Healthcare professional in pink scrubs assisting masked patient at GP practice reception desk by Blue Lozenge

Helping GP practices communicate effectively

Summary

West Essex CCG commissioned Blue Lozenge to address rising patient queries and negative feedback about GP access during winter 2021. Blue Lozenge conducted communications health checks at five priority surgeries, developed ten key recommendations, and produced a comprehensive toolkit including animated videos, graphics, print materials, voicemail scripts, and social media assets. Additional support included practice website transformation guidance and lunch and learn sessions for practice managers. The project provided West Essex CCG with a sustainable communications framework to improve patient engagement across multiple channels while supporting practice teams under operational pressure.

Strategic communications support to improve primary care patient engagement

Across West Essex GP practices experienced rising queries and negative feedback about access to face-to-face appointments during winter 2021. The national focus on primary care access added to existing operational pressures. The local health and care system needed to develop effective channels to signpost patients to appropriate care, help practices engage patients more effectively across multiple channels, and create messaging that increased awareness and understanding of existing services.

Approach towards improving GP communications

Blue Lozenge developed a comprehensive strategy targeting both individual practices and local populations. Our work included:

  • communications ‘health checks’ at five priority surgeries to understand current opportunities and issues
  • ten key recommendations to help primary care engage effectively with patients
  • a comprehensive communications toolkit including animated videos, graphics, print materials, voicemail scripts and social media assets
  • practice website transformation guidance focusing on content, structure, navigation and user experience
  • ‘lunch and learn’ sessions for practice managers covering key communications areas

Our approach balanced immediate practice needs with building sustainable communications capabilities across the West Essex health and care system, ensuring recommendations were realistic given operational pressures.

Impact

The project delivered practical solutions that enhanced primary care communications across West Essex making a real difference to the primary care workforce and local residents.

The strategic interventions provided West Essex CCG with a sustainable approach to primary care communications that directly addressed patient feedback whilst supporting practice teams under pressure.

“We really valued the hands on support of the Blue Lozenge team. Their understanding of the health and care landscape is exceptional. They are positive and optimistic and their willingness to get out and about face-to-face and meet our clinical teams to genuinely understand their communication needs was incredibly helpful. We will be using their insight and recommendations to inform our future planning.”

Ian Tompkins, Director of Communication, West Essex