This includes not only reaching more patients, but also more effectively engaging them in their care. Traditional communication channels such as telephone calls, emails and voice mails are becoming less and less effective. Patient portals and apps are not gaining traction with the vast majority of patients. So, what is the solution? Text messaging - one of the most widely used forms of technology – represents a powerful alternative and one that has not been fully capitalized on in health care. The simplicity, immediacy and ubiquity of texting coupled with the ability to use links to the mobile web as an on-ramp to a richer experience can boost health care provider efficiency and effectiveness, enhance the patient experience and, best of all, improve outcomes.