The Company:

Reach Local offers internet advertising solutions to put your brand in front of consumers who are ready to buy, as well as those who are just surfing in order to create awareness about your brand, so that when they are ready to buy, your business is the one they remember. Reach Local's Internet Marketing Consultants work with you to identify your specific marketing needs and goals and then leverages their digital marketing experience and technology to set up and manage campaigns designed to target your local customers.

Using Reverse Proxy technology, Reach Local is able to track the activity generated from your ad without ever needing to contact your webmaster. This is done by pulling your existing URL through their own servers so that customers who find your website through a Reach Local ad still see your exact website but with undetectable enhancements that allow Reach Local to track leads, such as unique tracking numbers, emails, page views, etc..

The Challenge:

As the economy has slowed in recent years, businesses across the board have been forced to reexamine their marketing budgets and expenditures. Such was the case for a local Austin Doctor who had been using Reach Local for some time. Not being able to pinpoint all of the leads coming in from Reach Local, the Doctor believed that the company was not doing enough to boost ROI, and was contemplating severing ties with Reach Local. The problem however, was not that Reach Local was not sending enough leads, but rather stemmed from issues with the Reverse Proxy sites being utilized by Reach Local. While customers were indeed finding the client's brand through Reach Local ads, Reach Local was not actually receiving credit for these leads. These leads were instead being attributed to Google and other organic searches. This problem primarily occurred through false reporting by customers as to how they came upon the ad. Because the customer was viewing the ad via a Reverse Proxy site, they were often unaware that they had actually found the ad through Reach Local, and would therefore erroneously report that they had found the client through Google.

This underreporting of actual leads being sent from Reach Local naturally caught the doctor's attention when it came time to make budget cuts. Before doing so however, the doctor chose to first implement patient relationship management tool, MyMedLeads to get a more comprehensive view of all of his lead sources. MyMedLeads is a lead management tool designed to help Doctor's offices and patient coordinators easily track where their leads are coming from and offers tools to help nurture these leads over time to eventually convert them into patients.

The Results:

Integrating MyMedLeads software into their lead management system allowed the doctor's office to more efficiently and effectively track and manage their leads. After a 2-month period, the doctor was surprised to find out that 29% of their leads were actually being sent from Reach Local and that 46% of these leads were converting into patients. During the course of these 2 months, the software was able to pinpoint 13 calls that had mistakenly given credit to Google for leads that had actually been generated through Reach Local.

The Solution:

After 2 months of using MyMedLeads software, the Doctor and his staff had a much clearer picture of which lead sources were sending the most patients their way. Had the doctor not chosen to implement MyMedLeads into his patient tracking system, he would have mistakenly done away with one of the leading referrers to his practice, Reach Local.

MyMedLeads was able to resolve the main issue causing leads to be attributed to incorrect sources. Because the office staff at a Doctor's office is so busy and inundated with a number of different tasks, they simply do not have the time to log into a host of different websites to check which leads were sending which traffic, and for this same reason, they were often unable to check the recorded calls that had come in via Reach Local as well. MyMedLeads simplifies this task by assimilating all of a practice's different lead sources into one easy to manage dashboard. Members of the staff could then easily listen to these calls directly through MyMedLeads.

Another discovery the Doctor made during this trial period was that a large number of leads were actually being lost due to the time gap between which a lead came in and when that lead was called. Studies show that leads called within 10 minutes of being received are 70 times more likely to convert than if contacted an hour later. Statistics show that consumers are inclined to listen most attentively to the first caller and form a subconscious sense of loyalty that, even if they do go price-shopping, often drives them back to the vendor who called them first. By being the first to contact the customer and provide them with valuable patient education and excellent customer service, the consumer forms a social and psychological bond to your business that is vital for converting leads over time. Since recognizing this and taking strides to significantly close this lead calling time gap, the Doctor has seen a 70% increase in leads converted.

Integrating Reach Local with MyMedLeads will not only help Doctor's offices track their Reach Local Leads, but will enable them to more effectively track and manage all of their leads in one place. In addition, MyMedLeads helps eliminate no-shows by sending patients convenient maps and reminders for scheduled appointments via email and text. Old leads that have yet to schedule can be opportunely nurtured over time and converted into patients through email campaigns. With this simple solution, Doctor's offices can improve efficiency and not waste time and money where it need not be spent.