Assuta Medical Center: A Case Study

With six hospitals, seven clinics and medical institutes throughout the country, Assuta Medical Center is the largest chain of private hospitals in Israel. Providing service to hundreds of thousands of patients yearly, Assuta constantly works on improving their ability to provide high-quality – and highly personal – treatment to every patient.

The management understands the seriousness with which they need to approach their mission: even the smallest mistake can risk a patient’s life, and any delay in treatment can cause genuine distress and may affect prognosis. Many of the patients feel sick or are experiencing genuine discomfort, which demands patience and understanding.

These are among the reasons that Assuta decided to upgrade their patient relations infrastructure – the CRM. Yet, doing so was not a trivial issue for an organization in the medical industry: the information in the system and the services that Assuta provides are extremely personal. The organization constantly deals with confidential medical information that must be protected.

To deal with these challenges, Assuta chose to integrate SimpleChat from Elad. SimpleChat would make it easier for Assuta patients to speak to them any time, from anywhere and from any channel. It took Elad only ten days to integrate SimpleChat throughout Assuta. Currently, the customer service center has one unified interface from which all text correspondence with patients are managed.

Currently, a patient can start a conversation with Assuta from SMS, Facebook messenger, chat on the company website or company app – and all the conversations will be answered from the same place. Regardless of the channel, the caller’s identity can be certified through a mobile password. Clients’ patient files from Assuta’s CRM can be accessed, as well, so representatives can more accurately respond to every question.

The company reports that it has become a great deal easier to interact with patients and accomplish tasks, like: making or changing an appointment, uploading documents or forms to the center by using the camera on the phone, or providing a digital signature. SimpleChat has succeeded in reducing the load on Assuta’s call centers, so that patients can reach them without wait time or frustration. Any forms or documents transferred in this way are automatically categorized in the client’s file.

Michal Menashe Printz, Director of Client Relations at Assuta, remarks, “Today’s consumer is a digital customer, who seeks efficient and swift solutions through every channel of communication. SimpleChat allows us to give Assuta clients a superb, more efficient, digital service experience, while significantly cutting the wait time for a representative. Callers relate high satisfaction with the system and we received amazing feedback.”