‘Impactful’ Internal Marketing
Sean L’Abbe, MIC’s Marketing and Communications Manager, says that the practice uses only its own content, taking full advantage of Everwell’s capability to program different content on different zones of the screen.
Main Zone
MIC uses the main zone to promote its various services such as MRI, CT, and mammography. Often, L’Abbe says, patients come in for a particular test but “don’t know anything about our brand, and they might not know much about our services either.” The ability to display customized information about MIC’s full range of services, he says, is “really impactful” at prompting return visits for additional services.
Tower Zone
In the vertical tower, MIC displays names and photos of radiologists working at that particular clinic. L’Abbe calls this “really cool” because it allows patients to “put a face to the name” of the physician reviewer on the report. Everwell’s advanced software greatly simplifies this process by integrating with MIC’s physician scheduling system. As a result, MIC staff members don’t have to spend time manually entering which doctors are working at each location, something that changes daily. The system “can pull that information automatically,” explains L’Abbe, “and show whatever radiologist is on site based on that schedule.”
Banner Zone
Across the bottom of the screen, MIC features a banner encouraging patients to complete a survey about their visit.
L’Abbe says that this helps reinforce to patients that “their feedback is valuable and we want to hear from them.”
‘Fantastic’ Customer Service
Another feature that MIC considers especially important is Everwell’s customer service. “The support team is fantastic,” says L’Abbe. He likes the fact that whenever issues arise, MIC’s team gets prompt responses from the support team that are “very thorough.”
Several years ago, MIC considered alternatives to Everwell, but he says they decided to stay with Everwell in large part because of its outstanding customer support. “I don’t know we would have gotten that with any of the competitors,” he says.
Though some other options cost a bit less than Everwell, L’Abbe and his colleagues concluded “the [Everwell] pricing is justified” due to its excellent support resulting in “a very positive experience.”
‘Control Over What We’re Showing’
MIC recognizes the drawback of using cable TV programming in the waiting room. As L’Abbe puts it, “you’re never going to find one channel that everybody’s happy to watch.” Everwell’s customizable service helps avoid this problem by allowing MIC to choose what appears on its screens. And it makes the process relatively simple with a platform that L’Abbe calls “very intuitive.”
Unlike a TV channel that’s strictly for entertainment, Everwell makes it possible for MIC to create a customized mix of programming that provides practice information and promotes MIC’s brand, in addition to entertaining and distracting patients while they wait. Says L’Abbe: “I like having that control over what we’re showing.”