- Missed calls reduced by 80% after deploying Flip Voice AI
- 100% of inbound calls answered automatically
- Front desk interruptions reduced as routine calls are automated
- 5,000+ patient billing outreach calls completed
- 18% collections rate on outstanding balances
- Bookings now supported across urgent care, primary care, pediatrics, and mental health and wellness
TrustCare was founded on a belief that something fundamental was missing from healthcare.
“Our brand is built around customer service first,” Philip Coburn, COO at TrustCare said. “There was a lack of customer service in healthcare. Patients would often show up and endure subpar service in a less-than environment.”
In 2012, the company’s vision began when it recognized that many Mississippians were unable to get prompt medical care seven days a week. Too often, patients were spending time and money in emergency rooms for non-threatening issues simply because they lacked better access.
Today, TrustCare operates several urgent care clinics throughout the Jackson metro area and Hattiesburg, delivering accessible, quality care quickly so patients can “feel better faster.” The clinics are open 361 days per year and serve thousands of patients each month.
That philosophy shaped how clinics operated day to day.
“We’ve always trained that the person in front of you is more important than the person on the phone,” Coburn said. “Not less important as a patient – but you always try to treat the person in front of you first.”
In busy urgent care clinics, that approach made sense. Though patients in the waiting room needed help immediately, it also meant something else was happening in the background.
TrustCare decided to take a closer look beneath the surface.
“We reduced staff as a cost-saving measure, and it was realized that we created a phone problem. What we found, after some deep digging, was that we were missing about 31% of our incoming calls,” Coburn said. “And we’ve always understood there was a direct linear correlation between the number of calls and the number of patients that we see on any given day.”
If more calls leads to more visits, missing calls means missing patients.
“If you’re missing 31% of the calls,” Coburn said, “you’re obviously missing a lot of opportunities for patient visits.”
Often, patients trying to reach the clinics had limited options. “They would either call back until they got somebody on the phone, or they might give up and call one of our competitors instead.”
And inside the billing office, the issue persisted.
“Our billing team would be on the phone with one person, another call would come in, and it would go to voicemail. So our billing team literally spent their day just returning calls.”
For an organization built around patient access and service, the phone had quietly become a barrier.
Solving that problem would eventually lead TrustCare somewhere unexpected: toward artificial intelligence. In central Mississippi, that idea came with caution.
PLACING A BET ON AI
For Coburn, the idea of introducing AI into the phone system came with an obvious question.
How would patients react?
“At the beginning there was some resistance,” Coburn said. “Not just to Flip as a company, but to AI in general.”
New technology doesn’t always arrive without hesitation.
“Being based in Mississippi, there was some inherent resistance to the idea that somebody might be talking to a computer instead of a person,” Coburn said.
Even inside the organization, some staff members were unsure. “There was some initial resistance internally as well, particularly with our front desk staff, and some people worried that we were trying to replace them.”
But for TrustCare’s team, the decision ultimately came down to something larger than skepticism.
Healthcare access was changing, and the organization needed to adapt.
“If you believe Wayne Gretzky’s philosophy about skating to where the puck is going, the future is AI,” Coburn said. “We can either accelerate and get in front of that, or we can get run over by it.”
That’s when TrustCare brought Flip into the conversation.
“They were very flexible and very quick to want to understand our business and adapt their technology to our needs,” Coburn said. “We actually did a lot of development together – defining what we needed and how to best address our problems.”
Soon, the decision moved from theory to reality, and TrustCare turned Flip on.
WHEN FLIP WENT LIVE
Before Flip, three out of every ten callers never reached the front desk.
That changed quickly.
“The transition from phones being answered by a customer service representative at the front desk to turning Flip on was very simple,” Coburn said. “Once the integration was complete, Flip answers 100% of the calls.”
From that point forward, the system handled most of the conversations automatically.
“Unless the caller requests a live person, Flip manages the call,” Coburn said. “Once it transfers to our front desk, they manage the call as they did in the past.”
Results showed up instantly.
“The impact was immediate,” Coburn explained. “Our patient volume didn’t decline, but the number of incoming calls that had to be handled by a human at the front desk declined significantly.”
The AI skepticism inside the clinics began to fade just as quickly, and, “What really transitioned people over the first couple of weeks was the recognition that their phone wasn’t ringing as often,” Coburn shared. “They were able to do the other core aspects of their job without phone interruption.”
