we’ve started these local blogs, I mean, we’re kind of operating 40-ish separate blogs on the website or we will get up to that point. So that’s kind of a lot to handle, but some of these, you know, like really hyper-local targeted ones work so well for us because we’re targeting the right audience.

It’s the same old thing that’s been kind of going for years in digital marketing, which is, just do your keyword research and write a good article and if you have them and then you’ve got the marketing automation tools in place to report on them, but then to, you know, help push the person through the funnel or Hubspot’s pinwheel or whatever they’re calling it now, then I think that’s the right sauce to get it all working.

– Awesome. Thank you. So before we move on to questions, which we have a few, I’ll launch one more poll question just to see if any of you are interested in learning more about CallRail for those of you who are unfamiliar. So if you’ll just take a second to answer that there.

– Okay, great. Thank you. If you raised your hand, I will be sure to have someone follow-up with you shortly. So now we’ll take some questions.

Healthcare Marketing Q&A

1. How can you mitigate the issue of medical practices invariably putting a call on hold before being able to address it? Many minutes on hold can transpire.

Well, we are not medical practices, first of all, but I can say that we have that issue. We have a training program that someone in our company developed years ago that we call Gold Star Service. The name doesn’t really matter, but we train everyone who answers the phone on some kind of basics, on on-the-phone etiquette.

Our standard company-wide is that we answer every phone call by the third ring and we don’t always get there, but we have…once you get sort of into the phone system in an individual building, we have kind of ways to help with that. So if the receptionist is busy, then it rings a couple of times and it’ll kind of, you know, hit a hunt group and go to other people in the office.

Then we do have standards on keeping people on hold for too long. We don’t want them to be on hold for too long. One of the things that we’ve done is, or we’re starting to do, is reducing the amount of voicemail that we have in the communities. We know that voicemails sometimes don’t get returned, and so, we’ve kind of gone back to the paper message pads.

I think that has been helpful if someone’s not available and we can get that onto a salesperson and… And the call recordings, that’s the other piece too, is to go back and listen to those call recordings, not as any sort of punitive measure, but really just to say, you know, “Look at how we could make this better, and let’s focus on that.”

We kind of changed over the years from, sometimes we’ve scored people and we’ve given, you know, prizes and things like that. But ultimately, people tend to want to do better, and that has helped us to sort of incentivize that because the people answering the phone are not salespeople, and I assume in a medical practice that is the case as well, it’s not your, you know, the person who’s responsible for that.

Yeah, that’s a tough one because the person answering the phone, typically that’s not their only job. We don’t operate a call center, it would be nice if we did because that…we could train those people in that way. But kind of the nature of the beast is you got to work with what you have. I feel for you on that one.

– Yes. You’ve been really great at using the call recording to really have great sales enablement and better your customer experience.

– Yeah, and one thing I’ll say with that is when we say we review those recordings, internally, we do that some. And to be honest with you, it’s kind of hard, like it’ll just…It’s like watching YouTube cat videos in the middle of the night, you just sort of get sucked into it. So don’t listen to your own calls, if you can avoid it. We’ve hired someone who is a contractor and we pay her a flat rate, you know, to listen to so many calls per month and she rates it.

We kind of have one person doing it and it’s this unbiased… She doesn’t know any of the baggage of employees and other stuff, and she kind of gives us her opinion, just in like a spreadsheet, and that’s been helpful to have. So we’re not doing secret shops and those kind of things, she’s just listening to, you know, five or six calls per week or whatever for each community, just to see how it goes.

2. Can CallRail integrate with Salesforce?

Yes, we do have a built Salesforce integration. So if you visit our website,, there’s more information there about our integration with Salesforce.

3. How do you track qualified leads through the sales process, ultimately resulting in an admission into a facility?

– Oh, Mary Cate. The ROI analysis. So I really got to give props to Mary Cate on this because, as we mentioned, we don’t have the full CRM integration. That would be really cool if we did, but instead, Mary Cate and her team, starting around January, as they looked at the past 12 months of calls, calls and web forms and everything, they literally looked at every single…

Did you start with the move-ins or did you start with the leads?

