|
The Challenge
Medical Specialists held a poor view of the efficiencies of Discovery Health with regard to administration of clinical procedures and claims. Doctors were, in fact, actively recommending that their patients change to a different medical aid. There clearly existed an urgent need to change the perceptions of the medical fraternity with regard to this Funder. Fine Healthcare was briefed to find a solution and change the negative perceptions of doctors, and specifically Specialists.
The Solution: A stroke of genius
This very real problem needed a really lateral, impactful solution within a short period of time. Knowing that communication from the Funder in traditional channels would be rejected outright or at least be treated with scepticism we knew we needed a very different way of overturning perceptions. How can deeply held perceptions possibly be changed in an instant?
Fine Healthcare proposed that Discovery Health present every medical specialist in South Africa with a cordless telephone on which the number “1” was pre-programmed to speed dial to the correct call centre number: “Because you are Number 1”. By holding down the number 1 the doctor would get straight through to a call centre manned by medically trained call centre assistants who could instantly answer queries around clinical matters and protocols.
The Results
Discovery’s sentiment score improved dramatically within a few weeks. “Fine Healthcare’s effective communication strategies and imaginative implementation is a key success factor in our communication with healthcare professionals. They really do understand how to communicate with doctors.”
Neville Koopowitz, CEO of Discovery Health
|
.gif){kind=small}
