How Mediahawk helped drive a significant uplift in occupancy through paid search

Barchester Healthcare is one of the UK’s most successful and largest care organisations. They care for over 11,000 residents and patients in over 200 care homes and seven independent hospitals.

The staff strive to make life at Barchester care homes as stimulating and fulfilling as possible and are committed to ensuring independence, dignity, and choice in every aspect of daily life.

Barchester’s Head of Marketing, Mandy Macara, is an experienced and results-orientated marketing professional. She asked Mediahawk to help improve the visibility of marketing performance.

 

Barchester Healthcare

The challenge

Create visibility of digital marketing performance and attribute revenue to marketing activity
Barchester has historically used Mediahawk’s static call tracking solution to track their offline advertising performance. Now, with an increasing investment in digital marketing budget it became necessary to understand which online channels were producing telephone-based marketing response and revenue.

This analysis of marketing performance would be used to refine campaign activity and make decisions in the future about which channels to invest in and the individual tactics to use in the different channels.

The challenge at this point was to gain a greater understanding of which digital activities were generating enquiries and which were not.

“As our digital marketing spend increases it is absolutely critical to ensure we invest the budget in high performing areas.” Mandy Macara, Head of Marketing.

The solution

Implement visitor level call tracking with CRM integration
Mediahawk worked with Barchester to understand their marketing plans and which forms of digital marketing they wanted insight into. Barchester deployed Mediahawk’s dynamic visitor call tracking solution to solve two problems: which marketing activities were successful at producing telephone enquiries; and which of those enquiries could be attributed to residents moving-in.

Barchester uses a combination of features such as source and keyword tracking, visitor tracking and URL tagging to ascertain exactly which activities produce telephone enquiries and which areas of the website are most effective at producing telephone enquiries.

Track Sales integration is used to match telephone enquiries to residential move-ins, providing the final piece of the jigsaw.

The results

Significant increase in paid search calls resulting in occupancy
With this analysis Barchester has been able to refine their paid search campaigns in particular. They have been able to re-allocate budget from keywords which, whilst they might provide enquiries do not lead to move-ins, to keywords which lead to move-ins. They are now in the enviable position of knowing that a significant number of telephone enquiries originating from paid search result in a move-in.

Barchester Healthcare is able to make informed decisions, supported by evidence of marketing performance. New campaigns are consistently being launched with precise tracking of telephone enquiries and residential move-ins.

“Having a full picture of response has allowed us to be much smarter and confident in our actions, we have upped the ante by considerably improving our campaign effectiveness.”

Mandy Macara, Head of Marketing, Barchester Healthcare

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