Standards
Strict rules for truthful, current and clinically supported communication. They govern evidence, claims, privacy, patient consent, accessibility, booking information, disclaimers and escalation for sensitive health topics.
Truth & Trust
Sets strict evidence, freshness and clinical-review rules for health information, services, fees and sensitive topics, ensuring public content remains accurate, current, patient-safe and trustworthy.
Claim evidence rule
Every service, treatment, availability and price claim must match the current approved clinic source before publication.
Check a vaccination price against the latest approved fee list.
Confirm same-day appointment availability before publishing it.
Verify a screening service’s actual operating days and times.
Confidence-level labelling
Label clinically guideline-backed content as approved evidence; send all other health advice to the lead GP for review.
Attach the approved source for a treatment recommendation.
Mark lifestyle guidance as “GP review required” before scheduling.
Remove an unverified recovery timeframe or obtain explicit clinical approval.
Source quality rule
Use official government health guidance, approved clinic records or peer-reviewed evidence. Do not use forums, personal anecdotes or unverified social content as evidence.
Base immunisation content on current national guidance.
Cite an approved source for public-health statistics.
Turn a patient question into a topic, then answer it using validated information.
Sensitive-topic escalation
Require lead-GP approval for content about diagnoses, medicines, mental health, symptoms requiring urgent care or treatment plans.
Send a diabetes-information post to the lead GP before publication.
Require review for any named medication or dosage reference.
Require review of mental-health content, including support or crisis information.
Factual freshness
Confirm changing operational details on the day a post is scheduled. Treat opening hours, rosters, prices, promotions and stock-dependent services as perishable information.
Check public-holiday operating hours before publishing an hours update.
Confirm a doctor’s current roster before naming their availability.
Include an end date and recheck a promotional fee before it goes live.
Correction notices
Correct substantive errors promptly and show a visible, time-limited update note so patients can identify what changed.
Add “Updated on [date]: consultation fee corrected” for seven days.
Update a doctor-availability post and direct patients to the live booking page.
Clarify changed health guidance with the source and revision date.
Service scope clarity
Describe only services the clinic currently provides, using language that distinguishes general information from personal medical assessment.
“Book a GP consultation to discuss your symptoms.”
“This service is available for [approved patient group or circumstance].”
“The GP will advise whether further assessment or referral is appropriate.”
Trust-building patient information
State what patients can expect from a visit, including practical steps, timelines and preparation requirements where confirmed.
“Please arrive [approved time] early to complete your registration.”
“The GP will discuss your concerns and appropriate next steps.”
“Bring your current medication list if this has been requested by the clinic.”
Front-desk answer consistency
Use approved language for recurring non-clinical queries so staff do not create conflicting explanations across calls, walk-ins and social messages.
Use the official service description for a health-screening inquiry.
Direct medical questions to an appointment rather than offering clinical advice by message.
Refer patients to the current fee list or booking channel for confirmed information.
Findability & Structure
Defines patient-friendly page, caption, metadata, linking, booking, and accessibility rules to help local patients find services, understand practical information, and reach the correct appointment route.
Service-page structure
Use a fixed sequence for all service content: what it is, who it helps and how to book. Keep the purpose and next action visible.
“Flu Vaccination: what it is, who it may help, how to book.”
“Child Wellness Check: what it covers, who it is for, how to arrange a visit.”
“Chronic Condition Follow-up: purpose, suitable patients and booking route.”
Caption naming rule
Use short, patient-friendly headlines and captions of no more than five short lines for routine service posts. Avoid clinical jargon in headings.
Use “Blood pressure check,” not “Hypertension monitoring consultation.”
Use “Feeling low and need to talk?” rather than a technical mental-health headline.
Use “Health screening for busy adults,” not an overly technical package title.
Metadata baseline
Every social post must include a useful caption, the approved clinic hashtag and accurate location information. Do not publish image-only updates without practical context.
Add a service explanation, branded hashtag and clinic location to a vaccination post.
Add the same baseline details to a waiting-room photograph.
Include written details, the hashtag and location in Stories about hours.
Internal linking logic
Every service and health-education asset must direct the patient to an approved booking route, contact route or relevant service page.
End a service post with the current booking link.
Direct a health-education reader to book or contact the clinic to discuss concerns.
Add a clear booking button to every service page.
Website heading Structure
Use one main page heading for the service name and consistent subheadings for supporting information. This makes service pages easier to read and maintain.
