22,000 patient messages a month. Zero hours spent on link infrastructure.

Background

LassoMD builds PatientLoop — a patient engagement platform purpose-built for dental practices. PatientLoop automates the full review request lifecycle: scheduling the ask, sending it via SMS or email, tracking whether the patient engaged, and following up intelligently if they didn't.

Today PatientLoop serves 100+ clinic locations, sends ~22,000 messages a month, and has captured over 7,700 Google reviews at a 4.87 average rating in its first twelve months. The entire link-tracking layer that powers that pipeline runs on Linkly.

The challenge: deliverability, patient trust, and build vs. buy

The vast majority of PatientLoop's review requests travel over SMS — a channel where US carrier regulations actively filter unfamiliar long URLs and generic shortener domains. At 22,000+ messages a month, even a 5–10% deliverability hit would mean thousands of lost engagements.

But deliverability was only part of the equation. Patients receive these messages from their dental office — often a provider they've seen for years. A generic short link in that context reads as spam. A branded short domain matches the practice's identity and signals "this is from your dentist." That framing is critical for the click.

The team also weighed the build-or-buy question honestly. A basic in-house short-link service is roughly two engineering weeks of focused work — and that's just the baseline. Branded domain management, security certificates, click tracking, bot filtering, and the ongoing maintenance tail are what really compound. Every hour spent on link infrastructure is an hour not spent on PatientLoop's core product.

How PatientLoop uses Linkly

PatientLoop built its entire patient engagement pipeline on top of Linkly's API. The integration is tight, automated, and — by design — invisible.

Knowing exactly who engaged — and who didn't

The key to PatientLoop's automation is that every review request gets its own unique tracked link. When a patient clicks, Linkly captures it against that specific request — not just a total click count across the whole campaign. PatientLoop syncs that data daily and uses it to power everything downstream:

• Know exactly which patient engaged — not just how many people clicked
• Automatically skip the follow-up for patients who already took action
• Surface real engagement data to clinic owners, not vanity metrics
• Measure whether timing or message changes are actually moving the needle

It's a fire-and-forget integration that has run cleanly without intervention — across 100+ clinic locations and more than 126,000 patient requests.

Results

Launched in April 2024, PatientLoop has grown from zero to 100+ clinic locations — and Linkly has scaled with it at every step without becoming a bottleneck. Onboarding a new clinic is automatic: the first patient message triggers link creation, and every request after that reuses the same branded short domain. Zero added headcount, zero ops overhead.

What's next

Appointment reminders are next on PatientLoop's roadmap — tracked through Linkly the same way. That means click-through on reminders, confirmations attributed back to the original SMS, and measurable no-show reduction. Long-term, the same pattern extends to any patient touchpoint: recall campaigns, onboarding, payment links — without rebuilding the infrastructure each time.