STAYING CONNECTED BEYOND THE OFFICE VISIT: IDEAS FOR BEST PRACTICES

Staying Connected Beyond the Office Visit: Best Practices for WIC Programs

Technology has fundamentally changed how people communicate. For WIC programs, this shift creates opportunities to stay connected with participants beyond clinic appointments—addressing common barriers like communication difficulties, scheduling challenges, and lack of awareness about benefits and services.

Why Digital Communication Improves Participant Engagement

Research shows that when participants receive text messages, voicemails, or emails from their WIC clinic, they feel more valued and connected to the program. Half of those receiving digital communications report feeling more valued, while a third say it improves their opinion of the provider and increases their likelihood to return.

For WIC, this translates into measurable outcomes: reduced no-shows, higher benefit redemption rates, and better program retention. Programs using comprehensive messaging platforms consistently report improved appointment attendance and 6% higher benefit redemption rates.

Start with Updated Contact Information

The foundation of effective digital communication is accurate participant data. While most participants prefer text messaging, many WIC programs lack current mobile numbers and email addresses in their systems.

Strategies for capturing contact information:

  • Train intake staff to collect mobile numbers, email addresses, and communication preferences during enrollment

  • Make contact updates a standard part of certification appointments

  • Use opt-in keywords allowing participants to text your clinic number to join

  • Include contact fields on online applications and forms

Important: Text messaging requires explicit participant consent to comply with TCPA regulations. Modern platforms include built-in consent management and opt-out capabilities.

Multi-Channel Messaging Gets Better Results

Text messaging should complement—not replace—voice calls and emails. Different participants prefer different channels, and using multiple methods over several days achieves the best results.

For appointment reminders, effective programs typically use:

  • Email 7 days before with appointment details

  • Two-way text 3 days before allowing confirmation or rescheduling

  • Voice call 1 day before for non-responders

Programs using this staged, multi-channel approach see response rates nearly double compared to single-channel reminders.

Timing Matters More Than You Think

One major advantage of automation is reaching participants when they're actually available. Many WIC participants work during business hours, making traditional phone calls ineffective.

Automated systems can:

  • Make evening calls (6-8 PM) when people are home

  • Send texts mid-morning (9-11 AM) when engagement is highest

  • Respect participants' schedules by avoiding very early or late contact

This strategic timing dramatically improves contact rates compared to staff leaving voicemails during office hours.

Automate Routine Communications, Focus Staff on High-Value Work

Beyond appointment reminders, WIC programs can automate numerous touchpoints:

  • Benefit expiration alerts to improve redemption

  • Recertification deadline reminders at 60, 30, and 14 days

  • Emergency clinic closure notifications

  • Farmers Market and community event promotions

  • Educational content delivery based on child's age

  • Missed appointment follow-ups

Automation doesn't replace human connection—it enhances it. By handling routine communications automatically, staff can focus on counseling, complex cases, and participants needing extra support.

Keep Your Calendar Full, Reduce No-Shows

Empty appointment slots and last-minute cancellations disrupt clinic operations and reduce your capacity to serve participants. Effective automated reminders with two-way text response options help identify cancellations early, giving you time to fill those slots.

Additional benefits include:

  • Staff freed from making reminder calls

  • Earlier identification of no-shows for follow-up

  • Better capacity planning

  • Reduced administrative burden

Real Results from WIC Programs

State WIC programs report significant improvements:

  • Utah WIC: 80% contact rates using targeted multi-channel outreach, with 4-9% increases in appointment requests

  • California WIC: Handles over 60 million messages annually for 1 million participants through centralized communication platform

  • Massachusetts WIC: Reduced missed appointments and improved staff efficiency with automated messaging and multilingual support across seven languages

Conclusion

Staying connected beyond the clinic visit helps WIC overcome common engagement barriers and better serve families. By capturing accurate contact information, using multi-channel messaging at optimal times, and automating routine communications, programs can improve appointment attendance, increase benefit usage, and free staff to focus on what matters most—supporting participants.

The key is recognizing both technology and human factors: automation handles routine touchpoints efficiently, while staff provide the personalized support that only people can deliver.