Improving SMS delivery rates and increasing brand trust
To combat the dwindling state of healthcare in Pakistan and
doctor to patient ratio, healthcare app Marham
had a challenge of their own to solve.
Marham was using SMS to schedule appointments and send
reminders. However, with issues regarding messages from alphanumeric senders
not being delivered to people subscribed to the DND (do not disturb) list and
lack of delivery reports, they had a high customer complaint rate.
In addition to that, they faced issues with SMS delivery to
ported numbers or patients who changed their service provider and found it
difficult to send bulk promotional messages to their users.
With 15,000 bookings per month and 500,000 visits to their website, the digital healthcare pioneer in the country had to find a more reliable channel of communication to notify their patients and improve their delivery rates.
Implementing Voice and SMS as new communication channels
over a single web interface
Understanding the gravity of the situation, Infobip provided
Marham with an integrated omnichannel approach that included Voice and SMS.
The first thing Infobip did was verify Marham’s
communication channel to solve the problem faced regarding messages from
alphanumeric senders. This ensured patients that they were receiving messages
from a trusted sender.
A flow mechanism was created to ensure messages were sent to both doctors and patients when an appointment was requested, confirmed, cancelled, or rescheduled. Patients were also sent appointment reminders and review request messages.
The biggest gamechanger was the addition of Voice as a failover for SMS messages and giving patients the choice to book appointments and receive reminders through calls.
Voice and SMS, along with Infobip’s real-time reporting,
gave Marham the insight and transparency to monitor the delivery rates of messages
and a better understanding of the reasons why some of them were not delivered.
In addition to this, Infobip’s web interface allowed Marham to send bulk SMS promotions as well.
Increase in appointment attendance, up to 50% decrease in customer complaints, and increased brand trust
After implementing Voice and SMS
through Infobip, Marham’s brand recognition and trust increased. Since patients
could now receive information and reminders through calls, the number of
necessary appointment information on time due to the failover system led Marham
to experience a 40-50% decrease in the number of complaints they received from
patients and doctors.
This had a direct impact on revenue since the number of people showing up to their scheduled appointments increased from 52% to 55%.
Now, using Infobip’s platform, Marham is able to address their ever-changing communication requirements.
Due to the visible results and surge in patient trust and appointments, Marham is now looking to integrate Infobip’s WhatsApp Business API and Voice Masking API soon.
“We wanted a reliable and dedicated solution to fulfil our current and future requirements. Infobip’s solutions were robust and customizable according to our needs. In addition, the technical and support team are always on hand. Partnering with Infobip has greatly benefited Marham, and their web-based interface gives us a 360-degree view of our messages being sent, delivery reports, insights and analysis. Since working with Infobip not only have we seen an uptake on the number of appointments but also a 40-50% decrease in customer complaints – leading to an increase in trust, which is imperative in the healthcare sector.”
Bridging the gap between patients and doctors, Pakistani healthcare app Marham can locate nearby doctors, obtain appointments by booking online or utilize online forum for queries, medical assistance and getting a second opinion. At present, Marham is available in 12 major cities including Karachi, Lahore and Islamabad. It has an iOS and Android app along with a website, allowing doctors and patients to find each other on a click of a button. Marham is on a mission to revive the current healthcare system in Pakistan.