Easily create marketing campaigns to help drive your practice revenue, then track both campaign progress and return on investment via graphical dashboard display and report data.

Campaigns are marketing activities based on extended Contact Lists Query capabilities in EXACT version 11.9 and later.

Practitioners use these queries to generate targetted groups of campaign candidates such as:

• Patient selection based on Oral Health Survey responses, with the option to only show the most recent surveys, and surveys that haven't been closed.

• Patients with open courses of treatment.

• Patients who may be interested in tooth whitening specials.

Campaigns can also be aimed at prospective new patients, in which case there is no Contact List.

By monitoring campaigns dental practices are able to understand the impact of their marketing activities, know their marketing ROI and make more effective marketing decisions.

Campaigns can be one-off or continuous.

There is a means to ensure that patients aren't unreasonably targetted with marketing media.

Marketing Manager is software that measures and reports on the effectiveness of campaigns. The key metric is the number of people a campaign brings back into the practice - how many campaign contacts convert into dental appointments and how much money is generated from this conversion.

Channel Track is an optional software module for EXACT to track the ROI of specific marketing contact media such as letters, flyers, posters and Email. You can then draw comparisons between the marketing media to establish best practice marketing. This software monitors and tracks telephone calls that have been generated by marketing campaigns, and reports call data through to Marketing Manager. Calls are tracked by means of unique phone numbers for each campaign. These calls are screened to provide details to Receptionists. All calls are recorded and can be replayed through the Marketing Manager software or through a patient's Contacts tab records.

Campaign Design integration: This optional integration increases Marketing Manager professionalism, enables campaign automation, and provides online campaign configuration independently of EXACT software.

Marketing Manager tracks, measures and reports on the effectiveness of promotional campaigns based on the number of people a campaign brings back into the practice.

It calculates how many campaign contacts convert into dental appointments and how much money is generated from this conversion, and it displays all key information in a graphical dashboard.

Marketing Manager's functionality can be amplified by means of Channel Track - software that monitors and tracks incoming calls, and enables you to report campaign results by media type (flyer, email, web banner etc) rather than by the campaign as a whole.

Marketing Manager Automation module and professional Campaign Design Templates:

From EXACT version 12 onwards campaign media distribution can be automated and professionally presented through optional integration with Marketing Manager Automation.

Marketing Manager Automation requires registration via Configure > Practice Information > Registration.

From EXACT v12.7 the Campaign Design area features professionally customisable Templates.
See Configuring Campaign Design Email Templates | Campaign Design Email Templates

Please contact your Software of Excellence representative or the Support Desk if you're interested in implementing the optional Channel Track and/or Marketingt Manager Automation functionality.

Benefits

Automation / Campaign Design integration

• Benefit from professionally-designed marketing campaign media.

• Set-and-forget automation:

  • Automated distribution of campaign media.

  • Handles patient marketing opt outs and updates EXACT daily. EXACT automatically removes these patients from the associated campaigns so that they do not receive further campaign communications.

• Upgrade convenience: Because campaign templates are located on a website outside of EXACT the templates can be edited and extended without requiring an EXACT upgrade.

• Customise dental practice logo and background images in the templates.

Know and improve your marketing ROI

• Know your marketing campaign ROI at a glance:

   

• Know your marketing campaign ROI breakdown:

   

  • Your Direct Return - where the customer bought as a result of being targetted

  • Your Indirect Return - where the customer bought although they were not targetted

  • Your Secondary Return - where in addition to the direct return from the customer you gained additional income from the secondary services and products bought by the customer

• Improve your marketing ROI by monitoring the detailed Campaign Dashboard metrics to progressively learn what works best for your practice.

• Increase your annual revenue as your marketing becomes increasingly effective.

Understand what's happening with your marketing and identify what works

• By monitoring marketing campaigns your dental practice is able to

  • understand the impact of marketing activities,

  • track your marketing ROI through the course of each campaign,

  • make increasingly effective marketing decisions.

• Create marketing campaigns easily without contracting external professionals.

  • Because you choose from professional templates there is no need to create artwork, lay out content or otherwise contract external agencies
    
    

Requirements

• Marketing Manager is free and enabled by default for all sites upgrading from EXACT v11.9 onwards. No Marketing Manager module registration is required.

