DNA (Did Not Attend) Inserts were
developed and introduced by Calco Publications some years ago, and have
proved effective in reducing DNA figures at many locations throughout the
UK.
Designed to be sent to patients with their initial appointment
letters, they provide a high profile reminder of the need to attend, or
cancel if necessary.The effective
DNA message can also be produced as high profile, full colour poster,
for display on site or at local G.P. surgeries.
DNA Problems?
Calco Publications have for many years been aware of the problems and expense faced by hospitals nationwide, caused by patients who fail to attend appointments, without giving prior
notice. 'Did Not Attends' cost the health service millions of pounds annually, and cause frustration to staff and patients
alike. Views on just how to deal with DNAs differ greatly. However, since
corporal punishment is no longer an option, we have had to seek alternative,
and more humane solutions.
Many years of experience, spent developing initiatives with hospitals nationwide, has taught us that problems such as DNAs, can be effectively remedied by adopting the use of professional marketing techniques. After all, marketing is, in essence,
'the art of putting a message across effectively'.
Initial Appointments
Very often, initial appointments need to be scheduled well in advance, and the appointment details are usually presented in the form of a computer generated
letter. The delay between the arrival of the letter and the actual appointment time, coupled with the bland formality of the letter itself, is often the cause of the patient forgetting to attend. Therefore, it is crucial to provide each patient with a highly visible
'reminder', drawing their attention to the importance of attending on the date and time scheduled, or notifying the hospital otherwise as promptly as
possible. For initial appointments, a DNA insert similar to the ones illustrated on this site, can be inserted and sent to each patient with every new appointment letter. Individually designed for each hospital,
yours could even feature a panel in which the patient's appointment date and time could be boldly stamped or
written. This can be supported by posters, designed to match the inserts. Displayed around the hospital or at local
G.P. surgeries, these will enhance the importance of the message, for future
appointments.
Follow-Up Appointments
Follow-up appointments are also frequently unattended for the same reasons
as Initial Appointments, despite the fact that the patient is in possession of an appointment card, which may already advise them to notify you, should they need to cancel or change the appointed
time. Extensive research has resulted in the fact that it is not only the way in which such information is phrased, but more
importantly, where the message is displayed. There is, in fact, only one position on your appointment card, which the patient views automatically in conjunction with the appointed time, and that is DIRECTLY BELOW THE APPOINTMENT
SECTION.
Place your message here, and it WILL be seen. The effectiveness of your message will be enhanced even further, with the use of a Freephone number, which can be easily obtained at a nominal cost, from British Telecom, Mercury or any other telephone service
provider.
It may never be possible to eliminate the DNA problem totally, human nature being what it is.
It is, however, possible to reduce the level of the problem significantly by adopting these initiatives.
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