Sanoptis Consulting Tech

Sanoptis, a network of eye clinics, faced significant challenges in tracking, campaign optimization, and appointment management. Our growth consulting services provided a comprehensive solution to streamline their operations, enhance their marketing efforts, and improve lead generation and conversion tracking through advanced analytics and integration with HubSpot.

Our
Challenge

Sanoptis encountered multiple issues that hindered their marketing and operational efficiency. They lacked clarity on the cost per lead and had no effective means of optimizing campaigns concerning specific events. There were no insights into the actual number of booked meetings, which made it difficult to verify if their tracking was accurate. Additionally, they had no visibility into the availability of appointments, and their SEA agency only managed campaigns passively without actively working on optimizations. These challenges collectively hampered their ability to track and improve their marketing performance and operational processes effectively.

Solution

How we achived great results

Dashboard Development

Created a dashboard to track real bookings, first-time bookings, ad channel costs, performance insights attributed by GA4 for two conversion events, booking availability analysis, and tracking conversion rates to identify any under- or over-tracking issues.

HubSpot Implementation for Offline Conversions

Integrated Calendly for appointment scheduling. Set up contact property tracking in HubSpot. Implemented Make.com automation to integrate data into the dashboard for seamless tracking and reporting.

Highly Recommended Steps

We analyzed each hub's contribution margin (CM2) to determine acceptable lead costs, introduced 1Password for centralized logins and security, recommended a unified communication tool for all stakeholders, and established a knowledge database outlining marketing and tech responsibilities. Additionally, we developed a first-party cookie solution for Calendly to assess lead quality, and suggested exploring call ads and integrating call center costs into lead calculations once HubSpot and call centers are fully onboarded.

Results

The implementation of these solutions led to the creation of a robust dashboard that provides clear insights into bookings, ad performance, and conversion rates. This enabled Sanoptis to make data-driven decisions, improving campaign effectiveness and lead tracking accuracy. The integration of HubSpot and automation tools streamlined operations and enhanced collaboration across different hubs. These efforts resulted in a more cohesive strategy and improved performance metrics, positioning Sanoptis for continued growth and success in the refractive surgery market.