According to our research, 70% of senior care customers will call during the consumer journey. While most senior care marketers are tracking the analytics from their digital channels — and using that data to inform strategy and spend — many are failing to tap into the game-changing insights their inbound phone calls can provide.
DialogTech for Senior Care is a conversation intelligence solution that helps senior care marketers connect online marketing strategies to inbound calls and the outcome of those conversations. It captures analytics from the content of phone calls to both call centers and locations at scale by leveraging an AI model specific to the senior living and in-home senior care industries.
Below, we’ll break down how the solution works and discuss how it can help you make smarter optimizations to maximize new customer calls (or calls from employment candidates — if that is the goal of your campaign), reduce costs per acquisition, and create more relevant experiences for each caller that result in higher conversion rates.
How Does DialogTech for Senior Care Work?
Step 1: Prospects call your organization from a trackable phone number on your website, from call extensions in search results, or from your offline campaigns and other marketing efforts.
Step 2: DialogTech captures the marketing source that drove the call — along with information on the caller such as their name, phone number, and location — and the caller is automatically routed to the best agent or location to assist them based on their data and your unique business rules. The resulting phone conversation is recorded, transcribed, and stored along with the information on the caller and what drove the call.
Step 3: DialogTech for Senior Care’s AI algorithm built specifically for senior care providers analyzes the transcription to determine many factors, including if it was a sales call, if the caller was referred by someone, any assisted living requirements the caller may have, if the caller asked about insurance coverage, if the caller had a positive or negative sentiment, and if an appointment was discussed.
Step 4: The call data is activated in the search and digital ad platforms you use, as well as your CRM and the digital marketing tools in your martech stack, to better inform your digital and offline strategies and help you personalize customer experiences to convert more prospects to customers.
The Benefits of DialogTech for Senior Care
1. Optimize Your Digital Advertising Spend to Drive High-Quality Calls
DialogTech for Senior Care connects your digital channels to your inbound calls, giving you visibility into the full consumer journey. You’ll be able to track not just how many phone calls each of your digital ads are driving, but also if each call was a sales call, if the caller was referred by someone, any assisted living requirements the caller may have, if the caller asked about insurance coverage, if the caller had a positive or negative sentiment, and if an appointment was discussed.
To illustrate the importance of this data, let’s say you’re running two different Google paid search campaigns: Campaign A and Campaign B. With Google’s reporting, you’ll be able to see which of the campaigns is driving more phone calls: Campaign A. According to this metric, Campaign A is the higher-performing campaign and therefore you’d allocate more spend to it.
However, with Google’s reporting, you have no visibility into what’s happening on the calls driven by your campaigns. When you push DialogTech data into Google Ads, you could discover a myriad of reasons why Campaign B is actually performing better than Campaign A:
- Campaign B is driving a higher number of qualified sales leads than Campaign A
- Campaign B is driving more calls where consultation appointments are set than Campaign A
- Campaign B is driving more non-referral calls than Campaign A, saving you money on referral fees
- Campaign A is driving more callers looking for dementia care, which you aren’t licensed for
- Campaign B is driving a higher number of calls from seniors whose insurance is compatible with your services
With these new insights, you would determine Campaign B is actually the top performer and you should be allocating more spend to it. That’s the difference accurate data on phone conversations from DialogTech can make to your campaigns.
2. Route Callers More Efficiently Based on Their Data
Driving calls from your ads is only half the battle. If the calls from your marketing campaigns are being mishandled by your locations or call center, your ROI will suffer — especially since 80% of consumers say the experience a company provides is as important as its products and services. To improve the caller experience, marketers are using DialogTech for Senior Care to route callers dynamically based on their needs and profile.
With DialogTech for Senior Care, marketers can set up custom rules to route callers based on several factors, including their geographic location, the marketing source they called from, and the day and time of the call. For example, if someone in Madison, Wisconsin called by clicking one of your Google search ads with the keyword “Alzheimer’s senior living,” you could automatically route them to a facility in Madison that’s equipped with an Alzheimer’s care unit. Or, if you see in your DialogTech reports that your Madison location isn’t effective at converting callers to appointments, you can easily reroute those calls with DialogTech so they go to your call center instead.
In addition, you can pass intelligence about each caller — such as their name, geographic location, and the marketing source they called from — to your agents at the time of the call. Your agents can, in turn, understand important contextual information about the call and use it to tailor the conversation to convert them to an appointment.
3. Improve Your Digital Advertising Targeting
80% of consumers say they’re more likely to do business with a brand if it offers personalized experiences. Despite this near-universal demand for personalization, companies can still fail to meet the mark. This is because they’re not connecting all the channels of the consumer journey — including the call channel — into a unified customer view.
By capturing actionable data points from the call channel, such as what senior care services the caller inquired about and whether or not they converted, you can more accurately target them with your digital marketing to get better results.
For instance, if someone called and inquired about your in-home senior care services but didn’t convert, you could retarget them with in-home care ads that offer a new customer discount. Conversely, if someone called you and booked one of your in-home senior care professionals, you could exclude them from seeing future ads to avoid wasting spend. You could also build lookalike audiences from your most valuable callers to target new audiences likely to convert.
4. Monitor Performance Across Your Locations and Call Center
As mentioned above, your ROI depends not only on your ability to drive calls, but on how your organization handles those calls. In addition to routing callers correctly, marketers should also monitor agents’ performance on calls.
DialogTech for Senior Care makes it easy to measure agent performance across locations with its holistic marketing reports:
Sample Report: View how locations handle inbound calls
Now, you can easily view how many calls are being driven to each location, the average lead score, the average sales conversion rate, and the percentage that go to voicemail.
With these insights, you can make operational changes to improve your marketing ROI. For example, if you notice a particular agent or location has a low sales conversion rate, you can drill into the call transcripts, understand the problem, and provide the necessary coaching to raise it. Conversely, if a particular agent or location has a significantly higher sales conversion rate than the norm, you can drill into the call transcripts and democratize the best practices they’re using across your organization.
5. Recoup Lost Opportunities
DialogTech for Senior Care is trained to identify high-value phone leads who ultimately didn’t convert as well as callers who expressed frustration or had a customer experience issue. Once a hot lead or CX issue is detected, an email alert will automatically be sent to both marketing and operations. They 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.
Sample Report: Get lost opportunity and CX issue notifications sent to your inbox automatically
Brookdale Uses DialogTech to Convert More Callers to Customers
For Brookdale, the largest senior living company in the US, phone calls are important marketing conversions. Watch the video below to learn how Brookdale’s marketing team uses DialogTech’s AI-powered conversation intelligence platform to attribute calls and analyze conversations to measure lead quality and conversion outcomes:
To learn more about how DialogTech can help your senior care organization, download our DialogTech for Senior Care Toolkit.
To learn more about how DialogTech can help your senior care organization, download our DialogTech for Senior Care Toolkit.Download My Toolkit