Meanwhile, the numbers told the same story. Since implementing Flip, TrustCare’s missed calls have dropped 80% – from just over 30% to under 6%.
Moreover, once a patient reaches the system, the conversation often turns into something more useful than a simple question.
“With our clinics, a patient can call with a question and go ahead and schedule their appointment while driving down the road, hands free,” Coburn said. “Pick the time they want, the date they want, the provider they want, provide all the necessary information. They actually have full virtual registration for an appointment completely over the phone.”
Within weeks of enabling scheduling by phone, the results started to appear in appointment data.
“Since turning on urgent care bookings in December, we’ve scheduled roughly 1,300 appointments strictly over the phone,” Coburn said. “That’s a pretty significant volume relative to our total volume.”
For TrustCare, that meant that patients who once couldn’t reach the clinic were now finding a clear path to care. And for the phone, which had once been considered a bottleneck, it quietly became one of the most reliable ways into the system.
BEYOND THE FRONT DESK
What started as a front desk solution didn’t stay there for long. Once the system was in place, TrustCare and Flip explored how they could grow together.
“Our original plan was just to find a solution for the front desk phones, but their flexibility and willingness to work with us and learn together has really allowed us to expand into other areas of utilizing their technology to support our business.”
One of those areas was billing, which had previously dealt with the same challenge the front desk had been accustomed to, especially with outgoing call collections.
“In this day and age, people don’t necessarily answer a call from a number they don’t recognize,” Coburn said. “So there’s a lot of phone tag back and forth.”
By identifying itself as TrustCare and reaching out to patients directly, Flip changed the equation.
“In the last quarter of 2025, Flip reached out to over 5,000 patients with outstanding balances,” Coburn said. “Some of them hadn’t paid anything on their bill in the last 30 days.”
From that outreach, TrustCare saw an 18% collection rate, “which actually exceeds even our own internal staff reaching out to patients trying to make collections.”
The expansion reinforced something Coburn had already begun to notice: Flip wasn’t just answering calls, it was helping TrustCare rethink how the phone could work across the organization.
“Flip now supports bookings across all aspects of our business, from urgent care to primary care, both in pediatrics and adults, and in mental health and wellness,” Coburn concluded. “They’re flexibility is part of why I really enjoy working with them as we expand in new market spaces.”
What had started as a fix for missed calls was becoming something much broader: infrastructure for patient access.
THE FUTURE OF PATIENT ACCESS
With a layer of visibility into the results, TrustCare recognized that Flip was reinforcing the reason TrustCare existed in the first place.
The goal was always to make healthcare feel different.
“Flip has become a very important part of our organization, because we’re really working to build the model for what access to healthcare looks like.”
No one wants to wake up sick, and no one is excited to have to seek medical assistance. “So the more seamless and painless we can make that process, from the moment someone decides they want to be seen to the moment they actually are, the better.”
That effortless experience relies on the phone.
“The phone should be intelligent, responsive, and intuitive,” Coburn explained. “It should be able to identify what the patient needs, support them, help them, and ultimately turn that into a patient visit.”
While this is true, Coburn also believes the ability of the phone channel can actually emphasize the importance of the human element, as opposed to diminishing it.
“I think patients, even those who don’t like AI, would still rather have some hope of a solution to their problem than a phone that just rings and is never answered.”
With front desk agents who are now able to fully focus on the patient in front of them, and callers always able to request a human representative, Flip protects the human experience.
“I think what Flip has allowed us to do is extend our brand image of the best care possible in the right environment, and create a seamless pathway for patients to obtain that care.”
And the partnership behind it has become just as important as the technology itself.
“Working with the Flip team is fun,” Coburn said. “Some meetings you dread. I never dread getting on a call with them.”
“We’ll have some idea that might sound silly at first and a month later it’s actually making a real difference in our business.”
That trusted collaboration has made a lasting impact at TrustCare.
“It’s a much overused word, but we really do consider Flip a partner. They listen to our needs, come back with solutions, and make us a better healthcare provider.”
And if that support didn’t exist? “The first thing that would break is my heart. The second thing would be our ability to manage the volume of phone calls coming into our clinics.”
Truly, answering the phone was never the real challenge.
“There are lots of vendors who want to answer your phone call,” Coburn said. “But that’s only the tip of the spear.”
“What really matters,” he said, “is what happens once the call is answered.”
