It can be hard for any business to maintain constant contact with patients, so some organizations began to invest in marketing automation systems. However, without extensive research on the program’s capabilities, many business owners used thousands of dollars from their marketing budgets for something they may not have entirely understand, Venture Beat contributor Ian Cleary explained.

“Moving to a marketing automation tool is painful and expensive,” Cleary wrote. “You will have to migrate data, get your staff trained, build your processes, set up integration with other software (e.g. CRM systems) and take on the substantial risk that, from the wide range of vendors to choose from, you’ve picked the wrong tool.”

Those who have fallen for the marketing automation trap believe that if the information is posted on the internet that they’ll generate high-quality leads, but this is far from the truth. Fact is, patients still value communicating with human beings.

Marketing To Your Patients While They’re On Hold

Marketing automation takes the person out of the equation entirely, which could ultimately damage the relationships a dentist or physician has spent years to nurturing beforehand.

On hold messaging, on the other hand, is a marketing strategy that still allows patients to talk with staff members, but with a little buffer in between. As they wait to talk to a receptionist on an upcoming appointment, the caller can listen to the hold message that could be relevant to their specific situation.

The Power of Music & Marketing

In some cases, the on hold message could have given them the information they need, which enables to ask more specific questions on their primary concerns. Sometimes patients may not fully understand their situation, so these messages can be extremely helpful. Especially if they’re feeling distressed about a diagnosis they may have read on the internet.

Despite the appeal of marketing automation systems, on hold messaging helps reestablish a human factor that continually gets left out more often due to the rise of technology, Advertising Age explained.

“Sales and marketing must not forget that humans impact the bottom line, not just an automated process,” Advertising Age contributor Lewis Miller added.

In the 21st century, there is a lot of evidence that proves that patients have no problem talking with others on the phone. Working with an OHMA on hold solutions provider can dentists and physicians get the most relevant and effective on hold messaging platform.