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The Mission
AtlantiCare is an award-winning integrated healthcare system based in Egg Harbor Township, New Jersey, with a team of more than 6,500 serving the community through over 110 locations in Atlantic, Burlington, Camden, Cape May, and Ocean counties of southern New Jersey. Committed to an innovative approach to providing the best care in the industry, AtlantiCare has a vision of building healthy communities that drive its mission of making a difference in health and healing, one person at a time.
To promote its award-winning care and drive new patient acquisition, AtlantiCare’s marketing team has been focused on deepening its data capabilities to better inform decision-making, measure outcomes more precisely, and continuously improve campaign performance.
“We have some of the best doctors in Southern New Jersey—offering top care in cardiac and vascular, stroke, and urology. We want to make sure our community is aware of the breadth of our services and understands they don’t need to travel to large cities like Philadelphia to get great care,” said Angulo.
The Challenge
When Angulo joined AtlantiCare in 2023, the marketing team leveraged some data sources but lacked a full, unified view, especially in connecting marketing campaigns with phone calls.
"A core pillar for this team is that we drive decisions with data. This meant giving everyone the tools and training to inform data-driven insights to not only see campaign performance, but also to optimize it,” said Angulo.
A large portion of patient volume comes through phone calls, yet performance data from those calls was incomplete. Without linking these calls to digital campaigns, the team could not fully measure ROI or identify which channels were driving the most valuable actions.
The Resolution
AtlantiCare's CMO had used Invoca at other organizations, and Angulo had extensive experience with call tracking platforms as well, so they knew the value of full visibility of the patient journey.
Once the team had Invoca in place, they could better answer questions about the performance of marketing campaigns, identify the best-performing channels, and utilize successful tactics with hard data, using those insights to refine budget allocation and improve results. This allowed the team to connect the dots between digital engagement, call interactions, and booked appointments.
Now we can have meaningful discussions about campaign performance and make informed decisions about where to adjust. This is why data and tools like Invoca are important and allow us to see the power of data when it is connected across channels.
Otto Angulo, Senior Director, Digital Consumer Engagement at AtlantiCare
Uncovering Operational Blind Spots
Invoca helped the team identify opportunities to enhance AtlantiCare's call handling processes, particularly those being handled at practice locations.
“We were able to identify pain points in the patient journey, which allowed us to take action to reduce patient leakage,” said Angulo. “We saw that if we could increase scheduled appointments by just 5%, the volume of revenue that would bring would be quite significant."
This not only improved ROI but also streamlined the patient journey by encouraging direct digital scheduling rather than relying on phone calls as the primary entry point.
Seeing what's happening inside our call center revealed differences in how teams handle similar calls. We identified inconsistent standards and used those insights to drive improvements across the board.
Rachel Keena, Digital Consumer Engagement Specialist at AtlantiCare
Data-Driven Media Mix Optimization
With Invoca and enhanced data-driven marketing strategies in place, the team was able to identify which offline media channels were not meeting performance expectations and adjust media budgets accordingly.
“There are different ways to apply call tracking, and we use it to make smarter decisions by directly linking our marketing spend to ROI. Now, when we invest in a campaign, we can see whether it’s driving appointments and to which specific service area,” said Keena.
Using AI for Better Classification
The team is now using Invoca’s Signal AI to track every appointment that is scheduled, rescheduled, or cancelled on the phone so they can identify exactly where patients are coming from and how they are engaging with the Health System. This enables them to tie all the data points together and develop engagement strategies to reduce no-shows.
They have also integrated Invoca with Google Ads, Analytics, Facebook, and other platforms, allowing them to use conversion signals to optimize across campaigns.
It’s a game-changer to have these insights. We can now see not just the volume of calls, but the value of those calls and the outcomes they produce.
Rachel Keena, Digital Consumer Engagement Specialist at AtlantiCare
