Modernizing the Patient Experience within Reproductive Medicine: Part 1- Nothing Can Replace Great Customer Service!

I spoke on a panel at the American Society for Reproductive Medicine a few years ago on the Patient Experience and the ways that would make it easier to reach people who need Assisted Reproductive Technology to build their families. As I was putting together my power point (By the way I hate doing power points but apparently that's what people want when they attend seminars!) I thought that the information I was giving to clinics can and will work just as well for Surrogacy, Egg, Sperm, and Embryo Donation Agency owners as well as Reproductive Attorneys , Mental Health Professionals, Adoption Agencies and Pharmaceutical Companies.

I am going to blog about all the great information that came out of this panel here on The Business of ART topic by topic. Please feel free to comment and add your own ways you feel would be helpful to patients suffering from infertility and/or using some form of ART to grow their families.

So ideally these Top 10 Customer Service tips are something that you and your staff are already doing. Do you have anything to add to this list? Is there something that you can improve on? How are your communication skills? How about your staff? Is their attitude 'customer friendly'? This is the first step to making your company better than anyone else's!





How Surrogacy and Egg Donation Agency Owners Fail: Lack of Communication

It doesn’t matter how large of a business you own, if there is little or lack of communication either between you and your employees or between staff and clients you will fail unless this problem is corrected. In the field of surrogacy and egg/sperm donation there really is a lot of room for miscommunication.

First is the non-verbal cues that are given when your telephone is not answered during business hours or messages are not returned within a reasonable amount of time. What this says about your business is that you have no interest in who is calling or why or that you are too busy to take or return the call. This leaves potential clients, donors or surrogates wondering about the quality of services provided by you and your staff. (If they ever do hire you. This is where you might lose a great GS or IP.)

A second common problem with miscommunication is when a client has been given different information by different people in your office. This can happen when staff has not been updated regarding new or existing donors or available surrogates, when the client is quoted different pricing for services, or regarding case management and program protocol.

Speaking of available donors or surrogates, remember to keep your data base updated. When you have unavailable profiles listed in your data base it sends the signal that you are misinforming the public and are sharing more donor or surrogate profiles then you really have available. It also raises hopes if someone is really interested in a profile only to find that the candidate is not available. Always remove a profile once she is talking with other IP’s. If it doesn’t work out you can simply return the profile to your data base. Adding available profiles as soon as you can is a great indication that you have full control of your data base and know exactly who is on there plus all the details.

My third point is continued communication throughout the donation/surrogacy process. Often times once the match is made and the surrogate becomes pregnant, agency owners assume all is well and may not contact the IPs, donor, or surrogate for weeks or maybe even months. If you are advertising ‘full service agency’ that should include checking in on all parties and making sure that procedures have gone smoothly, if the relationship is going well amongst all parties and if anything extra is needed, In the case of the donation it is important to make sure the donor has recovered from her procedure and it’s always nice to see if a pregnancy resulted.

My forth and final point is the communication with other professionals in your field. I am taking about the clinic and nursing staff, attorneys involved, escrow agency and the mental health professional. It is so important that every one know exactly what is going on with your clients. Even if you are not the one directly communicating with these other professionals it is a good idea to remind your clients to make contact at certain points of a match. For instance the attorney should know when the birth is expected to take place and whether it is a singleton or multiples so the proper paperwork will be ready, it’s also a good idea to remind a surrogate to make arrangements for a hospital tour with her IPs, you should tell the clinic if a miscarriage takes place or a twin is lost and the mental health professional might like to know how the match is going and if there is a need for follow up.

Failure to communicate with all parties involved such as your agency staff, clients, and other professionals can give you and your agency a poor reputation. These are all issues can be worked on and eventually fixed. Your future as an agency owner depends on great communication!

Quick Tips for the Surrogacy Agency Owner -Surrogacy Well Being

I recommend to ALL agencies that I work with (And practiced this myself when I owned an agency) that there is at least 6 to 8 weeks of follow up from the surrogacy agency with each and every Gestational Carrier after her delivery. Call, e-mail, visit if possible. Make sure that she is feeling better and getting back to her own life. Encourage the IPs to check in and share in her healing. This statement is so true and important!

A Family of My Own is Coming to Orlando! Sunday September 7th!

I will be speaking with several others on the topic of third party family building...This is a not to be missed FREE event! 

Let’s Talk about Making Parenthood Possible!

The Largest Family Building Event in Florida

Whether You’re Hoping for your First or Next

In One Day Discover Your Options

Sunday, September 7, 2014
9:00am – 3:00pm

The conference is returning to Orlando with an expanded schedule of the most up-to-date topics and must-know family building information. 

This FREE event will offer you an opportunity to meet many speakers, specialists and professionals in the fertility and adoption field and ask questions one-on-one.

More than 15 Educational Sessions to choose from throughout the day.  Attend as many or as few as you like!

Exhibit Hall – Attendee Specials - Giveaways!

