Read time: 5 minutes
If you’re a DenGro user, you’ll be used to hearing our Practice Support Team rattle on about lead source and its role in helping your practice grow successfully.
We love all things data, here at DenGro, especially when it comes to understanding the impact of certain decisions in not only generating leads, but also converting those leads into patients - and lead attribution data ranks pretty high on our list of reporting essentials.
What is lead attribution and source?
In short, Lead attribution and lead source is all about where a lead found out about your business and what triggered them to submit their details or get in touch.
Essentially, it’s the journey that the lead took to contacting the practice - for more details check out our article on attribution and tracking.
How does this help the practice?
Knowing where your leads are coming from can impact on a number of different aspects of your practice’s growth and development.
1. Focus your marketing budget on Channels that work best.
Often, marketing has a bit of a scattergun approach - there’s SEO on the practice website; Facebook ads; Google ads; newsletters; email promotions; leaflet drops.
And they’ll be aimed at new patients, existing patients, or friends of patients; children, 20-35s, 40-65 year olds. There's a wealth of different demographics and audiences out there that your campaigns are targeting.
By tracking and monitoring the source of your leads, you can understand which campaign is working best at generating new leads and interest in your practice.
At a time when practices are facing increasing financial pressures, this can help you better direct your marketing budget and increase your return on investment.
2. Track which campaigns aren’t working for you.
On the flip side, understanding which Channels and campaigns aren’t working for you is almost as important as understanding the ones that are.
If you’re spending a large portion of your marketing budget on a billboard on the local round-a-bout, but notice that 95% of your enquiries are actually from direct messages on Instagram, then it’s important to be able to react quickly and reassess your targets and your focus.
This can help you be more flexible - allowing you to test different Channels and messaging to see which produce the best, and the worst, results.
3. Monitor which Channels produce leads that convert all the way to treatment.
Understanding the impact of the source of a lead on their full journey, from enquiry through to starting treatment is absolutely essential.
Size isn’t everything. Just because that Facebook ad is generating 200 leads a month, doesn’t mean that your campaigns are an undisputed success. If only 1 or 2 of those leads actually become a patient, then the ROI of that campaign is pretty poor.
Meanwhile, if you can see that Google generated only 20 leads, but 18 of them went ahead then your ROI indicates that Google is the better channel for you and you should focus more time and more budget on that campaign.
How DenGro can help.
DenGro allows you to capture all of your leads, from all sources, into one central, online account. It can also capture the source attribution data for each lead and, not only displays it to help the user better communicate with each lead, but also collates the data into easy to read reports.
Why not find out how DenGro can help improve your marketing campaign tracking and get started today.
Visit www.dengro.com to get started.