No-shows are expensive in a way that is easy to under-count, because the loss is the whole slot rather than the deposit. A room, a practitioner and an hour were all committed, and none of them can be resold retroactively.
Two mechanisms move the number more than anything else: a deposit at the time of booking, which makes not turning up cost something, and a reminder sequence close enough to the appointment to be actionable. A reminder a week out is a note; one the day before is a decision point.
It is worth separating no-shows from late cancellations when measuring. A cancellation with a day's notice is often refillable and a no-show never is, so lumping them together hides whether your reminders are working or your policy is.
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Frequently asked
What is a typical no-show rate?
It varies enormously by industry and by whether deposits are taken, so the useful comparison is your own number over time rather than a benchmark. Measure it for a quarter before deciding whether it is a problem, and segment by appointment type, because first visits and follow-ups usually behave very differently.
Do deposits reduce no-shows?
They are the most reliable lever available, because they convert an abstract commitment into a concrete one. The trade is friction at booking, so the usual approach is to require them for high-value or long appointments and not for short ones.
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