Consider the impact that changes will have
When communication channel changes are made there will be an operational impact response to consider. This response will come from both the patients themselves and the staff on the front line of delivery. Some responses will be positive, not all will be.
In designing an approach to enhanced patient access to GP digital services, consider:
- Which staff will become advocates and who will be detractors?
- Are mechanisms is place to ensure that staff have adequate right to reply, aiding buy-in?
- Do you to understand the patient journey from the patient’s perspective?
- How will patients receive the change?
Cultural check
Is everyone from your team on board?
Involving and inviting feedback from staff is motivational, aids buy-in and allows concepts to be tested prior to deployment
Frontline staff are likely to feel the biggest impact of any change to service design and so it is essential they are informed of any changes before mobilisation.
Does the team understand the digital offer and the benefits it brings to the patient and the organisation?
Are the team focussed on a patient-centric vision?
Does digital feel relevant at every level, in every part of the organisation?
Do staff feel they have a role to play in using digital to help manage demand?
Focussing on quality matters
Create strong service solutions that meet the needs of patients
Build clear, easy to use websites
Use positive language and tone (within the surgery, on websites and on telephone messages)
Provide succinct explanations of change, linked to patient benefits
Tap into a shared understanding of NHS pressures and a sense of everyone doing their bit
Continue to welcome and respond to feedback
