Digital Paid Ads Results

Overview

Our comprehensive dashboard focuses exclusively on paid digital ad campaigns, providing valuable insights and analysis to complement organic efforts such as SEO and social media. It is crucial to understand the distinction between paid and organic efforts as paid digital campaigns play a pivotal role in reaching patients who have specific insurance coverage matching Sanitas' services, such as primary care, senior care, pediatric care, and urgent care.

Paid digital includes two types of campaigns (acquisition and awareness). The mix depends on Sanitas budget and objectives. Acquisition campaigns are designed to strategically target individuals actively searching for services through branded and unbranded keyword searches like "doctor near me" or "urgent care near me," utilizing keyword bidding to maximize Sanitas' visibility in search results. Awareness campaigns utilize Google and social media ads to reach a targeted audience, leveraging visits to the Sanitas website for retargeting purposes.

To ensure optimal performance, we employ advanced methods such as geofencing, predatorial ads, and demographic and behavioral targeting. Geofencing allows precise targeting of individuals who are located around each center, while predatorial ads engage proactive potential patients who are visiting competitor sites. By utilizing demographic and behavioral targeting, we can effectively reach the most relevant audience. The integration of the Lucerna Leap data platform enables us to adjust campaign intensity based on appointment availability, optimizing campaign effectiveness.

Our dashboard goes beyond tracking clicks and focuses on measuring the ultimate outcome: appointments. By analyzing appointment data and associated costs, we provide a comprehensive understanding of campaign performance, allowing Sanitas to make data-driven decisions and continuously refine marketing strategies. With our paid digital ad campaign dashboard, Sanitas gains valuable insights into the effectiveness and return on investment of their marketing efforts, helping them drive patient acquisition and maximize the impact of their paid digital campaigns.

Dashboard Definitions

• Bookings: The number of appointments that have been successfully booked as a result of the digital paid ad campaigns. This includes appointments made through both phone calls tracked via Call Rail and online bookings identified through UTM parameters received from the online booking vendor (Vim).

• Cost per Booking: The average cost incurred for each booked appointment. It is calculated by dividing the total campaign spend by the number of bookings obtained through the campaigns.

• Leads: The total number of interactions that can be considered as potential leads, including phone calls and online booking starts, generated by the digital paid ad campaigns.

• Cost per Lead: The average cost incurred for each lead generated by the campaigns. It is calculated by dividing the total campaign spend by the total number of leads obtained.

• Online Conversion: The percentage of online bookings that result in a successfully booked appointment. It indicates the effectiveness of converting online interactions into actual appointments.

• Call Conversion: The percentage of phone calls received through the campaigns that result in a successfully booked appointment. It measures the effectiveness of converting phone inquiries into appointments.

• Impressions: The number of times the digital ads were displayed to users. It represents the overall exposure of the ad campaigns to the target audience.

• Cost per Mile (CPM): The cost incurred for every thousand impressions of the digital ads. It is calculated by dividing the total campaign spend by the number of impressions (in thousands).

• Cost per Click: The average cost incurred for each click on the digital ads. It is calculated by dividing the total campaign spend by the total number of clicks received on the ads.

Dashboard Tabs

The dashboard includes various tabs that provide comprehensive insights into the performance of Sanitas Medical Center (SMC) and SanitasCare campaigns. Each tab offers valuable information and analysis to optimize your digital paid ad strategies.

SMC Overview Tab: Presents a summary of key indicators for Sanitas Medical Center campaigns, offering an overview of performance metrics and trends.

DPC Overview Tab: Focuses on SanitasCare, a Direct Primary Care membership, providing a summary of key indicators and campaign performance specific to this product.

SMC Campaigns Tab: Shows the cost per booking for different Sanitas Medical Center campaigns, allowing you to analyze the effectiveness of each campaign in driving appointments.

DPC Campaigns Tab: Highlights the cost per booking for SanitasCare campaigns, providing insights into the performance of campaigns targeting Direct Primary Care membership.

By utilizing these tabs, you can gain valuable insights and make informed decisions to optimize your digital paid ad campaigns for Sanitas Medical Center and SanitasCare.

Dashboards ABCs

Tabs

Upon opening a dashboard, you will be directed to the first tab by default, which is typically a national view for Sanitas USA users who need to see all states consolidated into one tab. To see a more granular view (State, Region, Location), you should navigate to the additional tabs, if applicable.

Controls

Controls allow you to filter or refine the data displayed within a dashboard. Utilize the down arrow to expose all available control options for a dashboard. Once selected, controls will remain set even if you navigate to a different tab.

Reset Controls

Utilize the reset arrow located above the controls to reset the options before navigating to a new tab or attempting to apply new criteria.

Downloading Pages

Each page can be downloaded by clicking on the export icon in the top right corner of the page. This will create a PDF document that can be downloaded or printed.

Downloading Individual Charts, Tables or Data

You can also download individual charts, tables or data. To do so, click on a chart to display the ellipsis (three dots) in the top right corner. Clicking on this ellipsis will allow you the option to download in cvs and/or excel formats.

Scroll

Most dashboards and visuals extend beyond the available area exposed on a user's window. Dashboards and visuals are scrollable, don't forget to utilize the navigation bars or your middle mouse wheel to do so.