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6 AI Reports Dental Service Organizations Should Use to Measure Location Performance

Derek Andersen Senior Content & SEO Specialist, DialogTech

For dental service organizations (DSOs), increasing patient acquisition and retention across every location is no small task. To do so effectively, they need the right insights — data-driven organizations are three times more likely to report significant improvements in decision-making. However, many DSOs are still using unreliable self-reporting practices to track how many phone calls are coming in and how many of those calls go to voicemail. Are you one of them?

The self-reporting process is prone to human error. The data inaccuracies it produces can make it difficult to optimize your marketing decisions — or worse, lead you to make incorrect decisions that waste budget. For instance, a dental location could be underreporting their voicemail rates, leading you to believe they’re efficiently fielding calls driven by your marketing campaigns when, in fact, they’re letting many valuable calls go unanswered. 

To correct these data inaccuracies and make smarter decisions, DSOs are leveraging conversation intelligence solutions like DialogTech. Below, we’ll show the data DialogTech provides to help DSOs improve their cross-location decision-making.

1. View How Many Appointment Calls You Deliver to Each Practice

Not all calls are created equal. A new patient call, for example, has far more value than a call to reschedule an appointment. Likewise, a repeat patient’s call to schedule an appointment is more valuable than a call to straighten out billing or insurance issues. Understanding which types of calls you’re driving from your campaigns is key to effectively allocating your marketing budget. However, your locations do not have the capabilities to make these distinctions at scale.

To address this problem, DialogTech attributes each inbound call to its marketing source — down to the campaign, ad, and keyword group. It also uses an AI model specifically trained for the dental industry to identify which inbound calls to each location are appointment-setting calls.

The sample DialogTech report below provides an overview of the number of calls each location is receiving, as well as how many of those are quality appointment-setting calls. The size of each circle on the map corresponds to the number of calls that location received. The opacity of the circle corresponds to the lead score. So, in this example, the Chicago and Colorado locations are receiving the most calls. However, Chicago is receiving more high-quality appointment calls than Colorado.

2. Measure Location-Level Patient Conversion Rates

Driving quality new patient and appointment calls to your locations is only half the battle. Your ROI also hinges on the agents’ ability to correctly handle and convert these calls. To gain visibility into agent performance, DSOs can use conversation intelligence solutions, which leverage AI to automatically identify not only how many appointment-setting calls came in to each location but also how many of those calls converted to appointments. 

The report below provides a deep dive into the calls coming in to each location, as well as metrics like average lead score, sales opportunity rate, and voicemail rate. These provide complete transparency into call volume as well as call quality and agent performance. Based on the sample report, the DSO would see that Lincoln, Nebraska is the top-performing location — its agents are converting sales opportunities at the highest rate, 82%, and letting the fewest number of calls, 8%, go to voicemail.

3. Track When the Most Appointment Calls Are Coming in

75% of consumers say it takes too long to reach an agent, and 57% of consumers have stopped buying from an organization because a competitor provided a better experience. In other words, if you aren’t adequately staffing your locations, patients may become frustrated waiting on hold and choose another provider. 

The single-location report below shows the percentage of calls coming in during each hour of the week. In addition, the heat map tracks the quality of the calls — the darker the blue, the higher the lead score. Based on this example, this location would have to ensure they have agents standing by beyond the standard 9 to 5 business hours Monday through Friday — there are a significant number of appointment calls that come in at 7 and 8 am on weekdays and throughout Saturdays.

4. View How Many Calls Go to Voicemail  

Did you know that 87% of new dental patients who are sent to voicemail won’t leave a message or call back? That means that for every 10 new patient calls that go to voicemail, only one of those patients will leave a message. Another study found that dental practices face a potential revenue loss of $15,269 if they miss just 10 calls. 

If your agents are missing the inbound calls your marketing campaigns are driving, your ROI will drop significantly. By understanding how many calls are going to voicemail at each location — and at what times — you can better staff your locations and run ads only when your locations are prepared to handle the resulting calls.

The single-location AI report below is a heat map of when calls are sent to voicemail. The darker the red, the more calls were missed during that time slot. Based on this report, the DSO should avoid running ads at 1 pm, until staffing during that time slot increased. Otherwise, the resulting phone calls are likely to go to voicemail, wasting ad spend. 

5. Understand Which Locations Have the Most Patient Experience Issues

Disgruntled patients will often air their issues on social media and review sites, which is problematic since 88% of consumers trust online reviews as much as personal recommendations. 

To avoid damage to your brands’ reputations, you should use a conversation intelligence solution to understand which locations are receiving the most patient experience issue calls and provide additional coaching to help them deescalate the issues and retain the patients.

The sample report below shows the number of patient experience issue calls by city. The larger the circle, the larger the number of patient experience issues. Darker circles mean that patient experience issues are happening in high proportion to regular calls. In this example, a high proportion of patient experience issues are occurring in the Midwest and on the East Coast.

6. Automatically Coordinate with Operations to Recapture Missed Opportunities 

You can also leverage DialogTech to identify high-value phone leads who ultimately didn’t convert as well as callers who expressed frustration or had a patient experience issue. Once a hot lead or patient experience issue is detected, an email alert will automatically be sent to you and any other recipients you select. You can then drill into the call transcripts to identify what went wrong and determine how to follow up with the caller to recover the lost opportunity.

Reaching out to frustrated patients and ensuring their issue is corrected will not only lower your churn rates but also prevent damage to your clients’ brand reputations. 

Below is an example of a hot lead and CX issue email report.

Better Location-Level Data Means Smarter Marketing Optimizations for DSOs

A DSO overseeing 400-plus locations uses DialogTech to understand how many appointment calls their marketing efforts were driving to each location. Within just 4 months of using DialogTech’s location-level data, the DSO was able to make smarter marketing optimizations that resulted in a 13% increase in monthly appointment calls and a 3% decrease in cost per lead.

Check out our Dental Toolkit to learn how DialogTech’s conversation intelligence data can help your DSO drive similar results.

Check out our Dental Toolkit to learn how DialogTech’s conversation intelligence data can help you gain transparency into location performance and boost ROI.

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