Look! Up in the sky! Is it a bird? A plane? No, it’s a Conversation Intelligence Hero!
Invoca’s new “Conversation Intelligence Heroes” program gives our customers a platform to highlight the successes they’ve achieved with conversation intelligence technology. It also has perks like personal branding opportunities, VIP invites to regional events, access to private beta programs, and more.
As part of the program, we’re putting a spotlight on our most inspiring heroes. Today’s featured hero is Noah Brooks. He’s the Manager of Digital Engagement & Analytics for University Hospitals, one of the leading healthcare providers in the United States. It has more than 200 locations, with 18 different hospitals, 55 health centers, and about 30,000 employees.
Check out our Q&A with Noah below, where he shares his career progression, predictions for future marketing trends, and how Invoca helped him transform patient experiences.
How has amplifying your team’s success through advocacy helped further your career?
When I joined the University Hospitals team, marketing was seen as a department that made flyers and T-shirts. We didn't have a seat at the table when it came to operational efficiencies, or even what the budget for our department was going to be. We just kind of sat there and waited to be given something.
Invoca has helped us change that conversation and say, "Okay, here are some of the issues that are going on in the call center." It helps us prove our value and show exactly how many appointments our efforts are driving. We can also show how many calls didn't turn into an appointment, and what was going wrong on those calls. So, for the first time, we can say, "Alright, this is the budget that we need for this year." And we're given that.
On a personal level, it’s helped me advance my career. I've still only been here for four years, and have been promoted a couple of times since then. It’s also helped me overcome my fear of public speaking. I’ve recently spoken at Invoca Summit as well as several other events. When I’m talking about something I really believe in, like conversation intelligence, it’s much easier to be comfortable in front of people and share my expertise.
Sharing my successes at speaking opportunities has also helped me build relationships with other Invoca customers. We’ll bounce ideas off of each other like, "Hey, this is what we're struggling with,” or “This is something that an Invoca user is doing in telecom, but it's an awesome idea. How do we mirror that in healthcare?" It’s been really great for keeping us ahead of the curve.
Can you give us an overview of what Invoca has helped you accomplish?
Our goal is to create a more seamless journey for patients, from the moment they start researching symptoms or doctors through billing and follow-up care. We use Invoca for Healthcare to greatly improve the patient experience when they call to make appointments, optimize marketing to drive more high-value appointment calls, and provide more effective and consistent messaging across the board. Invoca even helped us discover call experience issues we didn’t know were occurring — resulting in a dramatic increase in appointment conversion rates.
Most recently, we set up an Invoca IVR that helps people easily schedule an appointment online when wait times at locations are high. When the caller selects the prompt from the IVR, they instantly get a text message with a link to the online scheduling platform. This improves the user experience of somebody that was on the phone when they didn't really want to talk to somebody. It also improves efficiency on our end by shortening queues at the call center.
We’re also using an IVR to divert people calling in for directions so that they’re instantly texted a Google Maps link to the location. This further reduces call volumes and allows our agents to focus on scheduling appointments.
Here are some of our results:
- 580% increase in appointments scheduled
- 300% increase in conversion rate
- 50% reduction in total call duration
Want to read more about Noah and his team’s incredible story? Check out the full University Hospitals case study here.
Can you tell us a bit about your career progression?
When I started doing marketing, I wanted to work for this agency, because all the people I knew who worked there seemed to love it. The agency happened to specialize in page search. I didn’t know what that was all about, but I went for it. Turned out, I loved it. I ended up staying there for like six years, working on paid search and SEO. From there, I made a pretty natural progression of getting into analytics.
Once I left that agency, I ended up going to solar energy company. That was where I started getting involved with Invoca and call centers. We had one big call center with 3,000 people. So calls were a huge part of the organization, and we didn't really know what was happening on those calls, so we used Invoca to try to figure that out. I loved the ability to experiment with Invoca and uncover trends in the data.
Then, when I moved back to Ohio and came in for an interview with University Hospitals. During the interview, I remember seeing some notes about Invoca written on a whiteboard and that wasn't part of the job description. It wasn't even something I knew was going to be part of the job. And I don't think it was part of the job at first, but I had shared that what I had been doing with Invoca. I think that was probably one of the selling points for me getting the job that I'm in now. And then from that position to where I'm at now, I feel like both I and Invoca have grown so much over the past four years. It’s really helped me advance my career and my personal goals, so now we're here.
What are you passionate about outside of work?
We’ve been cooped up for a long time because of COVID and the Ohio winter, but we have a Florida trip coming up that we’re really excited about. My six-year-old son and I both love fishing. We're going to do a charter trip, where we’ll do some deep sea fishing. So there’ll be some new fish for him and it'll be exciting. I love seeing the world through my six-year-old’s eyes and giving him new experiences. We also have another baby on the way, so we’re very excited about that.
What future trends do you predict will happen in marketing?
Ordering groceries and food off Uber Eats during COVID made our lives much more convenient. People have come to expect these seamless experiences in every aspect of their lives. Healthcare needs to adapt to that very quickly to keep up.
I think a lot of healthcare organizations are relying on virtual visits and healthcare organizations believe there's growth in these virtual markets, but it's really because we're forcing people virtual. From what I've seen, people don’t prefer virtual over in-person care. The numbers are growing because we're requiring people to see us virtually for certain things.
I think the overall change that needs to happen in healthcare is convenience-focused, not-virtual focused. When people have a healthcare need, not only do they need to go through an antiquated process to book that, but they also need to wait one to three months for care. I think that that's unreasonable and people aren't willing to do that. And I think that when people need care, they need it now. If it’s 60 days out, I'm much less likely to actually schedule that appointment or go to a doctor.
To meet the demand for convenient care, healthcare providers are moving to grocery chains like Whole Foods. So it’s as easy as getting your annual checkup or picking up your medication while you’re already out grocery shopping. Companies that invest in these kinds of convenience-based options will see huge growth in the coming years.
What are some of the biggest mistakes you see marketers making?
I think people are missing out on a solution like Invoca because they don’t know if they’re ready for it. They’re hesitant because they don’t have every aspect of what they’re trying to do planned out. But to have success with conversation intelligence, you don’t have to have all the answers. Just take the plunge and let the data guide you. You shouldn’t implement Invoca to confirm ideas that you already have about your business. You should be open to whatever you may find.
What advice do you have for younger marketers?
When you find something that you’re passionate about, work doesn't feel like work. And it can be hard to find that kind of passion. But when you do, you should embrace it and follow it wherever it takes you.
Claim Your Cape and Become a Conversation Intelligence Hero
Are you interested in becoming a hero? Turns out you don’t need to get bit by a radioactive spider. You just need to be an active Invoca customer and participate with the community in some of the following ways:
- Media articles/interviews
- Internal or external speaking opportunities
- Case study interviews
- Press release features
- Supplying a quote
- Sales reference calls
- Social media competitions
- Sharing expertise and best practices in the Invoca community
- Logo placement
What do you get out of it? Below are some of the perks that Conversation Intelligence heroes enjoy:
- Elevate personal brand
- Connect & learn from peers
- Gain access to private beta programs
- Win industry awards
- VIP invites to Invoca regional events
You can register to become a Conversation Intelligence Hero here or scan the QR code below. Just remember: with great power comes great responsibility.