How Can Call Tracking Improve Marketing ROI Across Multiple Healthcare Verticals?

When Growth Creates Visibility Gaps

In healthcare, every patient inquiry matters.

For Apollo Healthcare — one of India’s leading multinational healthcare corporations headquartered in Chennai — scale is part of everyday operations. With multiple subsidiaries spanning pharmacies, diagnostic centers, primary care clinics, telehealth services, and hospitals, managing patient communication across verticals is complex.

As marketing campaigns expanded across eight distinct service verticals, one major challenge emerged:

How do you accurately track ROI when inquiries flow through multiple channels without structured attribution?

The Challenge

Apollo Healthcare operates across eight verticals:

• Spectra
  
  
• Dental
  
  
• Fertility
  
  
• Diagnostics
  
  
• Cradle
  
  
• Sugar
  
  
• Dialysis
  
  
• Clinic
  
  

Despite running awareness campaigns and promotional initiatives for each vertical, the organization lacked a structured mechanism to:

• Track marketing ROI for individual verticals.
  
  
• Measure conversions from phone inquiries.
  
  
• Streamline patient calls generated by campaigns.
  
  
• Attribute performance across multiple services.
  
  
• Maintain visibility as 10–15 new services were added monthly.
  
  

With 350+ virtual numbers eventually required, the need for a scalable and measurable solution became urgent.

Before vs After: From Limited Attribution to Complete Visibility

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The Solution: Intelligent Call Attribution for Healthcare Marketing

To address these challenges, MyOperator deployed a structured communication ecosystem built around virtual numbers and IVR services.

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1. Dedicated Virtual Numbers for Each Vertical

Apollo Healthcare implemented virtual numbers across all eight verticals.

Each vertical received a unique number, allowing marketing campaigns to be tracked independently. This eliminated attribution confusion and enabled precise performance measurement.

With over 350 virtual numbers deployed and new services continuously added, the system was designed for scalability.

2. IVR Incoming and Outgoing Services

The IVR system interacts with callers through automated menu options, collecting information via keypad or voice responses.

When patients call:

• They are guided to the relevant department.
  
  
• Their inquiry is routed efficiently.
  
  
• Data is captured for performance analysis.
  
  

This structured approach streamlined patient inquiries generated from awareness campaigns and promotions.

3. Centralized Call Analytics Dashboard

The call analytics dashboard provided Apollo Healthcare with:

• Complete conversion tracking.
  
  
• Campaign-level performance visibility.
  
  
• Data-backed ROI measurement.
  
  
• Improved reporting accuracy across verticals.
  
  

For the first time, marketing impact could be measured with clarity.

Key Results

Following implementation, Apollo Healthcare achieved measurable impact:

• Marketing ROI tracking improved to 90–100%.
  
  
• Patient inquiries from campaigns were streamlined.
  
  
• Complete conversion tracking across verticals was achieved.
  
  

The transformation shifted marketing from assumption-based evaluation to data-driven decision-making.

Key Takeaways

• Assigning dedicated virtual numbers enables precise ROI tracking.
  
  
• IVR systems streamline and structure patient communication.
  
  
• Call analytics dashboards provide end-to-end conversion visibility.
  
  
• Multi-vertical tracking eliminates attribution gaps.
  
  
• Automated routing improves operational efficiency.
  
  
• Scalable infrastructure supports continuous service expansion.
  
  

Practical Examples of ROI Tracking in Action

Vertical-Specific Attribution

Each healthcare service uses a unique virtual number, allowing marketing teams to measure performance independently.

Campaign-Driven Inquiry Management

Patients responding to promotions are routed via IVR directly to the relevant department, ensuring faster assistance.

Conversion Visibility

Call analytics dashboards show how many inquiries convert into consultations or appointments.

Scalable Expansion

As new services launch monthly, additional virtual numbers are deployed without disrupting the existing system.

Customer Speaks

“By using MyOperator, Apollo Healthcare has been able to improve its marketing ROI tracking to 90-100%. Our first interaction with a patient usually starts through a phone enquiry. MyOperator has helped us streamline patient enquiries generated by our awareness campaigns and promotions. We are able to completely track conversions and deliver information more efficiently to all our patients.”

— M G Nabi Baig, Digital Marketing Head, Apollo Healthcare

From Visibility to Accountability

In healthcare marketing, clarity is power.

When every campaign has a trackable number, every inquiry has a measurable journey, and every conversion is visible — growth becomes predictable.

Apollo Healthcare transformed its marketing operations not by increasing spend — but by increasing visibility.

Because in healthcare, better tracking leads to better decisions — and better decisions lead to better patient experiences.

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