In an AI world, a simple text can be powerful

Every week brings a new promise that artificial intelligence will transform healthcare - technologies like predictive analytics, virtual assistants, smart reporting and  automated triage. The potential is real. But amid the noise, it’s worth remembering that sometimes the simplest tools still make the biggest difference.

One of those tools? The humble SMS message.

The problem of DNAs

If you run an MSK clinic, you know the pain of cancellations and no-shows. Despite advances in online booking and patient portals, many services still see cancellation or non-attendance rates above 20%.

In fact, studies of UK MSK services show baseline “did not attend” rates hovering just under 25% for both new and follow-up patients. In the US, a 2022 analysis of almost half a million outpatient MSK episodes found that 73% of patients missed at least one appointment during their course of care.

That’s a huge operational drag -  lost clinical time, disrupted diaries, and patients who fall out of their rehab journey.

In a world chasing complexity, simplicity still wins

Healthcare technology has advanced at an incredible pace. AI and automation dominate headlines, promising smarter systems and better insights. But the truth is, most clinics still lose huge amounts of time and revenue because patients simply forget to turn up.

And when it comes to getting a patient’s attention, SMS still wins hands down.

The stats speak for themselves

• SMS open rate: 90 - 98%
• Average time to open: 3 - 5 minutes
• Email open rate: around 20 - 25%, often several hours later

(Source: Gartner 2023, GSMA, Mailchimp industry data)

Those numbers explain why so many NHS trusts and private MSK practices continue to rely on text reminders as the backbone of their communication strategy. A simple text reminder sent 24–48 hours before the appointment consistently reduces no-shows by 30–50%.

In one East London MSK physiotherapy practice, introducing text reminders (alongside better booking flexibility) cut missed appointments from 23% to 13% - a whopping 43% improvement.

Why SMS works

1. Immediacy: Texts are read almost instantly, so perfect for same-day or next-day reminders.
2. Universality: Every patient can receive them - no app logins or email spam filters to worry about.
3. Clarity: A short, direct reminder with date, time and location keeps things simple.
4. A gentle nudge: For many patients, especially those juggling pain, work, or family commitments, a gentle nudge is all that’s needed to stay on track.

A simple one-way SMS message is enough to make a measurable difference. By reminding the patient of the date, time and importance of their appointment helps them plan ahead and reduces forgotten visits.

Turning cancellations into opportunities

Of course, even the best reminder system can’t eliminate cancellations entirely. Life happens - and sometimes patients genuinely can’t make it.

That’s where Smart Waiting Lists come in.

By automatically filling cancelled slots with patients who are waiting for earlier appointments, Smart Waiting Lists help clinics turn lost time into productive time. When paired with SMS reminders, they create a smooth feedback loop:

• SMS reminders reduce forgotten appointments.
• Smart Waiting Lists quickly backfill any unavoidable cancellations.

The result? Better diary utilisation, shorter waiting times and happier patients.

Modernising without overcomplicating

Technology in healthcare should simplify, not overwhelm. While AI-driven tools have their place, sometimes the smartest strategy is using the simplest tech better.

SMS reminders and Smart Waiting Lists aren’t flashy or new - but they’re proven, cost-effective and reliable. For many MSK practices, that’s exactly what’s needed to keep diaries full and patients engaged.

The takeaway for MSK practice owners

Before investing in another layer of automation, ask:

• Are we getting the basics right?
• Do our patients receive and act on our reminders?
• Are we making the most of tools like Smart Waiting Lists to fill gaps when patients do cancel?

In an AI world, the smartest strategy might just be sticking with what works. Because sometimes the most effective reminder isn’t artificially intelligent - it’s just intelligently timed.