Customer Story
St. John of God Health Care grows SMS click-through rates to 64% with mobile landing pages
Overview
Challenge: St John of God Health Care needed to reach caregivers and Visiting Medical Officers who often did not access work email from home, while still sharing detailed, credible information quickly during the pandemic.
Solution: Sinch Engage combined SMS with mobile landing pages so the organization could send short, trusted messages that linked to branded, mobile-friendly pages containing more detailed information and clear next steps.
Results: Higher provider engagement, stronger trust in official communications and click-through rates as high as 64.3% across critical updates.
“When communicating via SMS it can be hard to demonstrate to recipients that the messages are official. The landing pages were customisable so we could use the right logos and the right colour scheme for the organisation so that recipients trusted the information was from St John of God Health Care.“
Sometimes the challenge is not getting attention — it is getting the right amount of trusted information into people’s hands quickly. For St John of God Health Care, that became especially important when COVID changed how providers needed to receive updates outside the workplace.
One of Australia’s largest Catholic health care providers, St John of God Health Care employs more than 15,500 staff across Australia and New Zealand and operates 27 facilities, along with home nursing, disability services and social outreach programs. In early 2020, the organisation found that many caregivers and Visiting Medical Officers did not reliably access their work email from home, making traditional communication channels less effective just as urgency increased.
SMS offered a faster and more direct way to reach people, but standard text messages were not enough on their own. Many updates required more detail than a short message could comfortably hold, and the organisation also needed communications to feel official and trustworthy. That led St John of God Health Care to pair SMS with Sinch Engage (formerly MessageMedia) mobile landing pages, giving recipients a short text message that linked to a richer, branded and mobile-friendly page with full context and clear next steps.
Detailed messages without losing their trust
That combination gave the team more flexibility in how it communicated. Mobile landing pages could carry longer content, branding elements and clear calls to action, helping recipients immediately recognise that the message was official. For a healthcare organisation communicating important updates during a pandemic, that credibility mattered just as much as reach.
The approach also performed strongly. In one COVID-19 update, 1,521 providers received a message and 64.3% clicked through to the mobile landing page. Of those readers, 271 went on to click through for additional information.
Supporting different types of provider communication
The format proved useful across more than one type of message. St John of God Health Care used mobile landing pages for event registrations, surveys and important task completion requests, adapting the content to suit each purpose.
For a vaccination clinic registration campaign, 2,600 providers received an invitation, 11.35% visited the page to learn more and 177 registered. In a survey request sent to 673 caregivers, 20.06% clicked through and 11.14% of visitors completed the form. For a vaccination record submission request, 937 providers were contacted and 56.8% clicked through to view the page and submit their records.
Better cut-through for critical updates
The benefits went beyond richer content. By keeping the SMS itself short and linking out to a landing page, the organisation also improved reliability and cut-through. That mattered because sending long strings of SMS messages can affect deliverability across carriers, while a shorter message linked to a landing page keeps the communication easier to receive and act on.
