One great thing about web sites is the wealth of information you can track. You can see how many people come to your site, where they come from, what pages they view, and how long they stay. Several systems are now available to help you track phone calls.
I use one system that enables you to see where every call comes from, track their caller ID and other call details, and even lets you record each call. This tracking is especially useful for those practices who are using several marketing methods. Now they can use different phone numbers in the phone book, the web site, the direct mail piece and the radio commercial. All the numbers ring straight through to the office, but now the team can track exactly where each call came from, and see how each call was handled.
Recording the calls creates an opportunity for you and the team to evaluate the performance of the front desk, and helps identify strengths and weaknesses that make a huge difference in converting phone calls into patients. Be aware that some states require you to let a caller know they are being recorded, and this can be done with a recorded message if you like.
Tracking the calls gives you a wealth of information about your calls. You can see patterns in the time they call and adjust your front desk schedule, or put a team member “on call” and forward calls right to their home or cell phone. It will become obvious whether your front desk is converting calls or chasing people away with bad technique. You’ll even have the option to capture addresses so you can map out excatly where your calls tend to come from.
The kind of information you generate with call tracking helps make your campaigns more efficient. If the front desk has a problem with conversions it can be addressed. If the print ad is not drawing calls, that budget can be shifted to the tv campaign that’s producing. If people always hang up when they get your answering machine, you can change the message or direct the off-hour calls to a live person. Call tracking helps you make the most of your advertising dollars by showing you what campaigns are working and how many of the calls you receive actually turn into patients.
April 4, 2008 at 12:28 pm |
I’m a huge fan of tracking phone calls. Although it takes some convincing on the physician side to make the added expense and training–but the pay off is huge. You’re also right about keeping track of phone conversion….big time important! Thanks for the post.