Topics include:

What to Expect When You’re Not Expecting: Infertility Basics and Beyond

Common Infertility Concerns: Endometriosis, Polycystic Ovarian Syndrome (PCOS), Immune Disorders

Getting Fit for Fertility: How Nutrition and Health affect Men and Women’s Fertility

Modern Family Building with Third Party Reproduction: Sperm and Egg Donation, Surrogacy

Men’s Reproductive Health

The Latest, Successful Reproductive Surgery Options for Women and Men

Financing Fertility Treatments: Know Your Insurance/Prescription Plans, Other Finance Programs, Questions to Ask

Adoption Basics and Must Ask Questions: Starting Your Adoption Journey

Adoption Options: Domestic / Open / Closed / International / Transracial and Transcultural / Foster / Social Media

Openness in Adoption: A Candid Discussion with Adoptive Parent and Birthmom

Sunday, September 7, 2014

9:00am – 3:00pm 

Westin Lake Mary

2974 International Parkway
Lake Mary, FL 32746 (map)

It's Not Too Late to Register for START ART 2014! August 6-9 in Las Vegas!

http://www.directrsvp.com/STARTART/ is the place to register! I have been attending for over 12 years and this is a great conference if you are a professional in the field of infertility or you are in the medical field and want to explore what's going on with Assisted Reproductive Technology. I hope to see you there!

Sharon

Tune IN!! On October 21, The Surrogacy Lawyer Radio will Interview Sharon LaMothe, Author of “Surrogacy Helps a Family Grow,” and Tracy Armato, Conceptual Options Program Director

The Surrogacy Lawyer Radio Program Presents “Talking about Surrogacy to the Children of Surrogates”

On October 21, The Surrogacy Lawyer Radio will interview Sharon LaMothe, author of “Surrogacy Helps a Family Grow,” and Tracy Armato, Conceptual Options Program Director

When a woman decides to become a surrogate mother, she will have many conversations: with members of the surrogacy agency team, the intended parents, the medical and legal professionals involved in her care and with her spouse or partner and other adult relatives and friends, to name a few. But one of the most important conversations she will have is with her children, so she can explain the surrogacy process to them.

On the Thursday, October 21 episode of The Surrogacy Lawyer: Your Guide to IVF and Third Party Reproduction, Theresa Erickson, Esq., will be discussing how surrogate mothers should talk to their children about their pregnancies for another family. Ms. Erickson will interview Sharon LaMothe, a former gestational surrogate and author of the upcoming book Surrogacy Helps a Family Grow, and Tracy Armato, program director of Conceptual Options, The Surrogacy and Egg Donation Center and past surrogate. This episode will air on at 11AM PST/2PM EST on Voice America.

Sharon LaMothe is currently the owner of Infertility Answers, Inc., and the creator of two blogs about third party reproduction. She also owns LaMothe Services, LLC, an assisted reproductive technology business solutions service. Tracy Armato is responsible for overseeing the daily operations of Conceptual Options. Having been a gestational surrogate, Tracy has viewed third party reproduction from both angles and is a key support figure for surrogates.

“As a surrogacy lawyer and owner of a surrogacy and egg donation agency, I am excited about this new tool to help surrogate mothers talk to their children about the amazing gift they are giving another set of parents,“ says attorney Erickson. “Having open and honest conversations about third party reproduction is essential, whether you are a surrogate or egg, sperm or embryo donor. I look forward to advancing the conversation about this important topic.”

About Theresa Erickson, Esq.

Ms. Erickson is the managing partner of Erickson Law and the founder and chair of Conceptual Options, The Surrogacy and Egg Donation Center. In addition, Ms. Erickson is the author of the newly released Surrogacy and Embryo, Sperm, & Egg Donation: What Were You Thinking? Erickson was motivated to write her second book so she could educate potential intended parents, as well as the women who become surrogates and egg donors, about what all parties need to know if they are going to become involved in third party reproduction.

Attorney Erickson is a globally recognized expert in this specialized area of law and is a board member of the American Fertility Association and the legal director of Parents Via Egg Donation. For more information, please visit www.ericksonlaw.net and www.conceptualoptions.com.

The Surrogacy Agency

I take a deep breath as I write because the subject of opening and running a surrogacy agency or matching service sure can't be fit into a couple of simple paragraphs. I, along with my business partner, have run Surrogacy Consultants of Florida for over 5 years. In fact, even though we were no longer taking on new clients we still ran the company for over a year after the 'doors were closed'. The fact is that once you are committed to your clients and they have paid for your services you, the agency, are obligated to stay on the job until the last person has completed the surrogacy program. Whether they become pregnant with the surrogate they were matched with or tried 3 or 4 IVF cycles and decided to move on, the agency is responsible to be there and supportive every step of the way. At least that is how SCF worked.

Starting a company that works so intimately with people is a huge responsibility. You can't open the doors one day and make all kinds of promises and then the next decide that its too hard, too time consuming, doesn't fit into your long term goals, not making you enough money...whatever.....because even if you have signed on one client you have an obligation to follow through. Those IP's are counting on you to help them have a baby. They paid you, they poured out their story, relived their grief, derived some hope from your program and don't want to waste another minute looking yet again for someone else to help them make their dreams come true. They wanted that baby yesterday!

So if you are thinking of starting an agency please keep in mind that this is a service based business and what are you "selling"? Your word of honor, your expertise and experience, your connections and networking skills, your ability to attract qualified women who want to be surrogates into your matching program and your willingness to be available 24/7. (and that's just naming a few of the IP expectations....the surrogates come with a list as well)

I feel that if everyone knows what is happening behind the scenes it's easier to know what type of agency you need to assist you. What you can expect and when, perhaps, those expectations are too high. Of course I am basing my entries on my personal experiences. My way doesn't mean that other ways are not just as effective. All comments are appreciated!

Sharon
LaMothe Services, LLC
http://lamotheservices.com/