The Unexpected Aid Needed to Revolutionize Behavioral Healthcare | By Todd Fisher, co-founder and CEO of CallTrackingMetrics

According to recent research, about half of the people on earth can expect to face at least one mental disorder by the time they turn 75. Though once viewed as a shameful secret, disorders, including substance use disorders, have seen something of a renaissance of destigmatization and normalization in recent years, thanks in large part to the internet and Generation Z. As a result of this shift in thinking, thankfully more and more people have begun seeking behavioral healthcare. Those seeking care are often in crisis requiring providers to not only be fast, but empathetic. One unexpected source powering these to crucial connections? Marketing attribution tools.

Better behavioral healthcare

Marketing attribution links customer communications to the advertising channels they originated from. Alone, attribution might not seem like a likely avenue for creating better care, but the data it unlocks has the power to benefit both those in need of behavioral healthcare and behavioral healthcare organizations.

1. Improved understanding

Marketing attribution tools can help behavioral healthcare organizations better understand how those seeking care are finding their services. This information gives insight into their journey from call (or click) to care and can be used to identify the marketing touchpoints that are most important to connect to people in their time of need. Understanding what encourages someone to take the first step helps successfully bridge the gap between someone asking for behavioral health help and getting them into treatment.

Once someone calls a behavioral healthcare organization, sophisticated AI tools can instantly determine important details about the call to facilitate the most effective follow-up. Was the call urgent? Who was calling? What was their specific concern? Automated call scoring determines which calls agents need to focus on first so they no longer waste time listening to voicemails and spend more time speaking to potential patients at the most critical times. These tools also provide agents with call summaries to uncover the underlying sentiment, personalize their communications and, ultimately, get the caller the most relevant care they need.

2. Customized messaging

Keyword spotting, transcriptions and sentiment analysis can all help teams pinpoint their most effective ads, keywords and campaigns, and further define their buyer personas. This ensures the right message is being communicated to the right audience.

For example, loved ones of those with behavioral issues often reach out first. The messaging and communication platform may be different for them than it is for those who are seeking help for themselves.

Call tracking ties phone calls to the source (ad, channel, keyword) driving them and obtains visitor details that can inform marketing teams’ strategies. With more information about your prospects and customers, along with which ads resonate most with them, marketers can gain a better understanding of their efforts and how their audience receives them. Though behavioral health needs are a sensitive topic that many may struggle to discuss, the right messages successfully connecting with the right audience can be the catalyst needed for someone to seek help. 

3. Complete visibility with closed-loop attribution

Marketing attribution that includes call tracking gives marketing and sales teams complete attribution visibility, even when the activity goes offline. Online activity is usually easy for marketers to track but can become challenging when the activity moves offline like with a phone call or text.

Call tracking helps overcome that challenge. Many organizations focus on online activity, but if a business gets any amount of incoming calls, it needs call tracking to connect the leads. Accounting for calls is crucial when it comes to behavioral healthcare because most connections in this industry come by phone. Understanding the caller’s path and which ads and campaigns are motivating them to reach out will help you know precisely what’s helping this sensitive audience take action.

The full data from closed-loop attribution can help teams identify patterns, maximize high-performing ads, drive conversions and replicate messaging to reach more people and increase their impact.

For example, if the caregivers of those in need of help are most active on Facebook, then the Facebook messaging and keywords can be geared towards them while other platforms may want messaging more focused on the person in need of help.

4. Cultivate relationships built on trust

When it comes to behavioral healthcare, time is critical, and connecting those in need with care can’t wait. The faster teams and behavioral healthcare organizations can establish trust with a potential patient, the better.

Automation tools used with marketing attribution insights can expedite that trust-building process. For example, a virtual agent can provide immediate assistance and also ensure every interaction has a consistent tone and messaging. This consistency reinforces an organization’s branding, which fosters trust with those reaching out.

AI-powered tools that summarize calls and extract the sentiment also help build trust by keeping agents informed about previous calls from the same person — what they were about, who called and what suggestions were made. This data removes the need for the caller to reiterate previously shared information, speeding up the process and leading to a better, more personalized experience.

Teams failing to invest in marketing attribution that includes call tracking are wasting time and money. Marketing attribution platforms with call tracking are vital, especially for behavioral healthcare teams. Connecting calls to the channels that inspired calling helps marketers route the right messages to the right people and, ultimately, save lives.

Editor’s Note:  Todd Fisher is co-founder and CEO of CallTrackingMetrics. Todd founded the business in 2012 with his wife, Laure, in their basement and together have grown it into a Inc. 500-rated, top-ranked call management platform serving over 30,000 businesses around the world

Todd developed the initial software and as the CEO he continues to be the driving technical force of the company. Prior to CallTrackingMetrics, Todd co-founded SimoSoftware before selling it to RevolutionHealth in 2005. In 2009, Todd helped co-found Captico LLC, providing online software solutions for small businesses looking to accelerate their marketing and online presence.






Medical Device News Magazine
Our publication is dedicated to bringing our readers the latest medical device news. We are proud to boast that our subscribers include medical specialists, device industry executives, investors, and other allied health professionals, as well as patients who are interested in researching various medical devices. We hope you find value in our easy-to-read publication and its overall purpose and objectives! Medical Device News Magazine is a division of PTM Healthcare Marketing, Inc. Pauline T. Mayer is the managing editor.

Experts Views and Opinions

The creation of CAR T cell therapy begins with collection of the patient’s blood and separation of the lymphocytes. These include T cells, B cells, and innate lymphoid cells, all of which are separated through apheresis (leukapheresis). It is this separation process which, if optimized, has the potential to revolutionize immunotherapy treatments for cancer patients.
The latest results from a clinical trial presented today at the VEITHsymposium in New York City demonstrate how new living blood vessels created through restorative medical devices have become reality and can open unthinkable treatment avenues for patients. Xeltis is developing cardiovascular devices, namely artificial vessels and valves, that gradually create living and long-lasting vessels made of patients’ own, new healthy tissue.
In the dynamic realm of entrepreneurship, where seasoned professionals often take center stage, the story of Sai Mattapalli and Rohan Kalahasty — both 17-year-old high school seniors — emerges as a beacon of inspiration. 
Within two years, the U.S. will have a shortage of 98,700 medical and lab technologists and more than 80% of health systems are currently reporting shortages in their radiology departments. More than half of the radiologists in the U.S. are 55 and older, and the flow of residents to fill the gap isn’t nearly big enough. The staffing shortage is even more acute among radiation technologists and in the U.K., 97% of radiology departments cannot meet diagnostic reporting requirements.
Dr. Litwin advises, "Approximately 60 study sites worldwide are participating in RESPONDER-HF, a randomized clinical trial of the Corvia Atrial Shunt." What to know more about this life-saving device? Read what this expert has to say.

By using this website you agree to accept Medical Device News Magazine Privacy Policy