With so many stories of successful marketing campaigns prevalent in the retail business world today, it is unfortunate that the many texting opportunities for the billion dollar health care industry are vastly being overlooked and undervalued.
In fact, text messaging platforms are rapidly becoming a popular and inexpensive way to educate the general public about disease and health hazards while helping others monitor illness such as diabetes and heart disease. Texting is being used as a way for patients to stay on top of their conditions giving them better charge of staying well.
“The mobile phone is transforming how health services are delivered,” said Dr. Frederick Muench, clinical psychologist and founder of Mobile Health Interventions. “There is now substantial evidence that text messaging programs are effective, adjunctive and standalone interventions for a range of problem behaviors.”
Internationally, texting is being used to help curb outbreaks of diseases such as malaria and hepatitis. Even expectant mothers are now receiving free health tips once a week and other worthwhile information during their pregnancy and on into their child’s first year of life.
Text campaigns have proved to be an effective way to promote healthy behavior within the hospital’s community while encouraging preventative care. The White House recently launched Text4baby, a program that texts tips to expectant mothers in an attempt to curb premature births and infant health problems. The text messages are free and correspond with the woman’s due date. They include information about birth defects, immunizations, mental health, and nutrition.
The way to jump on the convenient texting train is by simply asking. The next time you go to your doctor or dentist, ask if they send text message reminders. Some platforms are even capable of two-way communication so the healthcare provider can immediately know if the patient has confirmed, needs to reschedule, or is running late.
For most health care professionals, an average missed appointment costs a minimum of $50.00 per occurrence. If doctors, dentists and psychologists instituted a text message reminder program where at least two people per week did not miss their appointment, it would add $10,000.00 per year to their bottom line.
In 2008, Kaiser Permanente, the nation’s largest not- for- profit health care Company teamed up with a text marketing company and initiated an innovative SMS-based patient reminder solution. To meet Kaiser’s goals for patient communication, they developed an end-user SMS platform solution that allowed for the creation and management of general appointment reminders, such as scheduled office visits and specific treatment reminders, such as mammograms. They even implemented a specific notification for completed lab results, such as a text saying “your lab results are ready.”
The one month pilot proved by using the SMS-based appointment reminders, Kaiser was able to save $150 per appointment. Their no-show cost equated to a total cost savings of over $275,000 at a single clinic. In May of this year, Aetna Health Plans announced the launch of a text based SMS service for members with diabetes to help them better manage their condition. Those Aetna members who opted to participate in the program will receive educational texts and SMS reminders regarding updated screenings, tests, medicine, and general health care tips. Some platforms are even beginning to experiment with sending relevant coupons within the text messages, which opens up a whole other field of opportunities for medical professionals.
Texting programs are also rapidly expanding throughout the international community. In July 2009, the United Nations launched a ten-day initiative intended to reach out to 10,000 people in Jinja, the second largest commercial city of Uganda. Thousands were reached through text messages to demonstrate the reach and potential of using mobile phones for health information and wellness promotion. The Texting4Health initiative invited residents of Jinja to participate in a short health quiz using text messages and met with great success throughout the area.
There is no doubt that the many opportunities for text messaging solutions for health care providers should not be overlooked when prospecting for new businesses and maintaining profit margins. It is a clear, effective and inexpensive way to create new business while keeping current patients healthier. Now that really is what the doctor ordered!
