Marketing Manager

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 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.

Purpose

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.

Features, Benefits & Requirements

Automated Campaigns - Group by Family

From EXACT v12.8 it is possible to market automated campaigns to Families, based on a Group by Family checkbox in the Campaign setup:

This checkbox can only be enabled up until the point that the campaign starts - thereafter it is not editable.

Communications are directed at the Head of Family (HoF), and this person is identified based on age only (gender is ignored).

See Automated Campaigns grouped by Family | Creating an Automated Campaign

Patient Permissions for direct marketing communications

From v12.6 there are three statuses for patient Contact Permissions for direct marketing communications:

 

Permissions are recorded in the Details tab > Permission to Contact Patient window.

Patients can explicitly choose to

Where they have not made an explicit choice EXACT assigns an Unknown permission status for direct marketing communications:

Contact Permissions Query:

To optimise the patient Contact Permissions functionality for direct marketing, EXACT has a Contact Permissions Opt-in condition for creating a Query Template to identify those Contacts who are Opted In or Opted Out of direct marketing communications.

Use this Query Template to create contact lists for direct marketing. See Creating a Contact Permissions Query Template.

New patients who haven't explicitly given direct marketing Permissions are by default included in direct marketing communications, but the practice can change this default:

From v12.6 there are three statuses for direct marketing Permissions: explicitly Opted-In, explicitly Opted-Out, and Unknown (without Permissions given)

By default EXACT sends automated marketing communications to Opted-in and to Unknown status patients.

Practices can change this default by means of a checkbox:

Marketing Manager primary capabilities

  • Create campaigns with various marketing media templates and store the media types that you've allocated to those campaigns.

  • Manage campaigns from a dedicated Marketing Manager Desktop.

  • Track campaign progress and return on investment via both a graphical Marketing Manager Dashboard and via report data.

  • Add, edit and delete campaigns, and display or suppress inactive campaigns.

  • Run one-off or continuous campaigns:

    • One-off example: Tooth Whitening special this month.

    • Continuous example: Automatically add patients who have had teeth extracted to the continuous promotional campaign for implants.

  • Register Marketing Manager Automation software to run automated campaigns.

  • Relieve patients from continuous promotional media by configuring a Patient Reset Interval; a period in months during which a patient won't receive further marketing material.

  • Meet the legal requirement to always provide patients with a means of opting-out of campaigns.

Marketing Manager desktop for managing campaigns

See Marketing Manager Desktop

Channel Track functionality

 

Channel Track is an additional module that you can purchase.

 

Channel Track employs static phone numbers, where a number is uniquely used in a marketing medium for a campaign, and incoming calls to that number are tracked in EXACT against that medium for that campaign.

EXACT tallies incoming calls to these static numbers to enable comparisons of media effectiveness.

A simple example with two media types:
Static phone number A is advertised in a printed Flyer distribution and static phone number B is advertised in an Email distribution.
Channel Track tallies all incoming calls to A and all incoming calls to B and compares them to determine whether Flyers or Email is most effective.

Campaign Calls are reported in the dashboard summary, in a Campaign Calls List and in a Campaign Calls Report.

Return On Investment (ROI) at a glance

Graphical Dashboard

 

Launch a Marketing Manager Dashboard that shows

  • Target audience

  • Number of unique calls received

  • Numbers of Appointments booked: Direct and Indirect

  • Numbers of Appointments completed

  • Total campaign cost

  • Total invoiced: Direct, Indirect and Secondary

  • Return on Investment

  • Base line data for appointments booked and invoiced amounts for 2 months prior to the campaign start date

  • Ability to drill down and view the patients/calls/invoices that make up this data

  • Ability to view this data broken down by media type (if applicable) in a report.

  • From EXACT v12 a Costs tab is included in the Marketing Manager Dashboard:

  • From EXACT v12.1 a Campaign History tab is included in the Marketing Manager Dashboard:

     

Manage campaigns from a desktop

  • Lists complete, current and future campaigns.

  • Drill into a campaign to display a graphical dashboard, show reports and access the campaign configuration.

  • Display campaign offer start and end dates, campaign progress (e.g. day 2 of 30), and the target audience.

Alert notifications

The Marketing icon in the workspace bar functions as an Alert. Display the message/s by hovering your mouse cursor over the icon:

See Marketing Manager Alert

Multiple configuration options

  • Define which booking and treatment services constitute success for the campaign.

  • Define campaign design and set-up costs (administration and media) for reporting and ROI calculation. The costs can be entered manually for fixed costs such as design, posters and leaflets. This cost field remains dynamic during the campaign so that you can add to it as further costs are incurred.

  • Define which contact methods will be used (Letter, Email, Flyers, etc).

  • Define how many contacts can be sent in a day, which template to use, when to send relative to the previous campaign contact, and what time of day the contact should be sent.

Quick Help

For the first two times that you create or edit a campaign, simply mouseover the Help button to display appropriate information.

After two uses of the setup window the mouseover no longer displays information and you need to click the Help button to display browser-based Help topics.

General automation


Once configured the campaign executes automatically:

  • Each day Marketing Manager considers each patient entry in the campaign to determine which contact needs to be sent next.

  • Each patient file stores a last contact and date.

  • Automated sending: Campaigns are staggered across patients based on the maximum number of contacts to be sent each day.

  • When you add services to a campaign, those services are automatically enabled for the Quick Service dropdown menu in the Edit Appointment window.

Marketing Manager Automation

(Requires registration of the Marketing Manager Automation module)

  • From version 12 your practice can optionally run campaign manager automation software. This doesn't compromise default Marketing Manager functionality; you can still manually create and manage campaigns.

  • Automation brings increased professionalism in the form of professional campaign templates that are managed outside of the EXACT software.

  • It enables automated campaign media setup and distribution.

  • With Automation you will see the following changes to Marketing Manager:

    • The Add/Edit Campaigns window has a Campaign Design button for launching the web-based software manager within an EXACT window.

    • For automated campaigns the Cost field is removed from the Add/Edit window.

    • Each Media Type has a Budgeted Cost display for automated campaigns only (not for manual campaigns).

    • Each Media Type has an Actual Cost display for automated campaigns (for manual campaigns users enter actual costs manually in the Edit Campaign window).

    • The software records patient opt-out and opt-in to campaigns via the web page, communicates this information to EXACT and EXACT acts upon it.

  • Security:

    • Communication is encrypted to protect patient data.

    • Only users with appropriate security rights can launch a campaign.

Convenient controls for starting, pausing, stopping, editing and displaying information on automated campaigns

Campaign Design features fully customisable Email templates

From EXACT v12.7 you can fully customise Email templates within the Campaign Design software.

 

 

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

 

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