PROJECTS
PROJECT 4: RESIDENTIAL TREATMENT FOR MENTAL HEALTH & SUBSTANCE ABUSE
This beautiful, privately owned, 92-bed facility accredited by the JCAHO, treats mental health, substance abuse and eating disorders. The site employs psychiatrists, therapists, nurses and fitness experts and is in network with most major insurance carrier. The CEO needed (1) a substantial turnaround in
Admissions - new processes, better customer experiences on the phone and during onsite visits and intake- and (2) a marketing overhaul to better align with prospective customers - across digital experiences (social media, website, email campaigns) and in local marketplace - print campaigns, referrals and onsite events.
Time frame: 8 months
The Process:
I interviewed 30 therapists, psychiatrists, nurses and case managers; attended group therapies and events; participated in outpatient programs and daily staff meetings; met privately with 17 patients about their experiences; and shadowed intake teams. To better understand the experience of prospective patients I listened to 70+ calls, assessing each employee in the call center and developing keen insights into all aspects of the customer experience.
The results:
A detailed journey map, Salesforce data analysis and ongoing team meetings in discussing better processes led to these results:
- cut unnecessary steps and improved speed to admission by 50% improving staff morale and reducing customer complaints about long waits.
- increased incoming calls by 30% and patient volume by 25% over previous year.
- recruited, hired and trained new admissions and intake team members.
- developed and launched new social media campaigns that brought 80% engagement among targeted new customers.
- designed and executed new print and digital campaigns better aligned with ideal patient groups.