• The Marketing Automation and Campaign Design is optional but it requires the following:

  • At least EXACT version 12 or later.

  • Fully customisable Email templates require v12.7 or later.

  • Marketing Automation registration.

  • The practice must have a name / address in the Practice Information screen (Configure > Practice Information).

  • Internet access (although displayed within an EXACT screen, the setup for automated campaigns is via an Internet connection to a website).

  • Campaign Design comes with default campaign templates but advanced campaign templates are for purchase.

  • Advanced setup may require Software of Excellence assistance.

• Permissions: All users who have access to Contact Lists will also be able to access Marketing Manager via Administration > Marketing Manager.

• Users must specify services to be monitored for campaign purposes for both appointment booking and invoice data:

  • Appointment booking services:

    The user must have a service assigned to the campaign that is used to book campaign appointments.

    The appointment booking service must have a length and be ticked as a quick service (i.e. it appears in the edit appointment window service dropdown list for quick use by Receptionists)

  • Base line services:

    Marketing Manager will automatically track the campaign services you select for 2 months prior to the campaign start date to show a base line prior to the campaign start.

    Services that you want to track during this base line period must be included in the campaign services. Note that they will also be tracked during the campaign period.

Limitations:

• For reporting purposes it is necessary that each campaign is mapped to a uniquely-named Contact List, so Contact Lists cannot be re-used across campaigns - you will need to either create unique Contact Lists or duplicate them with different names for use in multiple campaigns.

• Marketing Manager reports for the campaign as a whole, across all media types - the reporting does not differentiate by media type, so you cannot compare media types to establish which is most effective for the campaign.

• When multiple registered patients phone in on a single phone number (for example, family members using a single phone), the software records the calls simply as Contacts rather than as calls from those specific patients.

• The optional Channel Track applies only to inbound calls (calls to the practice).

• Without the Channel Track, Marketing Manager reports for the campaign as a whole, across all media types - the reporting does not differentiate by media type, so you cannot compare media types to establish which is most effective for the campaign.

Important Notes:

IMPORTANT FOR PCI COMPLIANCE: To meet PCI compliance, if you are taking sensitive data such as bank details or confidential information over the telephone, always press 00 to mute the call recording, and when that part of the conversation is complete, press any key to restart recording. This will not cause any disruption to the call itself. By taking the card details or confidential information out of the call recording, you take the call recordings out of scope for PCI compliance.

• Contact Lists are created and listed independently of Marketing Manager, so practitioners need to know not to delete those Contact Lists that are used by Marketing Manager.

• The listed Media Types in Marketing Manager are not necessarily all available in your practice, so be sure to choose carefully when setting up a campaign.
  For example, don't select Email as a media type if your practice does not use Email.

• When you add Services to new campaigns, EXACT automatically enables those services in the Quick Service List dropdown menu in the Edit Appointment screen. This is so that a Receptionist taking a campaign inbound call can quickly select the relevant service from the dropdown when creating an appointment. However, EXACT does not later automatically remove the services from this quick list. To prevent the quick service list from becoming very long (and not so quick), remove those services that are no longer required in the list. See Removing services from Appointment Book Quick Service

• The copy to clipboard is not designed to move appointments and will cause false campaign data:
  If you use the copy to clipboard button to rebook an appointment, and than cancel the previous booking, EXACT will record both of those appointments as being booked for the campaign.
  Workaround: Cancel the appointment first and move it to a new time.

• If using Channel Track, the calls will be picked up from daily, so the campaign dashboard call data may be up to 24hrs old. The remaining data on the dashboard will be as at the time the dashboard was launched.

• EXACT will run campaign statistics for the campaign period. Users must therefore be careful to set a meaningful campaign end date. This should be the date they want to report up to, not the date they stop sending campaign related information.

• Existing campaign related services need to be added to the campaign for EXACT to calculate baseline data. Ideally sites will want to know what their "normal" values for these services are, prior to the campaign start so that they can see the true effect of the campaign. These existing services must be added to the campaign for EXACT to calculate the baseline