Case Study: a Specialty Healthcare Provider cuts CPC by 50% with Invoca and Freshpaint

Specialty Healthcare Provider cuts CPC by 50% with Invoca

A specialty healthcare provider was facing a challenge in connecting its marketing efforts to actual patient appointments, as 80% of bookings happened by phone. Without a HIPAA-compliant way to track these calls, their advertising platforms were optimizing for irrelevant metrics like call duration instead of booked appointments. This led to inefficient spending on low-intent keywords and a lack of visibility into marketing's true impact. The vendor, Invoca, was part of the solution to address this.

The healthcare provider implemented Invoca's AI-powered call classification to identify genuine appointments and used the Freshpaint platform to route this data compliantly to ad platforms. This solution allowed marketing to optimize campaigns towards real conversions. As a result, Invoca and Freshpaint helped the provider achieve a 50% reduction in cost per click, provided clear evidence of marketing's contribution to patient growth, and uncovered operational insights to improve the patient experience.