InsightIQ Blog

Sustaining Customers via Text Messaging

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Aug 3 2009

I'm being asked more and more from clients in the healthcare and pharmaceutical space about text messaging (SMS) and how it can be used to increase customer retention and loyalty.  Some in healthcare might think this is new idea, but many in this space have been using SMS as a communication channel for several years - not only to help drive retention and loyalty, but more importantly, patient adherence and compliance.

A medical device company I'm currently working with is interested in integrating SMS into their marketing database solution to provide customers another means to receive information.  In addition, this channel is being teed up to provide something back to the customer - reminder messages. 

The offering will be a value added service to the customer where they can subscribe to the type of reminder message (appointment, Rx refill, device usage, etc.) and the type of outbound channel to receive the message (email, text, both).  The trend to offer reminder messages, especially via SMS, is growing as many customers prefer to receive a text message versus an email. 

The trend is heavily concentrated in the teen and tween demographic, but as you can see from this chart, even those ages 45+ are jumping on the bandwagon.  Many of the older population are relying on text messages because they are timely (user may define the day and time of day to receive messages) and the message comes directly to their phone which is on or near them at all times.  There is no need to have to remember to log in and check email for a reminder message.

I think this approach to customer loyalty and brand retention is just a start for the healthcare and pharmaceutical space.  Applications are already being developed enabling a patient to upload medical information that can be accessed by their physician.  Do you think SMS will go to the next level and have patient information sent via text message to their physician if the patient approves of the transfer?  Tell me what you think?  What other uses for can you think of for texting in healthcare?  Please add your comments!

 

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