In this article, we spoke with Hiraishi Clinic, which specializes in NIPT (non-invasive prenatal testing), and wevnal about the challenges they faced before introducing “BOTCHAN AI,” their concerns about implementing generative AI, and the results they have seen since adoption.
To help more expectant mothers learn about NIPT, which is still not widely known in Japan, Hiraishi Clinic has implemented an online customer service solution that allows for casual consultation.
We will shed light on the process we have gone through together with our team members, including the repeated testing to improve conversational quality so that accurate information can be delivered.

Tomotaka Morikawa, Head of the BOTCHAN AI Business, wevnal Inc. (hereafter, “—”)
To begin, could you please introduce your company’s business and yourself?

Hiraishi Clinic Marketing Director, Mr. T (hereafter, “Mr. T”)
We aim to be a clinic that you can always rely on for medical care—care that is continually evolving day by day and always close at hand—where you feel comfortable consulting us about anything.
For many years, we have been involved in cancer treatment through research into radiation therapy and immunotherapy. At the same time, we have turned our attention to the health of newborns, who are equally precious lives, and have decided to offer NIPT (non-invasive prenatal testing), which minimizes the risk of miscarriage to the greatest extent possible. In Japan, where late childbearing is on the rise, we place great importance on NIPT as a test that can reduce the risk of miscarriage. Our goal is to raise broad awareness of this testing and make it widely accessible so that many people can make use of it.

Within that scope, I am broadly responsible for marketing activities such as developing new customer acquisition channels, managing advertising, creating and updating the website, and producing banners.

Hiraishi Clinic: https://www.nipt-clinic.jp/lp/

— Thank you very much.
Now, may I ask about the challenges you were facing before implementing BOTCHAN?

Mr. T
Yes. As expected, the biggest issue is that the NIPT test itself is still not widely recognized. It is becoming common in Europe and the United States, but in Japan its name recognition is still low, and not all pregnant women are aware of it.
In addition, the gestational age window during which you can take the test is short. For example, if a woman realizes she is pregnant in the seventh or eighth week and only then starts looking into it, there is a possibility she will not be able to take the test at the time she wishes.
So I have been thinking constantly about how we can ensure that pregnant women receive accurate information without confusion.

— That’s true. In Japan, there are still very few people who properly understand and make use of accurate information about NIPT testing. Given that, I imagine you initially had some concerns about introducing generative AI.
What was your impression after actually receiving BOTCHAN’s proposal?

Mr. T
At first, when I heard about AI, I was concerned that even slight changes in wording or phrasing could significantly alter the meaning, which might make implementation difficult. However, what prompted us to move forward was the realization that introducing online customer service would make it easier for pregnant women to access accurate information whenever they need it.
Another major factor was that, when the proposal was presented to us, I could clearly picture how it would work and felt that this was something we could realistically implement.

— Yes, that’s right. We worked together over quite a long period with double and even triple checks. I really appreciate that you stayed fully engaged with us until the very end without either of us compromising. How are the results after implementation?

Mr. T
The biggest result is that our CVR has increased. When we saw that the number of conversions (reservations) via AI was double what we had initially expected, we were very surprised.
What each expectant mother wants to know and what she worries about differs, so I believe a major factor has been our ability to respond to this wide range of needs.
We are also satisfied that, while maintaining our closing rate, quality has been gradually improving as well.

Also, at that time there was a widespread cold going around, and many pregnant women were clearly having a hard time. However, I felt it was extremely helpful that with BOTCHAN AI you can get answers to what you want to ask without having to make a phone call. You can also use it in places where you cannot make calls, such as on the train during your commute, so I thought it was a very good service.

▼ Hiraishi Clinic demo bot video

— Thank you very much!
Since pregnant women may experience changes in their physical condition during pregnancy, it is also beneficial that they can avoid making phone calls and that the communication remains in text form, allowing them to review it later. What kind of presence has BOTCHAN become for your company at this point?

Mr. T
Yes, that’s right. Among the companies we work with, we rely on you quite a lot. I see you as members who share the same sense of the issues and work with us on that basis. It’s not just about providing BOTCHAN AI, but also about thinking through, after implementation, how we can best answer the questions pregnant women want to ask. That support has been extremely valuable for us. In many ways, we feel comfortable making requests to you as if you were part of our own team.

We have also been in contact with various members of your CS team, starting with Mr. Morikawa, and we feel that everyone is highly trustworthy.

— Thank you very much for your kind words.
We would also like to ask what you expect from BOTCHAN going forward.

Mr. T
I am hoping for further improvements in answer quality and faster response times. It is not particularly slow at the moment, but I imagine response speed may vary depending on the pregnant woman’s signal conditions, so I am looking forward to future upgrades.

—We will continue to provide updates!
I believe that many companies, not only in the clinic industry but also in other sectors, face challenges similar to those of your company. Please share a brief message for those organizations.

Mr. T
To be frank, the barrier to getting started is low, so I would first like people to simply try it out. Of course, changing the messages and structure on your website is important for communicating information to customers (in our case, pregnant women), but I believe online customer service using generative AI is a new approach. Developing AI in-house requires enormous effort and expertise, but wevnal provides strong support, so if you are unsure, I encourage you to consult with them.

Thank you very much for your kind words.
Thank you for taking the time to meet with me today.

If you would like to confirm whether BOTCHAN can be implemented in your company, or if you would like advice tailored to your situation, please feel free to contact us with your questions or inquiries.

A specialist consultant will respond.