To optimise the patient Contact Permissions functionality for direct marketing, EXACT has a Contact Permissions Opt-in condition for creating a Query Template to identify those Contacts who are Opted In or Opted Out of direct marketing communications.
New patients who haven't explicitly given direct marketing Permissions are by default included in direct marketing communications, but the practice can change this default:
From v12.6 there are three statuses for direct marketing Permissions: explicitly Opted-In, explicitly Opted-Out, and Unknown (without Permissions given) - see Contact Permissions for direct marketing communications for details.
By default EXACT sends automated marketing communications to Opted-in and to Unknown status patients.
Practices can change this default by means of a checkbox:
Track campaign progress and return on investment via both a graphical Marketing Manager Dashboard and via report data.
Add, edit and delete campaigns, and display or suppress inactive campaigns.
Run one-off or continuous campaigns:
One-off example: Tooth Whitening special this month.
Continuous example: Automatically add patients who have had teeth extracted to the continuous promotional campaign for implants.
Register Marketing Manager Automation software to run automated campaigns.
Relieve patients from continuous promotional media by configuring a Patient Reset Interval;a period in months during which a patient won't receive further marketing material.
Meet the legal requirement to always provide patients with a means of opting-out of campaigns.
Channel Track is an additional module that you can purchase.
Channel Track employs static phone numbers, where a number is uniquely used in a marketing medium for a campaign, and incoming calls to that number are tracked in EXACT against that medium for that campaign.
EXACT tallies incoming calls to these static numbers to enable comparisons of media effectiveness.
A simple example with two media types: Static phone number A is advertised in a printed Flyer distribution and static phone number B is advertised in an Email distribution. Channel Track tallies all incoming calls to A and all incoming calls to B and compares them to determine whether Flyers or Email is most effective.
Define which booking and treatment services constitute success for the campaign.
Define campaign design and set-up costs (administration and media) for reporting and ROI calculation. The costs can be entered manually for fixed costs such as design, posters and leaflets. This cost field remains dynamic during the campaign so that you can add to it as further costs are incurred.
Define which contact methods will be used (Letter, Email, Flyers, etc).
Define how many contacts can be sent in a day, which template to use, when to send relative to the previous campaign contact, and what time of day the contact should be sent.
Quick Help
For the first two times that you create or edit a campaign, simply mouseover the Help button to display appropriate information.
After two uses of the setup window the mouseover no longer displays information and you need to click the Help button to display browser-based Help topics.
General automation:
Once configured the campaign executes automatically:
Each day Marketing Manager considers each patient entry in the campaign to determine which contact needs to be sent next.
Each patient file stores a last contact and date.
Automated sending: Campaigns are staggered across patients based on the maximum number of contacts to be sent each day.
When you add services to a campaign, those services are automatically enabled for the Quick Service dropdown menu in the Edit Appointment window.
Marketing Manager Automation
(Requires registration of the Marketing Manager Automation module)
From version 12 your practice can optionally run campaign manager automation software. This doesn't compromise default Marketing Manager functionality; you can still manually create and manage campaigns.
Automation brings increased professionalism in the form of professional campaign templates that are managed outside of the EXACT software.
It enables automated campaign media setup and distribution.
With Automation you will see the following changes to Marketing Manager:
The Add/Edit Campaigns window has a Campaign Design button for launching the web-based software manager within an EXACT window.
For automated campaigns the Cost field is removed from the Add/Edit window.
Each Media Type has a Budgeted Cost display for automated campaigns only (not for manual campaigns).
Each Media Type has an Actual Cost display for automated campaigns (for manual campaigns users enter actual costs manually in the Edit Campaign window).
The software records patient opt-out and opt-in to campaigns via the web page, communicates this information to EXACT and EXACT acts upon it.
Security:
Communication is encrypted to protect patient data.
Only users with appropriate security rights can launch a campaign.
Convenient controls for starting, pausing, stopping, editing and displaying information on automated campaigns
Campaign Design features fully customisable Email templates
From EXACT v12.7 you can fully customise Email templates within the Campaign Design software.
