Healthcare

Galileo Attribution Adds $2M ROI for Healthcare Brand

AT A GLANCE

Galileo’s full-path attribution finds revenue sources and calculates the value of all marketing elements.
 

A leading healthcare provider lacked visibility to their customer journeys across paid and organic channels. Without clarity, the brand could not identify sources of revenue or waste.

Arcalea’s Galileo provided complete visibility of customer journeys, calculated the value of paths, channels, landing pages, and ads, adding over $2M ROI.

The Challenge

The pharma brand used a complex marketing mix to reach unique customer segments and patient populations, but had little visibility to the customer journeys of the patients and brand-customer interactions. They couldn’t define the true source of revenue within their leads and thus had wasted budget spend that didn’t impact their patient population. With high-value offerings and significant marketing spend, the company needed comprehensive clarity to each customer segment’s journey and understand clearly the efficacy of the deployed marketing strategies and tactics.

 

Actions

Arcalea’s proprietary omnichannel multi-touch attribution platform, Galileo, was just the place to start. By installing the Quark Tracking Pixel, Arcalea was soon able to track all customer journeys for organic and paid media to identify which conversions (applications) produced revenue, and which marketing elements were driving revenue or not.

Once installed, Galileo provided an infinite look-back window giving the marketing team the ability to assess every touchpoint from the date of install onward. After 60 days, over 700 paths to conversion were evident. However, with the ability to filter by revenue, Galileo revealed that only 150 were revenue-producing paths. As a result, 550 paths were inefficient and did not need to take up budget spend moving forward. 

The Galileo dashboard created path visualizations to analyze each path resulting in revenue. Of the 150 revenue paths, 15 landing pages consistently created successful revenue conversions. With visibility to successful page content and sequences, the brand could identify optimizations and leverage high-value content in effective sequences they were unable to see without Galileo. 

Similarly, Galileo analyzed paid media paths to determine which ads drove revenue and which produced only touchpoints. Ads that never produced revenue were identified as wasted spend and were quickly reallocated to those ads that created significant ROI. 

Before any optimization, the organization’s average Quality Score (QS) in paid media was 7.5, with one targeted segment with a far lower QS. However, through the elimination of non-performing landing pages and ads, low outlier QS-related pages and ads were eliminated. Consequently, their QS for revenue generating paths grew higher.

Finally, Galileo’s comprehensive visibility revealed the average customer journey length, top performing landing pages, and most effective content and ad creatives for each of their three target customer segments. As a result, the brand obtained detailed optimization information to create high-performing customer journeys for all segments, thus reaching even more of their patient population. 

 

RESULTS

 

Increases in efficiency were present at every optimization point: elimination of non-performing ads and landing pages, increased use of revenue-producing content and ad creatives, reallocation of spends to high-value ads, and increased quality scores. Annual savings resulting from increased quality scores alone exceeded $500,000. Return driven by reallocating inefficient spends to high-value ones produced over $1.5M annually.

 

Moving Forward

Through their Galileo dashboard, the brand has the ongoing ability to visualize complete customer journeys for each segment, the brand has the ability to continually optimize all elements of the marketing mix as reach and acquisition grow and new customers inevitably bring new variables into the mix.

Related Case Studies

A growth-focused national healthcare brand successfully captured high-value customers with a Return on Ad Spend (ROAS) over 10:1. However, because of a complex marketing mix with partial data, the leadership was unable to tell which investments were working and which were not.

The pharma brand used a complex marketing mix to reach unique customer segments and patient populations, but had little visibility to the customer journeys of the patients and brand-customer interactions.

A leading pharmaceutical company created an unparalleled, targeted solution for an under addressed patient population. Despite a breakthrough market solution, organic visibility was low, and existing customers were largely acquired through branded paid campaigns.

The brand needed to increase targeted acquisition and revenue through marketing mix evaluation, eliminating unproductive paths and increasing ROMI. However, the brand had no insight into marketing efficacy beyond default Google Analytics and Google Ads reporting.

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