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.
📜 General Principles
Keep it short and clear → most patients skim.
Put the booking link first → don’t make patients scroll.
Use warm, human language → avoid robotic admin wording.
Anticipate barriers → reassure about time, comfort, or importance.
End with warmth → patients respond better to a supportive close.
❓ Keep Questionnaires Separate
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?
Clarity → one action per message works best.
Cognitive load → multiple asks in one message can cause patients to disengage.
Evidence → NHS and Behavioural Insights Team trials show single-action messages consistently drive higher response rates.
Best practice:
Use recall templates for booking only.
Run separate campaigns for questionnaires.
Example: Recall message
Dear {{patient_first_name}},
You are due for your appointment at {{patient_practice_name}}.
Book here: {{appointment_booking_url}}
If you cannot book online, please call us on {{patient_practice_number}}.
Thank you,
{{patient_practice_name}}
You could adapt this wording for any condition (flu jab, asthma review, blood test, etc.) just by swapping “appointment” for the specific service.
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}}
📖 Adding Educational Links
Educational links are helpful but should never distract from the booking CTA.
Place them after the booking link.
Frame them as optional (“If you’d like to read more…”).
Stick to 1–2 max.
📲 Example: Cervical Screening with Educational Link
Dear {{patient_first_name}},
It’s time for your cervical screening at {{patient_practice_name}}.
Book your appointment here: {{appointment_booking_url}}
The test 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.
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}}
🗣️ Patient Response Links
When using patient response options (e.g. “I’ve already had this”), keep them clear and action-based.
Limit to 2–3 choices → too many is overwhelming.
Always put the positive action first.
Make the wording explicit.
📲 Example: Flu Vaccination with Response Links
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}}
💡 Tone and Wording Examples
Better phrasing:
“This test only takes a few minutes and helps prevent cancer.”
“Our nurses are here to support you and make you feel comfortable.”
“Thank you for taking this important step for your health.”
Less effective phrasing:
“Our systems indicate you are due…” (cold, bureaucratic).
“Please contact reception to arrange an appointment.” (vague, no urgency).
📃 Template Examples by Use Case
🟣 NHS Health Check
Dear {{patient_first_name}},
You are invited for your free NHS Health Check at {{patient_practice_name}}.
Book here: {{appointment_booking_url}}
This 20–30 minute check helps prevent serious conditions such as heart disease, diabetes, and stroke.
Find out more about NHS Health Checks: <https://www.nhs.uk/conditions/nhs-health-check/>
Thank you,
{{patient_practice_name}}
🟢 Child Immunisations
Dear parent of {{patient_first_name}},
{{patient_first_name}} is due their routine vaccinations at {{patient_practice_name}}.
Book here: {{appointment_booking_url}}
Vaccinations protect children against serious illnesses and are given in a safe and supportive environment.
Find out more about the schedule here: https://www.nhs.uk/vaccinations/nhs-vaccinations-and-when-to-have-them/
Thank you,
{{patient_practice_name}}
🔵 Long-Term Condition Review
Dear {{patient_first_name}},
It’s time for your annual review at {{patient_practice_name}}.
Book here: {{appointment_booking_url}}
This review helps us keep your condition under control and your treatment up to date.
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}}
📋 Quick Checklist
Before sending a template, check:
✅ Is the booking link right at the top?
✅ Is the language warm and supportive?
✅ Have you addressed likely barriers (time, comfort, urgency)?
✅ Is the educational link optional and placed after the CTA?
✅ Are patient response options clear and limited to 2–3?
🔬 Behavioural Science Techniques that Improve Uptake
These techniques come from NHS and Behavioural Insights Team (BIT) research on cervical screening, flu vaccination, and long-term condition reviews:
Benefit framing → highlight health outcomes.
“This test helps prevent cancer.”
Urgency framing → encourage timely action.
“Book today to stay protected this winter.”
Scarcity framing (when true) → motivate quick booking.
“Appointments are limited — book now to secure your slot.”
Reassurance → reduce fear or uncertainty.
“It only takes a few minutes, and our nurses are here to support you.”
Personalisation → build trust and connection.
Using the patient’s name and your practice name.
Social norms (optional) → show that others are acting too.
“Thousands of patients in your area are booking now.”
References
Sallis A, et al. (2019) Pre-notification and reminder SMS with behaviourally informed letters increased NHS Health Check uptake. UKHSA Research Portal.
Gold N, et al. (2019) Using behavioural insights to increase uptake of NHS Health Checks. BMC Public Health.
Huf S, et al. (2020) SMS reminders and cervical screening uptake. Preventive Medicine.
Thaler R & Sunstein C. (2008) Nudge: Improving Decisions About Health, Wealth, and Happiness.
Behavioural Insights Team (2021) ‘Top of the queue’ text messaging increased COVID-19 vaccination uptake. BI Team Press Release.
✅ Summary
The most successful patient messages are:
Short → patients skim, so keep it simple.
Clear → put the booking link first and make the next step obvious.
One action at a time → avoid information overload.
Using these principles consistently will increase patient engagement and uptake, while keeping your communications warm, supportive, and trusted.