How four numbers can boost patient satisfaction
How four numbers can boost patient satisfaction
As practices expand their marketing efforts to surrounding communities, they should not forget one small detail as they begin to reap the rewards of these efforts: Adding a toll-free number. A 1-800 number can reap tremendous benefits in patient satisfaction, says Meryl Luallin, partner in the San Diego consulting firm Sullivan/ Luallin. And patients outside a local calling area practically expect a toll-free call these days.
Luallin has recently conducted focus groups for several practices in the Midwest and says she was surprised to hear from some participants the annoyance they felt at having to call long distance to talk to their physicians - especially if they were put on hold.
Any practice that draws patients from an area outside its area code should have a toll-free line for patients to call, she says. "Older patients, in particular, hate to pay for calls. And they hate it even more if they are put on hold."
While Luallin admits that no patient should ever be put on hold for any length of time, "that is a completely separate issue," she says. The reality is that callers often have to wait, or at least, wade through an automated phone tree.
Neil Baum, MD, a urologist in practice in New Orleans, says that toll-free lines can also offer you a marketing opportunity. "I have a support group on impotence that I run, and I use my 800 number for them to call for additional information. It is a great way for me to monitor my marketing."
Baum says that any practice should be able to track whether or not it attracts patients from outside the area code using its existing computer database. Once you know how many patients you have who have to pay to call you, it might be easier to justify spending the money to set up the line and for the per-call charges.
But Luallin says the equation is simpler than that. "The real issue isn't even cost," she says. "It's all about customer service. If you are annoying them already by putting them on hold, should you really expect them to pay for that privilege?"
Subscribe Now for Access
You have reached your article limit for the month. We hope you found our articles both enjoyable and insightful. For information on new subscriptions, product trials, alternative billing arrangements or group and site discounts please call 800-688-2421. We look forward to having you as a long-term member of the Relias Media community.