For health-care networks: When outsourcing makes sense

Telemarketing & Call Center Solutions, Jun 1998 by Torrijos, Candi

Why Outsource?

The term "outsourcing" has been utilized extensively throughout the media, often used to describe almost any external service a company chooses to employ. Such broad use of the term tends to cloud its meaning, especially when it applies to services companies have traditionally maintained in-house, such as marketing and customer service. Because of the technological explosion, the disappearance of geographical and corporate boundaries, as well as the refinement of data communications resources such as the Internet, companies are increasingly finding that employing outside services is the prudent choice. Such decisions, perhaps at one time considered an admission of internal inadequacy, are now recognized as smart business strategies. As a result, business services companies are prolific, and once the decision is made to outsource specific business services, the greatest challenge can be selecting the outsource company that can achieve business goals in union with the hiring company. Making the right outsourcing decision is especially critical in the field of health care, due to the highly personal nature of the various services health-care providers offer to their client companies, and in turn, the employees of those client companies.

When health-care providers choose an outsourcing partner for telemarketing and fulfillment activities, the consistent goals are to increase productivity, manage special projects and meet performance expectations. The most successful outsourcing partnerships are based on seamlessly integrating the services and staff of the health-care provider with those of the outsource service company. Partnerships based on such integration ultimately prove to be the most lucrative and long-term. Achieving this integration is a matter of evaluating the specific needs that are inherent to the health-care industry and securing a relationship with an outsourcing partner that understands and satisfies those needs.

Focus On Core ComPetencies

Any businessperson will agree that a company that focuses on developing and maintaining its core competencies is one that can remain successful throughout an ever-changing business climate. With regard to a health-care provider, its core competency should include the ability to develop a network of qualified physicians and other professionals to satisfy the health needs of client companies while remaining profitable. Client companies often secure health-care providers based on the strength of this network and the availability of various services and benefits in relation to overall cost. However, long-term relationships between providers and clients are also based on a combination of available benefits and the effectiveness of individual customer service -- which often means satisfying the needs of hundreds or thousands of employees under the umbrella of each and every client company. Providing such individual customer service on a consistent basis is often outside the core competency of health-care providers; repeat breakdowns in service can result in client dissatisfaction and the severance of relationships. The most well-known horror stories regarding American health-care providers are often initiated by clients who became disillusioned by unsatisfactory individual customer service. When a health-care provider experiences these difficulties, an outsourcing relationship with a qualified telemarketing and fulfillment company can often be the answer.

Outsourcing such services allows health-care providers to concentrate on maintaining core competencies without diminishing the quality of customer service and customer fulfillment. Telemarketing activities such as satisfaction surveys, welcome calls, overflow control and other member services have the most impact when performed by professionals. Winback programs that target former clients and attempt to regain business can provide valuable information that is essential to continued success and growth.

Fulfillment services can lose priority when placed against other activities performed in-house. The network "welcome kit" is often the first impression an individual has when beginning a relationship with a health-care provider; the kit must make an impression that inspires trust and confidence in the provider. Omission of important materials, the inclusion of irrelevant information or sluggish delivery of welcome kits and network directories are all reasons cited by individuals as complaints against health-care providers. When choosing a marketing firm to assist with fulfillment services, it is important to ensure that the firm has the capability to perform the necessary assembly and follow-up to individuals within the client base. Look for firms that have the ability not only to service existing programs, but to conceive and implement special events and promotions as appropriate. A fundamental advantage to outsourcing is the benefit of collective brainpower; successful partnerships should result in a steady stream of unique ideas that fortify the marketing objectives of the health-care provider.