– I started with move-ins and went backwards, and I didn’t look up leads…- But they [inaudible] our system and followed them. It was a total manual process, which is why we only do it once a year.

– Yes. And I will… So I did, I looked them up, if they were…This is what I did. If they were a move-in in Arbor’s CRM and it said that they came from the internet or it…Whatever the notes were, I could tell that they had somehow been given a notice that they were searching online and if they were not…I looked them up in Hubspot first, and then if they were not in Hubspot, I looked up their phone number in CallRail.

I was able to determine about 60% of the source for those move-ins, and of course, with listings, we’d have the actual phone numbers on there, so we don’t have that data. But what is really nice is CallRail has a fantastic integration with Hubspot. And so, if someone downloads a piece of content and then picks up the phone and calls, I can actually see that in their Hubspot call record, or in their Hubspot contact record.

Then if we were, for example, using the Hubspot CRM or Salesforce, we would be able to see that data as well and track it that way.

– We just need to do it the hard way.

– It’s more fun that way.

– One thing I can say too, if you are, you know, not an agency on the call, you’re a, you know, the end customer, I guess, like me, give your agency access to your CRM, if you haven’t done that. Mary Cate and I were just talking about that, and evidently, that’s not common. And so, you know, we had no problem with doing that. They have… Mary Cate has full access to our CRM, every report and, you know, she calls the developers and things and that’s vital to our reporting success.

So you definitely want to be able to do that, I think.

– That’s great advice. Thank you both. All right. We have a few more questions, so let’s keep going.

4. Do you have a way to report on customers or patients generated from marketing without breaking HIPAA? Platforms like Hubspot aren’t HIPAA-compliant and keeping track of who is a patient would be a violation.

Do you have a way for getting around that for reporting? Mary Cate, I’d imagine that’s a question or you, or possibly Chris.

– Probably Chris. I know that while Hubspot is not HIPAA-compliant, CallRail has that option, which can be very helpful. But Chris, I’ll kind of let you offer some thoughts there.

– Yeah. So we don’t… Well, because we don’t have the full integration in place, we don’t really track in Hubspot who is… Like, the personal details about someone who is a resident or who isn’t if they’re in a situation that would be covered under HIPAA. So I guess, you say get around it, I guess that’s kind of how we get around it.

That would have to be a larger conversation once we figure out what’s happening, you know, with our CRM and how that’s going to be integrated in the future.

– Thank you. And if you missed it, CallRail is HIPPA-compliant, so not an issue there. All right.

5. How, if at all, are you tracking leads and conversions? What do you consider a conversion for healthcare, a form-fill or a phone call?

Both, if they’re qualified. So we have leads, marketing qualified leads and sales qualified leads. So if anyone subscribes to the blog, downloads a piece of content, they’re a lead. But if they meet one of our buyer persona criteria, we determine them as a marketing qualified lead and we more heavily market to them.

Then in order to be a sales qualified lead, we determine that the contact has raised their hand, to be contacted with more information about The Arbor Company, about a community. And they have to, obviously, be asking a community. Every once in a while we’ll get some people who aren’t sure and we won’t count them.

We also don’t count job seekers or vendors or any… If someone… Sometimes family members will fill out a form asking about their loved one. We take the same approach with calls. When someone calls into a community and uses the specific key phrases that we’ve determined are most likely a sales call, that is when we determine that they’re sales qualified and we would count that as a conversion, but only those calls.

6. So this question could be for both of you. Have you used CallRail’s CPL reporting to assist your local strategy?

Not yet, but I want to. I think it’s a really cool tool. I highly recommend you do it. We just haven’t… We aren’t fully there yet with just the sheer volume of communities that we have, but…or that Arbor has.

I tend to get that confused, us and them. But it is a very cool tool. I was able to demo it and I think it’s great, so I would recommend it.

– Yes. If you’d like more information on CPL, please, you can respond to the follow-up email that you’ll receive with the webinar recording and slides, and you can ask me more information, I’d be happy to put you in touch with someone to talk more about it.

