Today I came across a press release that suggested that a doctor trying to reach their patients should avoid all other forms of marketing and should instead embrace text message marketing. The release rightly lists the failures of direct mail and newspaper advertisements. But text messages, really?
Today I came across a press release that suggested that a doctor trying to reach their patients should avoid all other forms of marketing and should instead embrace text message marketing. The release rightly lists the failures of direct mail and newspaper advertisements. But text messages, really?
At first, I was flabbergasted. For months now I have, for reasons unknown, received text message updates telling me that I have won a free cruise. I, of course, have never bothered to claim this free cruise. Therefore, I imagine a doctor seeking patients would have the same level of response: zero.
In fact, not only is it ineffective, but illegal to send unsolicited text messages. The FCC frowns very heavily on it indeed. So, if you’re trying to get new clients, text message marketing is already right out.
But, what if you’re trying to market to an existing client base. The hurdles there are immense. Legally, you would have to get them to opt into your text messaging marketing scheme, not an appealing prospect for most people. Then, even when they’ve agreed to it, you’ll have to get them to absorb the information once it’s sent to them.
So, can it work? Well, conceivably, but only for certain products. If you’re a doctor, for example, I don’t think it’s a good idea; I can’t imagine anyone getting a weekly text message and then thinking that they should go in and get penicillin. While it could be used in order to remind people of their appointments, I don’t think that’s really the type of marketing we’re talking about.
If you have some sort of impulse item, like frozen yoghurt or coffee, then I saw it could be worth a try. You could text a discount code in the middle of the day and people could decide to go out for a lark and get your product. If it’s anything more expensive, I wouldn’t bother; nobody is suddenly going to decide they want a new car because they got a text message saying they should come down to Bob’s Ultracheap Car Supershow.
But, ultimately, I think it wouldn’t be worth it. Text messages interrupt you, so your potential client is probably going to find it pretty annoying. With the prevalence of smart phones, I would consider social media advertising a better option. Even if you have to shell out for a promoted post, it will convert better because people will be seeing the message on their own terms, not interrupting them while driving.
So, my verdict is: Don’t bother with text message marketing. You can do so much better.
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