Dr Newmans is the UK’s leading provider of Thread Vein treatment. Over the years it had developed a number of systems to support business activity.
Much of the data collected, that would provide insights into treating behaviour of doctors, billing behaviour, capacity or indeed marketing ROI was either missing or buried deep within the normalised tables of the practice management system.
As the company pursued a new growth ambition, insights from this data became essential to building an effective strategy.
Data from the practice management system was restricted to .csv files down loaded from bespoke reports developed by Lumeon, the Practice Management System. Data from individual reports could not be linked. Whilst Lumeon had created a RESTful API, it had not been optimised for data warehousing. Important Sales and Google Adwords data could not be linked together.
Tracking through the funnel was sporadic at best. Spend across multiple digital channels was difficult to manage with little insight into which leads converted and why?
The lack of an overall business view meant that Dr Newmans had no basis for optimising it’s marketing investment, it didn’t have a view on Doctor performance, nor did it understand where it’s capacity bottlenecks were.
The RESTful API was used as the basis for extracting data from the Lumeon PMS. Data was re-engineered into a logical format and used within data visualisation models. Data was linked through new unique keys to CRM data so that lead outcomes could be better understood (e.g. lost on price, location, availability etc). All digital assets were moved onto the Lead Intelligence platform. All data was collected offline in a SQL data warehouse, itself optimised to automate the data re-engineering process.
Dr Newmans now have an entire business system view; how keyword searches convert to sales and why they don’t. Important operational service data on clinician treatment variations and clinic capacity are now available in realtime allowing us to match marketing spend to clinic availability.
Dr Peter Finigan
Chief Medical Officer,
Dr Newmans Clinic
We’d had much of our data locked within our Practice Management System. We now have full linkage of our data through the sales funnel with planning data across all our clinics. We’re now asking the right questions and using our data to track progress. We now not only track what happens but all aspects of leakage too. Unexpectedly our agenda for growth is now as much about operational process improvement as it was lead generation.