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The Power of Plain Language

Revolutionizing Communication in Message-On-Hold and IVR Scripts 

Overcome the Pitfalls of Communication Challenges 

In today’s dynamic business landscape, effective communication is the linchpin that sets successful organizations apart. From public-facing communications to internal interactions, every message matters. Message-On-Hold (MOH) and Interactive Voice Response (IVR) scripts are among the often-overlooked domains where communication can be significantly enhanced. This is where the power of Plain Language comes into play, reshaping how businesses connect with their customers and stakeholders. 

What is Plain Language? 

Plain Language is not just a writing style but a philosophy that revolves around simplicity, clarity, and user-friendliness. Its purpose is to ensure that the intended audience can (1) find what they need, (2) understand what they find, and (3) use that information to meet their needs. By making sentences clear and easy to understand, Plain Language transcends the boundaries of complex content to make communications of all types – including audio marketing scripts – user-friendly and easy to navigate. 

Empowering Customers through Message-On-Hold Scripts 

Message-On-Hold scripts serve as an opportunity for businesses to engage their customers while they wait in queue for a representative to assist them. Often, these scripts can be filled with technical jargon or complex language that leaves callers frustrated and disengaged. However, employing Plain Language in these scripts can be a game-changer. By using simple and clear language, businesses can deliver information seamlessly, reducing caller frustration and enhancing the overall customer experience. 

Example A (not using Plain Language): 

“Thank you for calling ABC Medical Center, where we endeavor to adhere to the most cutting-edge and advanced medical protocols, harnessed to address the unique and urgent nature of cerebrovascular incidents, commonly known as “stroke.” A stroke is a neurological dysfunction that occurs due to an abrupt and localized alteration in cerebral blood flow, precipitated by thrombosis, embolism, or hemorrhage. Rest assured, our team – including esteemed neurologists, interventional radiologists, and neurosurgeons – is primed and resolute in their commitment to providing comprehensive and multidisciplinary care to optimize clinical outcomes and improve patient prognosis while emphasizing acute and long-term rehabilitation strategies. It’s important you educate yourself about the signs of a stroke, so you know how to react quickly. If you believe you or someone you know is experiencing a stroke, do not postpone treatment. Don’t wait to see if symptoms stop because every minute counts. The longer a stroke goes untreated, the greater the potential for brain damage and disability. Call 911 or go directly to the emergency department at ABC Medical Center, where our dedicated team will provide immediate care.” 

Example B (using Plain Language): 

“ABC Medical Center would like to remind you when it comes to a stroke, time is of the essence, so it’s important to recognize the following symptoms:  

Sudden numbness or weakness in the face, arm, or leg (especially on one side of the body). 

Sudden confusion, trouble speaking, or difficulty understanding.  

Sudden trouble seeing in one or both eyes.  

Sudden trouble walking, dizziness, loss of balance, or lack of coordination.  

If you or someone around you experiences these symptoms, contact emergency services right away or seek immediate medical attention at your nearest emergency department. Remember, quick action can make a big difference in receiving the proper medical care.” 

Example A (not using Plain Language): 

“If you have a billing question and would like to speak with our Accounts Receivable department, press 1. Press 2 for technical support and follow the prompts to reach the representative best suited to your needs. For all other questions, we’ll be happy to help you – just press 3 to speak with our General Inquiries department, and a customer service representative will be with you shortly.” 

Example B (using Plain Language): 

“For billing, press 1. For technical support, press 2. For all other inquiries, press 3.” 

Ensuring Clarity, Every Step of the Way 

The importance of using Plain Language in Message-On-Hold and IVR scripts lies in its ability to ensure clarity at every step of the customer journey. When customers encounter clear and easy-to-understand messages, they feel valued, respected, and understood. Plain Language enables businesses to build positive brand impressions and nurture strong customer relationships. 

Measurable Results for Real Impact 

Just as with any other communication endeavor, Plain Language implementation in Message-On-Hold and IVR scripts yields measurable results. Reduced call center volumes, shorter wait times, and increased customer satisfaction can be quantified and analyzed, proving the efficacy of Plain Language in enhancing business outcomes. 

Embracing Plain Language: A Win-Win Investment 

Adopting Plain Language in Message-On-Hold and IVR scripts need not be an expensive or time-consuming process. Your audio marketing provider’s script writing team can provide the necessary edits to help facilitate the transition to Plain Language in your Message-On-Hold and IVR scripts. By investing in Plain Language, businesses can reap the rewards of improved customer experiences, streamlined communication, and enhanced brand reputation. 

