In many companies, communication is still designed as a one-way street: newsletters, broadcasts, email campaigns or social media posts send content without any real opportunity for feedback.
However, in an era where users expect direct access to information and dialogue, this model falls short. Dialogue trumps push marketing. This is demonstrated not only by target group expectations but also by clear key performance indicators.
Push channels have clear advantages: They are quick to set up, scalable, and controllable. Companies retain control over content and timing.
But they quickly reach their limits:
- No personalization: Content is not tailored to user needs
- Unspecific feedback: Feedback, follow-up questions or new ideas are left out.
- Lower relevance: Anything that is not of immediate interest is ignored or deleted.
Even in the best-case scenario, push channels remain reactive means of communication in a world that is increasingly geared towards participation.
Dialogue-based communication, such as via chat systems, interactive platforms, or messaging services with response logic, functions fundamentally differently. Here, communication becomes the true interface between user and organization.
Specifically, this means:
- Content can be accessed on demand ("pull instead of push")
- Questions are welcome and will be answered in a structured manner.
- Information can be conveyed gradually, adapted to contexts, times, or verifications.
This form of communication is not only more modern, it is also demonstrably more effective.
Numbers that speak in favor of interaction:
- WhatsApp messages have open rates of over 90% – for emails the average is often below 25%.
- Trust and dwell time measurably increase when content is personalized and users stay in the channel up to 3 times longer when they can control content themselves (pull instead of push).
- 75% of users today expect real-time communication.
This is demonstrated not only by studies, but also by our own experience with Comviira® projects in the areas of patient services and healthcare provider communication. With Comviira®, WhatsApp becomes not just a push notification tool, but an interactive communication system.
• Users can specifically access content (e.g., "materials", "studies", "symptoms")
• Follow-up questions will be answered in a structured manner, with the option of 1:1 chat if necessary.
• Content can be controlled in terms of time and topic.
• Documentation, opt-in and compliance are integrated
Result: Users receive exactly the information they need, and only when they actually need it.
Organizations that continue to rely solely on push communication are missing out on potential in terms of user engagement, relevance, and service quality. Interactive channels like Comviira® demonstrate what modern communication looks like: targeted, responsive, compliant, and dialogue-oriented. Those who successfully transition from one-way communication to dialogue position themselves not only in a contemporary way but also efficiently.
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