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The Four “T”s of Effective Patient Messaging (Part 4): Tempo

The Four “T”s of Effective Patient Messaging (Part 4): Tempo

At this point in this blog series, we’ve talked about the first three of the “Four-T” s of messaging (Timing, Targeting and Tailoring).   Those all relate to finding the right patient, at the right time, and delivering the message in a way that will resonate with that individual –  all important facets to a quality messaging program.

The fourth and final “T” is more longitudinal and relates to how often you should (or shouldn’t) communicate with an individual.  Tempo is all about managing the flow of messages in a way that lets you optimize outcomes (whether they are cost-saving measures, quality improvement, or something else) but without “turning a patient off” by sending them too many messages in too short a time-period.

Message Fatigue occurs at that moment when an individual gets just one too many messages in the week or the month, and they say “enough”.  Once a patient requests a STOP on their message flow, it can be very difficult to get them back in the program.  Even if they don’t formally opt-out of your messaging program, Message Fatigue can result in them simply not “listening”  –  deleting messages on arrival.  The good news is that, with the right tools, Message Fatigue can easily be avoided.

There are other message limits to consider.  Specifically, there are message limits imposed in the Telephone Consumer Protection Act (TCPA).  While the Federal Communications Commission (FCC) grants an exception in healthcare to the “prior express consent” requirement, it includes certain stipulations which among other things, limit messaging to a maximum of one message per day, and up to three per week, per recipient.  The patient can, of course, opt-in for higher volume messages but the TCPA limit is an important one to keep in mind.

We avoid Message Fatigue in various ways, though a successful program will ultimately need to have the ability to set certain message limits.  Think about the following strategies:

Having a tool that lets you easily track message activity and proactively restrict messaging to manageable flow is critical to a successful messaging program.  Can your messaging platform do that?  Ours can….please contact us to learn more!