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TECHNOLOGY


saging is the technology tool most used to stay connected, according to a February 2018 release from the American Association of Retired Per- sons (AARP). Texting is far more cost-effective than a phone call or a letter. The cost of sending a stuffed envelope, factor- ing in staff time and materials, can reach $2. Phone calls occupy pre- cious, expensive staff time. The cost of a text can be measured in pennies. Finally, a text message is an effec-


tive means of directing consumers to perform a task. It can include a link to a website or payment portal that can be activated by clicking on it.


Copy the Financial Institution Model ASCs interested in achieving a similar level of client engagement as financial institutions find using texting need only emulate their approach. Con- sider the following examples: 1. Send a text asking a patient to call a number to discuss a finan- cial issue. Picture sending this text instead of making a phone call and leaving a voicemail: “ASC: We have verified your insurance and you will have a copay for your upcoming ap- pointment at our facility. When you have a moment today, please call 615.555.1234 so we can dis- cuss it with you. Thank you.” Since most people now screen calls from numbers they do not recognize, a text from the ASC is a simple way to generate an inbound call from the patient. While patients might ignore calls from you if they do not recognize your number, you are not likely to ignore any inbound calls. As we like to say, “If you want someone to call you, send them a text.”


2. Use texting to let people know that a payment is due and provide a link to an online payment por- tal. The text can include a phone


20 ASC FOCUS AUGUST 2020| ascfocus.org


Using texts to communicate about financial matters and responsibilities can benefit an ASC because many patients already receive texts about financial matters from other businesses.”


— Brandon Daniell, Dialog Health


number to call, but most Ameri- cans who receive payment-relat- ed texts don’t need to speak with someone. They just need to know how to pay their bill.


3. Send a text to let patients know that payment has been received and that their account is in order. Text to direct patients to a page on the center’s website outlining acceptable payment methods and answering frequently asked ques- tions about financial matters. By embracing texts as a financial communication tool with patients, ASCs can leverage best practices pioneered by other businesses. Bet- ter financial


communication with


patients has tangible benefits for ASCs, including: ■





reduced time required to receive payments from patients;


increased patient satisfaction from an improved communication pro- cess and greater clarity around the patients’ financial obligations;


■ ■ ■


reduced cancellations and no-shows due to payment-related issues;


more free staff time from a reduced number of outbound calls; and


increased positive reviews tied to better communication. At the end of the day, using texts to communicate about financial mat- ters and responsibilities can ben-


efit an ASC because many patients already receive texts about financial matters from other businesses.


Add Text Messaging to Your ASC ASCs can adopt texting in a slow and deliberate manner so that the channel is truly productive for staff and patients alike. When captur- ing patient information, request that patients provide a mobile phone num- ber—if different from the number already provided—and give patients a means to opt in and out of receiv- ing periodic texts. Starting with a simple, but timely, financial text is an ideal way to become comfortable leveraging this method of communi- cation. A text about a potential co- pay that leads to a phone conversa- tion with the patient is a great first message. From there, add additional texts to further engage with patients throughout their surgical journey. ASCs can benefit from using texts


for many reasons beyond improving patient communications about finan- cial matters, for example: ■


■ reducing pre- and post-operative calls, ■


■ ■


reminding patients about their scheduled surgery and when they should arrive at the ASC,


directing patients to online educa- tion about surgical preparation,


reminding patients of transportation requirements, and


encouraging patients to complete a post-operative survey, which includes a link to leave a review online. Using text messaging for these pur-


poses and more can ultimately enhance an ASC’s financial performance while improving patient engagement and the overall patient experience.


Brandon Daniell is the president and co- founder of Dialog Health in Nashville, Tennessee. Write him at brandon@ dialoghealth.com.


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