We live in the "information age" where we have near unlimited sources of information available at our fingertips. Whether we search the internet, watch television on demand, or download the latest novel as an eBook, consumers have become accustomed to getting the information they need, when they need it.

For an inbound, consumer driven program, such as a call center based physician referral service, it is essential to provide the consumer with all of the relevant information they need during the course of one phone call. Here are three ways to increase the value of your referral program by "pumping up the volume" of information that call center agents can share with consumers:

1. Layer Clinical Expertise onto the Program.  If your physician referral program is staffed by non-clinical agents, how can you be sure that they won't be asked a clinically related question that they can't answer? For example, "My PCP told me I have diabetes and should see a specialist, but I don't know what kind of specialist to see?" Some clinical inquiries can be addressed by providing agents with basic training on clinical terminology and reference materials, but if you want to really add value to your program, consider having a clinical resource available (Nurse, Physician, etc.) who could answer any questions that the referral specialist cannot.
   
   If possible, make this resource available through secure instant messenger to allow the non-clinical agent to obtain an answer without interrupting the call, or putting the caller on hold.
   
   
2. Cross-Promote. Once you have a consumer on the phone who is engaged, it is essential to take full advantage of that opportunity to make the consumer aware of other programs, services, and information that might be relevant. For example, if a caller is looking for a Cardiologist, it would be a good time to suggest a Healthy Heart Screening that is going on in that area. Be sure to utilize a tool that can suggest relevant information based on the caller's demographics (age, gender, address) as well as any unique knowledge that you might know about their healthcare needs. Take full advantage of the consumer's interest by completing a class or event registration while the consumer is on the phone, or confirming an e-mail address for follow-up materials to be shared.
   
   
3. Customize the Experience. No one wants to be treated with a "one size fits all" approach. It is important to offer small ways to customize the experience for the consumer. Would they like a confirmation mailed via regular mail, or e-mail? Would they like driving directions to a location from their home or office? Are there any unique events going on in the consumer's geographic area that can be suggested, "Did you know that there is a flu shot clinic next month at the urgent care center in your town?" Find ways to tailor the referral experience to the caller and use those preferences in future interactions.

Finally, keep in mind that providing a higher value service takes some thought and planning. It's typically not a "set it and forget it" approach. However, the higher value delivered to the consumer will result in a more satisfying experience and a higher value connection with your hospital or health system.