Clinic enquiry response-time benchmark
These are working SLA bands clinics use to set first-reply targets across messaging channels. They are operational ranges for planning — not a published multi-clinic study and not a guarantee of booking conversion.
Updated July 2026
Cite as: Sookly enquiry response-time benchmark (working SLA bands) — https://www.sookly.co/en/resources/enquiry-response-time-benchmark. Always note these are planning ranges, not clinical outcome claims.
How to measure (so the number is citable)
- 1
Define first reply
A human or approved assisted reply that advances the thread — not an auto-ack alone.
- 2
Sample window
Pull the last 50–100 inbound enquiries per channel (or two weeks of volume).
- 3
Segment
Split business hours vs after hours, and high-value intents (implants, packages, consults) vs routine.
- 4
Report medians
Track median and 90th percentile first-reply time — averages hide the worst delays.
Working first-reply bands
| Context | Strong target | Acceptable | At risk |
|---|---|---|---|
| Business hours — routine enquiry | Under 5 minutes | 5–15 minutes | Over 30 minutes |
| Business hours — high-value / paid ads | Under 3 minutes | 3–10 minutes | Over 20 minutes |
| After hours — auto-ack + next open | Ack under 1 minute | Human reply at open + clear ETA | Silent overnight with no ack |
| Weekend aesthetic / dental consult DMs | Under 15 minutes while staffed | Same-day human follow-up | Next weekday with no interim ack |
Speed alone is not the goal. A two-minute reply that cannot book, hand off, or capture intent still loses the lead. Pair these bands with a clear next step in every first reply.
Channel notes for Thailand clinics
- LINE OA: patients expect chat-speed replies; broadcast menus do not replace first response.
- Messenger: ad spikes create backlog — staff a surge rule before boosting spend.
- Instagram: story and reel DMs feel informal; still log them in the same queue.
- Website chat: after-hours visitors need an honest ETA, then a morning recovery list.
If you miss the band
- Unify inboxes so nobody “owns” only one app while others go dark.
- Pre-approve first replies for price, hours, location, and booking links.
- Route high-value tags to a named owner with phone backup.
- Review 90th percentile weekly — that is where bookings quietly die.
- Separate spam and media/press so they do not block patient threads.