Use Call Centers to Grow Market Share and Measure Marketing ROI
Sponsored by: Turn Calls into Customers: Maximize Customer Experience with Your Call Center
Presented on November 13, 2008
Are you using your call center to its full potential?
Listen to HealthLeaders Media for this 90-minute Webcast and hear executives from Swedish Covenant Hospital in Chicago, a facility that has successfully cross-trained call center staff to handle a wide range of services and BJC HealthCare in St. Louis, MO, which addressed its community's need by instituting an asthma triage call center that decreased admissions to the emergency department.
Specifically, the speakers discuss how to demonstrate not only operational savings but also both soft and hard ROI by:
- Growing your call center
- Integrating your call center with marketing, operational, and clinical departments
- Consolidating call centers in order to handle customer service calls, including central scheduling, pre-registration, insurance verification, physician referrals, community events, class registration, and campaign fulfillment and partnership promotions
- Using call center data to show value beyond dollars and cents
No matter the size or budget of your facility, this program helps you overcome obstacles from leadership resistance to formulating the best growth and/or alignment strategy for your organization. You'll learn how these two hospitals used their call centers to measure the ROI for all of their marketing efforts-and get valuable takeaways to begin the process at your own hospital or health system.
- Attributes of successful contact centers
- Using your call center to measure ROI
- Soft vs. hard ROI
- Call centers channel good business
- Tips to make ROI believable and relevant to leadership
- Interpreting the data
- Tracking ROI over time
- Measuring time to conversion
- Understanding the value of every call
- Determining payer mix of marketing-driven business
- Measuring new vs. return business
- Case study: Measuring service line ROI (Heart campaign)
- Drilling down into the data
- Effective marketing vehicles and promotions
- Value of events and screenings
- Cost-benefit analysis
- Strategic alignment of a call center
- The vision-building a business
- Operational model
- Cultural diversity
- Measuring the effects
- Case study: Building a successful integrated call center
- Efficient staffing
- Operational success
- Staff training
- Making central scheduling work
Judith A. Brown, the author of HealthLeaders Media’s book Turn Calls into Customers: Maximize Customer Experience with Your Call Center, has been in the healthcare industry for more than two decades as a registered nurse, provider executive, and consultant. Currently a healthcare consultant, Brown works with hospitals and hospital marketing vendors in the areas of integrated marketing plan development, customer contact mapping, call center consulting, program development and business operations. Previously, she was the vice president of corporate, government, and consumer relations at Advocate Health Care in Oak Brook, IL, and led the team that launched Chicago’s Northwestern Memorial Hospital’s first call center. Brown is also a featured speaker at a variety of national healthcare organizations and conferences and has served on numerous advisory boards.
Rose Jeanfreau is director of patient access services for Swedish Covenant Hospital in Chicago. She is actively involved in human resources and volunteering as a guest relations program facilitator for hospital employees. Jeanfreau also serves as committee Co-Chair of Swedish Covenant Hospitals Integrative Medicine Program.
Julie M. Bruns has been with BJC HealthCare, St. Louis, MO, for seventeen years. She is currently call center and market research director, managing a call center with a volume of nearly 500,000 calls per year and a staff of 65 full-time employees. She also oversees the market research functions for BJC. Services provided by the call center include physician referral, class/screening enrollment, nurse triage, answering service, physician-to-physician referral, and outbound services.
WHO SHOULD ATTEND?
Anyone with responsibilities for a contact center including call center managers and directors, marketing, advertising and PR directors, VPs, and professionals, chief marketing officers, advertising and PR agencies and consultants, planning management staff, contact center managers, administrators, strategic marketers and planners.
New Purchase Option: WEBCAST ON-DEMAND
In addition to the regular purchase options for HealthLeaders Media Webcasts, we are pleased to offer a new option: webcast on-demand. When you purchase a webcast on-demand, you will be able to view the program any where and any time by logging into your account on www.HealthLeadersMedia.com. It's also a perfect training tool for new staff or as a refresher for veteran staff.
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