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Professional News Articles : FRONT DESK by Mary M. Byers, CAE : On-hold messaging

On-hold messaging

September 1, 2008

On average, seven out of 10 callers are placed on hold. That means a lot of people are spending a lot of time listening to silence—unless you’ve made different arrangements for your office. According to Infomax, Inc., “Callers stay on the line up to 25 percent longer when provided with on-hold messaging versus ‘dead air’ or ‘background music.’” MaxiMarketing notes, “Survey results found that 88 percent of callers preferred on-hold messages to other hold options and 16 percent made purchases based on an on-hold offer.”

Bottom line: silence isn’t golden when you put your patients on hold. If you’re not currently using on-hold messaging, now’s the time to look into it. Here’s how to do it right:

Ask for referrals. Call around to other dental offices and find out who they use for on-hold services. In addition to asking for referrals, check satisfaction levels. Ask if the vendors recommended to you are good about returning phone calls and responding to requests. Verify that the transition from silence to on-hold messaging ran smoothly. Ask about potential pitfalls as well so that you’re well-educated before beginning the search process.

Ask to be put on hold. After you’ve narrowed the list to a couple of vendors, call several offices using the service and ask to be placed on hold. This will give you a chance to review what an on-hold message will sound like in your office and will serve as an audition for each vendor you’re considering working with.

Select a provider. Consider more than just price. Make sure you’re comfortable with the company representative, services offered, etc. Be sure they can me your needs, including timeliness in message development and recording.

Brainstorm. Develop a list of potential topics for inclusion on the message. These can range from frequently asked questions to new products to services patients don’t know much about. Provide this list to the copywriter who will be working on your message.

Carefully review and approve the script. Many on-hold services will write the script for you. Make sure the information is clear and easy to understand. Feel free to make changes in order to make the message a strong reflection of your practice. Some message services simply drop your practice name into a generic script, but the more customized the on-hold message is for your practice, the more effective it will be.

Change your message at least twice a year. It’s a good idea to change your message at least a couple of times a year. This gives you the opportunity to include new services and ensures your message will be fresh.

Spend wisely. According to Inbound Telephone Call Center, “94 percent of all marketing budgets are spent on inducing customers to call, while only 6 percent is spent on handling the call once it is received.” If your practice is more focused on getting patients to call than it is on making sure their on-hold time is productive and educational, now is the time to consider adding on-hold messaging to your practice’s marketing budget. Follow the tips above in order to make the process as painless as possible for you and your fellow staff members.