Security, Reporting and Results.

CALL TRACKING FOR HEALTHCARE PROVIDERS:

CallTrackingMetrics

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MARKETING AND HEALTHCARE: Two Changing Landscapes

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Protecting patient privacy, while also employing technology to drive marketing, sales performance, and customer satisfaction, is a constant challenge. Many healthcare providers are turning to call tracking as a solution.

The past decade has seen significant changes in both the healthcare landscape and in the way businesses and organizations market themselves. With healthcare administrative costs predicted to reach $315 billion (more than doubling their 2007 total of $156 billion) and additional personnel needed to navigate new regulations associated with the Affordable Care Act (ACA), healthcare providers and insurers are under increasing pressure to manage costs.

At the same time, technology has driven countless transactions online, changed the way organizations are able to manage data, and given sales, marketing, and customer service teams a wide array of affordable and flexible tools to help them define and meet their goals.

If healthcare providers are to control costs and connect with customers as successfully as other industries, they must engage with new technologies. But they must do so carefully. Regulations surrounding the privacy of healthcare information leave no room for error. In particular, the Health Insurance Portability and Accountability Act (HIPAA) significantly constrains how the healthcare sector can handle its data—and noncompliance is not an option.

This is where call tracking comes in, helping providers get valuable insights into their marketing efforts and improve their sales teams, while also staying HIPAA-compliant.

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HIPAA EXPLAINED

HIPAA, in brief, is built on two legs: privacy and security. The former establishes national standards to protect medical records and other Protected Health Information (PHI); it applies to insurance plans and healthcare providers. It requires safeguards to protect patient information and restrict access to patient records without patient authorization, while allowing patients the right to access their health records and request corrections within it.

The security leg of HIPAA demands administrative, technical, and physical safeguard to maintain PHI’s confidentiality, integrity, and security. With marketing now being so heavily data driven, this puts healthcare marketers at a disadvantage—unless they have the proper tools.

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PART I

CALL TRACKING:The Right Tools

Although many marketers know that call tracking allows companies to track the sources of inbound phone calls, it actually goes way beyond this single function. In reality, call tracking is an entire system of tools that can help organizations fine-tune their marketing efforts, sales performance, customer service, and more—seamlessly bringing massive functionality into something you already need: a phone system.

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Real-Time Access to Data

Lead Distribution Management

Advanced Agent Routing

CallTrackingMetrics offers you actionable data, with the ability to sort and generate custom reports specific to your needs. CTM tells you which ads, keywords, and referring URLs are driving inbound calls, along with which agents are driving the most conversions/appointments—providing the intelligence you need to improve the performance of your entire team.

Lead Sellers can configure CTM queues to distribute incoming calls based on bid prices, priorities, daily call caps, and geography. Reporting provides data on call volume, revenue and call quality across the campaigns and by customer so that sellers can communicate value and optimize their campaigns. Integrations with providers such as Stripe allow lead sellers to set prices per call or per phone number and charge their customer’s credit cards automatically based on the usage.

Direct your calls to the best possible agent for whatever the incoming caller’s needs might be. Incoming calls can be routed based on agent expertise, or the caller’s geographic location, advertising channel and previous interaction history. CTM’s call routing can also direct callers to voice menus, IVR menus, or entirely different queues if a given team member is unavailable.

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CALL TRACKING TOOLS

Mobile-Friendly, Browser-Based Softphone

Anyone with a laptop and a headset—or smartphone for that matter—can use CTM’s softphone. With recording, transferring, live listening and conferencing capability, the softphone offers all the functionality of a physical phone system, while also letting users to operate remotely via mobile devices—including their own phones—and giving them access to all the secure data that makes CTM such a powerful marketing tool.

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PART II

CALL TRACKING:HIPAA Compliant Solutions

Call tracking can help optimize marketing, sales, and customer support. But in the healthcare industry, patient confidentiality and security must also be addressed. When done right, call tracking platforms manage data safely and securely—while providing critical insights that can improve performance, reduce costs, and increase marketing ROI.

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SECURITY FEATURESCallTrackingMetrics offers features to allow providers to leverage call tracking while being HIPAA-compliant. Here are some of the ways CTM protects you and your customers:

Encrypted Data at Rest and in Transit

Secure Notifications

Secure Access to Call Data

Detailed Logging

All transmissions of Private Healthcare Information (PHI) must be encrypted to satisfy HIPAA requirements. CallTrackingMetrics keeps data secure by encrypting its entire call tracking platform using Transport Layer Security (TSL). Data can be at risk even while at rest, and HIPAA demands that stored data be encrypted as well. CTM’s platform uses encrypted volumes to safely store recordings, transcriptions, log files, and other PHI.

Email and text notifications are very popular features for CTM customers and can alert users to missed calls, calls from particular channels, or certain call patterns. CTM provides the ability to customize notifications so that certain fields containing PHI can be removed to prevent the distribution of sensitive information. In addition, URL’s linking to audio recordings inside notifications can have multiple layers of security so that only specific people with designated logins and secondary pins can listen to calls. This prevents unauthorized listeners from accessing sensitive information, while still retaining vital information.

Individuals each have their own login to access the CTM platform and all of CTM’s plans allow for an unlimited number of users and a variety of access levels. Additional layers of protection such as two-factor authentication, and automatic timeouts can be enabled as well. Administrators can also restrict which call data fields each user group can see, ensuring that PHI is only accessed in those scenarios where its critical to a user’s job function.

Anytime PHI call data is accessed or modified, that event is logged in the CallTrackingMetrics platform by user, IP address, and timestamp. Each user’s unique login credentials associate them directly to their activity within accounts containing secure information and PHI. Even every call recording playback is logged so that administrators know when a call has been reviewed.

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Businesses need to market and promote themselves to grow, and healthcare providers are no exception. CTM gives providers the best of both worlds: cutting-edge technology with the ability to track marketing channels and improve sales and customer service efforts, while also staying secure and compliant. Being able to manage both of these crucial functions with a single tool can have a significant impact on business performance, efficiency, and the ease with which you maintain the privacy and security of your patients.As part of our HIPAA Compliance Program, CallTrackingMetrics will put in place Business Associate Agreements (BAA’s) with customers to document the requirements of the relationship as it relates to HIPAA.

Contact us today to learn more about the advantages of CallTrackingMetrics’ HIPAA compliance program.

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PROTECTING WHILE PROMOTING

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The material provided in this document is intended for information and educational purposes only and does not constitute legal advice or legal opinion. These materials are intended, but not promised or guaranteed to be current, complete, or up-to-date and should in no way be taken as an indication of future results or activities. Transmission of this information is not intended to create, and the receipt does not constitute an attorney-client relationship between the reader and the author or CallTrackingMetrics, LLC. You should not act or rely on information contained in this document without first seeking the advice of an attorney

or HIPAA compliance professional.

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