A guide to WhatsApp for healthcare organisations

WhatsApp is the world’s most popular messaging app, which makes it ideal for healthcare providers to reach patients with information, updates, appointment confirmations and reminders, or by attaching documents like letters and next steps. Whether you work for an NHS GP or dental practice, or as a physiotherapist, optician or dermatologist in the private sector, WhatsApp can empower patients to manage their health, while you reduce administrative load and address challenges, like missed appointments. 

WhatsApp messages are end-to-end encrypted, so they’re private and secure. WhatsApp Business Solutions provider Esendex is also ISO 27001 accredited, which makes it easier to comply with data protection laws including GDPR. 

What makes WhatsApp stand out is that medical professionals can improve engagement with features like quick response buttons, and use chatbots to answer common questions or signpost people to approved medical advice. We’ll look at this in more detail throughout the article.

Why use WhatsApp?

With over 2 billion monthly users, WhatsApp is a fast and cost-effective way to get in touch with patients – and receive a prompt response. Its open rates of up to 99% mean that messages are almost certainly going to be read, while interactive polls, response buttons or suggested replies prompt people to take action.

WhatsApp is handy for appointment confirmations and reminders because appointments can be linked to a patient’s in-device calendar, reducing the chance of a no-show. You can also let them know about changes to their appointment, and ask them to fill in relevant forms before they come in, which saves everyone time.

Hi [NAME], you have an appointment tomorrow with [DOCTOR]. Please fill out our new patient form beforehand. [COMPLETE FORM] [CALL US] 

WhatsApp is also a good way to get feedback on services so you can make improvements. 

How to use WhatsApp for healthcare

WhatsApp can save you admin time by reducing call volumes and ensuring that patients have submitted all the necessary information before they attend.

1. Appointment reminders

Missed appointments cost the NHS nearly £300 million between April 2020 and February 2021. Traditional appointment reminder methods, such as letters, are easily lost or missed, especially if someone has moved house. 

WhatsApp Business Platform offers a range of features that allow patients to manage their appointments using their mobile:

• Quick replies: Suggested/quick replies make it easier and faster for patients to respond
• Interactive buttons: In addition to quick reply buttons, direct patients to web pages where they discover more relevant information
• Google Maps locations: Help patients find your premises more easily to reduce the chance of a missed appointment
• Calendar: Appointments added to the patient’s in-device calendar and push notifications enabled to reduce the chances of appointments being missed
• Documents: Attach appointment details or letters to messages. 

2. Appointment management

3. Medical advice

Sometimes, patients need medical advice but don’t necessarily need to (or want to) ring up their doctor’s practice and book an appointment. WhatsApp Business Platform gives you the tools to set up automated messages or a chatbot that can handle commonly asked questions/cases. The bot can direct your patients to approved resources, whether that’s a link to the NHS website or a leaflet. 

However, always remind patients that WhatsApp cannot be used for medical advice or diagnosis, and that they should book an appointment with a clinician if they are unsure. 

4. Patient engagement

WhatsApp messages are succinct and direct – making them the perfect way to contact busy patients. Creating a branded profile and applying to become an Official WhatsApp Business Account (verified tick) helps you to build trust, while useful and relevant content means people are more likely to engage with you.

We’re holding a drop-in session at [PRACTICE] on [DATE] at [TIME]. Come along and share your concerns with our service or healthcare in general. Together, we can find a solution!

5. Feedback and surveys

Did you know that 40% of consumers are more likely to fill in a feedback form or survey if they are asked via WhatsApp as opposed to email? That’s what we found in our global survey of more than 3,000 consumers. By using WhatsApp Business Platform to distribute patient feedback forms and surveys, you can increase your chances of a higher response rate.

Benefits of using WhatsApp Business Platform in Healthcare

WhatsApp isn’t just limited to retailers or customer service teams. It can be used across a range of industries, including healthcare (both NHS and private), to improve your services. 

