Gain End-to-End Visibility in Your Sales Funnel: How a Behavioral Health Client Increased Admit Volume by 50% in 180 Days

Problem Overview

Client Background

• Type of Business: B2C healthcare provider in the behavioral health space.
• Business Model: High-ticket services offering both virtual and on-site treatments.
• Acquisition Channels: Online, offline, referral, phone, and email.
• Geographic Scope: Multiple locations in the U.S. across different states.
• Key Focus: Generating leads for the admit team and maintaining a ready-to-admit cycle under 30 days.

Business Challenge

• Goal: Scale online investment and improve the confidence to optimize acquisition and admissions.
• Problem:
  • Lack of confidence in scaling online investment across regions while ensuring the best capacity utilization.
  • Difficulty balancing different acquisition channels and staying within the cost-per-admit targets across locations.

Key Pain Points

• Uncertainty in optimizing online investments while maintaining ROI.
• Struggled to stay within Cost per Admit (CPA) targets across various channels.
• The need for accurate attribution and tracking across both online and offline investments.

Deployed Solutions

Violet Growth + Exactius Growth:

• Integration of All Investment Data: Integrated online, offline, and referral investment data to have a clear view of performance.
• Salesforce Integration: Tracked the lead-to-admit cycle, from lead generation to ready-to-admit status.
• CallRail Integration: Ensured phone and email data capture for more comprehensive tracking.
• Server-Side Events: Optimized advertising channels by focusing on lower funnel conversion events.

Attribution & Testing:

• Created cohort views for ongoing tracking and optimization.
• Focused on optimizing performance while maintaining adherence to CPA targets.
• Ensured accurate ROI tracking by focusing on key channels and regions.

Key Results & Outcomes

Insights & Actions

• Improved Acquisition Strategy:
  • Identified stronger conversion profiles for Google and Facebook, adjusting Cost per Admit targets for each.
  • Focused on specific levels of care and optimized the allocation of resources accordingly.
• Ongoing Adjustments:
  • Cohort views allowed the team to take actions every few days, ensuring alignment with CPA targets.

Impact

• Increased Admit Volume by 50% in 180 days, while staying within ROI constraints.