Talstone Group Creates a Web Demonstration that Resonates

The Situation

NotifyMD is the nation's largest provider of medical only call management services for physician practices. Their flagship service, NotifyProvider, manages calls for practices in the after-hours environment. They also offer NotifyOffice, which provides practices with a daytime solution to non-urgent inbound calls. NotifyOffice provides every caller with a live voice operator who then documents the call encounter and sends it as a request in real time to the right person at the physician's office via an online task management tool. The entire service increases operational workflow, efficiency, and bottom-line revenue for a practice.

The Challenge

While most of their target audience readily grasped the concept of a call management service handling their after-hours calls, the concept of how that translated into a daytime service caused a disconnect. The target did not understand how NotifyMD's Care Coordinators were able to answer their calls as if they were staff members, based on that practice's customized protocols.

The audience also needed to be educated about the value of NotifyMD's task management program, which documented the call encounter and sent it to the practice office in real time, allowing them to track every call, integrate it with an EMR or PMS, and monitor workflow, call back times, and staff experience.

The Strategy

Talstone Group created a video demonstration of how NotifyOffice works. We developed the concept of a fictional physician practice – Dearwood Medical Group – and took the audience through an entire call encounter, showing them what was happening on the NotifyMD, practice, and patient sides of the encounter.

We researched existing client encounters with the NotifyOffice solution and evaluated their experiences, culling important benefits and features. We then developed a storyboard and audio script for the demo that accurately reflected the NotifyOffice solution and how it would work for a practice. This included listening to sample patient calls and recreating a script for them.

We created the look and feel of the entire production and selected the voiceover talent to be used for the narration. Talstone Group traveled to one of NotifyMD's call centers in Farmington, Maine, to direct a photo shoot involving custom photography to be used in the video demonstration. We also sat down with NotifyMD's Vice President of New Business Development to go through their online task management tool to see how it was used in a practice setting. We then sorted through pertinent screen captures to pick the best ones to reflect what a practice would most be interested in seeing.

The Results

Since the video was launched, the sales force at NotifyMD reports that not only does it effectively demonstrate the NotifyOffice solution but it has also significantly decreased the time and effort involved in explaining how the service works. It has quickly moved their sales calls to a more productive consultation basis rather than having to spend the majority of their time educating a prospect.

They state that prospects can spend a few minutes with the video and understand the concept, then immediately start asking intelligent, qualified questions regarding how to use it in their practice. The video was also recently integrated as part of a special direct marketing campaign that is currently on track to meet its targeted goals.