IntelyCare has gone from strength to strength, raising an impressive $45 million at the start of this year. As the company expands across America, here’s how it’s using text messages to communicate with its database of nurses.
Boston-based IntelyCare’s software matches nurses with openings at nursing homes and assisted living facilities, letting them select shifts of their choosing.
IntelyCare’s rapid expansion into 15 states required a way to communicate time-sensitive and critical information on new openings to its database of nurses.
Not only is IntelyCare able to send targeted and personalized updates to nurses, the team sees a response rate to text messages that is 4x higher than its emails.
According to the American Association of Colleges of Nursing (AACN), the U.S. will likely experience a shortage of Registered Nurses (RNs) in the coming years, intensifying further as Baby Boomers age and the need for health care grows.
That’s where IntelyCare comes in. The company’s software uses machine learning algorithms to predict when facilities will need additional staff and what price to charge. It also keeps track of what types of shifts its nurses are looking for, suggesting better matches.
It’s a timely solution that has resonated with both nurses and the facilities that employ them. The startup currently serves over 700 nursing facilities with 15,000 nurses on record. The result is an incredible 3 million shift hours filled.
We spoke with Melanie, Director of Market Development, on the role SMS plays in supporting the company’s rapid growth in both new and existing markets.
The Recruiting and Credentialing Team–which Melanie oversees–manages the company’s text messaging channel.
When researching platforms, she wanted a solution that was user-friendly because it wouldn’t require extensive training for new hires.
“The user interface is straightforward and intuitive. As our team is growing, we wanted a system that new hires would find easy to use.”
The clincher was SimpleTexting’s affordable rate per message.
"From my own research, I saw that you were one of the most competitively priced platforms on the market when it came to your per-message rates."
Beyond the low cost per message, Melanie also appreciates the ability to scale spending up and down depending on the expected volume of texts it plans to send in any given month.
As IntelyCare signs up new facilities, it needs to live up to its promise of supplying them with qualified and readily-available nurses.
With a 4.8 star rating on Glassdoor, it’s evident that nurses appreciate the competitive pay and the ability to browse the company’s app for shifts and then apply without putting down their smartphone.
It’s not a difficult sell, but the company’s impressive expansion means it needs a constant flow of strategic and highly-targeted communication. That’s where its SMS campaigns come into play.
When IntelyCare enters a new area in a state, it lets nurses know that there will soon be shifts available. Or if they sign a new facility in an existing area, they let nurses know that they’ll soon have new shifts available in the app.
Using SimpleTexting’s custom fields feature, Melanie’s team also customizes each message to ensure that it includes first name and other relevant information such as the state,
The best part is that it’s not a one-way stream of communication. Nurses can respond with questions, and the Recruiting and Credentialing team can reply quickly. The team is also able to follow up with information on next steps such as the closest diagnostic site for a drug screening.
When we ask Melanie about the impact of SimpleTexting on its business, she points to the fact her own personal email’s inbox is overflowing. On the other hand, she never goes too long without checking her text messages. The same is true for the nurses IntelyCare works with.
"We see a response rate 3-4x higher on our texts than emails. More importantly, we can see an uptick in filled shifts when we text a group of nurses about a particular facility."
As IntelyCare continues its geographic expansion, the team plans to continue its focus on its texting channel.
“We have determined that texting is one of the best ways to communicate with our database of employees.”
If you want to learn more about SMS for internal communications, this guide is a good starting point. You can also sign up for a 14-day, risk-free trial. And, if you have questions about getting set up, email us at [email protected]
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