Healthcare Marketers Are Wasting Budget On Print Advertising

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Lighthouse Healthcare Cuts 60% of Ineffective Print Advertising Spend Using Call Tracking Technology

"Lighthouse managed to reduce the number of ineffective calls into their services by almost 20%"

Key Point Summary

  •     Lighthouse re-focused 60% of print advertising budget into other marketing channels
  •     Reduced the amount of ineffective calls by 20%.
  •     Achieved better, more targeted exposure.
  •     Spend budget in areas that are getting them new patients

Lighthouse Healthcare, who offer range of specialist services to people with learning disabilities, autism, mental illness and personality disorders, discovered they had been wasting 60% of their print advertising spend in areas that were not reaching their target audience or driving enquiries.

The revelation came after they started tracking their media response and telephone enquiries using call tracking software technology provided by Mediahawk.

Lighthouse added call tracking software to their website and started tracking their online and offline advertising to gain a better understanding of how effective their marketing and website is at generating enquiries.

Since they began tracking their inbound calls, Lighthouse discovered that 70% of telephone enquiries into their services were generated from print media and came from the Midlands and the North West. As Lighthouse have care homes across the country, they had been advertising in printed media nationwide.

As a result, Lighthouse re-focused almost 60% of its print media spend towards further developing their website and other online marketing channels.

Hayley Dyche, Lighthouse’s Marketing Manager said “The print adverts we implemented following the analysis of our call data have yielded us a better cost per response and much fewer ineffective calls as a result of this streamlining”.

She further added that after just a couple of months of using Mediahawk’s call tracking software and monitoring the data, “we managed to reduce the number of ineffective calls into our services by almost 20%”.

“Furthermore, we have re-allocated budget from poor-performing print advertising that has increased enquiries and reduced spend”.

With the healthcare industry now diversifying their marketing channels to meet the changing ways people research and make up their minds about private clinics and healthcare practices, it’s important that healthcare marketers know which channels are working and how they can allocate their budgets accordingly.

Mike Morrell, Mediahawk’s CEO said “with the healthcare industry growing rapidly, the changing landscape represents an opportunity for marketers; but they’ll need a robust and reliable method to help them prove that their marketing spend on current and new channels is actually providing a return on investment.”

“Calls continue to be the most utilised method of response for the healthcare sector, but how people find providers is changing. Blogs, review sites and social media are driving more enquiries now than traditional channels like print advertising”.

Call tracking technology has been revolutionising marketing in the health sector for over 12 years. It is the only software that allows businesses to follow leads from initial interaction through to conversion.

If healthcare marketers are keen to diversify their marketing but want to ensure they’re using the right channels, call tracking can be used as a way of gaining knowledge about which marketing and advertising is and simply isn’t generating enquiries.

You can read the full case study here.

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Contact: Zoe-Lee Skelton
zskelton(at)receptional(dot)com
01525715520

About Lighthouse: Lighthouse Healthcare offers range of specialist services to people with learning disabilities, autism, mental illness and personality disorders. Lighthouse provide a pathway of integrated care providing person-centered support through individually tailored placements. There are a total of 11 services in the Lighthouse network- 6 hospitals and 5 bespoke move on care services each of which operates independently under a registered hospital manager.

Lighthouse’s hospital and bespoke care services are designed to provide small group living, engagement in the community and the opportunity to develop new lifestyle choices as a key part of recovery to better health, greater independence, self-esteem and confidence.To find out more visit their website http://www.lighthouse-healthcare.co.uk

About Mediahawk: Mediahawk is a leading call tracking and marketing analytics provider. They monitor the advertising effectiveness of thousands of marketing campaigns for companies such as Aston Martin, Kia UK, The Caravan Club, Barchester Healthcare and Aspinal of London.

Mediahawk has been at the forefront of call tracking innovation giving clients the ability to track online and offline activity that generate telephone enquiries. Website call tracking provides insight into visitor online journeys and the keywords, web pages and internet sources that result in phone calls.

Mediahawk was formed in 2002 and is based in Central Milton Keynes.

To find out more visit their website http://www.mediahawk.co.uk

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Zoe-Lee Skelton
Receptional
+44 1525715520
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