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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.
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. 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.
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.
