Have you ever sat in a doctor’s waiting room where the only sound is the hum of air conditioning and a neighbour’s awkward cough? That feeling is uncomfortable, and that discomfort says something essential about what the space is communicating to your customers. Background music in waiting areas is one of the easiest ways to improve the customer experience. Music not only adds comfort to the space, it can also have a positive effect on customers’ mood and increase the sense of privacy. For some people, visiting the doctor or waiting for a procedure may cause fear and anxiety – music can help calm the mind.
In this blog
Music changes the waiting experience
The effect of the acoustic environment on human behaviour and mood has been widely studied. The tempo, pitch and volume of music affect how long the waiting time feels, how calm or anxious the customer feels, and how private the space feels.
This is particularly evident in healthcare settings. A doctor’s visit, waiting for a procedure, or a child’s illness are situations where a person is at their most vulnerable. Empty silence can then feel oppressive. Well-chosen music works like a silent message: “This place is safe, calm and you have been taken care of.”
For example, TYKS Children’s and Young People’s Clinic introduced background music in their lobby areas, and the results were immediately visible. Since then, background music has been part of primary care’s shared paediatric and youth on-call planning, and background music was part of the lobby design from the very start.
Background music in the lobby is really pleasant for our on-call and appointment patients. It is also much more comfortable for parents waiting in the lobby with children to get through the gates.
Sanna Sederholm, assistant ward nurse, Children and Adolescent Emergency Department, TYKS
The right music is not found by chance
One of the most common mistakes is thinking that “some music” is enough. Or even worse: playing the same playlist on repeat around the clock. Coffee shop music does not belong in a hospital waiting room, just as dance music does not belong in a bank lobby. Music chosen according to the situation takes three things into account:
The purpose of the space Is it a place where customers are already stressed, such as healthcare or social services? Or is it a commercial space where the role of music is to create purchasing impulses or keep the customer in the space longer? Different goals require different soundscapes.
Customer profile. Who will hear the music? Young people, elderly, children, busy professionals? Age range and the purpose of the visit affect what music works and what feels strange or irritating.
Time of day In the early morning, a calmer tempo works well. During the day, something a little more upbeat can be played. In the afternoon, as customers finishing work start to arrive, the rhythm can calm down again. In the FirstView Music service, playlists can be scheduled by time of day, so that the music adapts to the space automatically without anyone having to remember to change it manually.
In addition, interspersed with the music, audio advertisements or announcements can be added as needed, for example about the end of visiting hours or the start of quiet time. The whole thing is managed from one place.
Speaker placement matters as much as the music itself
Good music in poor acoustics ruins the experience. The position of the speakers directly affects how the sound is distributed in the space and where the customer hears it. A practical example: speakers placed above waiting room sofas serve exactly those people who are sitting and waiting, and the sound does not carry disruptively, for example to the reception desk.
Directional speakers, or sound showers, direct sound precisely to the desired area without it spreading elsewhere or mixing with ambient noise. Omnidirectional speakers, on the other hand, work best in spaces where a uniform sound field throughout the entire room is desired.
Directional speakers are particularly useful for privacy. Combined with masking sounds, they can, for example, in a waiting room, mask sensitive conversations from others waiting in the space. 360-degree speakers, on the other hand, deliver sound evenly to a larger space, and the music can be heard all around the space. A well-positioned soundscape brings sound exactly where it is needed.
Read more on the blog: Masking sounds reduce noise and increase privacy »
Näsi Pharmacy improved its retail atmosphere with a background music service
Näsi Pharmacy in Porvoo is a great example of how soundscape and visual communications work together. At the pharmacy, traditional advertising poster spaces were replaced with digital screens, and at the same time the atmosphere of the space was improved with a carefully considered soundscape. The end result was a package that increases customer comfort.
The advertising screens are used for marketing, information and brand building. Background music, on the other hand, makes the customer experience more pleasant and increases privacy, especially in areas where customers deal with sensitive matters such as prescription counters.
The management of the total solution at Näsin Pharmacy works particularly well. One solution covers both screens and sound, and there is no need to use different systems.
Read how the Näsin Pharmacy solution was implemented »
How to get started?
A good background music solution starts by thinking: what do you want the customer to feel when sitting in your space and waiting? Calmness? Trust? A sense of everyday normality amid stress?
The solution after that is simple. Choose a suitable package from the FirstView Music service, and then music, audio advertising and information screen content are managed frxom one place. Additionally, speaker placement is designed according to your space so that sound goes exactly where it is needed.
Read also: Background music and soundscaping bring your brand to life »
No. All music in the FirstView Music library is licence-free and includes all the necessary permissions.
Yes. The background music service has a suitable option for businesses of all sizes. You can read more about the different packages here.
