Market response systems: a community interface.

W hether they are called telemarketing, teleservices, t e l emanagement , or ano ther name , t oday ' s market response systems allow organizations to perform a variety of strategically important communications tasks. Sophisticated programs enable telemarketing representatives to capture basic demographic information about consumers, respond to their inquiries regarding programs and services, and cross-sell other services. In addition, the programs can be used to make physician referrals, register people for programs, and promote the organization. Market and response systems can also answer consumers' medical and healthcare concerns, ensure access to and utilization of the most appropriate level of care, schedule appointments with healthcare providers, and perform health risk assessments and screenings to help individuals and companies reduce medical costs and improve health. Most concentrate on acquiring patients and gathering and assimilating data on key target markets. Telemarketers can use this acquired base of pat ients and data to create a cus tomerresponse service center, disseminate information with a consistent message, and track the success of marketing efforts.