✍️ Best Practice for Custom Recall Templates

The wording of your recall messages can have a big impact on whether patients open them, trust them, and take action.

This guide combines NHS messaging guidance, behavioural science principles, and practical Hippo examples to help you create recall templates that improve engagement and increase bookings.

Good patient messages should quickly answer three questions:

✅ Why am I being contacted?
✅ What do I need to do?
✅ How do I do it?

Not necessarily.

Hippo's default templates already follow many NHS messaging principles and work well for most practices.

This guide is most useful if your practice:

If you're unsure, starting with Hippo's default templates is often the best option.

NHS guidance recommends patient messages are:

Clear → avoid unnecessary wording or jargon
​Short → most patients skim
​Action-focused → make the next step obvious
​Trustworthy → clearly explain who the message is from and why

Many patients will read your recall on a phone and decide within seconds whether to engage.

We commonly see:

❌ Long introductions before the booking link
❌ Too many actions in one message
❌ Educational content before the main action
❌ Large blocks of text
❌ Clinical or internal terminology patients may not understand
❌ Too many links competing for attention

Good recall messages usually have one clear action and one clear next step.

When creating custom templates:

✅ Put the main action near the top
✅ Keep wording warm and human
✅ Make the next step obvious
✅ Keep paragraphs short
✅ Explain unfamiliar terms
✅ Think about how the message appears on mobile

Patients often decide whether to act based on the first few lines.

Patients should not need to search for what to do next.

Place supporting information after the booking action.

Where possible, keep messages focused on one primary action. Patients are more likely to respond when the next step is obvious.

However, Hippo questionnaires can also be included alongside recalls.

If your message includes both:

📅 Appointment booking
📝 Questionnaire completion

Make both actions clear.

Educational links can help answer questions and improve confidence — but they should support booking, not distract from it.

Best practice:

✅ Put booking links first
✅ Keep educational content optional
✅ Limit to 1–2 links
✅ Position links after the main action

Avoid placing educational information before the booking 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.

Please click here to book: {{appointment_booking_url}}

Prefer to book by phone? Call {{patient_practice_number}}

Want to know more?
​https://www.nhs.uk/tests-and-treatments/cervical-screening/

Thank you,
{{patient_practice_name}}

When using response options such as:

Keep them simple.

Best practice:

✅ Limit to 2–3 options
✅ Put positive actions first
✅ Use clear wording

Too many options can reduce response rates.

Dear {{patient_first_name}},

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

Please book here:

{{appointment_booking_url}}

Or reply below:

Thank you,
{{patient_practice_name}}

Patients generally respond better to messages that sound human and supportive.

More effective:

✅ "This test only takes a few minutes and helps prevent cancer."
✅ "Our nurses are here to support you."
✅ "Thank you for taking this important step for your health."

Less effective:

❌ "Our systems indicate you are due..."
❌ "Please contact reception to arrange an appointment."
❌ "Further action may be required."

Many of these approaches are used across NHS communications and Behavioural Insights Team research - you can read more about Social Norms Messaging here.

Small wording changes can have a meaningful impact on patient response rates.

Explain why the appointment matters.

Rather than:

You are due your annual review.

Reduce uncertainty or anxiety.

This can be particularly helpful for screening and vaccination recalls.

Encourage timely action.

Avoid creating urgency if there isn't a genuine reason.

Use the patient's name and practice name where possible.

Personalised messages often feel more relevant and trustworthy.

Patients are generally more likely to respond when the message asks them to do one clear thing.

Some patient groups may benefit from clearer, calmer, or more supportive wording.

This can be particularly helpful for:

Best practice:

✅ Use concrete language
✅ Explain what the appointment is
✅ Encourage support from carers

Example:

We are inviting you for a health check at {{patient_practice_name}}.
This appointment is to talk about your health and see how you are.
You can bring someone with you if you would like.

Best practice:

✅ Keep language familiar
✅ Reduce anxiety
✅ Encourage support from carers or family

Example:

We are inviting you for your yearly health check.
This is a regular appointment many patients have each year.
A family member or carer can come with you if you would like.

Best practice:

✅ Respect autonomy
✅ Avoid pressure
✅ Explain clearly what the appointment is for

Example:

We are inviting you for your annual physical health check.
This appointment is to support your physical health.

Before saving a custom template:

✅ Is the main action obvious?
✅ Is the booking link easy to find?
✅ Is the wording simple?
✅ Have you avoided jargon?
✅ Are educational links optional?
✅ Have you avoided information overload?
✅ Does it work well on mobile?

The most effective recall messages are usually the simplest.

Patients should quickly understand:

Why they're being contacted
​What they need to do
​How to do it

Small wording changes can make a meaningful difference to patient engagement and uptake.