Successful SMS communication with healthcare professionals

Communicating via SMS is an effective way to reach healthcare professionals directly. SMS - short text messages - are indeed short (160 letters) and are sent to HCPs from alphanumeric (MYBRAND) or numeric (44123123) numbers. We have found that normal text messages generate a very short attention span (seconds) among HCPs. However, when you enrich the SMS with personalized information and invitations to rich media content that opens correctly and quickly on any smartphone, the SMS becomes efficient and convenient.

The Highp platform can send personalized, pre-approved SMS invitations with unique links to the full Highp message content. Our Highp invitation SMS messages are up to seven times longer than traditional SMS messages and provide more space for superior personalization, resulting in higher HCP engagement when the link is clicked. By sending more than a million messages a year, we are able to give you the best guidelines for writing the best SMS in over 40 markets.

Benefits of using SMS as your main communication channel

Recent studies have shown that over 90% of healthcare professionals do not leave home without a smartphone. As a result, over 80% of your target audience will open SMS within two hours. Used correctly, SMS communications can benefit your brand and prolong engagement with HCPs.

SMS is the most direct communication channel and has the greatest chance of reaching recipients. Statistically, 90% of text messages are read within the first three minutes of delivery, 82% of people read every message they receive, and 70% of customers consider SMS a good way for businesses to capture their attention (Daly, 2018). Second, SMS is not a crowded channel, so messages have a higher visibility rate than other communication mediums such as email or texting applications. Unlike other platforms, SMS notifications on some devices can be set to repeat until the recipient opens the message, which guarantees higher attention.

How to communicate successfully via SMS? 

Brand managers should follow certain practices to be successful in SMS communication:

• The message sent via SMS should be straightforward. It is best to avoid spam-like messages with an overwhelming amount of information.

• Focus on how the customer perceives the message. Include personal greetings, important information, and the sender's name.

• Offer an option to unsubscribe from receiving further messages.

• Always ensure proper timing and etiquette.

• Introduce or, in the case of repeated communications, reintroduce the sender. Use a direct relationship with field staff.

• Explain the context of the communication and why the sender sent the message to this recipient.

Why is communication via SMS more beneficial than other channels? 

Today, recipients' email inboxes are overflowing, making email marketing increasingly difficult to execute. SMS is a much more efficient way to reach recipients and ensure they engage with the message. Every smartphone has SMS capabilities that you can use. WhatsApp, Facebook Messenger, Viber, Telegram or Signal are still optional features that some HCPs may or may not use on a daily basis.

Just by adding an SMS channel, you can expect engagement rates to double. With the right implementation, you can reach an average of 55% of HCPs in your target audience, and up to 85% for the highest performing organizations.

Highp enables you to reach an audience with personalized SMS messages. Recipient engagement increases and the usage of premium video features is most likely. You deliver a superior experience on any device - anytime and anywhere. 

What is the difference between Highp SMS and regular SMS: 

• Highp contains a unique short link to the full rich media video message that can be opened in any browser. Each SMS contains a different link. This allows you to accurately identify the performance of each representative and customer engagement.

• Highp is more secure, you can withdraw the link after sending it

• Highp can provide an unsubscribe link in the SMS

• Highp is usually longer than normal SMS and provides more meaningful information

• Highp has bounce detection, which means you will receive information when the phone number is correct and active

For more information, please contact Michał Komorniczak 
michal.komorniczak@connectmedica.com 
https://www.linkedin.com/in/michaal/

You can visit and follow us on the Highp showcase page at Linkedin for more up-to-date news
https://www.linkedin.com/showcase/highp

Bibliography

Daly, Fionn. (June 14th, 2018). SMS vs Email and Apps: Customer Engagement Infograph. VoiceSage.