Plain Language Mastery: Your Key to Enhanced Customer Connections 

In the age of customer-centricity, every interaction counts. Utilizing Plain Language in Message-On-Hold and IVR scripts is a strategic move that demonstrates a commitment to clear communication, customer satisfaction, and organizational success. By making language accessible and user-friendly, businesses can empower their customers, streamline call center operations, and cultivate long-lasting relationships. Embrace the power of Plain Language in Message-On-Hold and IVR scripts and elevate your communication to new heights. Your customers will thank you for it. 

Key Principles for Applying Plain Language to Communications: 

1. Know Your Audience 

2. Keep Sentences Short 

3. Use Simple Words 

4. Define Acronyms and Terms 

5. Break Information into Digestible Chunks 

6. Use Active Voice 

7. Prioritize Important Information 

8. Use Visual Aids Sparingly 

9. Proofread and Simplify 

10. Test with Real Users 

11. Keep It User-Centric 

12. Train Your Team 

13. Revise and Iterate 

FAQ

Q1: What is Plain Language?

A1: Plain Language is a philosophy of communication that focuses on simplicity, clarity, and user-friendliness to ensure that information is easy to find, understand, and use by the intended audience. 

Q2: Why is Plain Language important in communication? 

A2: Plain Language is important because it enhances the effectiveness of communication, reduces confusion, and improves the overall user experience. It is particularly valuable in situations where complex information needs to be conveyed clearly. 

Q3: How can Plain Language benefit Message-On-Hold and IVR scripts? 

A3: Plain Language in Message-On-Hold and IVR scripts makes information more accessible to callers, reduces frustration, and streamlines the communication process, ultimately leading to improved customer satisfaction. 

Q4: Is adopting Plain Language a costly process? 

A4: No, adopting Plain Language in your scripts doesn’t have to be costly. Your audio marketing provider’s script writing team can help you make the necessary edits to transition to Plain Language, ensuring a cost-effective approach to improved communication. 

Q5: What are the measurable results of using Plain Language in scripts? 

A5: Measurable results of using Plain Language in scripts include reduced call center volumes, shorter wait times, and increased customer satisfaction. These outcomes can be quantified and analyzed, proving the efficacy of Plain Language in enhancing business outcomes. Plain Language also contributes to improved communication efficiency and reduced customer frustration, which can lead to positive impacts on an organization’s bottom line and reputation. 

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How to translate English into English for different audiences  

You may be speaking English to English speakers, but if you are talking over their head, or delivering irrelevant information, your message is not being understood. Add to that the challenge of speaking to a splintered internal audience that holds doctorates, GED’s, and/or speaks English as a second language, and external audiences that have no background in the subject matter, and you have quite the communications challenge on your hands. It’s something that Kelly Katapodis is very familiar with, serving as the Head of Comms and PR at SOPHiA Genetics and previously as Director of Marketing at St. Elizabeth’s Medical Center in Brighton, MA.  

“Many of us in healthcare have to communicate complex, technical topics in a way that can be easily understood by internal and external audiences,” she said. “The challenge is figuring out how to loop in the audience and connect with them to further the business at hand. 

Kelly says the first step in crafting any message is understanding “the why” of the message. “Remember your potential readers will be asking, ‘Why are you telling me this’, and ‘Why is this happening’? If the communication answers those questions, there is a much higher likelihood that it will be seen as relevant and will be read.”  

Whether the audience is comprised of employees and patients or potential customers, asking “why” is just as important for the writer as it is for the recipient. Internal communications set the tone for the organization’s culture. External communications need to be carefully “translated” so readers can understand and connect.  

She uses the five “Ws” of journalism to organize her approach and weave common sense into a complicated communication equation. Being intentional and proceeding with clarity of purpose helps determine where the audience is and increases the chances they will be listening.   

  • Who are you trying to reach?  
  • What is the message? What are you trying to say?  
  • When do they need to receive it, in what cadence and timing? 
  • Where will people see the message, on what platforms?   
  • Why is the communication being sent? 

For communicators working inside large organizations, the audience will always be splintered, and there isn’t necessarily the luxury of crafting multiple laser focused messages. Kelly has one piece of advice, “You may not nail it the first time, but that’s ok. Have a desire to learn what works, evolve your style, and your success rate will continue to grow and you will continue to improve the rate at which you connect with an ever changing, diverse audience.”  

