.svg)
The marketing team at Action Behavior Centers (ABC) faced an all-too-familiar challenge. Their highest-intent leads were coming in over the phone, but that channel was a blind spot. They couldn't see which marketing sources were driving those calls, let alone if they were converting to new patients.
However, thanks to a partnership with Cardinal Digital Marketing and Invoca, Action Behavior Centers was able to solve this problem. Together, the teams built a HIPAA-compliant foundation that allows ABC to trace every phone call back to the campaign that drove it. This gives ABC a clear picture of ROI, enabling more efficient optimization.
As the partnership progressed, so did the business impact: ABC now shares Invoca’s conversation data across the organization, empowering its marketing and operations teams.
In our recent webinar, Amy Welsh, VP of Marketing Analytics at ABC, and Rich Briddock, Chief Strategy Officer at Cardinal Digital Marketing, walked through the transformation step by step.
Keep reading to learn the five biggest takeaways from the conversation and how you can apply these tactics to your organization.
1. Without Call Tracking, Healthcare Marketers Leave ROI on the Table
For healthcare organizations, the highest-intent prospects are often the ones who call rather than fill out a form. But without a way to track what happens on those calls, marketing teams lose visibility when it matters most.
Amy backed this up with what ABC saw in its data: callers tend to move through the funnel with more urgency than form fillers. But without call tracking in place, ABC couldn't answer basic questions like where its highest-intent leads were actually coming from.
“Phone leads are our most valuable conversions, but we didn’t know where they were coming from. With no visibility into what was driving them, we couldn’t figure out how to optimize our campaigns to get more of them. It was a real problem for our marketing team.”
—Amy Welsh, VP Marketing Analytics, Action Behavior Centers
2. Conversation Data Doesn't Stop at Marketing
One of the biggest shifts for ABC was realizing how many teams needed the insights that were previously hidden in calls. Before pitching Invoca internally, Amy identified information gaps within the operations team. She quickly realized that the data could help at locations and provide more personalized agent coaching.
“The key to pitching Invoca at ABC was to look at the capabilities beyond our initial problem of tracking and attribution. We were able to highlight how other teammates within ABC could utilize the data captured in the platform, and that made it an easy sell.”
—Amy Welsh, VP Marketing Analytics, Action Behavior Centers
That cross-functional case strengthened the internal pitch and set ABC up to derive value from the platform well beyond attribution. And soon after onboarding the platform, the organization was able to score phone call handling at scale and provide better coaching for frontline teams.
3. AI Turns Your Phone Calls into a Built-in Coaching Engine
Not every call to ABC is a lead—some are existing families checking in, and they also get the occasional wrong number. Amy's team worked with training to build custom AI signals that separate high-value calls from the noise.
Once they laid this foundation, they went a step further, building AI-powered signals to identify what a great call actually sounds like. With this model in place, the team was able to review and score calls at scale.
Before implementing Invoca, managers had to sit in on live calls or manually audit a handful of recordings each month, a slow, manual process. Turning that into a scalable, AI-powered system freed up the training team to focus on agent coaching, rather than hunting for insights.
4. Optimize Google Ads for Patients, Not Call Volume
Every agency wants to optimize toward outcomes that matter, but that's only possible if you know which leads are actually worth pursuing. Rich Briddock shared how Cardinal uses Invoca to connect ABC's Salesforce data with Google Ads, feeding back masked, HIPAA-compliant signals on lead quality so campaigns can bid on real conversions rather than raw call volume.
Instead of chasing more calls, Google Ads can now chase more of the calls that turn into new patients. This enables more effective bidding and reduces cost per acquisition.
“We don't just use Invoca for call tracking purposes, we use Invoca as the conduit between Salesforce and the ad platforms. Now, Google Ads can optimize against the signals that really matter in terms of driving the new patient engine and new patient growth.”
—Rich Briddock, Chief Strategy Officer, Cardinal Digital Marketing
5. Continually Refine Your AI Signals to Keep Unlocking Value
Amy has now implemented Invoca at two different organizations, and she's learned that the highest-performing teams don't treat implementation as the finish line. They continuously refine, optimize, and evolve the platform, unlocking more value year after year.
“You can't set Invoca up and forget about it. Our marketing channels and tactics are consistently evolving, the families we serve are evolving, and the market's evolving. We have to evolve with it, and so our AI signals are going to change over time.”
—Amy Welsh, VP Marketing Analytics, Action Behavior Centers
Rich echoed this from the media side: once a clean attribution foundation is in place, the natural next step is layering in testing to understand which tactics are actually driving new patients, rather than simply claiming credit for demand that would have converted anyway.
Watch the Full Webinar
Watch the full recording here to learn more from Amy, Rich, and the Invoca team—including what's next on their roadmap.
Want to see how Invoca could work for your organization? Request your personalized demo today.
.svg)
.svg)