Phone calls

Proactive phone calls boost participation in cervical screening by offering personalised reminders, addressing concerns, and facilitating convenient appointments. Phone calls can be used as a standalone tool to increase participation in cervical screening or in conjunction with other interventions described in this section.

In Manchester, phone calls have been used by several organisations supported by Answer Cancer Screening Champions to contact people from diverse backgrounds. In one campaign, Answer Cancer, the Fatima Women’s Association and general practices worked together to make phone calls to people who had not responded to their invitation to be screened.

Staff were trained to makes calls and encourage those eligible to attend screening while dealing with any questions or concerns people have. The work with four practices resulted in 500 conversations and 250 people booked for cervical screening. Following on from the project the practices have seen continued improvement.

Introducing phone calls may overcome the barriers to reaching those who share characteristics with the portraits of Samira, Molly, Ellie, Victoria, or Nina.

Planning and implementing phone calls

Plan
Identify patients Use patient list from NHS England to identify those who are due or overdue for their first cervical screening.
Define phone call protocol Develop a protocol for making phone calls to identified patients, outlining a script and key talking points for colleagues to use during the calls, including the benefits of screening. Highlight flexible scheduling options, extended clinic hours (if available), and any support available to meet the patient’s needs and preferences.
Training Provide training to staff who will be responsible for making phone calls. Ensure that they are knowledgeable about cervical screening guidelines, surgery services and equipment, and provide tips on how to communicate to encourage screening participation.
Promote
Website Update the surgery’s website highlighting that eligible patients may receive a phone call and the need for people to book their cervical screening.
Social media Use social media to post updates about the proactive phone calls, include information about why the surgery is making these calls, and that people can call the surgery to book an appointment.
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.
Educational 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
Initiate phone outreach Begin making phone calls to individuals who are due for cervical screening according to the plan.
Continuous improvement Continuously evaluate the effectiveness of phone outreach efforts and adjust as needed to optimise patient engagement and screening participation. Incorporate feedback from patients and staff members into the ongoing programme to improve experience and outreach and inform future telephone campaigns.
Evaluate
Appointment booking rate Monitor the success rate of booking screening appointments via phone calls. Track the number of appointments scheduled, and any trends in response, or participation.
Patient feedback Gather feedback from patients who schedule screening appointments during phone calls to assess their experience and satisfaction with the outreach process. Solicit suggestions for improvement and identify any barriers or challenges encountered during the appointment booking process.
Staff feedback Gather feedback from staff making outreach phone calls to assess their experience and satisfaction with the process. Solicit suggestions for improvement and identify any barriers or challenges encountered during the appointment booking process.
Appointment attendance Evaluate appointment attendance rates among patients who schedule screening appointments during phone calls. Measure the percentage of scheduled appointments that are attended, rescheduled, or cancelled, and identify factors that may influence appointment attendance.

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