Call Tracking vs. Call Scoring: What your dental practice needs to know

Call tracking has been available for a number of years and there are a lot of technical terms thrown around when it comes to tracking. With the various providers, pretty well all their phrases mean the same thing. Basically call tracking lets dental offices know where calls are coming from, whether it’s from direct mail, website, PPC campaigns, etc., but it ends there.

Two services that sound similar, but have completely different meanings are Call Tracking and Call Scoring. With Call Tracking, while it’s great to know that the phone is ringing and where calls originate, you don’t know what’s happening during the phone call and that’s where Call Scoring comes into play.

With Call Scoring, your practice is partnering with an un-biased third party that not only grades the calls, but provides real-time analytics. Every call is listened to – not just a sampling – and the results are available almost immediately. You’re still in complete control (and then some) and now have actionable data. Most importantly, you have the ability to train strategically and capture more new-patient opportunities.

Practices that attempt to self-monitor and score their calls are usually trying to squeeze this task into the multitude of other office activities. When calls are listened to sporadically, the big gap that usually occurs is that practices don’t accumulate any real information. Without this, you’re not only wasting resources, but missing out on incredibly valuable new-patient opportunities (think patient life-time value).

The chart below illustrates the differences:

Call Scoring vs. Call Tracking Call Scoring Call Tracking
1. Know how many inbound calls your practice is getting each day, month, year Yes No
2. Know which marketing or advertising campaigns are driving the best ROI Yes No
3. Know how many inbound calls are true new-patient opportunities Yes No
4.Get an instant alert each time a call is missed/picked up by voicemail Yes No
5. Know how many inbound calls result in a new-patient appointment Yes No
6. Know which team member handles calls the best and books the most appointments Yes No
7. Know exactly in which areas your team needs training in order to convert at a higher rate Yes No

 At Patient News, in addition to Call Scoring for all calls, you’re also partnered with an Account Manager whose job is not only to bring more calls to your office, but assist you in maximizing the value of those calls. Most dental practices, when they come on board, believe they’re converting around 70-80% of calls. The average conversion, though, is usually in the 45-55% range. This means 45 to 55 out of every 100 potential new patient calls were not converted and likely went to a competitor.

Patient News provides free Call Scoring for all our clients who are marketing to potential patients in their neighborhood and offer 5- and 10-line Call Tracking packages that allow them to monitor multiple marketing campaigns. Don’t let patients fall through the cracks when trying to do Call Scoring yourself under the pressures of time, training, and employee resources. It makes financial sense to use a professional partner like Patient News who can make you more money, save patients from going to your competition, and improve your servicing.

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