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branding greetings marketing

Elevate Your Seasonal Marketing: Affordable Strategies for Maximum Impact 

Think of your favorite season.  Whatever it may be, the reason is because it engages so many senses… dare we say all!?  The feel of the air – whether you like the hot temps for summer garb or cozying up in your favorite sweater in the cooler weather.  Smelling – BBQs or cookies baking.  You see where we’re going with this.  Last one: Seasons have a sound!  Walking through leaves, summer cicadas and festive music. 

Help your clients feel the feels by harnessing the essence of every season, event, and sentiment, transforming it into a strategic advantage. This tactical guide will revolutionize your seasonal marketing approach, revealing affordable strategies that not only engage but also evoke emotions, leaving a lasting mark. 

1. Tap into the Art of Emotional Storytelling Through Music 

Music is a universal language that speaks to the heart of your audience. Leverage overhead music and announcements as a powerful tool to narrate your brand’s story through emotions. Sync melodies that resonate with each season, creating an immersive atmosphere that captures your customers’ sentiments. 

2. Create A Symphony of Announcements 

Craft announcements that strike the right chords with your audience. Align your messaging with the season’s spirit – be it back-to-school enthusiasm, holiday excitement, or springtime rejuvenation. Invite customers to join the journey of each season with engaging announcements that resonate. 

4. Three…two… one… Tap into Anticipation with Countdown Timers 

Who doesn’t get excited counting down?  Highlight limited-time offers or events, triggering a sense of urgency that encourages immediate action. When customers feel they might miss out, they’re more likely to engage, driven by the emotional pull of the impending event. 

5. Offer Early Access Promos & Challenges 

Provide your audience with an exclusive sneak peek into seasonal delights. Offer early access to sales or promotions thanking them for their loyalty. Pair this with engaging challenges that invite customers to participate, fostering a community that thrives on shared experiences. 

6. Truly Listen 

Encourage customers to share their seasonal experiences with your brand. Whether it’s a heartwarming holiday moment or a summer escapade, these stories resonate emotionally, fostering trust and community. 

7. Crafting Unforgettable Seasonal Experiences 

Affordable doesn’t mean ineffective. Incorporate affordable services seamlessly into your strategy: overhead music, announcements, and themed audio.  These tools will design an atmosphere that envelops your customers in the warmth of each season. 

8. Efficiency: The Heart of Seasonal Adaptability 

Adaptability is key in seasonal marketing. Affordable services offer the flexibility to pivot your messaging swiftly, integrating even the smallest holidays. Seamlessly transition from Valentine’s Day to Presidents Day, ensuring your brand remains ever-present without overwhelming resources. 

9. Impact Beyond Transactions 

Weave melodies, messages, and memories with your brand as your guide for seasonal marketing. This will foster connections, which is never outdated. 

Seasonal marketing is upon us!  Paint with the hues of your brand.  Orchestrate the symphony that elevates your marketing.  These affordable tactics will stand the test of time. 

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What’s wrong with my voice?

How to Optimize Your Business Greetings 

Have you ever listened to a recording of your voice, only to cringe at how unfamiliar it sounded? You may have even found yourself uttering in disbelief, “Do I really sound like that?” 

If so, you’re not alone. Many people experience a bit of surprise, distaste, or even discomfort when hearing their own voice. But why is that? 

One of the main reasons is due to a perception mismatch. 

When we speak, we hear our own voice as a combination of vibrations conducted through our skull and sound waves hitting our ear drum. This internal perception creates a deeper and richer sound of our voice that is different from what others hear when they listen to us externally. 

So, when we listen to a recording of our voice, it can sound slightly awkward or even outright foreign compared to the internal perception we’re accustomed to, and this discrepancy between our internal and external perception can be disconcerting. And, since many of us are prone to self-criticism, it’s easy to find fault with our own voice, especially if we compare it to that of others we consider more melodious. 

This can be particularly frustrating if you’ve been assigned the responsibility of recording phone greetings for your business. Despite multiple attempts to create a professional-sounding upfront greeting on your business cellphone, you find it challenging to capture the polished sound you desire. 

In our modern world where telecommunication remains essential in conducting business, it’s obviously crucial to project a confident and professional image in those aural communications. In both our personal and professional lives, many feel that having a charismatic tone of voice is just as important – if not more important – than the words we speak. 

Remember, your business’s upfront greeting is often the first point of contact for potential clients or colleagues. By providing such callers with a clear and well-articulated message, you can instantly make a positive first impression and ensure effective communication. So, there’s a lot riding on that upfront greeting. 

