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New integrations help healthcare organizations connect marketing campaigns with booked appointments and patient outcomes
CallRail has introduced new healthcare capabilities designed to help medical practices and their marketing partners connect marketing investments with booked appointments and patient outcomes.
The update allows healthcare marketers to identify which calls result in appointments, moving campaign measurement beyond call volume and toward outcomes that directly contribute to practice growth.
Connecting Marketing Data With Patient Systems
At the center of the update is CallRail’s expanded healthcare integration library, which now connects with 15 leading electronic health record (EHR) and patient management systems through its partnership with NexHealth.
Supported systems include athenahealth, Dentrix, Eaglesoft, eClinicalWorks, ModMed and Open Dental, among others.
By linking marketing activity with the systems practices already use for patient scheduling and relationship management, healthcare organizations can track where leads originate and determine which campaigns ultimately generate appointments.
The integrations are designed to provide marketers with greater visibility into the complete path from an initial inquiry to a booked appointment.
Automated Healthcare Outcome Tracking
CallRail is also introducing suggested healthcare outcome tags based on the results commonly tracked by healthcare businesses.
The tags are designed to help teams automatically identify the outcome of individual conversations without requiring organizations to build tagging systems from scratch. They can also reduce the need for front-desk and intake teams to manually categorize every interaction.
By connecting lead and appointment outcomes with marketing activity, healthcare organizations and their agencies can gain a clearer view of campaign performance and make more informed decisions about marketing investments.
The capabilities can be used to evaluate campaigns across channels including Google Ads and Performance Max.
Helping Practices Optimize Marketing Investments
CallRail said the new capabilities address a growing need among healthcare organizations to understand what happens after a prospective patient makes contact.
“Healthcare practices are investing more in marketing, but that investment can drive growth only when teams understand what happens after a lead reaches out,” said Kara Kelly, VP of Platform Strategy at CallRail.
The company said the new tools are intended to give marketers better information for optimizing campaigns while reducing administrative work for intake and front-desk teams.
The capabilities are available to eligible CallRail healthcare customers without requiring data migration or rebuilding existing systems.
CallRail said its healthcare solutions are designed to support HIPAA compliance, while the company is also certified to ISO 42001, the international standard for responsible AI management systems.
