Original Article “Healthcare Marketing: 6 Ways to Reuse Message On Hold” by Megan Andriulli, published January 22, 2013
The healthcare landscape looks much different today than it did just a decade ago. Medical practices that want to thrive need to find creative ways to educate and engage patients across multiple digital channels. An effective message-on-hold program provides the perfect content backbone to power your entire patient outreach strategy.
Keep reading to discover 5 innovative tactics for repurposing your medical practice’s on-hold audio content into engaging multi-channel patient education.
1. Convert To Social Media Videos
Segment your message-on-hold audio into short, punchy social videos focused on specific health topics. Maintain continuity by using the same friendly voice talent. Increase viewership by optimizing hashtags and targeting relevant healthcare influencers.
2. Craft Chatbot Conversations
Today’s patients expect instant access to health information. An artificial intelligence-powered chatbot integrated into your website can provide 24/7 automated assistance by repurposing content from your on-hold messaging to answer common patient FAQs.
3. Send Email Newsletters
Curate and repackage audio clips from your on-hold messaging into emailed newsletters centered around important health observances and seasonal wellness tips. Increase open rates by incorporating staff photos, practice updates, and special offers.
4. Print Patient Education Brochures
Maximize your marketing spend by creating printable brochures and flyers that highlight essential information from your on-hold messaging. Keep copy tight and graphics simple for easy digestion. Mail or hand out during appointments.
5. Boost Virtual Tours
Bring your office fully to life by augmenting virtual video tours with relevant segments from your message-on-hold audio. Match voice-overs to corresponding visuals for powerful show-and-tell patient education.
In today’s digitally-driven healthcare landscape, the companies achieving growth are those creatively repurposing high-quality content across multiple patient touch points.
We hope this has been a helpful guide in transforming your existing on-hold messaging into an expanded omni-channel patient engagement approach. The more exposed patients become to your medical practice, the more likely they’ll choose you for their care needs. To learn more about leveraging the power of message-on-hold to improve your patient outreach strategy, feel free to contact us.
Key Takeaways
*On-hold phone messaging provides informative, engaging content that can be repurposed to educate patients.
*Creating social media videos and chatbots from audio messages enhances digital engagement.
*Email newsletters and print brochures allow combining on-hold content with practice updates.
*Augmenting virtual tours with relevant audio segments brings your office fully to life.
*Consistently exposing patients to your practice across multiple channels increases conversions.
*Repurposing high-quality on-hold audio content to power an omni-channel patient engagement strategy is an effective growth tactic for today’s medical practices. Consult with your message-on-hold provider for creative inspiration when planning your own content repurposing initiatives.
FAQs
Q1: Will repurposing my message-on-hold content get repetitive for patients?
A1: If concerned repurposed message-on-hold content could be repetitive for your patients, a smart tactic is to have your audio marketing provider record multiple versions of the subject matter. Be sure to cover different health topics that can then be used across channels. Keep each video, newsletter, brochure, and chatbot conversation focused on a single subject to keep things fresh.
Q2: How often should we update our on-hold phone messaging content?
A2: The update frequency can vary based on factors such as changes in services, promotions, or seasonal information; however, industry best practice is to refresh your healthcare phone messaging every three to four months. This keeps patients informed of recent innovations, staff changes, new health observances, seasonal reminders, and more. Regular updates help maintain a professional image and ensure that the information provided is current and relevant. Additionally, it’s essential to review and update the content promptly if there are any significant changes within the practice.
Q3: How can medical practices measure the success of their on-hold content repurposing strategy?
A3: Success metrics may include increased engagement on social media platforms, higher click-through rates in email newsletters, improved chatbot interactions, or even patient feedback. Utilize analytics tools to track these metrics and regularly assess the impact of your repurposed on-hold content on patient education and overall engagement.
Q4: Are there best practices for selecting voice talent for on-hold messaging across various channels?
A4: Choosing the right voice talent is crucial for maintaining continuity and engagement. Consider the tone, pitch, and style of the voice to ensure it aligns with your brand and resonates with your target audience. A consistent voice across different channels helps in creating a cohesive and recognizable brand identity. Consult with your audio marketing provider for guidance on selecting the right voice for your patient outreach strategy.