SironaHealth's Medical Call Center Blog

A service typically bundled as part of a nurse advice line, Audio Health Library Directories provide patients with 3-to-5 minute pre-recorded messages that cover general health information on topics like allergies, diabetes, back pain and over 400 other ailments.

Generally, health plans and hospitals will provide access to these audio health topics via an option on their nurse line’s Interactive Voice Response (IVR) menu. The idea being that when patients call into the telephone triage service, they will have an opportunity to receive general information about a health topic prior to asking the nurse their specific questions.

What we’ve found, however, is that while the information provided in these recorded messages is valuable, a very low percentage of callers will choose to listen to them – and here’s why:

1. Your patients aren’t aware of the directory and/or don’t understand how to use it.
2. Callers can’t easily navigate the directory without a topic list right in front of them.
3. Consumers call your nurse advice line looking to speak with a nurse, NOT a recording.

You’ll notice that the reasons above have little to do with content, and everything to do with how the service is being offered. There’s no doubt that there is value in offering patients access to an audio health library, but when we take a hard look at utilization rates, the 'standard' approach to offering this service is in desperate need of an overhaul.  

When launching your Audio Health Library, here are some tactics that will help you improve the effectiveness of the directory and encourage higher utilization:

• Adequate Promotions - When offering your Audio Health Library as a component of your nurse advice line, just having it as an option off of your IVR isn't enough. Similar to the way you promote your nurse triage service, you need to provide clear, consistent reminders that the directory is available. The importance of this is compounded by the fact that to successfully navigate the directory over the telephone, callers require a topic list that contains the appropriate numerical code for the topic they are interested in. Without easy access to your directory guide, callers will have a very difficult (if not impossible) time navigating the system.   
   
  
• Website Modules - Audio directories are ideally suited for the Web. In contrast to your telephone directory, website versions of the Audio Health Library are inherently easier to navigate and fit in very well with other health related content already offered on your website – allowing users to quickly navigate and listen to the 400+ health topics at their convenience.  
  
  
• Smart Phone Friendly - With smart phones having more in common with a computer than a telephone, consumers are spending more time doing Internet research over their mobile devices. Creating a mobile friendly version of your on-line Audio Health Library will allow your consumers to access your pre-recorded health messages directly from their mobile phone.
  
  
• Easy Escalation to a Nurse - Remember, behavior change begins with information but rarely occurs without one-on-one guidance. Your Audio Health Library will have the most impact on patient behavior when it is used in conjunction with your nurse advice line. Whether you are offering the directory over the phone or the web, make sure there is always a clear and easy way for patients to access your nurse advice line and speak with a registered nurse. 

As your organization ramps up its nurse advice line or enhances its current program with value-added content, remember to focus on creating services that engage your consumers both over the telephone and the Internet. Not all healthcare consumers will want to interact with you in the same way, and sometimes older services will perform better when adapted to newer media.