How customers get in touch today
Most clinics, doctor's offices, and practitioners have already done what many companies dream of: They have digitized the appointment booking. Websites and apps allow patients to book anytime, and it works perfectly – for the simple.
But still: the phone is ringing. All the time.
Many people still want to talk to someone. They want to ask questions, reschedule an appointment, check the price, ask for recommendations – or just be sure everything is correct before clicking "confirm".
The phone remains the most natural channel for the unforeseen.
When you're trying to get hold of someone – the pain point
Too many start their day with frustration:
You are calling to reschedule a doctor's appointment or physiotherapy session. Nothing major – just move it a little.
But instead of a person, you are greeted by a pre-recorded voice:
“Hello, you have now reached X. Unfortunately, we do not have time to answer all calls. There are periods with many calls, and we apologize for the wait. Our opening hours are …”
After three attempts, a few minutes in the queue, and some useless menu selections, you give up. You can't change the appointment in time – and may still have to pay for it. It feels pointless. Next time, you'll choose a doctor's office or clinic that actually answers.
The problem: Web is simple. Life is not.
Web booking works perfectly for the simple and predictable. But it is not designed for everything that happens outside the plan.
What happens when:
- a patient needs to cancel at short notice?
- a physiotherapist needs to change the treatment type halfway through the series?
- a new patient does not know which treatment they should choose?
- someone calls at 7:30 PM because they forgot to confirm the appointment?
Then the phone rings. And when no one answers, the patient is lost – and so are the revenues. Which of those calls an agent should handle end to end, and which it should never go near, we have sorted out for dental clinics in particular.





