The document discusses how an effective phone plan can increase revenue in a medical practice by providing phone training and call handling services to staff, as well as tools for content management, patient reactivation calls, and mystery shopping to evaluate customer service. It notes that poor customer service is a contributing factor for why 45% of people do not book appointments at the first place they call, and outlines how proper staff training and following a logical call structure can help practices better control phone conversations and book more patients.