In addition to the all-important upfront greeting, your phone system comes with a range of other indispensable features designed to optimize communication and improve productivity, such as IVR options and “busy” messaging. Of course, you’ll want to customize those features with recordings specific to your business, rather than simply rely on the built-in generic recordings that came with your phone. But again, attempting to record such customization yourself will likely bring only disappointment when you listen to the playback and hear that your voice – or the voice of an internal company representative – isn’t as engaging as you’d expected. 

We recommend going outside your company to a talent agency or studio. When choosing a professional studio for your voiceover needs, consider finding one that offers a comprehensive roster of industry-leading female and male voiceover talents. Look for a vendor with a diverse range of vocal tones, ages, dialects, and languages to provide customized recordings for your phone system, marketing content, and training materials. This can significantly enhance your business’s image, surpassing any self-recordings attempted in your own voice. 

Perhaps you’re thinking, “Well, my voice isn’t that bad. I’m sure my customers won’t mind listening to the upfront greeting that I record in my own voice. And if anyone complains, I’ll just have my assistant rerecord the greeting to save myself some money – she’s got a great voice!” 

But consider this scenario: You’re driving along and see two storefronts that sell the exact same product you’ve been looking for. The signage of the first storefront, while acceptable in that it’s legible, is obviously low-budget, amateurishly designed, and doesn’t give a great first impression of welcoming you into the store. On the other hand, the signage of the second storefront is professionally designed, visually appealing, and by sight alone conveys a strategic message: Ours is a business you can trust; we have all the products you’ve been looking for; and if you buy from us, you’re going to be a fully satisfied customer. 

You haven’t stepped inside either store. Yet, based on your first impression from the signage alone, you already know which store is going to win your business. 

The upfront greeting for your business acts in many ways like storefront signage. You have only a brief moment to make an immediate positive impression on potential clients, so they know you’re a business with integrity, dedicated to providing the best customer experience possible. And what better way to do that than with a high-quality greeting recorded by a professional voice talent, who effortlessly sounds authentic and engaging, while instilling confidence in your callers to do business with you. 

Now you may be thinking, “But I’m not tech-savvy. How am I supposed to take recordings from an outside source and put them on my phone system?” 

Have no fear. Uploading professional recordings to your phone is a simple process, one that your VoIP phone provider can walk you through, as it requires only a few easy-to-follow steps. 

And for those just entering the world of entrepreneurship, you may be thinking, “Can’t I just use my personal mobile number or even my personal landline to do business? And I’m sure my customers won’t mind if I have an upfront greeting recorded in my voice without all the bells and whistles. Why should I spend the money on a separate business line and professional recordings?” 

By adopting a mobile VoIP plan for your small business, you can seamlessly use your personal cell phone as your desk phone without revealing your private number. This means that whether you’re making or receiving calls, it will always appear as if you are sitting at your desk. In today’s business world, having a more professional and private communication experience is a desirable advantage that VoIP can provide. 

So, although you might think recording your business phone greetings in your own voice will be adequate for your callers, remember this: The voice we project to the world matters just as much as the words we speak. 

Investing in a trained and experienced professional voice talent can significantly enhance your brand’s image. By having an expert record your greetings, you will project the best possible impression to the world. This, in turn, strengthens your business’s brand, improves the customer experience, and elevates your overall image. 

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Maximizing Your Business’s Success in Times of Inflation: The Power of Repurposing Your Message-On-Hold Content

Marketing Checklist

In the face of inflation and economic challenges, businesses must find cost-effective ways to sustain success and visibility. Content marketing, including blogs, social media posts, and videos, has proven to be an affordable and organic method to engage customers and drive sales. However, many marketing professionals are overwhelmed with tasks and struggle to produce more marketing collateral to compensate for reduced traditional advertising.

The solution lies in harnessing the power of “domino content” – relevant, valuable content that can be repurposed across various marketing channels. And a prime source of domino content for businesses is your Message-On-Hold (MOH) program. MOH content, already engaging clients on hold, can be repurposed for social media posts, podcast episodes, blog posts, email marketing campaigns, webinars, videos, infographics, training materials, and more.

Repurposing MOH content enables businesses to maximize their investment and reach a wider audience without reinventing the wheel each time. It’s an efficient and budget-friendly way to continue promoting the business and maintaining a presence on various marketing platforms.