H1: “GP Consultation”; H2: “What to expect.”
H1: “Child Wellness Check”; H2: “Who this is for.”
H1: “Flu Vaccination”; H2: “Fees and booking.”
Booking-route consistency
Use the same official booking path in all channels unless a post clearly identifies a distinct approved route. Check the destination before publication.
Link social posts to the approved booking page.
Use the verified WhatsApp number in relevant appointment content.
Update website buttons and profile links together when booking routes change.
Accessibility baseline
Add meaningful alt text to images, captions to videos and text summaries for infographics. Ensure essential service information is not available only in visuals.
Alt text: “GP speaking with an adult patient in a consultation room.”
Add a written summary to a clinic-hours video.
Describe a health infographic’s central message in its caption.
Location and local relevance
Make the clinic easy to identify as a nearby, accessible healthcare option without publishing sensitive patient details or inaccurate travel information.
Use the verified clinic address or location tag.
Reference walk-in availability only after same-day confirmation.
Provide current contact and public-transport details only from approved clinic sources.
Patient-question findability
Make frequently asked questions easy to find and reuse across social posts, service pages and front-desk responses.
Create an FAQ asset on preparing for a blood test using approved advice.
Add a booking FAQ to the main service page.
Save a recurring answer in a staff-approved reply template.
Risk, Policy & Brand Safety
Controls publishing permissions, health claims, consent, disclaimers, privacy, urgent notices and compliance records, preventing unsafe advice, exposed patient data and unapproved healthcare communications.
Role-based publishing permissions
Restrict publication rights according to content risk. Reception staff can draft routine updates, but only authorised roles can approve clinical, sensitive or materially changed information.
The lead GP approves health education, diagnosis and medication content.
The clinic manager approves fees, operational notices and service-page changes.
Reception staff publish only pre-approved routine updates within their authority.
Prohibited claims
Never claim cures, guarantees, universal safety or unapproved treatment outcomes. Use careful wording that supports informed consultation.
Use “may help manage symptoms,” not “cures your condition.”
Use “individual advice will be provided by your GP,” not “guaranteed results.”
Avoid “100 percent safe” and “no side effects.”
Privacy and data minimisation
Collect only the information necessary for the stated purpose, use approved routes and link to the clinic privacy policy. Never expose patient health information in public content or routine reminders.
Limit booking forms to approved contact and visit-purpose fields.
Keep appointment reminders to date, time and approved provider information.
Link newsletter sign-up forms to the privacy policy.
Consent documentation
Obtain and record permission before using any patient image, testimonial, case reference, review identity or third-party logo. Do not rely on informal verbal assumptions.
Record the signed consent date for a patient image.
Confirm written consent before publishing an identifiable testimonial.
Keep partner logo approval in the campaign or asset record.
Disclosures and disclaimers
Add an appropriate approved disclaimer to content about medical conditions, treatment, medicines, supplements or mental-health support. Keep the disclaimer visible and relevant.
“This is general information and is not a substitute for personal medical advice.”
“Consult your doctor before starting or stopping medication.”
Include locally appropriate urgent-support instructions in sensitive mental-health content.
Holding statements
Maintain pre-approved templates for urgent closures, doctor unavailability, outbreaks and other safety-critical notices. Use only verified details and an authorised publisher.
A closure notice with date, reason and alternative urgent-care direction.
A doctor-unavailability notice with rescheduling or alternative booking information.
An outbreak notice instructing symptomatic patients to call before attending.
Health-information boundaries
Do not diagnose, triage, prescribe or give individual treatment directions through comments, direct messages or public posts. Move personal medical conversations to approved clinical channels.
Reply: “Please book a consultation so the GP can advise you personally.”
Avoid assessing symptoms shared in a social-media comment.
Direct urgent concerns to the appropriate emergency or urgent-care route, subject to local protocol.
Visual privacy and sensitivity
Do not publish patient records, screens, names, appointment lists, distressing clinical imagery or identifying information without lawful documented permission and explicit approval.
Blur all data in booking-system screenshots.
Check background details before sharing a clinic photograph.
Replace graphic clinical images with neutral educational visuals where possible.
Compliance logging and review
Keep an internal record of approvals, source material, corrections, complaint handling and regulatory changes. Review active content when requirements or service information changes.
Log the reviewer, date and evidence source for a clinical post.
Record why a post was amended or removed.
Conduct a scheduled review of high-risk pages, service details and active campaigns.
