I’ve been writing case studies for an Atlanta software company — MyCareText — that specializes in creating text message systems for the healthcare industry. The case studies are revealing just how powerful this medium is.

One hospital system (in New Jersey) increased their revenue by $5 million in one year — simply by setting up a system of appointment reminder text messages that were strategically sent the week prior.  That’s huge! Too many people were forgetting their appointments, and all the “no-shows” resulted in significant lost revenue and wasted hours for professional staff. When the text message system was launched, the simple reminders took care of the problem.

Recently, MobiHealthNews focused on the humble text message in a monthly webinar. Texting is a powerful medium that is getting increased attention. I’ve provided some of the stats below–and they are impressive.

Texting May Be the Most Engaging Channel Today

If texting isn’t part of your marketing campaign – or a communications plan — you’re missing out.

“American Idol taught the U.S. how to text,” said Brian Dolan, editor of MobiHealthNews. “Europe was far ahead of US in texting until American Idol encouraged viewers to text ‘vote.’”  Today, close to 100% in US have cell phones; 81% write or receive text messages. “It’s the most popular activity on cell phones,” he added.

“Texting might be the most engaging channel,” Dolan said. “But it’s not being leveraged quite as much as should or could be.”

Major Health Institutions are Adding Text to Campaigns

Companies, nonprofits and federal agencies have all integrated texting into campaigns. Planned Parenthood, National Cancer Institute, American Diabetes Association are all using texting – as are Acuvue (contact lenses), Baylor Healthcare System and the National Alliance for Hispanic Health.

“This medium works when the organization is talking with many or one-on-one,” said Michael Sabat, with Mobile Commons, a software company specializing in text messaging.  “There’s a higher response in terms of prescription adherence, enrollment, behavior change and appointment reminders. We can reach part of the population can’t reach thru internet – people who check email at library once a week. Text reaches into these populations.”

Pew research data shows that the volume of text messaging increases in low income households in communities, he added.

Texting Cuts Through the Clutter — and Replies are HIGH

“Texting gets through the clutter – it works effectively at driving actions and driving outcomes we’re looking for – because people pay attention to this –more than brochures etc… drives higher action rates and outcomes.”

• When a text call-to-action is included in media – print, radio, TV, live events, press, social media – the acquisition rate is 3-10x higher.
• When sending appointment reminders people are 57% more likely to respond via text, versus answering the phone.
• 66% of blood donors responded to text message appointment reminders; 42% responded to phone calls.

Because text is an opt-in format, it leads to higher conversion rates, Sabat said. “The text starts a conversation. Response rates to conversations are extremely high—80 to 85%. Texts are sticky. When you ask people something, they are extremely likely to reply.”

Live Chat Texting is the Next Big Thing

“Live chat via text has really caught on in the past couple of years,” said Sabat. “Planned Parenthood had hundreds of thousands of conversations – all one-on-one chats – which are proven to reduce anxiety, and increased appointments.” The chats are very simply triggered by message posted on a TV program crawler.

“If you offer people an instant way to make a connection, they will engage,” said Sabat. “If it’s too many, they’ll let you know. We’ll see it pretty instantly.”

Jeanie’s NOTE:  If it’s time to get help with your current blog, jump-start a new blog – or create case studies — contact me at jeaniedavis1@gmail.com.  Or call 404-457-3963.