Why a Contact Center?
Measure the results of your marketing activities using your Call Center
Without a state-of-the-art contact center software solution, the healthcare marketing professional has little ability to measure the results of their activities, leaving their budgets and programs vulnerable. Today's astute marketing executive can leverage their Sharp Focus or EchoAccess contact center database to document the bottom-line impact of key marketing initiatives.
A published study covering 800,000 calls in healthcare contact centers over a four-year period reported that:
Contact Centers drive revenue and profitability
- The average contact center caller generates $13,848 in hospital charges within 12 months after calling, versus $5,524 for patients overall
- Every telephone call represents over $4,000 in downstream charges within 12 months
- Contact center callers have more managed care coverage (HMO/PPO) and less Medicaid coverage than non-callers.
- Contact center callers are twice as likely to be self-pay than non-callers
- One-out-of-four callers contacting the contact center will have an inpatient or outpatient visit within the next 12 months
Contact Centers support patient loyalty
- Conduct nurse-directed symptom-based triage using clinical guideline protocols which have successfully triaged over millions of calls; direct appropriate utilization: refer to the clinically appropriate, cost-effective care site as a tool to reduce costly utilization of the Emergency Department for primary care
- While the contact center is recognized as an important customer service function, it should also be viewed as a powerful revenue/profit center
- 20 percent of all hospital customers will call the contact center in a given year
- 60 percent of callers are repeat callers. Repeat callers use more hospital services than one-time callers
- Retention rate for contact centers is 70 percent versus 46 percent for non-contact center callers (“retention rate” is defined as multiple hospital visits)
Contact Centers attract customers from groups that hospitals target
- 71 percent of all callers are women, and 74 percent are between 21-45 years old
- Seniors represent 18 percent of callers, but account for one-third of downstream charges
- Contact center callers have 25 percent more income than non-contact center callers
- Contact center callers are more engaged, spend more time making healthcare decisions, and use the Internet at a higher rate