The Next Generation Call Center Experience [Infographic]

In healthcare, a traditional call center experience can feel much like calling a cable company—detached, dull, frustrating. Personalized engagement is critical to the future of healthcare, but call center agents are often not given the tools to meet consumer expectations. Agents may be limited to a basic set of functions with minimal insights on patient journeys.

In order to succeed in today’s competitive landscape, providers must transform their call center into a strategic patient engagement engine. The infographic below highlights the enormous opportunity healthcare providers have to modernize their approach to the call centers. Those that embark on the transformation to the next generation call center—what we fondly call the Engagement Center—will see indisputable value in terms of extended patient lifetime value, high-value service line growth, and smarter patient acquisition and retention.

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Marti Van Veen

Marti Van Veen

Marti Van Veen is Vice President, Engagement Center & Practice Leader at Evariant. Previously, Marti was System Director of Marketing and Public Relations for Physicians Regional Healthcare System (CHS affiliates). Prior to her 5+ years with CHS, Marti was with HCA, serving in several roles over her 17 years with the organization.

Key Considerations Before Outsourcing Your Healthcare Call Center

close up focus on call center headset device headset voip system with telephone answer machine technology at operation office desk for hotline telemarketing and network operator conceptAs much emphasis as there is on digital marketing – and for good reason – there is something to be said about talking with a person.

In fact, a recent study found that live voice remained customers’ preferred communication channel – and it has to be done right. Nearly two-thirds of customers will consider switching to a competitor after a bad phone experience.

In order to fully leverage this channel for growth, health systems need tools and resources that enable collaboration across the organization. However, many healthcare organizations face the reality that their call center is not integrated into their greater marketing strategy, in terms of campaign execution, insights, and ROI. But when they are, the impact is impressive.

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Marti Van Veen

Marti Van Veen

Marti Van Veen is Vice President, Engagement Center & Practice Leader at Evariant. Previously, Marti was System Director of Marketing and Public Relations for Physicians Regional Healthcare System (CHS affiliates). Prior to her 5+ years with CHS, Marti was with HCA, serving in several roles over her 17 years with the organization.

3 Ways to Improve Patient Retention Through Post-Discharge Calling

A surprising number of patients –  1 in 5, in fact – experience an adverse post-discharge event such as infections or procedural complications within 30 days of release. This adds a significant cost to the United States healthcare system, contributing an extra $15 to $20 billion annually. What’s more, 30 percent of these readmissions are preventable, and nearly a quarter are ameliorable.

It’s no secret that hospitals need to address the post-discharge problem; in November 2015, CMS proposed a ruling that requires hospitals to establish post-discharge follow-up programs. Furthermore, post-discharge calls have started to become an essential element of payer reimbursements – some insurers require patient answers to post-discharge survey questions – which makes them absolutely crucial for health systems’ financial standings.

But looking at post-discharge calling solely as a requirement for earning payer reimbursements is a mistake; checking in with patients after clinical appointments provides the opportunity to ensure patients adhere to their ongoing care instructions, schedule future appointments, recommend referrals, and more. All of these initiatives enhance the patient experience and create patients for life. In fact, Accenture found that hospitals that provide superior patient experiences achieve up to 50 percent higher margins.

A patient’s journey shouldn’t end when he or she is released from the hospital; communication post-discharge increases long-term loyalty. By updating call center processes, you can optimize post-discharge calling to focus on improving patient retention and regain the estimated $8 billion in lost revenue.

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Jessica Friedeman

Jessica Friedeman

Jessica Friedeman serves Evariant as Vice President, Product Marketing. Leveraging over a decade of experience in the healthcare industry, Jessica provides product, strategy and industry support so as to deliver solutions that maximize client’s marketing and organizational strategy. Jessica additionally served Evariant as Vice President, Solutions Engineering, lending technical support to the sales process. Prior to Evariant, she served as Director, Solutions Support at Truven Health Analytics (now IBM Watson Health), where she was responsible for ensuring the successful positioning and growth of the Marketing & Planning business lines.

Improve the Call Center Experience with a Proactive Engagement Strategy

The overwhelming majority of patients (75 percent) report using a customer call center to interact with their health system. Even though the call center is responsible for handling numerous customer touchpoints, many hospitals still provide experiences that are about as appealing as calling a cable company.

Within these interactions, patients must cope with long wait times and multiple transfers, and call center agents that subsequently have no background information on them or their unique situations. This impersonal form of engagement allows health systems to handle a high volume of call center interactions, but not provide the quality patients are looking for; poor call center interactions fail to deliver any strategic value, provide cross-sell opportunities, or extend patient lifetime value.

A call center equipped with HCRM capabilities, or an Engagement Center, allows call center agents to provide convenient service that supports marketing and business development initiatives, streamlines workflow, and improves patient engagement and satisfaction. Engaging patients through a CRM-enabled call center allows health systems to take advantage of patient data, thus providing proactive and personalized interactions that keep customers happy, healthy, and in-network.

Let’s take a closer look at how a proactive engagement strategy can help improve the call center experience:

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Evariant

Evariant

Evariant provides a leading healthcare CRM solution suite designed to help health systems transform the healthcare experience for their consumers, patients, and physicians. Built on the Salesforce Platform, our solutions foster richer consumer/patient engagement and tighter physician alignment. Powered by cutting-edge data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization. Many of the top health systems have selected Evariant to thrive in today’s hyper-competitive and rapidly changing environment.
Evariant

4 Core Benefits of Transforming the Healthcare Call Center

When we talk to organizations about their healthcare call center, we hear about the following challenges:

  • Operates in a silo: Marketing has little visibility into how the call center is contributing to lead-to-patient conversions and/or revenue. This makes marketing attribution and proving ROI difficult.
  • Agents aren’t able to be proactive: A customer on the phone is an opportunity to provide value and excellent customer service, but agents don’t have the information necessary to proactively engage with customers efficiently and effectively.
  • Unable to integrate with marketing campaigns: Activating the call center as an optimized channel for patient engagement means the ability to field inbound calls and incorporate targeted outbound calling initiatives.
  • Disconnected patient journeys: Patient acquisition and retention is a multi-channel journey and the call center needs to be integrated as a key part of marketing initiatives.
  • Lacking efficiencies – Agents are using up to 10 different applications and tools while managing a call and trying to stay focused on giving the patient an exceptional patient experience.
  • Unable to show value – Call centers aren’t able to track the activities and metrics that contribute to the revenue for the health system. This results in the call center being classified as a cost center and not a revenue center.

Outside of an appointment or physical visit to a hospital, the call center is the one channel that provides a clear one on one personal connection between a hospital and a customer.

As healthcare organizations work to improve their customer experience across the board, the call center needs to be a key part of those efforts.

However, transformation of a healthcare call center takes time, money, and executive buy-in. At the heart of it, it’s about integrating the call center’s contributions into the greater marketing strategy through an HCRM-enabled engagement center solution.

To convince leadership teams of the need to transform the healthcare call center, here are four compelling benefits:
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Evariant

Evariant

Evariant provides a leading healthcare CRM solution suite designed to help health systems transform the healthcare experience for their consumers, patients, and physicians. Built on the Salesforce Platform, our solutions foster richer consumer/patient engagement and tighter physician alignment. Powered by cutting-edge data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization. Many of the top health systems have selected Evariant to thrive in today’s hyper-competitive and rapidly changing environment.
Evariant