The client
A dental and orthodontic clinic group in Bangkok with three locations, serving a mix of Thai and expat patients. Around forty staff including eight dentists. Their no-show rate on appointments was running at roughly fourteen percent, which on their pricing meant a meaningful five-figure loss every week.
The problem
The clinic was sending one reminder twenty-four hours before every appointment. Same channel (email), same wording, regardless of whether the patient had come in twice a year for fifteen years or had booked their first appointment six weeks ago. Younger patients ignored email entirely. Long-time patients rarely needed a reminder at all but got one anyway.
The approach
The build looked at each patient’s history and treatment context to choose the right reminder strategy. A first-time patient on a Saturday slot got a Line message three days out, a calendar invite, and a soft check-in the morning of. A patient who had been coming in twice a year for a decade got a single brief Line ping the day before. A patient with a more involved procedure (extractions, fittings) got a reminder seven days out with prep instructions, plus a confirmation request twenty-four hours before.
The actual messaging was drafted by an LLM in the clinic’s house tone, in Thai or English depending on the patient’s preference.
The result
No-show rates dropped from fourteen percent to about seven percent over the first quarter, and held there. The clinic recovered most of the lost revenue and freed up the front-desk team from chasing reminders. The dentists, who had been quietly stressed by the dead slots in their schedule, said the calendar finally felt under control again.
"Our no-show rate halved. The dentists feel like the calendar is finally under control. The front desk stopped chasing reminders all day. There is no part of this we would undo."