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Case Study: Emory Healthcare
Sharp Focus® may be the only resource to document website ROI
Organization
Emory Healthcare is one of the nation's leading health systems comprised of the world-renowned Emory University School of Medicine and Emory University Hospital, Emory Crawford Long Hospital and The Emory Clinic all located in Atlanta, Georgia. Emory Healthcare is the largest healthcare system in the state of Georgia, with revenues in excess of $1 billion and approximately 8,400 employees. Since 1915, Emory University has been at the forefront of medical knowledge and research, pioneering many of the procedures that have changed the face of medical history. As part of that heritage, Emory Healthcare strives to provide reliable access to the physicians, resources and facilities that have continued to grow through the years. Today, Emory HealthConnection is a tangible outcome of that commitment to provide reliable access. It serves as a central access portal with both Web and phone-based responsiveness to consumers, physicians and stakeholders both locally and worldwide. HealthConnection uses Sharp Focus software as its foundation.
Challenge
Emory's marketing and contact center leadership studied how healthcare patients will access care in the future. The result was an intentional decision to migrate their existing successful call center into an integrated portal of access with documented return on investment. It had to be user-friendly, accessible either by Web or by phone, and be an extension of marketing communications initiatives to connect, inform, educate, and respond to the health information and referral needs of individuals -- whether across the street or across the globe.
Solution
Screenshot from Emory's Sharp Focus installation with the
'how heard of' code.
Emory's HealthConnection call center has thoughtfully matured into a contact center using either telephone or web-based communication. Services include online class and event registration, "press to call" functionality from Emory's website, Web transaction documentation using the Sharp Focus "how heard" codes, and fulfillment follow-up support for marketing communications.
Result
Annualized documented web-based revenue for HealthConnection is over $7 million and growing. HealthConnection generates over 3,500 web-based referrals each year generating over 2,100 appointments for physicians and services, a conversion rate of 59 percent. For over 130,000 individuals served each year, HealthConnection is the voice of Emory HealthCare.
Sharp Focus helps Emory Healthcare:
Document Return on Investment
- Annualized documented web-based revenue is over $7 million and growing
- Over 3,500 web-based referrals annually generate more than 2,100 physician and service appointments
Create a central point of access
- 130,000 web and phone transactions per year
- 100% of patients using the contact center state they would use it again
Lessons Learned
"The most important prerequisite for a success," states Lori McLelland, Assistant Director of Marketing for Emory Healthcare, "is to determine with senior leadership that the contact center is the intentional first point of connection. Next, be certain to include the contact center's phone number on every Web page. Integrate the call center and Web databases for integrated contact center results reporting. Transition from call center to contact center with technologies such as e-mail, electronic physician referral/class scheduling, 'press to call', or live chat. Finally," states McLelland, "Document Web contacts in your contact center using Sharp Focus software. This may represent the only way to quantify the financial benefit of your website."
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