#219 - From broken attribution to 14% dental patient growth

I think is interesting over, I would even say the last five to seven years of my career is really taking a look at like marketing as a holistic discipline has really changed.

It's not campaigns.

It's not the big flashy.

Here's the really cool impressions that we did or anything like that.

It's marketing is the growth engine for the organization.

Less about communications, but growth engine and how does that tie back to revenue? And I think that's what they're always really looking for when the board, CEO, when they're saying like, how do we build revenue? How do you build pipeline? Can you track this and attribute it into growth for the organization? So dashboards are cool, but also how do you translate that in to acquisition of patients, which again, going back to pediatrics, they age out of our system.

So always constantly needing to tie anything, any activity you do back to how did it grow the organization as a whole.

The impact you have to prove, the impact to the absolute business outcome.

So attribution, I think that's every marketer's favorite and maybe hated word out there, but it's tricky.

It's not perfect.

We talked about all those different sources that you're on your couch, you're looking at TikTok, you're on these different channels.

You see that banner at the park.

How do you guys think about still proving that impact and connecting the dots back to business outcomes?

Yeah, and I think that's, like you said, the most fun thing about being a marketer is there's the ones that like the paid media spend that you can see bottom of funnel and you can actually see patients book directly from that.

And then there's feeding the top of the funnel and those activities like the banner at the park and the relationship with the local daycare center or the FQHC for the Medicaid population.

So I think that bringing those back into an entire, here's organic growth, what's the patient journey and being able to optimize it throughout the patient journey and getting us close to a revenue conversion engine.

and making sure that you can translate that back into it too.

There's a lot of different ways and it's not perfect.

And how do you communicate that to the C-suite? So they feel confident.

They need a level of trust.

Is there anything that you've seen in your career that this is advice to our listeners that's been helpful for you?

Yeah.

So anything you can do to tie it back to the source is really what they're going to look at.

They understand that you need the larger top of funnel activities, but as far as what they're seeing, that that didn't translate into new patient growth.

So being able to explain this much increase in visitation to the website, what does that average look like when it translates to into your patient group, typically, do you see this piece being aired? Okay, well, then what does that translate into it? So taking those averages and trying to amalgamate it into a dashboard, that's an executive level view.