SMS Best Practices for Patient Communication
Text messaging is a powerful tool for quick, high-impact communication. Use it strategically.
Keep Messages Short and Clear
SMS works best for brief, focused communication such as:
-
Appointment reminders
-
Confirmations
-
Scheduling changes
-
Quick follow-ups
Standard SMS messages are limited to 160 characters per segment. Longer messages may be split into multiple texts, increasing cost and reducing clarity.
SMS vs. MMS
Second Door supports both SMS and MMS.
SMS
-
Text-only
-
Fast and reliable
-
Universally supported
-
Lower cost
MMS
-
Supports images, videos, and longer text
-
More visual
SMS is recommended as your primary method because it is more reliable, faster to deliver, and less expensive. Use MMS only when visuals add meaningful value.
Note: Not all phones support MMS, and some carriers may charge recipients for receiving MMS messages.
Balance SMS with Email
SMS has a cost. Email does not.
Use email for:
-
Longer messages
-
Informational updates
-
Non-urgent communication
Reserve SMS for time-sensitive or high-impact outreach.
Send Only to Opted-In Patients
Patients must opt in to receive text messages.
-
Consent is captured during appointment requests via the Digital Front Door.
-
Patients can unsubscribe at any time by replying STOP or Unsubscribe.
If a patient opts out, you will not be able to send them SMS messages.
Always Identify Your Practice
Messages are sent from a local, Campaign Registry–approved phone number.
Patients may not recognize the number, so include your practice name in every message.
Avoid Early or Late Messages
Do not send texts before 8:00 AM or after 9:00 PM in the patient’s local time zone.
Whenever possible, schedule messages during normal business hours.
Use SMS Strategically
SMS is most effective for:
-
Scheduling changes
-
Appointment confirmations
-
Post-visit check-ins
-
Short surveys
Used correctly, SMS improves response time and reduces scheduling friction.