For companies that offer SMS alerting capabilities (including Interactive Mediums) and their customers, results like those cited in this January 29, 2010 MobileMarketingWatch.com post are proof positive of the value of text messaging:
“…a pilot SMS reminder solution…ended with unprecedented results – saving Kaiser nearly $150 per appointment and over $275,000 at a single clinic.”
Efficiencies and costs savings were at the heart of the value in this example, which is apparently driving consumer acceptance of text message alerts – the post’s title is after all, “Survey: Consumers Want SMS Alerts.” The study was conducted in the U.K., but you can expect similar attitudes prevail in the U.S.
While these numbers are impressive, I would argue that marketers need to keep their eyes on the top line/revenue 
growth “yin” to the cost savings/efficiencies “yang” offered by text messaging. That’s the theme behind the diagram included in line with this post.
As marketers in any segment – healthcare or otherwise – approach the mobile channel, they have a variety of options for getting started, as we have previously discussed around mapping strategy to the mobile channel.
Many organizations will approach text messaging from a non-marketing perspective, which can yield impressive cost savings and efficiencies among an entire customer base – which tends to be dominated by customers served at a loss or break-even. Thus the utility of text messaging as a cost saver.
Those companies that leverage mobile marketing techniques in a parallel fashion to target the revenue side of business should experience even greater results by increasing the pool of highest value customers – the 20 or so percent which generate the greatest value, be it profits or revenue. The key to unlocking that added value is employing mobile engagement techniques such as promotions and others that call consumers to action.
