Case Study
How United Dental Partners Transformed Their Marketing Performance by Switching from Invoca to Liine
The marketing team at United Dental Partners, a 22-location dental group, knew their existing martech stack was holding them back. First, calls and online bookings were tracked separately (which caused major data blind spots), and second, they had limited visibility into which campaign-driven calls were turning into new patient appointments.
After switching from Invoca to Liine, the improvement was immediate. They now have a single platform for marketing insights across all patient touchpoints and can measure success and auto-optimize their ad campaigns based on actual booked appointments.
“As a marketing leader, Liine makes me look good. It’s fundamentally changing the efficiency of our marketing spend.”
The Problem with Fragmented Data for Growth-focused Dental Practices
Before switching to Liine, UDP’s marketing data for calls and online bookings was tracked across separate platforms: Invoca for calls and NexHealth for online scheduling.
This siloed approach to tracking made it nearly impossible to get a holistic view of patient acquisition. Additionally, UDP struggled to track touchpoints from the same lead across systems (for example, a lead who initially calls but subsequently books online).
Lead count was inaccurate, marketing attribution for leads with multiple touchpoints was incorrect and campaign optimization was imprecise.
“Before we started tracking calls and online bookings in one place, this was a data blind spot for us. Now, I can build a full funnel knowing where patients are coming from, by marketing channel. Before, I could get some fuzzy data on that, but it always came with a giant asterisk. Now I have a lot more confidence in what I’m presenting to the Board of Directors, and it helps me think about the right strategy for where we should invest budget, time and energy.”
Basic Call Tracking Just Wasn’t Cutting It
The problems ran deeper than just fragmented data. With Invoca, UDP faced more challenges that hampered their growth:
- No visibility into call outcomes: Without spending significant time building and testing custom language models, it was impossible to know whether a marketing-driven call was a new patient opportunity or resulted in a booked appointment. Instead, UDP had to rely on vanity metrics — like calls lasting over 90 seconds — to estimate their lead count. They could not confidently report on how many new patients their marketing efforts were generating by channel. This meant UDP could not accurately measure or auto-optimize campaign performance for the only conversion action that matters: new patient bookings.
- Inefficient reporting with no actionable insights: Pulling reports from Invoca was a tedious, manual process. And while the reports were full of raw data, UDP’s small marketing team lost valuable time trying to extract meaningful insights to inform their marketing strategy and adjust ad campaigns.
- Generic customer support: Invoca’s customer service team was friendly, but had a limited understanding of the unique needs of a DSO. UDP needed higher-touch support with industry expertise to achieve their marketing goals.
“Invoca provided solid call tracking. But getting more insights and actionable information came with a much heavier lift for our team. Our team is very small and our resources are time-constrained. I found myself getting just basic call tracking without any useful insights. I could report on call numbers but that wasn't useful in informing our strategy.”
Making the Switch to Liine: Immediate, Measurable Impact
Switching to Liine was a huge technical leap forward for UDP. Now, all patient interactions — whether over the phone or through self-scheduling — are captured, analyzed and deduplicated in a single platform. This visibility has made a huge impact on UDP’s marketing performance.
- Marketing Attribution: Tracking marketing attribution for all bookings (whether over the phone or via NexHealth) allows the team to see the entire patient acquisition journey and measure campaign success based on booked appointments, not just activity.
- Booking Reconciliation: For UDP, 1 in 5 Google Ads leads who fail to schedule over the phone end up booking online later. By reconciling the initial Google Ads call with the subsequent online booking, Liine captures 20% more Google Ads attribution for reporting and ad optimization.
- HIPAA-compliant, Automatic Ad Optimization: Liine takes anonymized booking outcomes for calls and online scheduling and automatically feeds that data back to Google Ads. By optimizing for actual patient bookings (instead of calls or clicks), UDP grew their Google Ads-driven bookings by 74% while cutting their Google Ads cost per booking by 45% (from $130 to $71) within four months of implementing Liine.
“Since switching to Liine, what’s been most impactful for the marketing team is our move away from vanity metrics toward bottom-funnel conversions, specifically booked appointments, rather than just the number of calls, clicks and form submissions. That mindset shift, paired with a cleanup in our tracking data and feeding Google the right conversion actions, has allowed us to drive a high volume of qualified leads while spending less money. From a marketing perspective, that’s kind of a dream.”
More Than Just a Vendor — A Dedicated Growth Partner
Aside from the improved marketing efficiencies, UDP experienced a major shift in partnership quality. Liine exclusively serves healthcare and dental marketing teams. As such, UDP gained a dedicated customer success team with a deep understanding of their practices’ goals and a commitment to providing proactive, strategic support.
With Liine, United Dental Partners gained certainty in their marketing analytics, a significant improvement in their Google Ads performance and a true growth partner for the future.
“We transitioned from Invoca to Liine because Liine offered more specialized healthcare and dental-focused solutions that align way better with our goals. Their team has a deep curiosity about our space and I sensed there would be a real commitment to our success. I have not seen that in another partner.”
Liine is an AI-powered call tracking, marketing analytics and ad optimization platform built for multisite healthcare, dental and vet practices. Our platform captures and analyzes all patient leads across calls, web forms and online bookings in one intuitive dashboard. This empowers healthcare marketers to auto-optimize ad campaigns, increase lead-to-appointment conversion rates and quickly identify which strategies are driving new patient bookings.