For instance, businesses can convert MOH content into engaging social media posts to drive traffic to their platforms. They can expand the content into podcast episodes and dive deeper into the topics to establish thought leadership. Transforming MOH content into informative blog posts helps drive organic traffic to the website and enhances the brand’s online presence.

Furthermore, utilizing key messages from MOH content in email marketing campaigns nurtures leads and promotes products or services. Creating webinars or online workshops based on MOH content positions the brand as an industry expert and generates leads. Entertaining promotional videos or informative tutorials can be shared on YouTube to increase brand visibility and attract a wider audience.

Condensing the main points from MOH content into visually appealing infographics helps convey information in a concise and memorable way. Businesses can also adapt MOH content into training materials for internal or external use, educating employees, customers, or partners about relevant topics.

By repurposing MOH content for different marketing initiatives, businesses can strategically optimize their advertising efforts and overcome the constraints of inflation. This approach allows them to amplify their reach, engage the target audience, and achieve more with less. As the business landscape evolves, adapting and leveraging these strategies will position businesses for long-term success.

By prioritizing and updating your Message-On-Hold content monthly, you can create a marketing strategy that extends beyond the phone system and into all your channels. Instead of procrastinating the task, use it as a piece of pillar content and knock out a bunch of tasks all at once. Embracing domino content from Message-On-Hold will prove to be a powerful tool for any overwhelmed marketing department looking to save time and money.

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Unleashing the Full Potential of Your VoIP Phone System with Custom Message-On-Hold and IVR Recordings

Although non-verbal forms of communication such as email, live chat messaging, and social media seem to dominate the business landscape these days, phone communication still plays a crucial role in shaping the perception of your brand. With the advent of Voice over Internet Protocol (VoIP) phone systems, businesses embraced advanced communication technologies to streamline their operations and now have many VoIP phone options to choose from, including offerings from Microsoft Teams and Zoom. However, one misconception that often arises with upgrading to a VoIP phone system is the assumption that customized Message-On-Hold (MOH) and Interactive Voice Response (IVR) recordings come included in the package. In reality, this is rarely the case, and neglecting these essential elements can impact your business image and customer experience. In this blog, we will delve into the importance of custom MOH and IVR recordings as you consider transitioning to a new phone system.

Don’t Settle for the Default:

Are you considering transitioning to a new VoIP phone system? Don’t fall under the impression that custom Message-On-Hold (MOH) content comes as a standard offering with the new system. It’s important to clarify that while the system can “play” MOH audio, you’ll need to provide a customized on-hold file separately. Some providers may mention “MOH” as a built-in component, but in reality, they often refer to MUSIC-On-Hold instead of MESSAGE-On-Hold. While having Music-On-Hold is better than silence, it lacks the personal touch required to effectively convey your brand’s message. Also, the royalty-free system default music is often lacking in overall quality, which can become annoying for your callers. Why settle for generic music? You have a captive audience on hold. Engage them one-on-one and guide them to self-service options or educate them about your latest business updates. Transitioning to a new phone system shouldn’t mean compromising on your brand’s image and customer experience. Your MOH provider can easily format your existing custom Message-On-Hold program for the new phone system. So why settle for just music when you can have personalized interactions that make a difference? 

The Power of a Captive Audience:

It’s important to think about the time your callers spend on hold. That hold time is a unique opportunity to engage with a captive audience and promote your brand. By utilizing custom Message-On-Hold recordings, you can educate your callers about important company updates, new products and services, ongoing promotions, seasonal information, industry trends, and more. This not only enhances their knowledge but also cultivates a stronger connection to your brand. 

Building a Professional Image: 

Your business image is paramount to your success, and projecting professionalism in every aspect of customer interaction is essential. By investing in custom Message-On-Hold recordings, you demonstrate your commitment to providing the best customer experience possible. Professionally recorded messages and licensed background music can create a polished and sophisticated impression on your callers, enhancing your brand’s image and fostering trust and loyalty. 

Seamless Navigation for Callers: 

It’s important to note that MOH and IVR are not one in the same. While they are both telephony features, they serve different purposes. Message-On-Hold’s function is to keep callers engaged and informed during hold time until a representative can assist them directly. IVR systems are designed to assist callers in navigating through your phone system to reach the right department or representative quickly. So, while IVR allows callers to interact with the automated system through voice prompts and keypad inputs, MOH normally doesn’t allow for such interactive self-service processing. Despite this difference in functionality, both MOH and IVR are indispensable elements when it comes to communicating with your callers. While VoIP phones certainly provide IVR capability, any preprogrammed auto-attendant recordings that come included are typically generic and lack personalization. By incorporating custom IVR recordings – crafted specifically for your business – into your VoIP phone system, you provide callers with a seamless and intuitive navigation experience. 

