Personalised invitation letters

Personalised invitation letters have been shown to increase engagement, enhance understanding, and foster a sense of care and urgency. Personalised letters are sent in addition to the letter generated by the national screening programme and include information directly related to the individual, these letters may be signed by their regular GP.

The impact of personalised invitation letters in enhancing participation in screening programmes have been found by controlled studies to significantly improve the likelihood a person will attend screening

Sending personalised invitation letters may prompt those who share characteristics with the portraits of Samira, Molly, Ellie, Victoria, or Nina to undergo screening.

Planning and implementing personalised invitation letters

Plan
Identify patients Use patient list from NHS England to identify those who are due or overdue for their first cervical screening.
Content development Develop personalised invitation letter templates that include relevant information about cervical screening, the importance of early detection, appointment scheduling instructions, and contact details or use the template letter in the resources section of this pack.
Mailing logistics Plan the logistics for personalising and printing or emailing the letters.
Date Consider:

·whether other services, such as childhood immunisation deadlines, will compete for appointments

·whether the letter delivery coincides with school holidays, potentially posing additional barriers to parents attending screening
Capacity Ensure there is sufficient capacity in the weeks following the letter delivery specifically allocated/available for cervical screening appointments.
Staff awareness Ensure:

·all clinical staff are informed about the letter and its purpose

·all front-line administrative staff are briefed on the purpose of the campaign and the potential for increased calls for bookings and/or information resulting from the letter campaign and how they should facilitate bookings

Consider if administrative colleagues would find a frequently asked question document useful to answer questions about screening.
Promote
Social media Use social media to post updates about the letters, alerting patients that one will be sent to eligible patients, use information from the letter in posts encouraging patients to book appointments.
Patient engagement platforms Leverage patient engagement platforms such as patient portals, mobile apps, and online messaging systems to deliver personalised invitation messages and facilitate appointment scheduling. Encourage patients to respond to invitations and take proactive steps to schedule screenings.
Campaign material Use campaign materials to raise awareness about the importance of cervical screening and the benefits of early detection. Use various channels such as social media, email newsletters, posters, and patient education materials to disseminate information and encourage participation.
Execute
Implement personalised letters Implement personalised letters according to the plan developed.
Monitor performance Monitor the performance in real-time and track key metrics such as email open rates, screening uptake and patient satisfaction. Use data analytics to identify trends, patterns, and areas for improvement.
Continuous improvement Continuously evaluate and adjust as needed to optimise effectiveness and reach. Incorporate patient and staff feedback, best practice, and lessons learned.
Evaluate
Response rate Monitor the response rate to personalised invitation letters and track the number of patients who schedule cervical screening appointments after receiving an invitation. Additionally, consider follow up approaches to those people who haven’t responded – such as via text, call, or being flagged for a conversation (and facilitation of booking) if they have an upcoming appointment for another reason.
Appointment attendance Measure appointment cancellation rates and ‘did not attend’ rates among patients who schedule cervical screenings in response to personalised invitation letters, compared to those who did not. Evaluate factors that may influence appointment attendance, such as appointment scheduling options. Consider follow up approach to those who cancel or do not attend.
Patient feedback Gather feedback from patients who receive personalised invitation letters to assess their satisfaction with the content, clarity of information, and overall experience.
Administrative staff feedback Gather feedback from administrative staff regarding the ease of booking patients for screening after the distribution of the letter. Additionally, collect information on appointment numbers to assess whether there were enough appointments available at suitable times. Solicit suggestions on how to enhance the booking process to facilitate a better experience for both administrative staff and patients called for screening in future campaigns.

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