✍️ Best Practice for Custom Recall Templates

Getting the recall wording right makes a big difference in whether patients actually book. This guide covers the principles, common scenarios, and ready-made examples you can use to create templates that work.

Keeping recall messages focused on a single action makes them clearer and more effective. Behavioural science shows patients are more likely to respond when each message asks them to do one simple thing at a time.

This means it works best to use recall templates for booking only, and send questionnaires as a separate message. That way, patients know exactly what to do, and both booking rates and form completion improve.

Why keep them separate?

Best practice:

Example: Recall message

Dear {{patient_first_name}},

You are due for your [INDICATOR NAME] appointment at {{patient_practice_name}}.

Please click here to book an appointment.

Alternatively, please call our reception team on {{patient_practice_number}}.

Thank you,

{{patient_practice_name}}

Example: Questionnaire message

Dear {{patient_first_name}},

To help us keep your record complete at {{patient_practice_name}}, we need some extra information from you.

Please fill in this short form (it takes less than 3 minutes and can be done on your phone): {{typeform_url}}

If you’d prefer, you can call us on {{patient_practice_number}} and we’ll update your details for you.

Thank you for helping us keep your records up to date,

{{patient_practice_name}}

Educational links are helpful but should never distract from the booking CTA.

📲 Example: Cervical Screening with Educational Link

Dear {{patient_first_name}},

It’s time for your cervical screening at {{patient_practice_name}}.

The screening only takes a few minutes, and our nurses will do everything they can to help you feel comfortable. Screening saves thousands of women’s lives each year — it’s a simple way to protect your health.

Book your appointment here: {{appointment_booking_url}}

Prefer to book by phone? Call us on {{patient_practice_number}}.

Want to know more before booking? Read here: https://www.nhs.uk/tests-and-treatments/cervical-screening/

Thank you,

{{patient_practice_name}}

When using patient response options (e.g. “I’ve already had this”), keep them clear and action-based.

Dear {{patient_first_name}},

It’s time for your flu vaccination at {{patient_practice_name}}.

Book your appointment here: {{appointment_booking_url}}

Getting vaccinated helps protect you and those around you during flu season. Appointments are limited — book early to secure your slot.

Or reply using one of the options below:

1. I’ve already had my flu vaccination

2. I do not want to book at this time

Thank you,

{{patient_practice_name}}

Better phrasing:

Less effective phrasing:

Dear {{patient_first_name}},

You are invited for your free NHS Health Check at {{patient_practice_name}}.

This 20–30 minute check helps prevent serious conditions such as heart disease, diabetes, and stroke.

Please click here to book an appointment.

To find out more about NHS Health Checks, please click here: <https://www.nhs.uk/conditions/nhs-health-check/>

Thank you,

{{patient_practice_name}}

Dear parent/guardian of {{patient_first_name}},

{{patient_first_name}} is due their routine vaccinations at {{patient_practice_name}}.

Vaccinations protect children against serious illnesses and are given in a safe and supportive environment.

Please click here to book an appointment.

Find out more about the vaccination schedule here: https://www.nhs.uk/vaccinations/nhs-vaccinations-and-when-to-have-them/

Thank you,

{{patient_practice_name}}

Dear {{patient_first_name}},

It’s time for your annual review at {{patient_practice_name}}.

This review helps us keep your condition under control and your treatment up to date.

Please click here to book an appointment.

If you’d rather, you can call our reception team on {{patient_practice_number}}.

Thank you for working with us to stay well,

{{patient_practice_name}}

Before sending a template, check:

✅ Is the booking link the first call to action?

✅ Is the language warm and supportive?

✅ Have you addressed likely barriers (time, comfort, urgency)?

✅ Is the educational link optional and placed after the booking link?

✅ Are patient response options clear and limited to 2–3?

These techniques come from NHS and Behavioural Insights Team (BIT) research on cervical screening, flu vaccination, and long-term condition reviews:

Some patient groups may need clearer, calmer, and more supportive recall wording to feel comfortable booking. This includes patients with:

NHS guidance (including the Accessible Information Standard and condition-specific programmes) recommends reducing cognitive load, increasing reassurance, and making support options visible.

Below are examples of best-practice recall wording that practices can adapt where appropriate.

Best practice principles

Example

Dear {{patient_first_name}},

We are inviting you to book a health check with the GP at {{patient_practice_name}}.

This check is to talk about your health and see how you are.

You can bring someone with you if you want.

Click here to book.

Or call us on {{patient_practice_number}}.

Thank you,

{{patient_practice_name}}

Best practice principles

Example

Dear {{patient_first_name}},

We are inviting you for your yearly health check with the GP. This is a regular appointment that patients have each year.

A family member or carer can come with you if you would like.

Please click here to book an appointment.

If you’d rather, you can call our reception team on {{patient_practice_number}}.

Thank you,

{{patient_practice_name}}

Example

Dear {{patient_first_name}},

We are inviting you for your annual physical health check with the GP.

This appointment is to support your physical health.

Please click here to book an appointment, or call our reception team on {{patient_practice_number}}.

If now is not a good time, you can choose to decline this check for the next 12 months here.

Thank you,

{{patient_practice_name}}

These examples are most helpful when:

They are not required for every recall, but can significantly improve uptake and patient experience when used appropriately.

The most successful patient messages are:

Using these principles consistently will increase patient engagement and uptake, while keeping your communications warm, supportive, and trusted.