Predicting Healthcare Provider Engagement in SMS Campaigns

Pharmaceutical companies have been educating healthcare providers (HCPs) about new medicines and treatments for decades, shaping patterns of care and influencing treatment decisions. Traditionally, these educational conversations happened in person. But as hospitals and clinics have limited in-person visits in recent years, companies have increasingly turned to digital communication [1]. Today, pharmaceutical companies connect with HCPs using many online tools: e-mail, digital advertisements, virtual meetings, and even professional social media platforms [2, 3, 4, 5, 6, 7]. And now, short message service (SMS) text messaging has emerged as a powerful digital tool.