Comparative Effectiveness of Single vs. Dual WhatsApp Reminders on No-shows: A Target Trial Emulation within the Public Health System of Buenos Aires, Argentina.

Background: Digital reminders reduce outpatient no-shows, but the optimal timing and frequency of messages remain unclear, particularly in Latin American public health systems. We emulated a target trial to evaluate the comparative effectiveness of four WhatsApp reminder strategies on appointment absenteeism and patient-initiated cancellations. Methods: We analyzed administrative and electronic health-record data from the public health system of the Autonomous City of Buenos Aires, Argentina (June 2023-May 2024). Eligible individuals had scheduled an in-person outpatient appointment in one of 15 prioritized specialties at least 75 hours in advance and had a mobile phone on record. We compared four strategies: (1) dual reminders at ~72 and ~24 hours before the appointment; (2) a single reminder at ~72 hours; (3) a single reminder at ~24 hours; and (4) no reminders. The primary outcome was the proportion of no-shows by the end of follow-up. Secondary outcomes were the cumulative incidence of patient-initiated cancellations overall, within 12 hours of the appointment, and followed by rebooking. We emulated the target trial using a cloning-censoring-weighting approach to estimate per-protocol controlled direct effects, with inverse-probability weights to address time-varying confounding and selection bias. Cumulative incidence of secondary outcomes was estimated using weighted Kaplan-Meier curves. Three pre-specified sensitivity analyses and standardized mean differences assessed robustness and covariate balance. Results: A total of 475,214 first eligible person-appointments were included; baseline no-show risk in the control arm was 34.6%. All three active strategies reduced no-shows compared with no reminders. The single 24-hour reminder produced the largest reduction (Risk Ratio [RR] 0.76, 95% CI 0.72, 0.81; Risk Difference [RD] -8.21 percentage points [pp], 95% CI -9.68, -6.54), followed by the dual-reminder strategy (RR 0.80, 95% CI 0.79,0.81; RD -7.05 pp, 95% CI -7.41, -6.71) and the single 72-hour reminder (RR 0.91, 95% CI 0.84,0.99; RD -3.16 pp, 95% CI -5.69, -0.49). All active strategies increased patient-initiated cancellations relative to control, with the dual-reminder strategy producing the largest increase. Sensitivity analyses preserved the qualitative ranking of strategies across all specifications. Conclusions: In this large target trial emulation, a single just-in-time WhatsApp reminder sent ~24 hours before the appointment was as effective as a dual-reminder schedule in preventing no-shows and superior to a distal 72-hour reminder alone. Adding a second, distal reminder provided no measurable benefit for attendance but substantially increased patient-initiated cancellations, which may be operationally valuable when active slot reallocation is a goal. These findings support timing, rather than frequency, as the primary lever of digital-reminder effectiveness, and favor the deployment of a single proximal reminder as the default strategy in resource-constrained outpatient settings.