Home > News / PR > Case Studies > BJC Healthcare
Case Study: BJC Healthcare
BJC HealthCare's Sharp Focus® call center a vital tool.
Organization
BJC HealthCare is one of the largest non-profit health-care organizations in the United States, delivering services to residents primarily in the greater St. Louis, southern Illinois, and mid-Missouri regions.
BJC HealthCare's 12 hospitals and multiple healthcare facilities deliver a comprehensive array of medical services including inpatient and outpatient care, primary care, community health and wellness, corporate health, home health, long term care, and hospice.
Challenge
BJC HealthCare's is a centralized service for its 12 hospitals in Missouri and Illinois. Even though the hospitals are part of the system, some are competing in the same market for the same patients. The challenge for the call center is to:
- Find a way to provide each hospital with the same level of customer service, the same attention to detail and equity among distribution of referrals
- Maintain a useable, reportable database for 13 different hospitals in the system
The call center is constantly seeking opportunities to bring value to its client hospitals. Sometimes that means responding to our clients' specific needs and requests. Sometimes it means proactively bringing our experience and expertise to our clients. To do this, we need: Quick access to reliable data in a flexible environment.
Solution
The call center is the starting point and Sharp Focus is the repository for the data that is crucial to the marketing efforts of the hospitals. From measuring the response to a new campaign, to demonstrating downstream patient business, it all begins with the call center.
At BJC HealthCare, the call center provides measurement data right out of the chute, at the beginning of a marketing initiative. "Is the response what was expected? What vehicles are the most effective? Are we reaching our target audience?"
Example: For a recent campaign, the call center, using the "how heard" report in Sharp Focus, was able to let a member hospital know that its current promotion was drawing phone calls, but not as many as had been hoped. The call center's analysis showed that radio was clearly driving many more calls than newspaper advertising, so the hospital client decided to divert money, mid-campaign, to buying more radio time. In the end, the hospital reached its goal for number of callers.
Good data collection and the ease of exporting the data have helped to make our revenue reconciliation results useful to our hospitals. By looking at the data from different approaches, valuable insight can be gained into the success of marketing efforts.
Sharp Focus provides a number of key benefits including the custom reporter, because of its flexibility and ease of use; user-defined fields, because they allow us the ability to customize certain aspects of the software to meet our needs; and easy maintenance, especially the fields driven by tables that we rely on so heavily for data.
Results
- Customized monthly reports for each hospital marketing director tailored to their needs
- Capability to provide real time / just-in-time data to help measure results while a campaign is still in progress
- Buy-in from call center team members with excellent compliance entering required fields, because they understand the financial importance of what they're doing
- Gained the trust of marketing directors, because they receive what they need when they need it, and because the call center is vigilant about protecting proprietary data
Lessons Learned
- The call center should proactively share data and with it, thoughtful analysis of what the data means. Don't wait to be asked
- Train and educate your call center team about both how and why data entry is important. That is the key to building a useable database of patient prospects
- Learn the capabilities of the Sharp Focus custom reporting module, and spend time playing with new ways of running reports, different ways to sort the data, etc.
For more information email
Back to Case Studies
^Top