1. Improved patient trust and relationships

One of the best things about WhatsApp Business Platform is its ability to offer two-way conversations. 

Unlike SMS where you’ll need a virtual mobile number (VMN) to have a two-way conversation, this functionality is available to every WhatsApp account. This applies to both user and business-initiated conversations to help you engage with patients more naturally, build trust and strengthen relationships.

2. Reduced appointment no-shows, thanks to more engaging messages

Reducing missed appointments is a priority for every provider, and WhatsApp’s rich features can help you to enhance messaging with: 

• Audio
• Videos
• Images
• GIFs
• Documents (e.g. PDFs)
• Call-to-action (CTA) buttons
• Quick reply buttons

Engaging messages are less likely to go missed or ignored. For example, rather than an appointment reminder in plain text format, add CTA buttons that prompt patients to confirm their attendance or reschedule. You could also send the location of the hospital/practice and attach documents such as ‘what to expect at your appointment’.

Hello [NAME], your test results are now ready. Please book a slot with us to discuss the results. [BOOK APPOINTMENT] [CALL US] 

3. A near instantaneous connection between hospitals and patients

WhatsApp Business Platform allows patients and healthcare providers to connect instantly with each other. For example, if you integrate your practice’s booking system with WhatsApp Business Platform, patients can use WhatsApp to book or amend appointments, easily seeing when the next available appointment is. 

4. Help with long-term health conditions

WhatsApp Business Platform can help patients manage their own condition with scheduled reminders to take medication and to track data such as heart rate and blood pressure. 

Using bots, WhatsApp Business Platform could even suggest courses of action based on these medical inputs. This effectively provides an automated telehealth system through a messaging app that the customer is already familiar with.

5. Better staff communication 

One of the great features of messaging apps like WhatsApp is that it supports group chats. So, teams receive the same information and can react more quickly – particularly useful for last-minute shift scheduling. Messages are also two-way, making it easier for staff to quickly relay their availability back to the healthcare provider.

6. Ability to monitor key metrics and continuously improve 

WhatsApp Business Platform’s reporting capabilities can help you to monitor key metrics:

• Read receipts 
• The time your recipients viewed the rich content
• CTA button clicks
• Delivery rate

Access to this data can help you to better understand your patients’ messaging habits (e.g. how quickly they read your messages). This, combined with insight into send/delivery success rates and open rates, can help you to continuously improve message engagement.

7. Improved efficiency

From more engaging reminder messages that allow patients to reschedule appointments to bots that provide automated responses, WhatsApp Business Platform helps providers to save time.

Chatbots reduce the strain on your healthcare staff, giving them more time to focus on patients with more complex needs. For instance, if there is an outbreak of the flu or another infectious disease, advice can be sent to all opted-in patients which can be sent via text only, or can include photos/video content or links to online material for further information.

WhatsApp healthcare policies

WhatsApp is an excellent tool to boost engagement and build better relationships with your patients. It’s also a great tool to liaise with colleagues and better manage shifts, but there are some limitations.

The app cannot be used to promote, sell or exchange medical or healthcare products like prescriptions or equipment. Pharmacies can however, let patients know that their prescription is ready to collect. 

WhatsApp’s policy also prohibits its use ‘for telemedicine or to send or request any health related information, if applicable regulations prohibit distribution of such information to systems that do not meet heightened requirements to handle health related information.’

How can the healthcare sector get the most out of the WhatsApp Business Platform?

The NHS is currently undergoing a digital transformation to make services easier to access and improve patient outcomes. But digitisation also offers healthcare organisations a more cost-effective way to connect with patients, streamline communications and get valuable feedback. 

By using the features within WhatsApp Business Platform, providers are able to save time and deliver a high standard of service even when resources are stretched. Small improvements in admin and communications can free up teams to focus on patient care and service. 
Find out how the Esendex platform can support you in launching WhatsApp Business Platform to improve patient experience, attendance rates, efficiency and more.