Developing content — whether it’s in print, audio or visual form — has proven to be an effective marketing strategy. But if that’s the case, why are health care organizations finding it so hard to embrace this concept?
It’s not that medical professionals don’t appreciate the value of content creation. On the contrary, its success in other areas of business has resonated throughout virtually every industry, health care included. However, due to the complex nature of the medical field — primarily due to its difficult terminology and concepts — constructing messaging that resonates with a universal audience isn’t always easy.
Health Care Marketing Should Include An Evaluation of On Hold Marketing
On hold marketing is an effective way to engage callers while they wait to speak with a live professional. It’s also an opportunity for your health care organization to provide relevant information about your patient services, which can lead to new inquiries and future business. But how do you create messaging that your callers can relate to? Many health care professionals are finding that to be a challenge.
Dr. Zachary Landman, the Chief Medical Officer at DoctorBase, wrote a piece for mHealth News about the challenges medical professionals face when developing marketing messages.
“Health care marketers listed the biggest marketing and outreach barrier was producing enough interesting and relevant content,” he wrote. “This makes sense. Health care is a difficult language to grasp, and for anyone who has ever been to most physicians’ websites, even doctors have a difficult time sounding genuine and authentic.”
Any difficulty constructing marketing messages shouldn’t detract you from implementing one. After all, the main benefit of this strategy is that it prevents callers from hanging up and calling another practice, something your organization can’t afford to have happen. By working with an experienced medical copy writing provider, you’ll be able to capture the attention of your callers by providing engaging on hold messaging and, once you have their attention, you can capitalize by providing effective marketing messages that resonate with each patient on hold.
Our talented and experienced team of writers and producers understand how to relay your message to the general public. By discussing the key points you want to convey with you and your medical staff, we’ll generate on hold messaging that’s both effective and relatable.
Rich is the President of On Hold Marketing, Richmond, VA., a marketing focused audio studio helping businesses and practices take advantage of their telephone system’s On Hold capabilities. Prior to On Hold Marketing, Rich spent 20 years in telecommunications working for such giants as Williams Communications, NextiraOne, Bell Atlantic and Nortel Networks. 804-273-6900