Case Study
Abra Health Group upgrades to Liine, supercharges Google Ads and web form efficiency
Abra Health Group is a Dental and Medical Support Organization that supports 20+ practices over three states, including five brands (Abra Dental, Smiles 4 Keeps, Pearly Whites, All About Kids, Abra Health Pediatrics) spanning 18 dental practices and two medical practices currently enrolled with Liine. Abra’s mission is to provide access to high-quality, affordable care to primarily underserved communities.
The group was frustrated that their disjointed tech stack was limiting marketing insights, stalling patient growth and forcing a manual process for optimizing SEM campaigns. Referred by a fellow DSO marketer, Abra reached out to Liine to address pain points across call tracking, web form management and paid ad optimization.
“When I saw the [Liine] demo, I said, ‘This is it. I can’t go back.’”
Challenges
Abra Health Group faced three main obstacles to its patient growth:
- Call Tracking: Their legacy vendor (CallRail) could not accurately determine which marketing-driven calls resulted in a booked appointment.
- Web Forms: Manually managing web form submissions in Pipedrive (a tool traditionally used by sales teams, not dental practices) was leading to slow follow-up and sub-optimal conversion rates.
- Paid Ads: Google Ads campaigns had to be manually adjusted, which was time-consuming, tedious and resulted in wasted ad spend.
Abra also needed A) a fully HIPAA-compliant solution and B) the ability to seamlessly track and analyze Spanish language calls (60-70% of its patient base is Spanish-speaking).
Goals
Abra Health Group needed to address its three challenges to efficiently scale patient growth. The priorities were:
- Call Tracking: Confidence in which calls resulted in a booked appointment — with full marketing attribution
- Web Forms: Faster follow-up to convert more patients
- Paid Ads: Automatic optimization of Google Ads to save time and improve ROAS
Solution
As is typical for most Liine implementations, all three brands went live in less than a month. Here’s how each feature improved Abra’s marketing outcomes:
- AI-powered Call Tracking: Liine’s AI marries session-level marketing attribution with hyper-accurate call dispositions:
- Was the call a relevant appointment-setting opportunity?
- Was the caller a new or existing patient?
- Did the caller book an appointment?
- If the caller didn’t book an appointment, what was the reason they failed to convert?
"Before Liine, we used CallRail for call tracking. It’s a great system but it’s not built to track dental patients or the insights that are most important to me as a dental marketer."
- FormFlow for Web Form Leads: Liine’s FormFlow feature helps Abra convert more patients in two ways. First, the Auto-Call feature connects front desk staff with prospective patients in under 30 seconds. Second, web form leads are automatically tagged and sorted according to who needs to be contacted first. This automation and intuitive user experience reduced Abra’s average follow-up speed from 3 days to 38 minutes and boosted conversions from 40 appointments per day to 70 appointments per day.
I was able to train our staff on Liine’s FormFlow feature in 15-20 minutes – and our agents love it. The feedback I’ve received is that it’s making their work easier and more efficient. This means more patients with appointments which is what we’re really focused on.
- HIPAA-compliant, Automatic Ad Optimization: Liine ingests all of Abra’s new patient leads and determines whether or not a booking was made. Using anonymized GCLIDs, Liine feeds results back to Google Ads so campaigns are automatically optimized to drive more bookings. This is true for web form leads as well. Without any manual data entry from Abra’s team, Liine’s AI can reconcile all subsequent calls to and from a form submitter to determine if they converted to an appointment. This automation doubled Abra’s Google Ads-driven bookings while cutting the cost-per-booking by 62%.
“One of the most important reasons I’m glad we have Liine is the direct feedback loop to Google so we can optimize [ads] to bookings and not clicks, calls or impressions.”
Results
Form conversions increased by 75% and Google Ads-driven bookings doubled
Liine replaced legacy technology that could no longer power their modern dental marketing strategies and now gives the Abra team confidence that their campaigns are generating ROI and web forms aren’t slipping through the cracks.
Liine is an AI-powered call tracking, marketing analytics and ad optimization platform built for multisite healthcare, dental and vet practices. Our platform captures and analyzes all patient leads across calls, web forms and online bookings in one intuitive dashboard. This empowers healthcare marketers to auto-optimize ad campaigns, increase lead-to-appointment conversion rates and quickly identify which strategies are driving new patient bookings.
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