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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.

Benefits of Texting-Based ARS

In the first part of this two-part blog post, I explored the differences between traditional ARS and text message-based ARS. In this post, I’ll explore the multimedia features of both types of ARS.

Both traditional ARS systems and Text Message-Based ARS systems allow you to segment respondents and present results in animated formats. However, the differences are significant and I’ve summarized them in the following table.

Table 2:  Similarities & Differences b/w Traditional ARS vs. Text Message-Based ARS

Multimedia Integration

Texting allows you to create open form responses, integrate Twitter, and integrate multimedia for ongoing, real-time, interactive feedback.

Good text-message platforms are web-based and require no software or a small software plug-in. This enables you to create cross-platform polls. In other words, the same poll can be held across email, texting, or via the Internet.

For example, in a debate-styled meeting where participants can rate each presenters’ arguments, information can be presented in a visual that depicts a tipping scale to indicate whose arguments hold the most weight with the audience.

Open-Ended Responses

Texting also allows you to provide open-ended and continuous response. That’s only available with certain traditional ARS vendors.

For example, learners can text in a question during a Q&A session, questions can be filtered by the moderator, then posted to a slide or incorporated into a scrolling ticker onscreen. The digitized Q&A and the responses can be repurposed in the followup materials and the data can be used to develop future programs.

Data Collection

The biggest benefit in using text messaging ARS may be in the level and amount of data you collect.

Text message-based ARS can be used before an event to ask presenters questions so they can finalize topic contents. In addition, if the speaker line up or curriculum changes, you can communicate with attendees to let them know about changes as they happen.

After an event, text messages can be used to measure change in knowledge, behavior or attitudes. You can identify areas where further education is required. Messages, polls and reactions can be archived on a website or on Twitter.

Knowledge, Skills, and Competency-Based Measurement Extends Beyond the Meeting

Custom analytics to measure learning are rarely, if ever available, with traditional ARS. With text messaging-based ARS, you can extend your event as long as you would like, or as long as makes sense to your audience.

For example, if you were to offer “anytime” learning activities (tests, reinforcement tools, peer-to-peer interaction and knowledge sharing etc.) after a live meeting,you can connect those activities to the data you collected before and during the meeting. Suddenly, the outcomes potential of the meeting’s content is transformed from knowledge-based measurement into performance and even patient, impacts.

Text Messaging-Based ARS Offers Benefits Over Traditional Systems

Compared to traditional ARSs, it’s clear that text message-based ARSs offer additional features, value, and convenience that traditional systems just can’t offer. In addition, they are cost-effective.

Table 3:  Cost Differences b/w Traditional ARS vs. Text Message-Based ARS