Using SMS-Based Strategies to drive HRA Engagement

Ever wonder how to track the engagement your billboards, posters, radios ads, etc. are generating? It’s a challenging problem to tackle, but an HRA is a great way to do it! Medicom clients have found that by using our source tracking tags, google analytics, and more, they’re able to actually see the effectiveness of those channels in action.

One of the most effective ways to drive this engagement is through SMS-based campaigns. By having a consumer text “HEALTHY” to “99999”, for example, they’re opting into your text message services and you’re able to send them a direct link to your HRA.

Wondering how to set up a text-based campaign for your organization? Here are a few tips to help you get started:

Secure a Text Message Response Vendor

Your first step towards implementing a text message response campaign is to identify a vendor that provides SMS autoresponder services. There are a handful out there, and a couple that specialize in providing this type of service for healthcare providers, which would be a bonus as you navigate any legal and compliance concerns you may have. Some vendors include CallLoop, TXTImpact, Upland, and Trumpia. Talk to your Strategic Client Partner if you need more suggestions!

Set Up the Landing Page and Source Tracking

Create an attractive, clean, mobile-optimized landing page where your HRA will live. This landing page should be accessible via a URL that includes source tracking tags.
To do this, first establish the URL for your landing page. Then, add the source tracking tag (UTM tags) to the end of your URL and run the URL through a URL shortening service (such as bit.ly). This shortened URL is what you’ll want to use in your text message response to consumers.

This ensures you’ll know exactly where your traffic is coming from, making it easier to know which campaigns are most successful at reaching and engaging consumers, and which campaigns need to be adjusted or discontinued.

Make it Mobile-Optimized

If you choose to use an SMS campaign strategy like this, make sure your HRA is optimized for mobile. This is vital, as consumers who opt-in to text-based services will expect a seamless mobile experience from start to finish. Customizing your HRA to have a shortened disclaimer, limiting required contact information fields, and removing extra clutter like the newsletter sign-up and special offer features can help your completion rates for mobile users. All of these things can be implemented in the customization settings on your dashboard. Contact your Strategic Client Partner if you need assistance implementing your mobile optimization customizations.

Get Your Campaign Ready

The next step is to design your campaign and get it ready for prime time. This includes crafting the right message to reach potential customers. Medicom recommends a simple and clean design, with a clear call to action such as, “Text Heart to 99999 to Learn Your Heart Age,” “Text FAST to 99999 to Learn Your Stroke Risk,” or “Text Weight to 99999 to Learn About Bariatric Surgery Options”

Once consumers text to opt-in, the text messages they receive should encourage immediate engagement with your HRA, and should include the custom link to your HRA landing page. The language in your text response should give patients an idea of what to expect with the HRA. This means sending text messages to consumers that are brief and to-the-point. For example: “Take this quick test to learn your heart health: yourorg.org/HeartTest” or even shorter “Click here to begin: bit.ly/HeartAgeTest”.

Make Follow-Up Easy and Effective

Last, make sure the Calls to Action (CTAs) at the end of your HRA and in your follow-up emails are up-to-date. You’ll also want to make sure they provide the appropriate next step to each consumer who completes the HRA.

Links to online scheduling platforms or appointment requests are some of the strongest CTAs for results page and emails, and it’s always a good idea to make sure they’re tracked. Trackable phone numbers into your call center are also an easy way for consumers to access care and a good way for you to measure the effectiveness of the HRA. If your organization is able, a phone call from your call center or service line is a strong follow-up tactic as well.

If you’d like to hear more about how this strategy has worked for other clients, or if you have questions about using this tactic at your organization, talk to a member of the Medicom team. They’ll be happy to share additional insight!