Background
Lawton House Surgery in Congleton anticipated a challenge. Its outdated telephone booking system was due to be replaced with a new digital patient triage system, which would provide fairer access to healthcare.
Having relied on a telephone booking system for decades, this significant change had the potential to upset some patients. Ensuring all patients were aware of the new system and when the changes would come into place made strategic communications essential.
The Response
- A strategic communications framework was devised to maximise patients’ opportunities to see important messages about the upcoming change. The strategy focused on delivering clear information, minimising objections, and ensuring efficient return on investment.
- The campaign included multi-media text messaging, in-practice digital adverts, scripts for front desk staff and answerphone machines, and localised PR.
- Due to the cost of direct mail, sending a letter to each patient was not feasible.
- A key messaging framework was developed to ensure critical information was communicated effectively, preparing patients for the change:
First communication: Announced that a change was coming. Three key messages conveyed critical information, with supporting body copy offering a detailed explanation for those seeking more context.
Second communication: Provided a step-by-step guide on how to book appointments once the new system launched, reiterating the reasons for the change and the implementation timeline.
Third communication: Announced that the new booking system was live and that making an appointment was now just a couple of clicks away
- Localised PR efforts included media relations and collaboration with community groups to spread accurate, clear messages about the change and its benefits—minimising the risk of misinformation.
The Results
A smooth transition to the digital triage system, with no issues on the first day of implementation.
Excellent media coverage, including a front-page lead and extended feature in the Congleton Chronicle, explaining the reasons for the change and its benefits to patients.
The campaign cost less than one-twelfth the price of sending a single second-class letter to each patient.
The GP Partners at Lawton House Surgery said:
“It’s been just over a month since we went live with our digital patient triage system. Partnering with The PR Barn to develop a strategic communications framework that delivered clear communications to our patients has ensured a smooth transition for both patients and staff. We couldn’t be happier with how things have gone.”
