Most telephone answering services take on a wide range of clientele, from roofer, to funeral home, to property management company, to consultant, to attorney. Oh yeah, they’ll handle healthcare too.
These answering services try to be all things to all people. They’re generalists. Some do okay at it and others not so well. As the saying goes, “They’re a Jack (or Jill) of all trades but a master of none.”
Other answering services are specialists. They focus on one industry, such as healthcare.
Do you want your answering service or call center to be a generalist or a specialist?
A Generic Answering Service
All answering services that want to stay in business know they need to grow. They realize that with growth comes increased economy of scale. This helps them serve their clients with greater efficiency and increase their bottom line. Because of this push for growth, some are willing to handle any type of business or situation.
Sometimes they end up taking on some strange accounts. Such as a clown or a rock star or an entrepreneur with a questionable business ethic. Add the medical field to their eclectic mix of clients. For them, every call is completely different because every client is completely different. Sometimes they handle this client-multitasking challenge well and other times, not so well.
When an operator at a generic answering service answers the phone for a medical practice, imagine what type of account they handled just before that, how the caller acted, and the way they responded. Does this prepare them to talk to the patient with excellence and treat them precisely the way they should be treated? Some telephone answering service operators can make this mental transition, whereas others struggle.
A Medical Answering Service Specialist
Seeing the downside of these generic, one-size-fits-all answering services, some answering service leaders realize that trying to be all things to all people doesn’t work out so well. They decide to specialize. When they specialize, they become experts in their niche. This allows them to provide a higher level of service then what would be possible if they remained a generic answering service, taking all types of clients.
They decide to specialize in healthcare. They become a medical answering service—a medical answering service specialist, if you will. This allows them to focus on things that are important to their clients in the healthcare field. This includes being empathetic to callers and their health situation, knowing how to handle health emergencies and on-call personnel, and the importance of taking appointments to maximize provider effectiveness.
The result of this is a high level of patient-centric service that meets the needs of the healthcare industry, including medical practices, clinics, hospitals, and healthcare networks.
When it comes to handling the communication needs of healthcare providers, do you want to be a general answering service (or call center) or a medical answering service specialist that focuses on healthcare? How does this answer apply to the strategy you have for your answering service or call center?
Should you be an answering service generalist or specialist?
Kurt Duncan is the director of operations at MedConnectUSA, a leading provider of medical answering services, that specializes exclusively on the communication needs of the healthcare industry.