Every business has a set of questions it answers over and over.
How do I set it up?
What do I do first?
Why is it doing that?
Answering those questions one call at a time is expensive. Answering them once, properly, on video is not.
The situation
Excel Healthcare is a family-run business that has supplied advanced healthcare equipment since 1983, backed by after-sales support that customers rely on.
They approached us with two connected problems. First, their phone line needed streamlining so callers reached the right person faster. Second, and later, they wanted instructional content to guide customers through operating their autoclave ovens.
Autoclaves are used to sterilise instruments in clinical and dental settings, so correct operation is not optional. Getting it wrong has consequences. Getting the instructions right reduces both risk and support demand.
The video project
We produced a series of clear, step-by-step explainer videos covering the full user journey.
Unboxing and delivery. The videos showed how the machine is strapped and boxed, then guided users through cutting the straps and removing packaging safely.
Setting up. Viewers were shown how to connect the machine to a power source and to external devices including printers and USB sticks.
Day to day operation. The content covered filling the machine with distilled water, running a cycle and loading equipment onto trays. It also flagged critical safety points, including why tap water must not be used.
Maintenance. Cleaning cycles and routine maintenance tasks were demonstrated rather than described.
The result was instructional content that made the equipment approachable for every user, not just the technically confident ones.
The audio project
Alongside the video work, we enhanced Excel Healthcare's VoIP phone system with a full suite of recorded audio:
- A welcome greeting
- An IVR message with menu options
- On hold messages ranging from one minute to ten minutes
- An out of hours message and a Christmas closure message
- Dedicated messages for when the team is out of the office, in meetings, or exhibiting at trade events
That last group is often overlooked. Telling callers precisely why nobody is available is far better than a generic apology.
The outcome
The instructional videos reduced the need for extensive technical support, and the streamlined phone messaging improved communication efficiency. Together they gave the team back time and gave customers faster answers.
Read the full case study: Excel Healthcare
When instructional video is worth the investment
Video earns its place when the subject involves:
- A physical sequence. Anything with steps, tools or assembly is far easier to show than to describe.
- A safety consideration. Written warnings get skimmed. Demonstrated warnings land.
- Repeat questions. If your team answers it weekly, it is already costing more than the video would.
- A first-use moment. Unboxing and setup shape how customers feel about a product for years.
Getting the narration right
The most common mistake in instructional video is treating the voiceover as an afterthought. Pace matters enormously in how-to content. Rushed narration means viewers rewind, and rewinding is the moment they consider phoning you instead.
We cover this in more depth in our guide to video narration for business videos, and you can hear the range of our professional voice talent on our website.
Start the conversation
If your support inbox and phone line keep answering the same questions, we can help you answer them once.
Contact our team to discuss instructional video, or request a quote.
Frequently asked questions
- How long should an instructional video be?
Short and specific beats long and comprehensive. A series of two to four minute videos, each covering one task, is usually more useful than a single 20 minute film. - Can you produce video and phone audio together?
Yes. Using the same voice across both creates a consistent experience whether a customer is watching a tutorial or waiting on the phone. - Where should instructional videos be hosted?
Most clients use a mix of YouTube for reach, embedded players on product pages, and QR codes in packaging for first-use guidance.
Related reading: What 15 years of client projects teach us about phone communication
About us and this blog
Onhold Studio has been developing custom on hold audio messages for almost two decades! We specialise in audio marketing for both VoIP and conventional telephone systems. Our team can handle every step of the process for you, whether you need music or on hold messaging, call menu options, or out-of-hours audio messages.
