Published on July 27, 2009
How Your Practice will INCREASE REVENUE By Having An Effective Phone Plan Download slides at t witter.com/opticall
Why Are We Qualiﬁed? We take and monitor thousands of elective surgery calls each month for over 70 practices nationwide Over the past 8 years, we’ve created systems that have helped hundreds of practices improve call handling and turn more prospects into patients.
What Do We Do... Elective Procedure Call Handling ACEtm- Actual Consumer Experience RefracTraktm/OptiTracktm- Web based contact management and phone scripting program
Our Goals … Understand current trends in the industry and how they relate to elective procedure call volume Learn why “skills development” for your team is vital in consumer communications Share our concepts and tools for call handing improvement and phone conversions
Recent Trends Elective procedure call volume started to drop off May 08 Practices reacted to slower conditions from Summer/early Fall by reducing staff More pressure is put on the existing staff members to handle more responsibilities This all comes at expense of good customer ser vice!
Poll What has happened with your stafﬁng over the past 12 months?
Recent Trends, cont. Call volume rose in Jan due to ﬂexible spending accounts Call volume in 2009 remains at an elevated rate FOR THOSE WHO KEEP ADVERTISING! Practices that have cut marketing budgets have experienced and immediate drop in call volume
Fish While The Fish Are Biting!
Poll What has happened with your marketing over the past 12 months?
We’re getting calls, how come nobody’s having surgery?
Why don’t people have a procedure at the ﬁrst practice they contact?* *survey completed by American Net work
45% did not book due to poor customer service Contributing Factors? Patients felt they were kept on hold for too long. They had to repeat information to multiple representatives. They felt the representative was not knowledgeable or could not solve problems. Responses to patient’s messages or emails were too slow.
20% did not book due to lack of attention they felt they received Contributing Factors? Practices not adhering to the “3 Second Rule” Too much time spent in the waiting room (average wait time was 30 minutes) Patients felt rushed and were unable to ask questions Staff was not personable
15% did not book because they felt they found a better product Contributing Factors? Patient seeking a practice with the “latest technology” Surgeon did not have a desirable level of experience Practice did not have ﬂexible ofﬁce hours Patient wanted a practice that offered more resources (website, seminars, etc.)
15% did not book because they felt they could ﬁnd a better price Contributing Factors? Patient’s insurance company offers a discount for the procedure at another practice Patient received a “coupon” for theprocedure from another practice Financing options were not offered to the patient
5% did not book due to other reasons not listed Contributing Factors? Patient found a practice closer to home Patient received a referral from a friend or relative Patient was not ready for surgery Patient was not a candidate for surgery
Calculate Potential Opportunity
Fun Facts! Basic Consumer Behavior: Talk to friends Research on the web Value their time Don’t consider themselves patients Stay on hold less than 90 seconds 15% leave a voice mail If message left, will call next on list
Elements Of An Effective Phone Plan Who answers your phones? What scripting is in place? What training and coaching do you provide? How do you track your success?
Poll Who handles the phones for elective procedures in your practice?
Goals For An Effective Phone Plan Create Rapport Capture the lead Book an appointment Create a follow up plan
The Anatomy Of A Call- creating the script The Introduction Exploration- learn about the caller and their needs Education- what to do next Closing- appointment, or info only?
Step 1: The Greeting: “Thank you for calling …Jones Laser Center …This is ____, how may I help you today?” 58.33%! Response: “Great, I can help you with that! Are you calling for yourself or someone else?” “May I ask your ﬁrst name”? “Thanks (name), and how are you today?” 3.67%! Why Do This? A proper greeting is polite and gives a great ﬁrst impression Using (not over-using) their name establishes a more personal relationship with the patient. Studies show that a person’s ﬁrst name is their favorite word!
Step 2: How did you hear about us? “(Name), are you a patient of our ofﬁce already?” If they are not an existing patient...“How did you hear about us?” 7%! Why Do This? This is the beginning of establishing rapport and creating a conversation Practices spend a lot of money on marketing and need to know what is working. This also sets up the conversation for the delivery of the all important “validation statement”
Step 3: Creating Value: “Do you know much about our ofﬁce?” “Bragging Rights…so you’ll be in great hands with us!” 5%! Why Do This? This insiders view subtly instills conﬁdence that the caller has made a good decision by calling you. It also diminishes the need to explore fears.
Step 4: Exploration What procedure are you interested in? What are your goals for having the procedure? 61% Why Do This? These questions show interest in the caller while also controlling and leading the conversation.- Building Rapport-Gaining Trust-Creating Comfort This question may help reveal any disqualifying conditions and/or the need for further discussion requirements for the ﬁrst step
Step 5: the “ﬁrst step” “Have you ever been into a doctor’s ofﬁce to ﬁnd out if you are a candidate? “ “Well your ﬁrst step would be to come into our ofﬁce for a consultation. At your visit, we will….” 44%! Why Do This? To set the right expectations for the visit. Your description should match their experience. Mismatched expectations could be wasting the time of all involved.
Step 6: the call to action Be proactive…invite them in! Assumptive close:“I have next Tuesday at 2 or Wednesday 3 available, would either of those work for you?” 29.33% Asking permission: “Would you like me to check my calendar to see what I have available? What day of the week or time of the day works best for you?” Why Do This? Many ofﬁces will talk about the ﬁrst step but then wait for the patient to request it. Often, a patient is let off the phone without anything happening.
Handling Objections: How to present price? What to say? When to say it? Why mention payment options Some ask to see if they can afford it. Extended payments Others ask to see if they can use OPM. 0% same as cash over time.
Each call should accomplish 1 of 2 goals: Book an appointment Capture the lead if the patient does not book Have a follow up plan for mining captured leads
Poll Have you ever evaluated your phone staff’s abilities on the phone?
Thank You !!! This has been an OptiCall/First Contact Presentation
Questions? Contacts: PH: 508-746-3357 Dylan Kemna ext 1024 Dkemna@opticall.com Bill Mercier ext 1000 firstname.lastname@example.org www.opticall.com
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