Style
A warm, clear and reassuring patient experience across copy, visuals and user interfaces. They guide plain British English, inclusive terminology, concise service explanations, accessible design and consistent clinic presentation.
Voice & Tone
Creates a warm, clear, reassuring patient voice that adapts to bookings, health education, sensitive matters, and community updates without sounding clinical, alarmist, sales-led, or judgemental.
Voice definition
Use a warm, clear and reassuring voice. Every message should help patients understand what to do next without sounding cold, overly technical or sales-led.
“We’re here to make your visit easier for you and your family.”
“Your appointment is confirmed for Tuesday at 10am.”
“It’s normal to have questions before a check-up.”
Tone by context
Adapt tone to the patient’s immediate need: informative for services, gentle for sensitive subjects and upbeat for local community updates.
Service update: “Here’s what to expect during a routine blood test.”
Sensitive topic: “If you have been feeling overwhelmed, it is okay to seek support.”
Community notice: “We are pleased to welcome [approved local activity] to the clinic this week.”
Booking and reminder tone
Keep booking messages efficient, friendly and specific. State the action, date, time and contact route without unnecessary formal language.
“You’re booked with Dr [Name] on [date] at [time].”
“Please arrive [approved time] early if registration is needed.”
“Need to change your appointment? Contact us at [approved route].”
Health-education tone
Explain general health information calmly and clearly. Avoid alarmist language, assumptions about individual health or advice that replaces consultation.
“Here is what to expect during a routine health screening.”
“This information is general; your GP can advise based on your needs.”
“If you are concerned about symptoms, arrange a consultation.”
Sensitive-topic tone
Use gentle, non-judgemental language for mental health, chronic conditions, symptoms and other sensitive matters. Never shame, pressure or imply blame.
“We are glad you are taking the next step to discuss your health.”
“Support is available if you would like to speak with a GP.”
“Please seek urgent local help if you believe there is an immediate emergency.”
Preferred language
Choose everyday, patient-centred terms that make healthcare feel understandable and personal. Use technical terms only when necessary, and then explain them.
Prefer “your GP” or “your doctor” over “provider” or “practitioner.”
Prefer “check-up” or “visit” over “procedure” for routine appointments.
Prefer “manage your symptoms” over language that promises treatment outcomes.
Formality rules
Write directly to the reader using “you,” concise sentences and natural contractions where suitable. Remain professional; avoid slang, memes and casual humour about health.
“We’ll explain what happens at your visit.”
“You can book online or contact the clinic.”
“Your GP can discuss the options that are suitable for you.”
Empathy and inclusion
Write for families, elderly patients and people with different levels of health knowledge. Respect practical barriers, anxiety and differing circumstances.
“We know it can be difficult to find time for a visit.”
“Bring a family member or carer if that would be helpful.”
“We are glad you are here; the team can guide you through the next step.”
Localisation
Use British English, locally confirmed health terminology and locally appropriate cultural references. Avoid imported idioms, holiday references and service assumptions.
Use “organise,” “colour” and “centre.”
Use the date format “24 July 2026.”
Refer only to locally validated public-health guidance, services and support routes.
Writing Mechanics & Terminology
Sets plain-English, British English, grammar, naming, format, numerical and call-to-action rules, translating necessary medical language into consistent, understandable instructions for patients and families.
Grammar and punctuation
Use consistent grammar, punctuation and capitalisation in all public-facing content. Apply the Oxford comma and standardise compound terms.
“We offer vaccinations, health screenings, and chronic-condition support.”
Use “follow-up appointment” and “walk-in clinic” consistently.
Capitalise approved service names, but keep general service references lower case.
Plain-English reading level
Write short, active sentences that patients can scan quickly. Keep most sentences under 20 words and paragraphs to two or three sentences.
“Book your flu vaccination before the season starts.”
“Your GP will review your results.”
“Bring your identification and any requested documents.”
Formatting rules
Use structure to make information easy to find: headings for longer pages, bullets for steps and limited bold text for priority information.
Use bullets for fasting or appointment-preparation steps.
Use a table only when comparing service options or inclusions.
Bold one crucial item, such as an appointment date or action, rather than an entire paragraph.
Terminology dictionary
Maintain an approved list of patient-friendly terms for recurring services and actions. Update the list when services or local guidance change.
Preferred: “Check-up”. Avoid: “Examination.”
Preferred: “Follow-up visit”. Avoid: “Review consultation.”
