Centralised reception
or branch reception?
For a clinic group, the best starting point is usually a shared process with clear local ownership. This is an operating recommendation to test against your own demand and staffing, rather than a universal performance claim.
By Sumit Sazal Deb
Start with ownership, not software.
When an enquiry arrives, someone needs to know what the caller wants, which branch can help and who will take the next action. Adding a chatbot does little if those responsibilities remain unclear.
Compare the three models.
| Model | Useful when | Trade-off to test |
|---|---|---|
| Branch-led | Local relationships and detailed branch knowledge matter most. | Can another branch cover absence or overflow without losing context? |
| Centralised | A shared team can see approved information and availability across the group. | Can it handle local exceptions without repeated transfers? |
| Hybrid | A shared intake process can route requests to a named local owner. | Are handoffs visible, accepted and completed? |
A hybrid workflow to pilot.
- Capture a minimal non-clinical enquiry and preferred contact route.
- Identify the relevant branch and assign a named owner.
- Acknowledge receipt with a clear next step. Do not promise an unverified appointment.
- Escalate clinical questions to qualified staff using the clinic's approved process.
- Record the outcome and any required follow-up so another team member can continue.
AI can help capture approved administrative information and route requests. Clinical judgement, complaints requiring discretion and unusual exceptions need a human handoff. Integration capability should be tested against the actual booking system before you promise live availability.
Measure the whole journey.
Compare like-for-like periods and label the denominator for each metric. A rapid acknowledgement is not the same as reaching a patient or securing an appointment.
- Response time: time from enquiry to a meaningful first response, with automated acknowledgements reported separately.
- Contact rate: enquiries successfully contacted divided by eligible enquiries.
- Booking rate: bookings divided by eligible enquiries, using the same inclusion rules.
- Handoff completion: assigned requests accepted and resolved by the correct team.
- Staff time: time spent handling the same process before and during the pilot.
A checklist before choosing a tool.
- List each branch's contact routes, hours and ownership.
- Confirm which system holds the current booking record.
- Define approved responses, escalation rules and failure handling.
- Agree access permissions, retention and privacy information.
- Choose one branch or workflow, a baseline and a review date.
The ICO's guidance explains that people should receive clear information about how their personal data is collected and used. Its AI guidance is currently under review following changes in law; use current guidance when designing the process.
Source: ICO — the right to be informed
Source: ICO — transparency in AI
Choose the smallest useful change.
If local reception works well, preserve it and test overflow handling. If handoffs are the issue, fix assignment and visibility first. A group-wide rollout makes sense only when the pilot establishes a useful result.
Discuss your clinic group's workflow