Issue 15 - November 2004

Want to build your practice?
Put your on-hold system to work
By Gina R. George, CBC

Could you hold a moment, please?” When you’re busy, those are six of the most dreaded words in the English language. Yet your receptionist probably utters them daily. On-hold programs promise to use that hold time to build business. But do they really work?

Yes — and no. Messages can promote, inform and educate, so on-hold programs can complement existing promotional efforts. As with most marketing, however, success depends on effective execution.

WHY AN ON-HOLD PROGRAM?

Most chiropractic marketing focuses on getting prospects to call. Yet even callers resulting from glowing referrals can be lost if they’re unhappy about their initial practice contact. And unhappy callers tend to “abandon” — a fancy term for “hang up and call someone else.”

Ideally, every caller should be helped immediately, but this is not realistic for most practices. Some hold time is unavoidable, so it’s vital to minimize caller abandonment. Remember — many callers who abandon will not call back.

Operating on the premise that sound is less frustrating than silence, many practices pipe a radio station through their phone system. From a legal viewpoint, these chiropractors are “re-broadcasting” a licensed musical performance without a permit. ASCAP (American Society of Composers, Authors and Publishers) and BMI (Broadcast Music Inc.), two major music licensing agencies, might not notice — but if they do, substantial fines could result.

Consider, also, that radio gives you no control over what callers hear. They may hear ads from competitors or pharmaceutical companies.

A COMPARISON OF SYSTEMS

Industry consensus is that 50 percent of callers are less likely to hang up when listening to an informative message-and-music mix. Those who do hold remain on the line three to four times longer, on average, than callers who hear only music.

This agrees with the experience of Dr. Todd Hostutler, a Louisville, Ky., practitioner who installed entertainment-on-hold about two-and-a-half years ago and feels he’s definitely achieved his primary goal to “keep patients on the line and keep them from calling someone else.”

Another benefit: Callers often remember messages and request further information, says Ron Stiebler, president of an on-hold programming company. He says, “It’s almost like having an extra receptionist whose sole function is to inform callers about your practice.”

ON-HOLD EQUIPMENT CHOICES

Tape players have given way to digital systems that tie directly into your phone system because tapes wear out when they are played over and again, while digital chips do not. Digital systems generally provide better sound quality and they reset themselves when needed, such as after a power outage. Since they have no moving parts, digital announcers are also low maintenance.

“Don’t buy anything but a digital player,” advises Dr. Kevin Reilly, a central Ohio chiropractor whose three clinics have served more than 5,000 patients. He points out that digital equipment resets itself when needed (for example, after a power outage) and they are also low maintenance, with no moving parts.

What about digital announcers that can be reprogrammed via the internet? This technology provides a real benefit to businesses that change messages frequently. But many chiropractors only change messages quarterly and the extra cost may be difficult to justify.

SCRIPT DEVELOPMENT

Keep in mind your reasons for using the system. Hostutler focuses on educating callers, especially about points of practice differentiation, such as, “why we take our films in a certain way.” Other messages include chiropractic health tips, ancillary service offerings and information on his background.

Reilly suggests you consider all callers to your practice when creating your messages. “We often receive calls from case managers and nurses doing pre-certifications,” he says. “This is a good opportunity to enhance their perception of our professionalism. He also includes directions, hours and payment options in his messages.

In a typical production, five to eight messages are interspersed with music, resulting in total run time of about four minutes. Most calls are answered within this period, so four minutes allows for maximum variety and minimal repetition.

Try to balance timeless and timely information, since you probably will not change productions often. “We used our brochure as the basis for our original production,” says Reilly, “but it’s nice to be able to change messages quickly if something changes in our practice. On-hold is much more flexible than print in that respect.”

Most providers offer script development, ranging from suggestions and minor editing to complete copywriting service. The final script should reflect both the professionalism and personality of your individual practice.

THE RIGHT SOUND

Professional voice talent is supplied by most on-hold providers. Listen to the available voices carefully. The right voice makes your messages more appealing; the wrong voice may irritate callers.

Even the choice between a male or female announcer can be important. Should your on-hold voice be male because you’re male (or female if you’re female)? What about the fact that most healthcare decisions are made by women? Perhaps a male/female combination would subliminally reinforce the feeling that you welcome the entire family. There is no one right decision.

When it comes to music, most suppliers offer choices, with jazz, easy listening, country and classical being common options. Consider not just your own taste, but also your caller’s feelings. Would lively jazz, for example, be jarring to a caller who is in pain? Building a production library lets you change music seasonally if you wish.

SELECTING A SUPPLIER

Many companies offer on-hold systems, at a wide variety of prices. The investment can be a deciding factor for many chiropractors, but Reilly asks, “Why wouldn’t you do this? It’s a simple way to better your practice and it definitely pays for itself.”

Stiebler suggests price should not be your only concern. “Your goals likely differ from those of a retail business,” he says. “A firm that’s never worked with healthcare practitioners may fail to recognize this.” Conflicts can result; as you try to focus on practice image and patient education, your supplier may push you to emphasize discounts.

A Google search for “on-hold provider” turns up more than 100,000 hits. Most providers provide online samples to help narrow down your selection.

THE BOTTOM LINE

“Spend the money,” says Hostutler. “Make our profession look professional.”

On-hold programming can help ensure every caller is educated, informed and reassured of your care for them. “Of all the puzzle pieces in practice marketing,” concludes Reilly, “this is one I wouldn’t ever want to do without.”