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The one instrument doctors use more frequently than their
stethoscope is the telephone ! While most doctors are expert
at starting IV lines, they forget that the telephone is their
clinic’s lifeline, and unfortunately, most have still
not learnt to make the best use of the telephone. This is
one of the most important tools in your clinical practise,
but most doctors do not bother to ensure that their telephone
system works properly . However, this carelessness can prove
to be expensive - after all, if a patient cannot phone you,
how will he be able to fix an appointment ? Remember that
your phone is often the first point of contact of your patients
with your clinic – and it’s vital that you create
a good first impression. To many patients, how your practice
manages its telephone calls is an indication of how well your
practice manages patient care , and patients tend to judge
the efficiency of a practice by how well phone calls are answered.
Patients who have difficulty making appointments, contacting
a doctor or obtaining care for an urgent problem are more
likely to change their doctor.
It is certainly an advantage if you can afford two or more
lines. If one is engaged, a worried patient or relative can
use the other, and the telephone will not sound constantly
engaged if you use one line only for outgoing calls. Some
clinics have a special number which they give out only to
their existing patients, so that they can access the clinic
easily.
A good way to assess your practice's phone skills
is to put yourself in your patients' shoes and call
your practice. Can a patient schedule an appointment
easily? Are doctors readily accessible by phone?
Are emergency calls processed quickly? Are other
calls returned in a timely fashion? Can referring
doctors get in touch with you easily ?
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You can assess your practice's phone skills by making test
calls periodically.. How efficient is the receptionist in
answering, screening and directing the calls of patients seeking
appointments or demanding to speak to a doctor? Let your staff
know that you plan to test the system periodically by making
test calls, then meet with the staff after each test to discuss
your findings.
Telephone systems have become more sophisticated and you should
consider investing in the best one you can afford. Most doctors
take a penny-pinching approach when buying a phone system
– but this is short-sighted. There are many choices,
including EPABXs, key-telephone system, and computer-based
systems. Many allow you to play messages or music while the
patient is on hold and these are useful , because they give
the impression that your practise is professional, modern
and well-organised. Others offer automated options, which
can direct callers to the right person. However, do remember
that no matter how sophisticated your machine, it’s
only going to be as good as the people who actually answer
the calls. Employ the best receptionist you can find –
she can be worth her weight in gold ! Staff members who answer
the phone should be trained to answer phones, so that they
can do so efficiently. You need to teach them to sound caring
and helpful. It’s useful to teach them a standard protocol
for answering the phone – for example,” Good morning,
this is Malpani Infertility Clinic and I am Ms Sunita. How
can I help you ?” To provide better service over the
phone, develop a list of the most frequently asked questions
and their answers. All messages – both incoming and
outgoing – should be logged in. This will help to ensure
that your system works efficiently.
For smaller practises, simpler options like a recording machine
are very valuable, so that patients or referring doctors can
leave messages for you. You should also explore the newer
telecommunication options, such as pagers and cellphones.
Mobiles allow you to be “on-call” round the clock
– but be careful to whom you give your number! Pagers
are useful , because they allow you to screen calls, and return
them at your convenience.
Many patients will insist on talking to the doctor
every time they call. However, this is not an efficient
use of your time, and you need to be able to screen
calls. Administrative matters , such as fixing appointments
should be handled by an assistant or a receptionist.
Triage protocols can help practices manage calls
for urgent, same-day or next-day appointments.
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It’s a good idea to teach patients how to use the telephone
well when do they call you. For example, tell them to : keep
a pen and paper ready so that they can write down the relevant
instructions; identify themselves properly, giving their full
name as well as their diagnosis ; and to report specific symptoms.
Let patients know when you are easily contactable for routine
calls – and request them to call during this time.
Make it a point to return calls efficiently. It’s helpful
to set aside 15 minutes a day, during which you can do this.
Patients appreciate doctors who call them up – it’s
a sign that you care for their well-being, and since it’s
something which such few doctors do, your calls will stand
out for their thoughtfulness. For example, it’s a good
idea to call patients at their residence 24 hours after they
have been discharged from hospital, to check that they have
no complaints.
As technology advances, phone systems are going to become
even more sophisticated, and you should be prepared to make
use of this valuable tool . The simplest example is telemedicine,
and videophones for teleconferencing may soon become commonplace
– and call centers which offer patients pre-recorded
health information are now popular in the West.
How your telephone is answered can make or mar the reputation
of your practice and here are some guidelines to help you
improve your telephone reception.
1. Have a standard printed form on which to put the name,
address, telephone number and a brief outline of the patient's
problem. These are quite helpful, as it is possible to see
at a glance the substance of the call.
2. Screening calls is a problem. You should not speak to a
member of the family, another doctor or patient when you are
in the middle of a consultation. The patient is paying for
your time and attention, and will not like interruptions.
3. An emergency call must be dealt with as soon as possible.
Establish what the problem is, and decide what you are going
to do about it.
4. Train the receptionist or secretary to distinguish between
urgent and non-urgent calls.
5. Leave your own calls, either personal or business, to a
time set aside for the purpose.
6. You might want to “schedule” time for telephone
consultations for complex problems. Many doctors in the US
do this – and charge for it as well !
7. Have a script in front of every phone , telling the staff
member how he or she should answer the phone. This facilitates
positive phone manners – and also ensures your phone
are answered consistently and pleasantly.
8. Tell your staff to smile and be enthusiastic while on the
telephone. Place a mirror in front of every telephone - the
smile can be heard on the other end of the line !
If you hate being put on hold or talking to rude
telephone operators, imagine how much worse it must
be for your ill patients when they try to get in
touch with you ! Making effective use of the telephone
can help to save both you and your patients considerable
time, effort and money - learn to use it well !
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