Consider texting to keep in touch with patients, cut costs

Text messaging is not only becoming the preferred mode of communication method among Generation X and Y patients, but it also has one of the highest and fastest response rates compared to phone calls and email. What's more, text messages can in many cases be automated and cost less money and staff time than postal letters or phone calls. For these reasons, it makes sense to reconsider the time you spend reaching out to some patients by phone, email, and even snail mail to remind them to make or confirm an appointment.

Though the practice is overseas, a trial text messaging approach launched by Union Brae and Norham Practice in the United Kingdom might be worth a look. Beginning in February, the practice will begin a three-month test of using text messages to remind patients to make appointments for regular health checks, inform patients immediately of any clinic closings or appointment cancellations, and publicize health campaigns such as annual flu vaccinations.

In preparing for the experiment, the practice is working on collecting accurate cell phone numbers for patients, which will also serve to better contact patients in case of emergency. The system would use links to the practice's medical system and will not send messages to patients who opt out, the Berwick Advertiser reports.

"As long as we have accurate details of mobile phone numbers, we feel this will help us to improve communication with patients and make it less likely that people will miss appointments," practice manager Hilary Ford told the newspaper. "It is much quicker and, potentially, more reliable than the post and will help us to save on the environmental impact of paper and envelopes."

In the United States, practices will need to ensure that any electronic messages are HIPAA compliant. When it comes to texting, which is not free under all mobile contracts, businesses also need to adhere to the FCC's "CAN SPAM" requirements and the Mobile Marketing Association's (MMA) best practices guidelines against sending text messages unless users opt-in to receive them, according to a white paper by Varolii and FierceHealthPayer.

To learn more:
- read the article from the Berwick Advertiser
- check out the FCC's CAN SPAM requirements
- here's the MMA best practices guidelines
- download the white paper discussing patient communication channels used by health plans

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