One of the biggest mistakes we see in healthcare marketing is this:
Practices rely on just one communication channel—and expect it to work for everyone.
That might’ve worked ten years ago. But today’s patients have different preferences, devices, and expectations. Some want a quick text. Others prefer email summaries. And some expect to chat with your office right on your website.
If your practice is only using one or two ways to reach people, you’re probably missing patients who actually want to hear from you.
Let’s break down the strengths and weaknesses of the most important communication channels—so you can build a smarter, more effective strategy.
Email: Best for Detailed Info
Email is still a great tool—especially for sending things like:
- Practice Updates
- Educational resources
- Newsletters or service updates
Why it works:
It gives you space to explain, link to more info, and track open rates.
Limitations:
Not everyone checks their inbox regularly. Emails can be delivered into promotional or spam inboxes, depending on a variety of factors.
Use it for:
- Health tips or monthly updates
- Event invites
- Follow-ups with details
- Automated welcome sequences
SMS: Fast, Direct, and Hard to Ignore
If you need to get someone’s attention quickly, texting wins. Open rates are high, and responses are fast.
Why it works:
People check their phones constantly. A short, friendly message can confirm an appointment or remind someone to book—without being disruptive.
Limitations:
Keep it short and professional. No one wants a text that reads like a novel.
Use it for:
- Appointment reminders
- Follow-ups like “We missed you!”
- Quick links to book online
Webchat: Real-Time Support = Real Conversions
Webchat is great for answering quick questions from people who are already on your website. Think of it as your digital front desk.
Why it works:
It meets patients right when they’re interested—no need to call or wait for an email reply.
Limitations:
It only works if someone is ready to respond—or you’ve set up AI to cover you.
Use it for:
- Scheduling suppor
- FAQ-style conversations
- New patient conversions
Social Media DMs: Casual, but Powerful
Direct messages on Instagram or Facebook might seem too casual—but for younger patients, it’s their go-to.
Why it works:
It feels fast, familiar, and personal. Perfect for asking about hours, services, or availability.
Limitations:
Be mindful of HIPAA and privacy. Don’t share anything personal.
Use it for:
- Answering general questions
- Following up after social engagement
- Sharing links to book online
AI Assistants: Instant Help, 24/7
Patients love fast answers, and AI tools can help you deliver—especially outside business hours.
Why it works:
An AI chatbot can answer common questions, direct patients to the right place, and even schedule appointments.
Limitations:
AI can’t replace human empathy. Always offer a handoff to your team when needed.
Use it for:
- After-hours support
- Common questions
- Booking automation
It’s Not About More—It’s About the Right Mix
You don’t need to use every tool all the time. But you do need to match the message to the right channel.
Think:
- Email for depth
- Text for speed
- Webchat for live support
- Social for access
- AI for efficiency
Start by asking: Which channels are we missing—and which do our patients prefer?
When you use the right tools the right way, communication gets easier for your team—and better for your patients.
Want help setting up a smarter communication strategy? Visit PowrPractice.com and we’ll help you build a system that works.
