![[ Visit Client Website ]](images/banner.gif)
Background: The cell phone is an immediate, intimate means of engagement and among the 88% of U.S. residents with a mobile phone, nearly 60% carry it “at all times”, including while home. Of all cell phones, 98% can send and receive texts. More texts where sent per phone than phone calls made in 2009 in the U.S. Traditionally difficult-to-reach populations are now more accessible because they carry cell phones.
Program background: To exploit the potential of mobile for public health, two mHealth campaigns were developed and launched within one year. The first campaign allows consumers to text the name of a children’s product and learn if it has been tested for lead or recalled. The second provides a weekly tip or interesting fact around poisoning prevention. Both services are free (though standard carrier rates apply) and English/Spanish bilingual.
Evaluation Methods and Results: After 6 months, the first service had few users and a high error rate. The second service gained thousands of subscribers within a few weeks of launch. Service functionality and media outreach were big factors in determining success. A small database of tested products hampered use of the look-up service while the poison tips required only an opt-in. Both services registered distinguishable peaks from both traditional and social media mentions.
Conclusions: SMS campaigns are a valuable and highly measurable complement to health marketing. Simplicity, a clear call-to-action and consistent, targeted advertising are essential to success.
Implications for research and/or practice: Text messaging campaigns add an element of innovation to public health outreach, are highly scalable and can be relatively low-cost.