UK veterinary practices use feminine branding and relaxed music to strike a chord with customers, new research has revealed.
A study, conducted by PH Media Group to discover what vets are using in their audio branding, found the most popular voice is female and aged between 30 and 45. It is also empathetic, conversational and warm in tone.
The choice of a female voice is often particularly appropriate for vets, given the psychology behind how sound is received by customers.
Dan Lafferty, head of voice and music at PH Media Group, said: “A female voice can be used to soothe callers, especially when combined with relaxed music, which is crucial given veterinarians will deal with a number of delicate calls each day.
“Using the most appropriate combination of voice and music on its phone line can enable a company to enhance consumer confidence and provide reassurance through reinforcement of brand values and communication of the brand proposition.
“But although a female voice is most popular throughout the veterinary trade, it will not necessarily be the right fit for all vets. Instead, businesses should endeavour to use the voice and music that best reflects their products, customer base and service approach.”
The research audited vet practices’ on-hold marketing – the messages heard by callers when they are put on hold or transferred – to reveal which voice and music is most widely used.
Most popular music tracks were relaxed in style, designed to soothe customers who may be calling up when upset and provide a soft sell on services, subtly planting the seed for a buying decision.
Many firms opt for popular music tracks but, due to existing emotional associations, these tracks are often unsuitable in convincing a customer to buy.
“Sound is a powerful emotional sense,” added Mr Lafferty. “People will often attach feelings, both positive and negative, to a piece of commercial music, which will be recalled upon hearing it.