Business Advisor: Telephone Receptionists Can Make or Break a Practice
Today's challenging economy and competitive business environment require a practice to make the most of every opportunity. This includes the initial patient telephone call. Most practitioners clearly understand that the telephone is the gateway to the practice and a vital key to success. Although a potential patient may become aware of or familiar with a practice via a website or through family and friends, most still meet a practice over the phone. Your telephone receptionist must be able to “take ownership” of that critical first call. Customers are calling your office for information and expert advice. It is the job of your staff— and telephone receptionist, in particular—to ensure that contacting your practice is a positive experience right from the start and that all questions are answered or triaged appropriately.
Telephone Success Tips
While experts differ on exactly how long it takes
telephone callers to form a first impression, most
agree the timeframe is quite short (seconds, not minutes).
Practice telephone receptionists need to be
well-prepared from the moment they pick up the
phone to engage a caller. Recently conducted telephone
mystery shopping statistics1 reveal that, based
upon the initial impression of the quality of communication
and exchange of information the caller had
with the receptionist fewer than half of all callers
are willing to schedule an appointment with an
office. It stands to reason, therefore, that a significant
number of additional callers are within reach
and could become new patients with just a little
more effort or training.
If you want to turn more first-time inquiries into appointments, you will need to foster a work environment that values patient phone calls. Ahead, I will provide a series of tips that may aid in your pursuit of a successful telephone encounter.
Answer the phone within the first two rings. Answering the call quickly sends a message to customers that their call is important. Establish an efficient triage system that will ensure this takes place.
Implement a “live-answer” process. Consumers almost always prefer to speak with someone “live” versus listening for the next automated prompt. If your practice receives a high volume of calls each day that requires an automated system, make sure that effective methods are in place to reduce the number of “virtual patient” calls so the telephone receptionist is free to focus appropriate attention and time on prospective patients. (Note: Tracking virtual patient calls, such as billing questions, prescription refills, or pre/post-treatment questions can highlight an opportunity to create greater efficiency.)
State your name as well as the name of the practice. Providing prospective patients with your name and the name of the practice helps make the first impression a positive one. It is one way to quickly and meaningfully establish a relationship with someone you do not know and cannot see.
Ask for permission when placing a caller on hold. Although the goal is to never place a caller on “hold,” it is sometimes required. If this becomes necessary, it is important to ask permission prior to placing the caller on hold. Most customers are understanding and won't mind, but there are occasions when customers, due to personal time constraints, do not want to be placed on hold. Asking permission and waiting for a reply shows that you value your caller's time. Remember to thank the person for holding when you return to the call.
Don't keep patients holding too long. It is important to continue to check back with on-hold patients and update them about the status of their call. Holding indefinitely, without any indication of how long it might be, can be frustrating to the customer. A prolonged wait also can build a perception of a lack of concern about the value of the caller's time. If you anticipate that the person will be on hold for more than one minute, offer to return the call at a time that is convenient for the customer. If the caller is waiting to speak with someone at the practice who cannot pick up immediately, offer to convey a message, and ask if he or she would like to continue to hold.
Obtain the caller's name and use it during the course of the conversation. Obtaining the caller's name and using it during the course of the conversation will take a call from a sterile, question-andanswer session to a more personal, two-way conversation. This also reaffirms to callers that you are listening to them and are not distracted.
Determine how the caller was referred to your practice. From a marketing perspective, it is critical to understand how patients were referred to you. Ultimately, this knowledge can assist in directing limited marketing dollars. Too often, practices omit this question on the phone, assuming this information will be gathered at some other point in the process (e.g., on the patient intake form). Frequently, patients are unclear about how they were referred and elect to simply check the “phone book” box. The initial telephone call is an opportunity to accurately obtain the referral source while it is fresh in the caller's mind. Some practices have found greater success in asking “Who referred you?” versus “How did you hear about us?”
Credential your provider(s) and/or practice. When callers ask “Do you offer (procedure)?” the real question is “How good are your results?” This is typically one of the first questions asked, and it provides an excellent opportunity for a receptionist to credential the provider(s) in the practice or the practice itself. Telephone receptionists must be able to clearly explain to customers what makes the practice different or special (e.g., physician track record, number of years the practice has been in business, board certification, etc.). The ultimate goal is for callers to feel as though they have contacted the best practice for the procedure of interest.
Know your products and services. Being able to relay accurate information about the different procedures offered by the practice is essential. Conduct regular staff trainings to ensure your staff is comfortable with every procedure's most commonly asked questions. Create scripts the staff can reference that cover procedure basics, including expectations, side effects, and cost.
Ask for the business. Experts estimate that fewer
than one out of four practices
Practices should never let the call end without providing a “next step” option. Aside from scheduling an appointment, there are other avenues practices can use to stay connected with the caller—One of your primary objectives is to obtain contact information, so you do not lose that contact for good:
a. Refer callers to your website. Offer to e-mail callers your website link. There is a greater chance of them visiting your site if it simply requires a click versus typing in the URL. They will then become more familiar with your practice and the services you offer.
b. Send callers a thank-you e-mail. Thank your callers with a friendly e-mail. Include a personal message, if possible, to make them feel your practice and its staff truly care about patients. Make sure to include in your message a link to your website for easy access.
c. Offer to mail additional information. Offer to add the patient to your distribution list for upcoming specials or events. By offering to send additional information, you show customers you are willing to go the extra mile to inform them. Along with the information for the specific procedure of interest, include information about your practice and a menu of services to familiarize the patient with who you are and what you do.
Enhanced Experience
Utilizing the above “best practices” can help you
improve the quality and result of each initial telephone
call that comes into your practice. Making
sure you enhance the initial telephone experience of
the caller can result in a greater sense of relationship
with your practice, a higher telephone conversion
rate, and an increase in practice revenues.
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