How did a smart integration with an advanced tech stack lead to an award-⁠winning shift in marketing culture for this leading healthcare company?

Find out how

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3 min read

Contents

Circle Health Group is the UK’s largest independent hospital group, with over 50 hospitals in the UK. They were also the first European healthcare provider to enter the Chinese market. They have over 6,500 consultants, offer over 500 treatments, and receive over 2 million visits annually.

Creating a healthier approach to marketing tactics to drive better results and improved patient experiences.

The challenge

Circle Health Group were receiving thousands of booking requests every week. But once patients called in for nuanced, sensitive conversations, they had no visibility over their online or offline journeys.

This gap in their knowledge led to various issues. Firstly, revenue wasn’t being correctly attributed, and ROI was impossible to reliably measure. Secondly, they couldn’t see what content patients were looking at before picking up the phone. It was essential to close this gap to ensure they were allocating marketing spend as efficiently as possible, all while keeping patient experience front of mind.

Moreover, they needed a solution that would fit with their existing technology stack for their contact centre and marketing teams.

Why Infinity?

Infinity’s API pathway provided a seamless connection between Circle’s phone calls, their telephony provider – Mitel, and their CRM – Salesforce. Linking these pillars of their technology stack to their calls and associated journeys was key to success.

Circle also had the continued support of Infinity’s dedicated customer success team to complete the setup. The team was on hand to provide technical support, expertise on getting started, and guidance on how best to use the data they were unearthing.

As an ISO 27001 and PCI DSS-certified company, Infinity also demonstrates a prolonged culture of maintaining high data security standards which are crucial when working with healthcare providers.

The solution

Circle now have real time call journey data from Infinity feeding into Mitel. This is used by their agents in their contact centre, which in turn feeds into Salesforce.

This innovative approach to call tracking meant specific insights and outcomes – like enquires, treatments, revenue, and appointment bookings – are all connected to the responsible marketing source and user journey with no disruption to Circle’s technology stack.

This helped them understand the behaviours of their website visitors, as well as the patient experience they were providing. This includes things like which web pages would most likely lead to certain types of calls and treatments.

With this data all stitched together, Circle’s marketing team can tailor their website content, online journeys, and advertising strategies to better serve their patients.

Circle-HealthcareWeb-Diagram (1) 1

The results

Circle were able to shift their marketing culture to have a greater focus on performance and ROI. As a result, the team can now add more value and nurture stakeholder engagement. By mapping customer journeys and understanding what content was leading to conversions, they‘ve achieved some impressive results including:

  • Attribution of millions of pounds in revenue back to specific marketing sources and media spend
  • 51% increase in visits-to-calls conversion rate from paid search
  • 23% improvement in call handling volume

These improvements mean digital spend is being used much more efficiently, all while driving better results.

Circle are also delivering a much better patient experience that gives them what they want faster. This work was also recognised at the 2022 Drum Awards for Search where Circle won in the Healthcare and Pharma category.

A next step for Circle will be using Conversation Analytics to automate data enrichment. They’ll also be looking to use their call data to drive efficiencies within their 120-person contact centre, as well as sending outcome data back to Google Search Ads 360 to automate bidding and optimise results using Performance Max.

What the client says

We see Infinity as a strategic business partner, not just a SaaS provider. They’re always bringing new ideas to the table, sharing best practice, and offering us a dedicated, proactive team who understand both our business and the wider healthcare industry. Tom Cooper | Insights Manager, Circle Health Group

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