How To Launch a Mobile Marketing Campaign

Using text messages as part of a medical education program may seem daunting because the medium is still in its infancy in the medical education space.  The most common question I usually get asked is how to get a text messaging campaign (aka mobile marketing campaign) off the ground as part of a medical education program.  The good news is that once we understand a few fundamental concepts on how to use text-messages, you’ll find that using mobile media isn’t that different from some of the formats we already (ie, email).

60 Second Marketer does a good job of summarizing 3 key points when implementing a text messaging (aka mobile marketing) campaign.  The video above elaborates on these points.

1. Double Opt-in:  Your audience can do this through a website and when they text in a keyword to a shortcode.  This results in a higher response rate and fewer complaints.
2. Frequency:  Let your audience know exactly how many times they will be getting messages from you and give them a chance to opt out.
3. Be Relevant:  Make your messages timely, personalized, useful and relevant to your audience.  Its better to send a message to provide information on something happening now, rather than something happening a month from now.