Elevating Customer Experience: 

To maximize the potential of your VoIP phone system, look to source an experienced vendor for custom Message-On-Hold (MOH) and IVR recordings. Look for a provider that offers a range of packages tailored to your specific needs. An experienced team of script writers is essential in crafting informative and engaging MOH content, while also providing clear and concise voice prompts for your IVR system. The right partner will have access to a diverse roster of professional voice talents and licensed background music, guaranteeing your callers an optimal experience. Partnering with a studio like this will enable you to effectively promote your brand, educate your callers, and ultimately enhance customer satisfaction. Invest in a studio that understands your vision and can deliver top-notch recordings to maximize the potential of your VoIP phone system. 

Upgrading to a VoIP phone system is without a doubt a step in the right direction for modernizing your business communication. However, don’t overlook the importance of custom Message-On-Hold and IVR recordings, which typically are NOT included in your VoIP phone system upgrade. By capitalizing on the opportunity to engage your callers, promote your brand, and provide a seamless navigation experience, you can leave a lasting impression and differentiate your business from competitors.  

Stay connected with Holdcom to access more helpful and interesting blogs, podcasts, and other content designed to elevate your client communications. 

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branding marketing-triage

Brand is everything: Julie Ganong with Chococoa Baking Company

A brand, once well established, is really still sitting at the beginning of the runway. Successful brands realize they need to constantly reinvent and refresh themselves to remain relevant, interesting, and vital to their customers. Thousands of brands vye for consumer attention, and only the ones that matter to the consumer are kept in their fold.

Julie Ganong of Chococoa Baking Company knows this very well. She is part of the husband and wife team that founded the company and reinvented the whoopie pie. They created an updated, rich, gourmet whoopie pie made with premium chocolate and all natural ingredients that has turned an old New England original into a luxurious, special occasion dessert. The Whoopie has been named Best of New England by Yankee Magazine, and featured in Chronicle, O Magazine, the Wall Street Journal, and other national publications. They make 8-10,000 whoopies a week and ship them across the U.S.

Julie believes that all marketing comes down to brand. If you want to maintain a brand that will drive revenue, you must continuously reinvent that brand to maintain customer interest. Once a customer becomes engaged with your brand, they expect it to continually be exciting.

“We reinvent The Whoopie, within our brand standards, every month,” said Julie. “Our strict adherence to the highest quality, all natural ingredients never wavers. But within those parameters we have lots of room to play. For example, during the pandemic we decorated our whoopies with little faces wearing blue masks. They flew off the shelves as hospitals and healthcare providers bought them to say thank you to their staff. It’s a great example of how we can remain relevant and create new interest, all within our brand.”

A brand, well executed, can also support the community. During the pandemic Chococoa Baking Company decided to stay open, and it became a haven for customers. “They regularly told us that being able to come to the cafe was part of their new normal,” said Julie. “But they also trusted us and expected that we would know how to operate within Covid protocols so they would be safe when they came here. As a result, they supported us while we supported them. When the pandemic eased, we didn’t have to rebuild the brand or find new customers. They were right there with us, and we had built loyalty we could never buy.”

Chococoa Baking Company has proven that a brand can be luxurious and community minded at once. It can be adapted for holidays, weddings, special occasions, and even a pandemic. A good brand is versatile, and can be stretched to meet extraordinary situations while maintaining its integrity. The best brands know who and what they are, and what they are not. They are not all things to all people, but they are the absolute best to the audience they seek and their loyal customers.

_ _ _ _ _

We can help you maintain your brand through rich content that attracts and educates your audience. Our Marketing Triage program mines and creates the content you know is there, but can’t get to. We hired healthcare insiders to write for you, so it is right, relevant, and on target with healthcare nuances. We do the work for you, so that finally, content generation is under control and you are filling that deep crevice of content need for social media, blogs, web, and more.

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Can Your Content Catch a Reader in 2 Seconds?  

As social media platforms expand and attention spans shorten, so does the time you have to capture readers’ attention and get them to stop scrolling – two seconds to be exact. It’s called “thumb stopping content” and that is what Jim Mancari spends his days analyzing and creating. He’s Director, Digital Marketing and Social Media for NYC Health + Hospitals and says the challenge to create content that will stop readers in their path is a dynamic one, with a target that is constantly shifting and changing.  

