Chiropractic offices can’t rely solely on traditional forms of communication like phone calls and emails anymore. Many people prefer to communicate via text message, and text message or SMS marketing is an increasingly popular tool for building and maintaining relationships with patients.
As a chiropractor or chiropractic office looking to take advantage of text message marketing, it’s essential to know what to do and what to avoid.
In this informative blog post, we’ll explore the best practices and potential pitfalls of text message marketing for chiropractors.
The Dos
Get Permission Before Sending Messages
Before you start sending text messages to your patients, obtain their consent. Have patients opt in to receiving texts through a sign-up form on your website, in person at your clinic, or a text-in keyword that you promote through email or signage. By obtaining consent, you ensure that your messages comply with anti-spam regulations such as the Telephone Consumer Protection Act (TCPA) and that your patients are actually interested in receiving your messages.Sending messages without permission is considered spam, and it can result in fines or legal action against you.
Personalize Your Messages
Personalize your messages with the recipient’s name or other relevant information to increase replies and patient interactions.
Use merge fields (placeholders like “First Name” that automatically populate with specific information from a database or list) to automatically insert this information into your messages.
Use data from your patient management system to group your patients and target specific groups with personalized messages. However, carefully choose what information you include in messages so you remain compliant with HIPAA regulations.
When done correctly, this personalization creates a sense of connection with your patients and makes the messages more relevant.
Keep Your Messages Short and Sweet
Text messages have a limited character count, and recipients typically have limited attention spans. It’s important to keep your messages short and to the point. Avoid sending lengthy messages that your patients may not have time or desire to read. Instead, use clear and concise language to communicate your message simply and effectively.
Include a Clear Call-to-Action
Include a call-to-action in your messages to encourage your patients to2 do specific things. Whether you want patients to schedule an appointment, visit your website, or call your practice, make sure the desired action is clear, specific, and easy to follow. Let your customers know exactly what action you want them to take.
Include a clickable link or phone number to make it easy for patients to take action and to encourage more engagement.
Schedule Your Messages
Automating messages is an easy way to make sure all your messages are sent at the correct time. Automate texts such as certain customer service messages like appointment reminders, confirmations, and responses to frequently asked questions. Schedule them in advance to avoid sending too many messages at once
The Don’ts
Spam Your Patients
Be selective about the messages you send. Make sure they are always relevant and valuable to your patients. Avoid sending the same message repeatedly or bombarding your patients with irrelevant information.
Remember that your patients gave you their contact information with the expectation that they will receive relevant and valuable information from your chiropractic practice. Patients opt out of receiving your text messagings or mark your messages as spam when you send too many messages or irrelevant messages. This harms your practice’s reputation and reduces the effectiveness of your SMS marketing campaigns.
Send Messages at Inappropriate Times
Sending messages outside of business hours or at other inappropriate times frustrates and annoys your recipients. Be mindful of your messages’ timing and ensure they send at appropriate times. The quickest way to get someone to reply STOP to your messages is to send them at off times.
Use Slang or Abbreviations
Even though text messages are typically more casual than other forms of communication, it’s important to maintain a professional tone in your messages. Avoid using slang or informal language that could be perceived as unprofessional. Using slang or abbreviations makes it difficult for patients to understand what you’re trying to say. Stick to easily understandable language and avoid using shortcuts or acronyms.
For example, you as a chiropractor know what ADIO is, but your patients may not understand what that acronym means. Don’t assume that they know what you’re referring to. Instead, use clear and simple language that everyone understands. Explain any chiropractic or medical terms or concepts that may be unfamiliar to your patients.
Neglect Compliance
Again, compliance with anti-spam regulations is essential for any text message marketing campaign. Ensure your messages comply with regulations and that you obtain consent from your patients before sending messages.
Patients need to have the option to opt out of your texting program if they no longer want to receive messages. Provide clear instructions on how they can opt-out, and make the process as easy as possible.
Over-Promote Your Services/Products
While promoting your chiropractic services is important, avoid being too salesy in your text messages. Patients get turned off by constant sales pitches. Instead, focus on providing informative and educational content that will keep your patients engaged and interested in your practice while building a strong relationship.
Your text messages should add value to your patients’ lives beyond simply promoting your chiropractic services. Provide tips for healthy living, share exercise or therapy routines or links to informative articles on your website. Doing this keeps your patients engaged and interested in your practice between appointments.
Boost Your Business With Text Message Marketing
Take advantage of the opportunity to reach your patients directly where they are at — on their phones. As a chiropractor, use the right texting tactics to increase your message replies, appointments, patient base, and boost your overall business.
Don’t know where to start? Use Skipio to start sending text messages to your patients. Skipio’s two-way texting solutions help chiropractors maintain loyal and engaged patients while building relationships with future patients.
