Tracking ROI for Referral Sources and Event Attendance
Client Overview
Client F is a Skilled Nursing Facility (SNF) company that relies heavily on relationships with referral sources such as social workers and healthcare professionals. They regularly host paid events to educate and engage these key stakeholders.
Challenge
Client F needed a way to track the effectiveness of their marketing spend on referral sources. They wanted to understand which social workers were attending their events and measure the ROI on their efforts, including follow-ups, thank-you messages, and referral outcomes. Without clear data, it was challenging for them to optimize their marketing expenses.
Solution
Eldon Group developed a comprehensive tracking system to measure the impact of Client F’s marketing initiatives:
Attendance Tracking System: Eldon Group implemented a system to track attendance at paid events, capturing detailed information about each social worker or referral source attending.
Follow-Up Automation: Automated follow-ups and thank-you emails were sent after each event, helping to nurture relationships with attendees.
ROI Calculation: The system allowed Client F to cross-reference event attendance with actual referrals provided by each source. They could also analyze marketing spend per attendee, enabling them to optimize future events.
Cost Analysis for Marketing Assets: Eldon Group provided a method to track marketing assets such as brochures and other educational materials distributed to referral sources, measuring their effectiveness against referrals generated.
Results
Measurable ROI: Client F was able to track a 25% increase in referrals directly tied to social workers who attended events, providing a clear ROI on their marketing spend.
Event Efficiency: The tracking system allowed Client F to reduce the average cost per referral by 15%, as they could now identify which referral sources were most engaged and adjust their marketing efforts accordingly.
Improved Engagement: Automated follow-ups led to 30% higher engagement with social workers after events, strengthening relationships and increasing the likelihood of referrals.