Overcoming cultural and language barriers to share life changing health care information via SMS.
Primary Care Trusts (PCTs) are the local interfaces of the UK’s National Health Service (NHS). The Heart of Birmingham PCT had to find a cost-effective way to provide health care support and send health care reminders to its client base.
Clickatell helped the NHS to build an SMS health care system. SMS is easy to use and costs 95% less than any other form of direct communication. Users created health profiles online and received health care reminders via SMS messages. Users could also SMS the system any particular health-related phrase to receive facts on a range of topics such as obesity, safe sex or the location of a 24-hour pharmacy.
The system allowed the PCT to provide primary health care via SMS for the first time: facts, reminders, support and alerts. Printed information typically only had a 1% uptake whereas SMS messaging showed a penetration into the target audience of more than 90%. By raising awareness via SMS, the NHS saved 50% to 60% on its awareness budget.