Encode the File --
Decide how you'll be delivering the final audio file. If you are using Real Audio, then you need to use the Real Encoder (http://www.real.com) to transform (encode) your WAV audio file to a Real Audio (RA) file. For Windows Media Audio, you'll need to use the Windows Media Encoder (http://www.windowsmedia.com) to create a Windows Media Audio (WMA) file.
Upload to the Server --
After you've successfully encoded the audio, upload it to your Web server using an FTP program. Depending upon the number of people who might access your audio file at a time, you may need to place your audio files on a special server, such as a Real Audio server. For testing however, a basic Web server should work fine.
Create Links --
Add a link to your test audio file on a simple test HTML page. Click on the link and see how it sounds.
Seems like a lot to do, I know. If you don't feel comfortable with digitizing audio, resolution, sampling rates, file format, compression rates, and other nuances of audio production, don't despair. Let's look at a few audio production alternatives.
Ready, Roll Tape. -- Your Production Options
There are several ways to add an audio health experience to your health site. You'll need to consider your expertise, available time, and budget to determine the best solution for your situation.
They range from a do-it-yourself approach to total outsourcing to licensing audio health content. Here's a run-down of some of the possible solutions.
D.I.Y. (Do It Yourself):
If you, or someone at your organization, has the necessary skills, your could create, produce, and deliver the content yourself. Most marketing teams don't have the resources available for this route, but it gives you the greatest control. Recording audio on your PC has become so easy that it's worth looking into.
Script and Outsource:
You could develop and script the content on your own, and then outsource the narration, recording, audio encoding, and delivery. This allows you to take advantage of the writing skills of your marketing staff and hand off the more technical details to other professionals. Just remember that writing for the ear is different than writing for the eye.
Outsource Everything:
If you're used to working with advertising and public relations-type agencies, then you'd probably be comfortable with outsourcing to an audio house for scripting and creating professionally produced audio content. Just be sure your project management expertise and budget are up to the task.
License Audio Content:
You can also license free or fee-based audio health content for use on your site. In many cases the licensing also allows you to link to the files on the content provider's site, which saves you from dealing with most of the technology issues and allows you to get up and running quickly.
How Are Your Ratings?
Now let's say you've included a few audio tests on your Web site for a month or longer. What kind of feedback have you received? What do your server logs tell you about the number of hits your audio features have received? Are more people bookmarking your site?
If Web visitors liked what they heard, and your content is fresh and interesting, they probably bookmarked your site and will return for another listen -- sort of like setting their car radio presets to a favorite station.
You CAN use audio to improve your "ratings" and keep Web visitors coming back. The longer they are at your site, the greater the chance you have of communicating key messages, selling products, raising awareness, and pursuing other important marketing and public relations objectives. Done well and used creatively, audio could be another secret weapon in your online marketing toolbox.
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Kevin Richardson is a healthcare marketing consultant, executive coach, and writer who provides fresh perspectives and expertise about online healthcare marketing. Sign up for his FREE "MedRocket Ezine" newsletter and discover how to profitably attract and serve healthcare consumers online. Subscribe at