7. What are the typical ROI KPIs to establish to help justifying the marketing spend for a practice?

I report on a lot, a lot of things from life cycles, amount of days, to number of touches from salesperson to conversion rate, SQL to move-in conversion rate, lead to SQL conversion rate, all of the things you could possibly imagine.

I definitely want Chris to chime in, but in this most recent ROI analysis, the things that help drive my decisions were the source analytics, so what was driving the most move-ins and the most qualified leads. So if they were hot or they were already on a waitlist, that was super important.

Then also the cost, that CPL, the cost per lead, and the cost per move-in. That really paints a full picture to know what sources are working best.

– Yeah, I agree. And I would say, you know, you kind of don’t know what you don’t know. And the way that worked best for us, I mean, there’s some sort of industry numbers that we want to track, like cost per lead as an example or just, you know, the sheer volume of leads.

Only once we started getting more sophisticated with the reporting, did we start to see patterns or, you know, just some things, like if this is up, then this tends to go up too. And so, that’s been really helpful for us to go back and make more strategic decisions about where we’re spending our money.

Should we be putting more money into, you know, just at a basic level, should we be putting more money into Google AdWords or into Facebook or into, you know, blog posts and doing more, you know, SEO type of organic work. And that has also helped us when talking with our regional sales VPs to help them make decisions when they are going into our individual communities and developing marketing plans or kind of figuring out, you know, where they should be spending their money.

It’s also helped us with our investors. I should have mentioned at the beginning, we’re a third-party management company. We don’t own any of the buildings that we operate, they’re owned by different, usually large companies or like real estate investment trusts. They have opinions on how things should be marketed. And in many cases, they’re very hands-on with the, you know, the status of our marketing and sales…more appropriately, really the sales process.

We want to make sure that we’re giving them the right information to be able to make decisions or when they come to us and say, you know, “Hey, I think we ought to do this,” then we can say, “Well, the data doesn’t show us that.The data shows that we should be spending more money in this area.” That’s really helped us to be more strategic in making those decisions and not kind of just flying by the seat of our pants, which we have a tendency in the industry to want to do.

8. Does CallRail integrate with Infusionsoft?

CallRail does not integrate with Infusionsoft, but we do integrate with Zapier and I do believe that there is…That you could integrate the two through Zapier as well as Hubspot.

9. Do you use a BI platform for your analytics?

Well, Databox is sort of BI, isn’t it?

– Yeah, we mainly get all of our reporting out of Hubspot and then Databox, we’re able to pull… The best thing about Databox is being able to pull in all of the different type of reporting and see it in one place. And so, we can put it in Google Analytics to there as well AdWords, and it’s a really nice dashboard for that quick glance.

– Our CRM is actually a BI tool that, you know, we may or may not use. As a company, just for company metric dashboarding, we’re working on rolling out Tableau. And so, our hope is to pull in some of this marcom data into that as well.

10. Is there an API for Sisense? Are either of you familiar with what that is?

– I do know that CallRail has the… Correct me if I’m wrong, Rachel, but CallRail has the open API, so that, like, Databox can just grab the data.

– Correct. Yes. We do have an open API. If you’re interested in looking at our API, it’s very user-friendly. It would be at If you’re interested in learning more about that, please feel free to email me after the presentation.

– I would say too, like, you know, you can do a lot of complex reporting with BI tools. You certainly can within Hubspot and there’s certainly, you know, super-advanced features within CallRail too, you know, partially because we’d started with CallRail a long time ago and some of these features just didn’t exist.

We didn’t even know that we needed them or know how to use them, and so, we’ve kind of had a slow growth and just started with the very basic call tracking and just raw data and then kind of grew it from there. So I think, you know, that’s also a good approach to take as well, is just kind of get into the tool and start using it and then, you know, iterate from there to add more to it without trying to just jump in and do everything at once.

– That’s really good advice. Thank you. All right. I think that’s all the questions that we have today. So I’d like to say thank you to all our attendees for joining us today, and thank you so much to Mary Cate and to Chris for taking time out of your day to come and speak with us about martech tools used in healthcare marketing.