Texting is one of the best ways to stay in touch with your patients – and market your services to them. People open 98% of texts versus just 20% of emails. And unlike snail mail, you can confirm that your messages are being received and read.
Affordable, convenient, and accessible, SMS marketing makes it easier to drive repeat visits, garner those all-important reviews, and educate patients about services and resources. It can also improve efficiency and boost your bottom line. Here’s what to know about implementing SMS marketing in your practice.
The Benefits of SMS Marketing
SMS marketing lets you reach patients where they are, on the device they always have at hand. Its short-form nature makes it ideal for sending quick reminders, updates, review requests, or alerts about events, resources, or new services. SMS texts can be easily personalized and are a powerful addition to your existing multi-channel marketing campaigns. SMS marketing also takes time-consuming admin tasks such as appointment reminders off your staff members’ to-do lists.
Common uses for SMS marketing include:
- Asking for feedback, survey responses, and reviews
- Notifying patients about outstanding invoices
- Reminding patients about alerts or information sent to their email or in the mail
- Scheduling appointments and sending appointment reminders
- Sending health-related information such as test result links and prescriptions
- Auto-answer basic questions using AI-driven chat services
Why Patients Love SMS Text Marketing
Unlike intrusive telephone calls that just get screened, SMS marketing is asynchronous, letting patients read and respond in their own time. It’s also more accessible for the hearing impaired, those unfamiliar with technology, and people on low incomes or without access to computers or the internet. Plus, it’s quick, to-the-point, and keeps people in the loop about their health without minimal effort on their part.
SMS text marketing helps patients:
- Remember upcoming appointments and routine visits
- Get directions and check-in information
- Know about special events or offers
- Stay on top of billing and invoicing
- Know when credit cards or insurance cards are due to expire
- Stay connected with your staff and practice
Implementing SMS Text Marketing
Text marketing works best when coupled with a great content marketing platform and integrated with the rest of your systems. For example, an invoice reminder should link patients directly to a portal that shows them their bill and allows them to pay. Survey requests should seamlessly connect to a survey service – with responses regularly reviewed by your team.
Other best practices include:
- Be mindful of patients’ time. People want to receive important texts, but they don’t want to be spammed. Be mindful of how often you’re contacting people, and always give them an option to opt-out.
- Be clear and to the point. A text isn’t an email – it’s more like a telegram. Keep it short, succinct, and easy to understand. Avoid mixing marketing and health information – keep these to separate texts.
- Offer multiple language support. If your community is diverse, offer language options covering the key languages in your area.
- Adhere to HIPAA requirements. Ensure that your outreach doesn’t share personal medical information outside of unencrypted communications.
Set goals for your SMS marketing, and regularly analyze your performance to see where you can make adjustments and improvements.
SMS Marketing is a Sign of a Thriving Practice
At Gittleson Zuppas Medical Realty, we work with forward-looking practices and landlords who know the value of listening to the market’s needs – and responding accordingly. If you’re looking for a new space worthy of your marketing efforts, get in touch. As medical real estate experts, we’re here to help.