This article was originally published in Healthcare Call Center Times in January 2021.)
With COVID-19 putting increased strain on call centers and the health systems they support, the need to increase the number of revenue-driving calls processed by call center teams has never been greater. The American Hospital Association estimates hospitals in the U.S. are now losing $50 billion each month, so what can call centers do to help the health system regain its financial footing?
Leaders at one of the most advanced health systems in the world recognized one critical, but often overlooked, factor that affects their ability to convert consumers to patients: the online experience. They decided they needed to make it easier for the 600,000 unique patients they typically see each year to schedule and access care, especially in the wake of COVID-19. As a result, the health system has seen a 155.87 percent increase year-over-year in the number of appointments scheduled online or using the number provided by Guide, Loyal’s healthcare chatbot.
Before we break down how this health system is scheduling appointments in a time when most are struggling to re-engage their patient base, let’s take a closer look at how this digital, front-door technology alleviates the burdens placed on call center teams and, by extension, the bottom line. We know the cost per call that comes into a call center ranges from $5-8 and goes up during times of high volume, such as during a pandemic. Meanwhile, the cost of a conversation via chatbot averages $1-2. That cost goes down with increased volume and there is no limit to how many conversations a chatbot can have. With anywhere from 30-50 percent of all call center volume not related to appointment scheduling, being able to address the inquiries that are not revenue driving before they reach the call center sets up the call center teams for success. They become heroes in their own right as they convert more patients into the system.
The changes the leading health system referenced above made to schedule more patients were simple: they doubled down on their commitment to make accessing care easy. Online scheduling wasn’t new for the system. The existing online scheduling form converts approximately 17 percent of patients. Loyal helped the system adapt the form, which includes a designated number for appointment scheduling at the call center, and embed it directly into Guide, Loyal’s healthcare chatbot. As a result, the conversion rate jumped to 31.6 percent and continues to climb.
Prior to COVID-19 necessitating health system leadership to rethink the online experience’s role in converting and retaining patients, one reason we commonly heard for putting off this important work was that older people (the majority of the patient base with highest utilization of system services) weren’t using the Internet. That is no longer the case as even grandma is on Facebook these days. Health systems must use these interfaces because healthcare consumers use these types of technology and an organization may be at risk for losing them when they don’t have these interfaces. Think of how many systems still ask people to fax forms and imaging centers that give patients CDs of their images. These systems are setting themselves up to be in a position where they won’t be able to communicate effectively with patients, who send stronger signals each day that their preferred method of engagement is via smartphone and other online platforms. Ultimately, as healthcare is consumer driven, systems that do not evolve will lose out to other hospitals and health systems that meet the patients where they are.
Call centers are uniquely positioned to bring about meaningful change for health systems in these challenging times. By creating a more manageable work environment for call center employees while setting them up for success in helping the system regain financial footing, call centers have the potential to impact the system’s viability in the wake of COVID-19 and the system’s ability to fulfill its commitment to keep the communities served healthier.
Brian Gresh, President, Loyal
A healthcare consumer experience company solely dedicated to the betterment of patient care, Loyal is the preferred software solution for improved care utilization among the nation’s leading health systems and hospitals. One of the first companies to offer end-to-end digital and AI-powered solutions spanning the entirety of the patient journey, Loyal makes it easier for patients to access and schedule care they need. From selecting a provider best suited for them to closing the feedback loop on their experience, patients who engage with healthcare networks via our proprietary platform quite simply, tend to be more loyal. Learn how to streamline patients’ navigation of your health system and network of clinical services at LoyalHealth.com.