Today’s Texting Top Tips

I am so very new to the idea of sending health-related text messages in the hope of changing behavior – and still a bit skeptical, I admit. I have taken in so much information this week, and cannot say that I feel prepared to really advise anyone about how to do this successfully. In fact, according to what I have read, the research is mixed about whether SMS campaigns delivered via mobile phones are likely to succeed in improving health. However, I have concluded that some “best practices” are being developed to help guide these campaigns, including these:

1.  Have Clear Objectives / Call to Action for Your Campaign

First and foremost, it is critical to have clearly defined objectives before starting an SMS health campaign. What is your overall objective for the campaign, e.g.,  quitting smoking, increasing physical activity, ensuring medication is taken on schedule, alerting community members to resources in emergency situations? What action would you like the recipient to take once they receive the message?

Act Now Note To Inspire And Motivate

 

2. Understand Your Audience

This seems like common sense but can nonetheless be overlooked by enthusiastic public health professionals who seek to replicate a campaign that has been well-received in communities other than their own. Knowing one’s audience is essential for any type of communication plan, regardless of the medium or method.

(Excerpted from: Everything You Need to Know About Public Health Text Messaging – Public Health Seattle and Kings County)

 

 

3. Be Brief

A single SMS consists of no more than 160 characters. To prevent information overload and keep campaign costs down, choose words carefully. Stick to the point and ensure that the benefit/advantage of the health message is clear.

long text messages

 

4. Think About Timing

Don’t send messages too frequently or re-send the same message without permission from the recipient.  If you bother them too often, or send messages with no point, then you are likely to lose the recipient. Nobody likes spam! In fact, on printed materials or in the SMS itself, always specify how recipients can opt out.

Also, avoid sending messages at inconvenient times, like late at night, early in the morning, or on religious festivals and sacred days. This can have a huge impact on whether your messages are read and acted upon.

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5. Monitor Results

As with any public health communication project, it is important to evaluate a SMS campaign, in terms of both process and outcome measures.  Process measures will likely include: number of recipients who opted in / out; number of messages sent per recipient, per week, during the entire campaign; costs of conducting the campaign. Outcome measures should include tracking changes in knowledge and behaviors, as well as improvement in health conditions, where appropriate.

EvaluationWordle

In general, I think that these tips apply for any public health communication campaign. The challenge remains: does providing information and support really change behavior? In order to see health improvements on a broad scale, I  think that any information campaign must also be supported by interventions that  address the social determinants of health and advocate for changes in policies and practices to target the community conditions that undermine health.

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6 thoughts on “Today’s Texting Top Tips

  1. I was also skeptical at the start. In fact after I signed up for a few of the campaigns mentioned this week I was fighting not to reply STOP after the first few texts sent. Your best practices listed help in keeping texts from becoming spam. And I love someecards!

  2. This is excellent, Sharon! I agree that the research on impact is really inconclusive and mostly lags behind the constantly changing technologies that are available. The best that we can do is look to other projects for best practices and try something small and then make it bigger as we learn from our own well-monitored experiments. Your tips are right on the mark!

    • Thank you Caricia. I should clarify that I am a firm believer that supportive, informational messages DO work when an individual seeks them out in order to make changes in behavior. A person who is motivated to improve her/his own health is already ahead of the game and is primed to receive and act upon such messages. I also believe (of course) that providing accurate, up-to-date information should always be a part of any comprehensive plan to improve public health!

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