People are becoming more involved in their healthcare choices. No longer will post-acute placement decisions be made purely by a physician or discharge planner. Skilled nursing facilities must be better prepared to handle the increasing number of cold customer inquiries and turn them into admissions. Any staff member, whether in patient care, the business office, therapy activities or that could be in a position to handle a cold customer inquiry, should be trained on how to handle a cold call inquiry. To become more proficient at turning these calls into facility Tours and Admissions, here are some helpful guidelines.

All Telephone Inquiries must be a Positive Experience for the Potential Customer and not merely provide basic information, but elevate the perception of the Center above consideration of the competition. When handling incoming telephone calls, no matter what their purpose, there are universal musts/objectives:

The Opening

Phone answered in 3 rings or less

When the telephone rings, it should be answered within 3 rings or less. There is never an exception.

We strongly prefer a live person answer the telephone. However, if the call is answered within 3 rings or less by an understandable, easy-to-use, automated system which gets the call to a live person within another 3 rings or less, that is permissible.

It is never acceptable to ask the caller to call back at another time or to leave a message. There must always be a knowledgeable person available on-site to provide the caller with facility information, answer questions, and highlight the exceptional care and successful outcomes available at their Center.

Correct greeting (Name of facility, name, pleasant/courteous)

The individual answering the phone must give the correct greeting, be enthusiastic, pleasant, courteous. Begin by saying, “Good Morning or Afternoon, ‘Paradise Valley Healthcare’, this is Rosemary, Can I help you?” Never sound or appear rushed or be difficult to understand.

Once you hear the caller’s need, respond in a way that assures the caller you understand them. Opportunities to help people are one of the best rewards of working in healthcare. Remember, the person calling is not an annoyance, but is asking for help. We are sorry they have a need for post-acute or long-term care, but since they do, we want them to come to our facility. Don’t phrase questions as a demand. It is best to ask, “May I please have your name?” Never say, “I don’t know.” You can build trust and confidence when you say, “I will check and find the answer for you,” or “I’ll find someone who can help you.” Tell the caller the name and extension you are connecting them to, in case they have to call back or are disconnected.

The correct greeting is again expected when the call is transferred to another department or individual for assistance.

Transfer/Hold Request (May I put you on hold?)

The caller must never be put On Hold or Transferred without being asked first and permission given.

Hold Time is 45 seconds or less

Once the caller is either Transferred or put On Hold, they should not have to wait over 45 seconds before their call is answered or is circled back to the receptionist. One occurrence on hold less than 45 seconds is permissible, but unless there are special circumstances, the caller should not be expected to hold again. Make sure you know the person you are transferring the call to is available to talk.

Facilitation

Listen to the customer’s story

Whether the cold call is a customer inquiry for Transitional or Long Term Care, you must listen intently to the caller’s story. Be attentive, do not needlessly interrupt and do not rush the caller.

Ask helpful, probing questions to benefit the customer

After the caller has explained the reason for their call, you are in a position to begin developing a relationship with them. Whether their needs are temporary or long term, the questions you ask and the information you provide should sell your facility and transcend any consideration of the competition.

Based upon the caller’s information, ask them helpful, probing questions that benefits their needs, i.e. questions that gives you a better understanding of their situation vs. immediately asking for application/form information. Always be empathetic. Ask about the hospitalization or home situation, therapy needs and support available after discharge. Ask about their health prior to the episode and what their expectations are for recovery or future care.

Do not be demanding of information such as Medicare #, address, co-insurance information or other financial information, but it is okay to ask for that information in the course of the conversation.

Personalize the benefits of facility services based on needs and expectations shared by the customer. Include the top reasons why your Center is the best choice.

If the caller asks about Medicare/Managed Care coverage, use your Medicare Benefits One-Page Sheet as a reference. Mention coverage of up to 100 days (20 days covered 100% by Medicare/Managed Care). Explain occupational, physical and speech therapy services. Do not merely mention OT, PT and Speech (the caller may not know what those mean), key into the type of therapy that is required. If you have weekend therapy, tout that heavily since many facilities do not offer that.

Explain 24/7 skilled nursing care, caring staff, outcomes they can expect and talk about similar successful customer experiences (keep the Partnership Scorecard handy), bistro dining options if offered, private rooms, etc. Personalize the benefits and services of your facility based upon the potential customers’ needs, expectations and information shared. It’s important to mention that the customers are kept busy with therapy, great meals and scheduled rest periods to assure they can participate in therapy. After therapy is done for the day and on weekends, they can customize activities to their preferences (TVs in their room, hair salon, visitors, etc.).