“The goal is to be relevant and engage our readers,” Jim said. “That means thinking about what we say, how we say it, and then posting it at the right time in the right place. Content has to matter to a reader to stop them as they scroll.”  

Facebook, Instagram, Twitter, LinkedIn, TikTok and numerous other platforms have already splintered reader’s attention and there are always new platforms crashing into view. So how does one cut through the noise to command attention in a target audience’s content feed? By generating relevant content and knowing what you are doing every day. James has hardwired specific tools to generate purposeful content.   

First you organize: By generation, topic, current events, community interests, hospital health services, and by calendar day, time, week, and month.   

Then you integrate: Messaging, channels, and timing. This is the weaving of content into a tapestry that makes sense. It matches messaging to audiences and schedules publication at the right time in the right place, so it hits when it is relevant. 

You make sure the lead is at the top: Your audience isn’t going to stop on their way by if the image, message, video or audio aren’t compelling. Put the point of the story at the very front, if it stops them there is a greater chance they will read or view the entire story. But if the front is boring, you’ve lost them. 

You learn where your audience is: Where is each audience segment? What platforms are they on? Data informs you and is critical to molding the message to the audience in a way that makes sense on the platform.  

Remember: Everyone is on their phones: All content is mobile. Create it that way. 

“At the end of the day, we don’t want to compete with ourselves,” says Jim. “We need to make sure that we use data, knowledge of our audience, and the unique characteristics of each platform to expand our social reach. That’s what it’s all about – talking to the people we care about to keep them well and give them access to information that will make their lives better. We can do that through digital marketing and social media, but we must always have our ears to the ground and our eyes on the audience.”  

Great advice – and we can help. We know there is always more content than you can get to. We can help. We triage content – mining it from inside your organization, organizing, and producing it. We offer content generation, written by healthcare insiders, that expands your bandwidth and gets work done.

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Can You Nudge a Consumer Toward Better Health? 

Communicating with healthcare consumers to improve outcomes and save money 

Communicating with your audience is challenging even on the best day. Consumers either drink from a fire hose of media or filter it down to a tiny drip. When the goal of communication is to change healthcare behaviors to improve outcomes and reduce healthcare costs, finding a way through those barriers becomes mission critical. It can be done, but you have to employ practical communication and a laser focused, data based strategy. 

There’s a lot on the line. Americans spend $4.3 trillion dollars on healthcare annually. That’s $12,914 per U.S. resident, the majority of it spent on hospital care*. It’s an unsustainable, skyrocketing situation that is driving healthcare providers and insurance plans to motivate patients to wellness in order to reduce consumption and costs. That means engaging them in education and that means reaching them somehow, with effective communication.

Engagys is at the center of trying to solve that Rubik’s cube. They are a national healthcare consumer engagement consulting and advisory services firm that helps corporations engage their consumer base and nudge them toward healthier behaviors. Holdcom Marketing Triage interviewed Kathleen Ellmore, Cofounder and Managing Partner of Engagys and asked her how communications can drive consumer behavior for better outcomes. 

“It takes an evidence based approach that assesses data and uses it to figure out how to get the consumer’s attention as the first step in the strategy”, she said. “You need to engage the individual before you can even begin to communicate with them, and that communication has to be relevant and resonate in the context of their everyday lives.”

First, the nuts and bolts

To achieve this, Kathleen and her firm approach the complicated communications equation with an “above and below the waterline” assessment. It’s a discovery of whether the nuts and bolts are in place to effectively communicate with engaged and disengaged consumers, and drive behavior change.

Above the waterline: 

  • Do you have the behavioral science data to determine what your consumers are doing, reading, and how they are living now? 
  • Have you identified the social determinants of health that impact their ability to change healthcare behaviors, like transportation, food scarcity, access to healthcare, etc.? 
  • Do you have messaging in place that can be used for AB testing? 
  • Do you know your channel mix? Where are you going to place the messaging and is that based on the data you have? 

Below the waterline: 

  • Do you have the people you need to craft and place messages effectively? 
  • Do you have the right process in place to create and maintain the messaging? 
  • Do you have the technology to make all this happen? 

Is your communication practical? 

