A Critique of the Proposed National Education Policy Reform
How Your Practice Can INCREASE REVENUE With An Effective Phone Plan
1. How Your Practice will
INCREASE REVENUE By Having An
Effective Phone Plan
Download slides at t witter.com/opticall
2. 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.
3. What Do We Do...
Elective Procedure Call Handling
ACEtm- Actual Consumer Experience
RefracTraktm/OptiTracktm- Web based contact
management and phone scripting program
4. 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
5. 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!
7. 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
16. Why don’t people have a
procedure at the first practice
they contact?*
*survey completed by American Net work
17. 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.
18. 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
19. 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.)
20. 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
21. 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
23. 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
24. 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?
26. Goals For An Effective
Phone Plan
Create Rapport
Capture the lead
Book an appointment
Create a follow up plan
27. 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?
28. 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!
29. 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”
30. 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.
31. 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
32. 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.
33. 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.
34. 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.
35. 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
