Snapshot
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Client Industry: Medical Device Manufacturing
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Engagement Type: Telephone Mystery Shopping
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Locations: Nationwide physician practices
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Program Scope: Product information accuracy, clarity of communication, consultation invitations, and staff confidence
The Challenge
A leading medical device manufacturer needed visibility into a crucial step of its sales process:
What do prospective patients actually hear when they call a doctor’s office to ask about the company’s device?
Despite providing nationwide training to office staff, leadership lacked clarity on:
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Whether communications with healthcare services were clear and accurate
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How well staff explained the device and associated medical procedure
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Whether callers received enough information to build confidence
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Whether associates invited prospective patients for a consultation
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Whether training messages were being delivered consistently
They needed evidence — real conversations — to confirm whether the intended patient communication strategy was being executed correctly.
The Objective
The manufacturer partnered with Confero to:
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Evaluate communication clarity during phone inquiries
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Measure staff knowledge, confidence, and ability to answer questions
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Determine whether offices extended invitations for consultations
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Assess how effectively staff explained the device and its benefits
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Identify training gaps and opportunities to improve patient understanding
The goal was simple: ensure that patients received clear, compelling information that encouraged them to take the next step in their medical journey.
Why Communication Clarity in Healthcare Matters
Patients exploring a medical device or procedure often rely on front-line staff to explain benefits, risks, and next steps. If communication is unclear:
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Patients do not schedule consultations
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Misunderstandings increase uncertainty and fear
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Sales pipelines weaken
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Training investment is wasted
Understanding real-world messaging is essential to ensuring that staff equip patients with confidence, clarity, and actionable next steps.
The Approach
1. Customized Telephone Mystery Shop Program
Confero developed a tailored approach where trained mystery shoppers posed as prospective patients seeking information about the device. They evaluated:
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Accuracy and clarity of product details
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Staff knowledge and confidence
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How well the device’s purpose and benefits were explained
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Whether staff offered a consultation with the physician
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Overall professionalism and helpfulness
Each call was designed to reflect a genuine patient inquiry.
2. Measuring Factors Impacting Patient Decisions
Mystery shoppers assessed how effectively office staff communicated:
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The medical problem the device addresses
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How the device works
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Insurance or eligibility details, when relevant
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Procedure expectations
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Next steps for scheduling
The study revealed a critical issue:
❗ In 70% of calls, physician offices did not invite the caller to schedule a consultation.
Additionally, many offices failed to clearly explain how the device solved the underlying medical problem — a key factor influencing whether patients seek care.
The Results
Clear Insight Into Communication Gaps
Confero’s findings revealed:
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Significant inconsistency in communication across practices
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Missed opportunities to invite patients for consultations
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Gaps in staff product knowledge
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Underdeveloped explanations of the device’s purpose and benefits
These gaps directly affected patient understanding and willingness to pursue treatment.
Actionable, Fast Delivery of Insights
Confero delivered results quickly through web-based reporting, allowing leadership to:
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Adjust training materials
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Reinforce correct messaging
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Address common knowledge gaps among staff
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Strengthen patient communication strategy across all participating practices
The manufacturer gained a reliable baseline for shaping future training initiatives.
Key Takeaway Box
Telephone mystery shopping revealed major communication gaps in how office staff explained the device, answered questions, and invited patients to consultations — providing clear direction for improving patient understanding and next-step conversion.
Looking Forward
Clear communication is essential when patients explore medical procedures or devices. Confero supports healthcare organizations and manufacturers with:
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Patient communication clarity evaluations
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Telephone service quality assessments
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Consultation invitation audits
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Training effectiveness measurement
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Nationwide medical mystery shopping programs
Want to understand how clearly your product or service is being communicated to patients? Contact Confero to explore a targeted healthcare communication study.
