We explore the notion that automated text message services may not be as effective as sources claim.
When it comes to the dental industry, no-shows and cancelled appoinments account for a large portion of lost revenue each year—$39,000 to be exact (FutureDontics, American Dental Association CrossCHX). To combat this problem, practices have implemented text message appointment reminders into their marketing strategies.
While multiple statistics highlight the benefits of utilizing automated text message services, we wanted to explore the notion that they may not be as effective as sources claim.
Not everyone texts
This may sound shocking, but not everyone is on board with text messaging. Sure, while the majority own a cell phone, it’s not safe to assume that everyone prefers texting to communicate. In fact, my grandmother is proof positive. Until about two years ago, she didn’t even have a data plan that included text messaging. Even now with it activated, she wants nothing to do with typing out her message—she’d prefer to pick up the phone.
Data plans are costly
It’s sad to admit that one of my biggest monthly struggles is making sure I don’t exceed my data limit. While my cell phone plan technically includes unlimited text messaging, sending and receiving text messages uses data that quickly adds up. For those who don’t have an unlimited plan, not only do texts chip away at data, receiving out-of-network messages quickly runs up monthly bills, compelling them to opt out of receiving reminders.
Out of sight, out of mind
When you’re in the middle of back-to-back patient visits and procedures, do you have time to check your text messages? At best, you may glance at your phone and put it back in your pocket. The same goes for your patients. Let’s face it: people are busy, and there’s a high probability that your reminders might be forgotten by the end of the day.
They tend to be informal
Sure, this aspect of text messaging may be great for your personal life, but not when it comes to your professional life. While we all know that getting your patients on the phone poses a challenge, sending a random reminder every six months is impersonal. In fact, it can leave your patients feeling like their business isn’t important to you, which isn’t going to help your quest to build longstanding relationships.
So, what’s the verdict?
At the end of the day, text message reminders are here to stay. While they can be effective, they should be used in conjunction with another piece of marketing to ensure that you’re getting in touch. Consider adding Start Healthy magazine to your marketing mix; it acts as the perfect high-quality reminder to keep both you and your practice top of mind.
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