You don’t hear the word “practical” very much, but it’s the lynch pin of reaching the consumer. In other words, are you taking a practical approach to any given communication campaign? According to Kathleen, practicality requires asking questions that provide essential insights: 

  • Do I understand where my audience is – figuratively and literally speaking? 
  • What is their social-demographic profile? 
  • Do I know where they live and work? 
  • Can I estimate their level of health literacy? 
  • Do I know if they can be compliant, even if they read the communication?
    • What are the barriers to that compliance? 
    • It’s one thing to try to educate a consumer about diabetes control, but it’s not going to be effective if s/he doesn’t have access to healthy food. 

Reaching consumers will always be challenging. Now it’s essential. As you review the how and what to communicate to engage your customers and patients, consider what content you have accessed and what remains to be optimized for various channels. We know there is always more content than you can get to. We can help. We triage content – mining it from inside your organization, organizing, and producing it. are part of that solution. We offer content generation, written by healthcare insiders, that expands your bandwidth and gets work done.

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The Release Valve for Healthcare Marketing Pressures Lies in Contract Help

To state the obvious, being a marketer in a healthcare organization today is tough. It takes tenacity and resourcefulness to get the work done. Days are filled with demands, deadlines, and little or no help on the horizon. Like other professions, marketers are participating in the “Great Resignation” and leaving for more promising horizons. It can seem to be an untenable situation, but there are effective solutions, and they may just lead to a more agile, effective marketing practice. Here’s what’s going on.  

In a recent MarketHire survey of more than 25,000 marketers, nearly 48% said they were planning to leave their jobs. It’s not easy to fill their shoes. In the same survey 68% of business leaders said they have struggled to hire an in-house marketer.  

But, despite tight budgets, some organizations understand that marketing is necessary, event essential to grow market share and buffer encroachment and competition. So, if you’re the professional in the marketing seat, how are you to build a reliable marketing practice while meeting deadlines and delivering substantive product?   

One solution is to hire outside help. Respondents to that same MarketHire survey said they are outsourcing nearly half of all marketing responsibilities to freelancers. In addition: 

  • 80% said they had worked with a freelance marketer recently  
  • 63% reported working with at least one in the past six months 

Korn Ferry, a national recruiting firms says that one of the trends in hiring is executives increasingly relying on contract employment to meet scaling workforce needs. It’s more flexible, easier to find the skills and talent necessary for the ecosystem, and perfect for an economically dynamic landscape.  

It’s impossible to find good help – or is it?  

We all know staffing shortages are projected to continue (if not worsen), and that makes finding most any skill set challenging. Marketing is not immune. When a daily “To-Do” list ranges from social media and web maintenance to branding and competitive analysis, finding capable, skilled help seems nearly impossible, or is it? 

Believe it or not, there are a lot of highly skilled people out there, and their expertise is available for hire. As it stands today, fully 36% of the American workforce are freelancers – 59 million Americans1, and it’s a workforce that is growing three (3) times faster than the overall US workforce2.  Hiring a contractor can bring with it speed, economy, and experience. According to Upwork, a platform of millions of freelancers, companies can:  

  • Hire a freelancer within 1-3 days compared to 20+ days with traditional staffing firms  
  • Save 30-50% on hiring costs, compared to the 80% markup by traditional staffing agencies) 

There is no shortage of talent to fill the types of work you need. In 2020 hiring managers engaged freelancers for a wide variety of work3:  

  • 58% – writing 
  • 58% – creative/design 
  • 51% – web, mobile, and software development 
  • 46% – marketing 
  • 35% – IT/networking and database admin 
  • 33% – engineering 

Contractors – A Compelling Solution    

Just because the resource is out there, doesn’t mean you have the budget, or the approval, to go after them. But here is the compelling argument to get that contracting ability:  

  • Freelancers can be hired for only the amount of time you need them 
  • Contractors are usually highly-skilled, motivated, self-starters who are fast learners and assimilate quickly into a new team  
  • By nature, freelancers are agile and adaptable, comfortable in dynamic situations 
  • Planning is easier when staff is hired for specific timeframes and project length  

We are part of that solution. We offer content generation, written by healthcare insiders, that expands your bandwidth and gets work done. Learn more

Learn more about Our Healthcare Marketing

1: https://www.businesswire.com/news/home/20200915005369/en/New-Upwork-Study-Finds-36-of-the-U.S.-Workforce-Freelance-Amid-the-COVID-19-Pandemic 

2: https://www.fundera.com/resources/freelancing-statistics#:~:text=Freelancers%20contribute%20%241.3%20trillion%20to,are%20spent%20freelancing%20every%20week. 

3: 15 of the Best, Highest-Paying Freelance Jobs | Upwork