NHS Mobile Marketing Continues..
Written on Monday, November 10, 2008
A couple of weeks ago I was writing about a mobile marketing campaign that the National Health Service (NHS) is running in the U.K., that allows people to find out more information about Sexually Transmitted Diseases (STDs).
It seems the campaign has had a good uptake and raised eyebrows within the NHS, so they are now pushing for and trying out more mobile marketing campaigns. Their latest campaign now involves an interactive sms service, that aims to drastically cut-down on patient DNAs (Did Not Attend -- not to be confused with the DNA, cutting that down would be madness!!).
From the news article:
This is another great example of how simple, automated, interactive services that address the audience directly, through their mobile phone, offer value to the public, and as such are bound for success. It's a win-win situation for both parties.. what more can you ask for? I'll be keeping an eye out for NHS. It seems they've really started to grasp the meaning of mobile marketing!University Hospital Birmingham NHS Foundation Trust, and Hull and East Yorkshire NHS Trust are two of the NHS Trusts using the service to cut financial losses from missed appointments. Additionally, a consortium of NHS Trusts in the Midlands has also begun deploying the service this month.
A missed out-patient appointment costs each Trust £100, bringing the total wasted across the NHS to more than £500 million each year. In London, where the problem is worst, the loss is more than £134 million. NHS Scotland loses more than £30 million each year through DNAs. As each NHS Trust has a patient treatment quota to meet, any shortfall means that forward budgets will be cut. DNAs also lead to other patients having to wait longer than necessary for treatment.
The MARS two-way messaging service is secure and simple to use and a step up from one-way systems. The service sends a text message reminder to the patient’s mobile ahead of an appointment. On receipt, patients are able to note the reminder and can reply back with a ‘Yes’ or ‘No’ response. A returned ‘No’ response enables hospital Administrators to arrange an alternative appointment if required. They also have the opportunity to reduce waiting lists by filling cancelled treatment slots and help the Government hit its 18-week patient treatment targets.
Posted in
mobile marketing,
mobile services,
sms marketing
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