As a doctor, you know the importance of using the right tools. So when it comes to communicating with your patients, you want to be sure you pay close attention to which tools are most effective. We’re going to take a close look at two top tools you’ve considered for your practice: Text vs. email.
Email was once king of marketing and communications. Far less expensive than direct mail, and offering the benefit of immediate delivery, it was the clear winner. People spent hours combing through their inbox, with the elusive “inbox zero” as a goal for many, where they had finally and gloriously seen and worked through it all.
Fast forward through years and years of doing this, and people have gotten tired. Now, with email taking up huge chunks of people’s days, and with everyone and their mother emailing everyone, and with sophisticated junk filters that catch even more than they are supposed to, people have started to find email clunky. Emails are skimmed or missed altogether, lost in the shuffle. Programs like “Unroll me” are catching all marketing messages and keeping them from landing in people’s inboxes. Programs like Slack are trying to replace email altogether. The bottom line? Email is out.
If the above narrative doesn’t convince you, let’s take a look at an important stat:
- Less than 20% of marketing emails are opened and read. In fact, a recent Campaign Monitor report showed that an average open rate for emails was 17.92%. ¹
So if you are a chiropractor, dentist, or other healthcare professional attempting to engage with your patients, email should not be your primary tool. Good engagement includes appointment reminders, appointment prep info, doctor intro videos, review requests, assistance to reschedule missed appointments, and reactivations for dormant patients. With only 20% of email messages opened, email is not a great way to make these contacts and engage with patients. So where will your patients see these messages?
When it comes to getting your messages seen, text now reigns supreme. Let’s compare that 20% open rate to text:
- 98% of SMS (text) messages are opened, according to Gartner.
Gartner even takes it a step further into response rates in text vs. email. Only 6% of emails receive responses. Compare that to 45% of text messages. So when your patient reads your message (which they nearly always do—98% of the time!), nearly half the time they have something to say back to you. If your communications platform allows you to easily respond to your patients, you have an incredible opportunity to have conversations with patients, keeping them engaged and satisfied.
If you want to engage with your patients where your messages are sure to reach them, text is your best tool. Zingit is a communications platform built from the ground up for text. It easily integrates with your practice management software, offering robust tools and automated systems for engaging patients—helping them to see and respond to messages. With ZingIt, you will simultaneously automate messaging and be able to easily connect with your patients using back-and-forth conversation. ZingIt communication will help your practice attract patients and will keep them coming back for more.
Interested in learning more about how to easily use text to communicate with patients?
1 – https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
2 – https://www.gartner.com/smarterwithgartner/tap-into-the-marketing-power-of-sms/