Maximizing appointment volume through strategic data capture and bidding optimization.
THE CLIENT – sound sleep Health
Sound Sleep Health is a regional sleep medicine clinic that diagnoses and treats a full spectrum of sleep disorders through telehealth and accredited home sleep testing.
Our Results
34%
Appointment growth within one year over Q4
20%
Increase in total appointments year-over-year
18%
Decrease in average cost-per-click
Challenge
Existing data strategy proved insufficient for driving appointment bookings, hindering digital growth.
Sound Sleep’s existing data strategy, while utilizing some first-party data signals, was not comprehensive enough to effectively guide their bidding decisions. The lack of a complete picture of their customers’ consideration and appointment booking journey led to a limited perspective on their digital marketing efforts.
As a result, Sound Sleep found themselves consistently falling short of their monthly appointment volume goals by a significant margin, ranging from 14% to 19%. This persistent underperformance indicated that their current approach to leveraging data was insufficient in driving the desired appointment bookings, ultimately hindering their potential for digital growth in the competitive healthcare market.
Approach
We utilized Compass to unify the client’s lifecycle data and develop a comprehensive tracking and bidding performance plan.
We created a tracking roadmap that moved event tracking to a holistic appointment capture on their booking platform, identifying new and existing customers separately, while also implementing website call tracking to capture onsite versus offsite metrics. Utilizing Compass, we were able to unify all data, providing a comprehensive look inside the client’s journey.
We expanded into multiple sources of call tracking, matching those to current customers to understand value, length, and signals that were more likely to lead to a successful booking.
Outcomes
Updated data capture and informed bidding allowed for record-breaking consistent achievement of monthly targets.
With our first-party data bidding strategy in place, we hit our goal metric for the first time within 30 days of implementing the updated data capture and bidding overhaul process. The separation of customers into new segments allowed for better targeted bidding strategies and retargeting methods, bolstering appointment growth.
Assigning an index value of 5:1, favoring online bookings over calls and shifting to a maximized conversion value bid strategy, gave us the control we needed to guide the bidding algorithms towards favoring booked appointments, while continuing to drive a healthy call volume.
Refined analysis of call data, CPA targeting, and weight allowed for consistent achievement of monthly targets, and informing bid strategies with higher quality data led to an 18% decrease in average cost-per-click and less wasted spend. Sound Sleep witnessed a staggering 34% year-over-year increase in appointments over Q4, breaking records in a historically lower volume timeframe.