Key your conversation into the advantages your Center offers, whether it is successful outcomes, or environmental, or spiritual: elevate your Center above consideration of your competition. These reasons include:

• 4 or 5 Star Center - explain what that means
• State the number of successful transitions over a period of time
• Break down successful transitions by type of care (pulmonary, cardiac, medically complex, orthopedic, pneumonia, stroke, etc.)
• Center has a dedicated Medicare/Managed Care Unit
• Center has low turnover/good staffing consistency
• Return to Hospital Rate is low
• Offers Rehab 6 or 7 days a week if necessary
• Clergy services

Overall, if the caller is calling about Transitional care, place emphasis on therapy rather than activities (if the caller is interested in Long Term Care, the focus should be on quality of life issues and daily stimulating activities which have a greater importance). Provide information on successful outcomes that have been achieved in like situations and quantify any great therapy statements.

By the completion of your conversation, you should have elevated the facility above all others in the caller’s eyes. Paint a compelling picture of a caring environment dedicated to excellence in customer service and outcomes (It is natural to look for a facility close to home and family. Customers will overlook that wish if they are likely to achieve better care and outcomes elsewhere, even if it is at a less convenient location).

Guide the conversation to the next level

After you have provided customized facility information, guide the conversation to the next level, which is setting the stage for them to select your facility. Make them feel confident, comfortable and hopefully excited with what you have to offer. Ask when their family member can be admitted. You might tell them they do not need to look further – we can meet your family member’s needs.

If appropriate, you could offer a 24-hour bed hold. Offer a tour, however, do not tell them they can come at anytime. Try to set a specific time, under the auspices that you want to ensure that there is someone available when they come that can show them the areas that will directly meet their needs. If you are not sure your facility has the acuity level to handle the customer’s needs, offer a hospital or home visit so you can assess the situation before you hem and haw or decline the business.

The Closing

Ask for information

Sometime during the course of the call, you should have received and/or asked for the following information:

• Caller’s name and phone number
• Potential customer’s name
• Their current location
• The physician
• Primary diagnosis

Remember to always have a friendly, helpful, not rushed attitude and if the caller is reluctant to provide some of the information, do not be pushy.

Set up the next contact time

Attempt to set up a confirmed follow-up contact time with the caller, whether it is a scheduled tour, phone call or hospital/home visit. If the caller is reluctant to set a tour, do not push them. However, we prefer you not tell them they can come in for a tour anytime as noted above. Set an appointment, if possible.

If applicable, offer to meet the potential customer in-person, at either the hospital or during a home visit. A personal visit with the potential customer is a good way to develop a rapport with them and increases the odds they will select your facility. This visit is an opportunity to access the customer’s medical situation to assure you have the acuity expertise to provide the necessary care.

Hoop-Free Admission: Make it simple to move to the next steps - no faxing, paperwork, or other referral source calls requested

Whether the caller asks or not, try to weave into the conversation that you empathize with their situation and know that this has been a difficult time for them and/or their family member. Assure them that Admission at (your facility name) is very simple and you will coordinate securing all the information and paperwork to make the process Hoop-Free.

Bottom line, tell them after they advise the hospital they are coming, there will be a few papers to sign, but you will handle the rest. Caution: do not rely on the customer to advise the hospital about admission to your Center. You must take control of the admissions process and not leave it up to a discharge planner.

Identify the facility as the right choice; make sure the caller feels comfortable that your facility is the right place

Before bringing the call to a close, ask the caller if all their questions have been answered. If not, then arrange to provide them the information they need. Close the call with sincere comments that identify your facility as the right choice to meet and exceed their expectations.

Examples:

• “I’m confident Pleasant Valley will provide the best restorative therapy and care available and will give her the best opportunity to get well and go home.”
• “I know that if I were in a similar situation, I would trust Pleasant Valley with my mother’s care.”
• “We look forward to the opportunity to meet your mother and help her get well and back home.”

If you have a sister facility in the area, you might also mention that option if an immediate opening is not currently available. Thank the caller. Do not rush to get off the phone. Give the caller a gracious and genuine Thank You for calling.

Final Thoughts

Important:

This information is provided as a helpful reference guide. Admissions come from a variety of sources. Increase your Center’s percentage of Admissions from cold call inquiries. While all cold customer inquiry calls are unique, they all deserve 3 commonalities; empathy, positive outcome data as applicable, and excellent customer service.