It's wildly hit-and-miss -- much like email spam -- but marketers are increasingly using bulk text messaging to penetrate the armor cladding of physician offices. And it's a wide open opportunity; physician office phone numbers are openly published, unlike email addresses. Fax numbers are available too (CarePrecise provider data includes both phone and fax numbers, up to four numbers per record, and we know that it is widely used for marketing to physicians), but "faxpam" doesn't have the same high-tech glamor. Unlike a fax broadcast, text messaging allows marketers to embed a live link to a web landing page, as well as an instantly accessible means for recipients to opt out, making bulk SMS marketing just a little bit more respectable. (Ever tried to get a faxpammer to stop? Ha!)
So what's the difference between bulk SMS cold-calling and plain old spam? Not much, except that it's newer and less fraught with sleaze. And here's something more: It's not free, so spammers can't just set up a computer and start sending 100 million spam messages a day at essentially no cost. Text messaging to phones requires that you have an SMS gateway, or an account with a service provider who has one. These are available to bulk senders, but at a price. Okay, it's not exactly postage, but it's at least a price.
Among the numerous offerings for bulk SMS gateway and software services are Mobomix and TXTwire. Both offer essentially unlimited sending with premium accounts, but both enforce opt-in requirements. That is, you can't just upload a database of phone numbers, such as the 5 million or so in the CarePrecise database, and start texting. Instead, these services require that you are sending only to your own customers or others who have explicitly said, "Yeah, okay, text me spam."
Of course, there's always a workaround. Another company, SMScountry, offers an Excel plug in that lets you send personalized text messages. While they have a similar anti-spam policy, the way the system works would make it difficult to police. As with all bulk SMS systems, it isn't particularly easy for a recipient to contact the carrier to complain. The carrier backbone for SMS is a bit primitive compared with that of email, and there are fewer hooks for filtering messages by the carriers, should they ever want to do what ISPs are doing about email spam. It's pretty much up to the owner of the gateway.
In the war between marketers and physicians, both sides escalate as new weapons or defenses arise. A fax isn't likely to ever see a doctor's spectacles, but that same unreachable physician isn't really that unreachable if you can get his email address or phone number. Naturally, it helps to have her mobile number rather than just the office phone, for obvious reasons. But if you've got a product to sell to docs, any opening is a huge gaping hole, and, even if the text message gets converted to a computer-voiced voice mail message, and, even if only the smallest percentage reach a bona fide phyz, maybe paying $60 a month for a bulk gateway account with few limits sounds good to you. And a good many of those published numbers are cell phones, some portion of them presumably reaching right into a doctor's pocket.
Bulk SMS has its Whitehat side, of course. Services that allow you to enter your customers' account info and send text billing notices, patient appointment reminders, among a host of other applications, are opening up the commercial use of phone messaging. I opted in for a J.C. Penney's coupon texting service, and I use it.
But let's say you've got a nice big customer list, folks who freely gave you their phone numbers (long before the advent of SMSpam, but still...). Can you send em all a coupon, or a new product announcement, or an offer of a free EHR assessment? I want to say no, but we send these same customers more-or-less "unsolicited" email, at least in the sense that they never explicitely said "Send me your coupons," but something more like "Send me product update notices via your monthly newsletter." That phone number was optional, right? Houston, we have achieved opt-in.
Certain advantages of smartphones, such as the ability to blacklist messagers, are a helpful control. The barriers to entry are currently very high for an SMSpammer who wants to set up his own unrestricted gateway, so he'll be using these third party services and, perhaps, have to behave himself. But look for text marketing to grow wildly in the near future.
Check out our page on Marketing to Healthcare Providers.
Showing posts with label green marketing. Show all posts
Showing posts with label green marketing. Show all posts
October 10, 2011
June 28, 2011
New Way to Market to Healthcare Providers
The international PR firm Ogilvy has just released a study prescribing a shift in healthcare marketing from the exploitation of clinical breakthroughs to something Ogilvy calls "sustainability." They're not talking about the sort of sustainability we in healthcare usually mean, such as the sustainability of a health information exchange's business model. Instead, they're suggesting that we start selling green.
Companies with strong environmental competencies will rule the market in the coming years, say the investigators, Jeff Chertack and Monique da Silva. In an op-ed by Chertack, he says that "[the new] value will be delivered by new healthcare products and delivery systems that help society adapt to and thrive in changing climate and disease patterns."
CarePrecise Technology made a move in the past year toward eliminating a large part of its carbon footprint by shifting even our largest file deliveries from physical (DVD disks) to virtual. All new product sales are now 100% virtual, and as subscribers renew, their deliveries will be virtual as well. Not only has the shift reduced fuel and materials consumption, but products are now delivered in less than half the time. In a business where the freshness of data is crucial, every hour counts. CarePrecise's NPI directory unit, NPIdentify, has produced state NPI directories in electronic form only since 2007.
CarePrecise's data center is a shared environment, utilizing hyper-efficient cloud computing resources. Except for certain mission-critical operations performed on in-building platforms, all front-end operations and many back-office computing tasks have been moved to the cloud, dramatically reducing office space utilization and fuel consumption.
Whether the healthcare industry in specific, and the broader business community in general, will effectively turn environmental competencies into profits is still an open question. Certainly, entities like hospitals make huge impacts and consume enormous resources (think about all those disposables and all those sheets washed after 30 minutes of use, pillows, trays and pitchers discarded after each patient...), and spectacular improvements could be made. Vendors who help these organizations green up are offering a new way to compete for patients. The competitive advantage offered by corporate carbon consciousness could be tomorrow's marketing edge for providers and their vendors.
Companies with strong environmental competencies will rule the market in the coming years, say the investigators, Jeff Chertack and Monique da Silva. In an op-ed by Chertack, he says that "[the new] value will be delivered by new healthcare products and delivery systems that help society adapt to and thrive in changing climate and disease patterns."
CarePrecise Technology made a move in the past year toward eliminating a large part of its carbon footprint by shifting even our largest file deliveries from physical (DVD disks) to virtual. All new product sales are now 100% virtual, and as subscribers renew, their deliveries will be virtual as well. Not only has the shift reduced fuel and materials consumption, but products are now delivered in less than half the time. In a business where the freshness of data is crucial, every hour counts. CarePrecise's NPI directory unit, NPIdentify, has produced state NPI directories in electronic form only since 2007.
CarePrecise's data center is a shared environment, utilizing hyper-efficient cloud computing resources. Except for certain mission-critical operations performed on in-building platforms, all front-end operations and many back-office computing tasks have been moved to the cloud, dramatically reducing office space utilization and fuel consumption.
Whether the healthcare industry in specific, and the broader business community in general, will effectively turn environmental competencies into profits is still an open question. Certainly, entities like hospitals make huge impacts and consume enormous resources (think about all those disposables and all those sheets washed after 30 minutes of use, pillows, trays and pitchers discarded after each patient...), and spectacular improvements could be made. Vendors who help these organizations green up are offering a new way to compete for patients. The competitive advantage offered by corporate carbon consciousness could be tomorrow's marketing edge for providers and their vendors.
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