There’s nothing like a real-life success story to illustrate the bottom-line, dollars-and-cents value of staff phone skills training.
In this case, a physician group specialty practice more than doubled its new patient revenue by training their staff to more efficiently and more effectively answer the phone and convert callers into made and kept appointments.
There’s a lot to consider when it comes to capitalizing on physician advertising. There’s an up side and a downside, and the difference is in how the office is trained and prepared (or unprepared) to handle inbound calls. And frankly, nearly every practice has something to learn and much to be gained. Even when a practice does zero advertising, we see the same staggering new patient results.
Our President, Zac Wright, whose official job title is actually Difference Maker, provides the following numbers from this vein practice in a central time zone with four locations and an average case size of $2,900.00 per new patient. “Accounting for each location,” Zac reports, “they went from 185 new patients in September last year to 347 new patients in September this year.”
Doing the math, the new patient revenue more than doubled from about $536,500 per month to over $1,000,000. Zac—who is understandably diligent about tracking results—says that, “Overall, they realized an across the board increase of about 50 percent for all locations in the three months following training.”
So, you might ask, just how did they do that? The answer may be a bit of surprise.
The “Anti-Sales Philosophy”
Zac tells us “all we did was leverage their existing staff—their largest overhead expense, by the way—and turned them into revenue producers.” In other words, this practice didn’t change its personnel, and what’s surprising is that the training created “revenue producers” and “brand zealots” using an anti-sales philosophy.
“That’s right, anti-sales.” Zac says, “We never want the staff to sound like they are selling anything. In fact, they are not ‘selling.’ Training is about helping the patient appreciate the quality of care, understand what’s involved in treatment and the support that the office provides each patient. And they set an appointment for the prospective patient in an entirely new way… a patient-centric way.”
The core idea is that the patient can’t benefit from the services of the doctor or the practice over the phone. They can only help the patient once they come into the office, and a first appointment is the beginning of a process of caring for the individual. Onsite staff training—Patient-Centric Scheduling—works from the perspective of helping the patient and boosting revenues for the practice.
Connect with Zac to see how training your team is the proven, pragmatic, foundation for boosting your revenue. www.linkedin.com/pub/zac-wright/37/46a/3b0/