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Podcasting seemed to be the answer for Margaret
Moore, CEO of Wellcoaches Corporation “to reach people in a more
personal way,” she said in an interview with Wellness Program Management Advisor. Very quickly, Wellcoaches began using podcasting as an important tool to support coach training and coaching services.
For the uninitiated, "podcasting" is the term used
for both the method and process of distributing multimedia files over
the Internet. Files, such as audio or video programs, can be downloaded
for playback on iPods, other mobile devices and personal computers. A
"podcast" is comparable to a recorded television or radio program, only
it is run through the Internet. Once a podcast has been recorded, it
can be added to the presenter’s other program files for use as
desired.
The initial appeal of podcasting was the ability
for individuals to distribute their own "radio shows," but people
quickly realized it was just the tip of the iceberg. For the wellness
industry, podcasting allows managers to reach more of their target
audience, including off-site or shiftworking employees, families and
retirees. This can be done in a number of ways including:
- Market programs: Audio/Video e-mails promoting programs
- Audio/Video health education "info-bytes"
- Record programs before a live audience, to be viewed/listened to later by others who could not attend
- Record programs directly and maintain as a downloadable library for audiences
- Load a PowerPoint presentation onto an existing Web site or e-mail it along with a podcast discussing each slide
- Teleclasses or seminars
- Conduct wellness team meetings and training sessions with program volunteers at remote worksites
- Record testimonials from program participants to promote future initiatives
- Allow outsourced (or volunteer) trainers to record programs from their home or office (saving travel costs)
Podcasting can be done completely by the
individual user, but does require some technical expertise. Moore chose
AudioAcrobat™ because of its simplicity. "It isn’t
necessary to be a techno-geek with AudioAcrobat™. All you need is
a telephone, and sometimes a microphone, and you are in business."
For a basic monthly fee, AudioAcrobat™
provides: the ability to record, listen to, and manage audio content
from anywhere at any time; the ability to create/customize an audio and
video player for the company Web site; and record conference calls,
interviews and teleclasses/seminars up to two hours.
At Wellcoaches, Moore uses AudioAcrobat™ to:
- Record coach training classes for permanent access
- Record certification practicums and mentor coaching sessions for ongoing review
- Communicate short messages/news reports to the coach community
- Record management/faculty meetings for people who can’t attend
- Record community coaching classes for clients who can’t attend
- Record demonstration coaching sessions for clients or for coach training
- Add audio messages to important e-mails to increase impact
When very high quality sound is needed, Moore also
uses a software program called Audacity. "Conference calls tend to have
more background noise (with AudioAcrobat™). So when sound quality
is a factor on a product, we go with the software program."
Opportunities For Health And Wellness Programs
Women’s Online Media and Education Network also uses AudioAcrobat™. Wellness Program Management Advisor
asked David Barrett, the company’s global communication manager,
to explain why AudioAcrobat™ makes sense for the wellness
industry.
"We record thousands of calls every week and make
it available to clients, as well as for the world to hear. We provide
free training every week for customers on how to promote their services
and improve the quality of their podcasts and hosting services," he
said.
"While a company can buy more bandwidth at a very
nominal cost, the basic $19.95 per month membership fee gets them five
gigabytes, which is usually more than most companies could possibly
need," Barrett said.
Barrett reminds managers that podcasting started
out in the entertainment industry. Other business uses for it are just
being explored. Consequently, many people don’t understand
podcasting. The podcast audience is relatively young and "we train our
customers with that understanding."
Nonetheless, Barrett believes the opportunities
for the health and wellness industry are enormous. "The
‘how-to’ educational format is becoming very popular. Users
tend to listen from start to finish."
Barrett listed seven key points for anyone considering adding podcasting to their services:
1. Programs must be compelling, exciting, entertaining and timely. Otherwise it will get turned off.
2. Make it easy for the end-user to
access a podcast. If they have to jump through a variety of hoops, they
will make a value judgment about expending the time and effort to
download the file.
3. Keep educational programs short
… no more than 10- to 15-minutes long. Rather than one
longprogram on everything you need to know about a broad topic, produce
multiple files on very specific, focused issues.
4. Approximately 30 percent of the
country is still on dial-up Internet access (as opposed to broadband).
Download time is a big factor for these people. Develop a strategy for
these customers to access the podcasts.
5. Podcasts should be part of an
integrated wellness strategy. If you are taking a user to a company Web
site, be sure the "landing page" clearly defines other options for
learning more. Consider an incentive to compel audiences to do
something.
6. The Internet is a scanning medium.
People will not spend a lot of time reading on the Web site. If they
don’t see what they want, they will move on.
7. Create a celebrity persona around the
speaker(s). Build a celebrity image around regularly featured experts
in the health profession through pictures, a bio, etc. Let people see
to whom they are listening. People remember images and faces faster
than they do words. Let the audience attach that bonding to the message.
Tips For Podcast Programs
"Good presentation skills matter," Moore said.
"Watch out for the ‘ums’ and ‘ahs.’ You must
practice. Cultivate a high level of presence and mindfulness. It is
easy to sound flat. If you are tired or depressed it comes through.
"Try talking to a mirror when recording a podcast.
Ask someone to listen to you and rate your voice. Be caring, calm, and
a bit playful. Convey acceptance.
"Even an ounce of patronizing energy will come
through. Be bold. Get down to the important stuff fast. But,
don’t let these ‘dos’ and ‘don’ts’
scare you. We all have our own ways of communicating … You still
want to be yourself."
Moore also recommends recording from a "land line"
versus a cell or Internet phone. Choose a quiet room and avoid
distractions. While sometimes it cannot be avoided, Moore finds it
harder to get a high quality recording during group programs. She adds,
"It can be awkward just talking into a phone. I find it helpful to have
a couple of people interacting on the line in an interview format
… rather than just talking."
Moore shared the benefits podcasting has brought
to Wellcoaches. "We learned long ago that it is important to set the
right tone with our clients. In the corporate setting, people are
overwhelmed by the demands of their work days."
"The voice is a really important medium. From my
standpoint, the podcast represents a record of something special," she
said. "I view it as a way for me to speak to people from the heart. The
written word doesn’t even come close to having that impact."
Addresses: Wellcoaches Corporation, 19 Weston Rd., Wellesley, MA 02482; (781) 431-9538, www.wellcoaches.com. AudioAcrobat, 2121 Peralta Street, Suite 138, Oakland, CA 94607; (510) 891-0006, ext. 200, www.audioacrobat.com. Women’s Online Media and Education Network, 2533 N.Carson Street, Suite 3003, Carson City, NV 89706; www.womensradio.com.
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