How a Townsville Allied Health Practice Cut Call Failures, Grew Client Bookings, and Left Their Old Phone System Behind

Apricus Health Case Study | Cloud Phone System Townsville 

CASE STUDY  •  HEALTHCARE  •  TOWNSVILLE, NORTH QLD

Apricus Health serves hundreds of North Queensland families,  children, adults, the elderly, and people living with disability. When their phone system started letting them down, it wasn't just an IT problem. It was a patient experience problem.

ABOUT THE CLIENT

Apricus Health (Allied Health, Townsville QLD)

Established in 2021 through a partnership between Helping Hands and Access Therapy Services, Apricus Health delivers a wide range of allied health services to clients across the Townsville region. The practice works with a diverse community, from children and young adults through to the elderly and people living with a disability or requiring upper limb rehabilitation.

Apricus Health is committed to providing high-quality, client-focused care across all stages of life, built on a culture of warmth and professionalism.

THE CHALLENGE

A Phone System That Was Failing Patients

Before the partnership between Helping Hands and Access Therapy Services was formalised, Helping Hands had been relying on an ageing on-premise PABX telephone system for several years. What started as a minor inconvenience had grown into a serious operational burden, and was beginning to affect the experience of the very clients the practice existed to serve.

The problems were stacking up:

• Transferring calls between staff was clunky and unreliable, clients were often left waiting or had to call back
• The system did not support Wi-Fi handsets, limiting staff flexibility across the practice
• Call quality was inconsistent, with dropped calls and poor clarity becoming a regular occurrence
• When something went wrong, getting technical support was a slow and frustrating process
• There was no ability to create a professional menu structure or announcements for callers

As the business grew and merged with a second practice, the limitations became even more acute

“We knew we had to find a replacement platform that could better meet our requirements.”

Emma Blines, Operations Manager, Apricus Health

THE SOLUTION

A Cloud-First Phone System, Deployed by Local Experts

With assistance from their technology partner XRX Business Centre, Apricus Health evaluated a shortlist of alternatives before selecting a cloud-based telephony solution powered by Access4, one of Australia's leading wholesale communications platforms.

XRX managed every aspect of the deployment: system design, configuration, number porting, handset setup, staff training, and ongoing support. From the moment the decision was made, the entire system was live within just six weeks.

What was implemented:

• Access4 cloud-hosted PBX, carrier-grade reliability with no on-site hardware required
• Professional IVR menu structure, guiding callers to the right location or department automatically
• Hunt groups and call queues, ensuring no call is ever missed across the team
• Call diversion and after-hours announcements, professionally managing every caller interaction
• Yealink handsets, simply plug in and go, no complex installation required
• Unified system across multiple locations, both practices connected on one seamless platform

Local ongoing support from XRX's Townsville-based team

“Being a cloud-based platform means there is no longer a need for complex and expensive equipment in the office. All configuration and management is handled remotely, and all we had to do was plug in the handsets and we were up and running.”

Emma Blines, Operations Manager, Apricus Health

THE RESULTS

Better Calls. Happier Clients. A Healthier Bottom Line.

The impact was immediate. From the day the new system went live, the difference was felt by both staff and clients across the practice.

What changed for Apricus Health:

• Call transfers between staff became instant and reliable. No more frustrated clients being passed around
• Significant improvement in call clarity. Clearer conversations, fewer misunderstandings
• Call failure rate dropped dramatically. A persistent problem that had plagued the old system was eliminated
• A professional IVR menu guides callers to the right location or team from their very first call
• After-hours announcements and call diversions are easily managed by the team without technical help
• When a second office location was added in 2022, new handsets were ready and working from day one
• Proactive monitoring by XRX means issues are identified and resolved before they impact the business

Client referral conversion rates improved. Because calls are now handled more efficiently

“We also enjoyed a significant improvement in call clarity and a reduction of call failures. Where previously the on-premise system was often-times unreliable and the process to seek technical help was frustrating and inconvenient, now with XRX and their local support team, they monitor the system and mitigate issues before they arise. Jamie and his team of technical experts are wonderful to deal with.”

Emma Blines, Operations Manager, Apricus Health

Perhaps the most telling outcome is the impact on Apricus Health's core business. Because incoming calls are now handled seamlessly, more client referrals are being converted into actual bookings, a direct contribution to revenue growth.

“Overall, the new platform has taken a lot of pressure off our staff. Rather than having to constantly juggle calls or arrange callbacks to clients, the vast majority of communication can be handled in a single interaction. I am confident we now have in place a telephony system that will support our staff and clients for many years to come.”

Emma Blines, Operations Manager, Apricus Health

WHY XRX

Local Knowledge. Personal Service. Real Outcomes.

For Apricus Health, choosing XRX wasn't just about technology, it was about partnering with a team they could trust. As a locally owned North Queensland business with over 40 years of experience, XRX understands what it takes to keep a North Queensland business running.

“The fact that XRX is a local company is a great benefit to us as well. We know they will always be available to offer advice or assist if any issues arise.”

Emma Blines, Operations Manager, Apricus Health

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