Preferred: “Health screening”. Avoid: “Diagnostic workup.”
Medical-term translation
Translate necessary clinical language on first use, then use the simpler term consistently. Do not use complex terminology merely to sound authoritative.
“High blood pressure (hypertension).”
“Blood sugar levels (glucose levels).”
“A long-term health condition (chronic condition).”
Service naming conventions
Use one approved name for each recurring service across web pages, social posts, booking messages and staff responses. Do not alternate between informal, technical and promotional names.
“[Group] Wellness Check,” such as “Child Wellness Check.”
“[Condition] Vaccination,” such as “Flu Vaccination.”
“[Condition] Management Programme,” subject to the clinic’s approved service list.
Number standards
Use one approved format for dates, prices and time ranges. Apply the domestic currency and fee notation only after client confirmation.
Date: “24 July 2026.”
Time: “9am to 6pm.”
Price: “[currency]45,” rather than multiple inconsistent price formats.
CTA writing
Use direct, supportive calls to action that tell patients exactly how to take the next step. Avoid urgent sales language and unclear requests.
“Book a GP consultation.”
“Contact the clinic to arrange your visit.”
“View the current service information before booking.”
Disclaimers in copy
Use approved disclaimers in a calm, readable manner where a post discusses health conditions, treatment or medication. Disclaimers must not substitute for clear, safe main content.
“This is general information and not personal medical advice.”
“Please speak with your GP before starting or stopping medication.”
“For urgent concerns, use the approved local urgent-care route.”
Visual & User-Interface Expression
Uses calm clinic-first imagery, repeatable layouts, privacy-safe visuals, clear data displays and accessible design to make health information and booking actions easier for patients to use.
Layout patterns
Use a repeated content structure so patients and staff can find information quickly. Apply a clear sequence: hook, explanation, reassurance and action.
Social post: headline, one-line explanation, reassurance, booking CTA.
Service page: service name, what it is, who it helps, what to expect, FAQs, booking button.
Educational article: relatable question, explanation, practical guidance, consultation prompt.
Clinic-first imagery
Prioritise approved photographs of the actual clinic, doctors, reception staff and spaces. Use stock imagery only when it is relevant, credible and compliant with the clinic’s style.
Show the waiting area, reception desk or consultation room.
Use a portrait of a GP speaking with a patient, with permission where applicable.
Avoid generic, unrelated images of doctors in unfamiliar settings.
Warm and calm visual mood
Use visuals that feel approachable, uncluttered and respectful. Avoid overly clinical, distressing, dramatic or fear-based medical imagery.
Use well-lit consultation rooms and friendly staff interactions.
Use simple, calming graphics for health-education content.
Avoid needles, wounds, procedures or distressed patients unless clinically necessary and approved.
Patient privacy in visuals
Protect privacy in every photo, screenshot and video. Check all backgrounds before publication, even when the intended subject is a staff member or facility.
Blur patient names, contact information and appointment details in screenshots.
Remove records, computer screens and identifiable documents from shot backgrounds.
Use consented patient imagery only within the documented permission scope.
Data presentation
Present health statistics with a clearly stated source, date and context. Use simple chart types that remain readable on mobile devices.
Label a statistic with its approved government or clinic-data source.
Use a bar chart for a simple comparison across groups.
Use a line chart for a trend over time, rather than a pie chart.
Brand components
Apply approved clinic colours, fonts, logo placement and icon style consistently. Do not create separate visual identities for offers, health education or operational notices.
Use the approved heading and body fonts.
Apply the agreed calming palette across graphics and service pages.
Use one consistent family of simple, rounded service icons.
Video and screenshot rules
Create videos and screenshots that are clear, accessible and privacy-safe. Match the aspect ratio to the channel, and keep the speaker or subject well lit and centred.
Add captions to every video.
Use a clean, uncluttered background for staff-led video.
Redact all personal data in booking or service-system screenshots.
Accessibility in design
Make all essential information readable without relying on colour, sound or image-only text. Use strong contrast and descriptive alternatives.
Use high-contrast text and backgrounds.
Add a text summary to infographic captions.
Write “Select Book Now” rather than “Select the green button.”
Practical information graphics
Use simple templates to communicate recurring high-demand information clearly, reducing avoidable reception queries. Update operational details before reuse.
A clinic-hours template with verified dates and public-holiday changes.
An appointment-preparation checklist using approved instructions.
A “How to book” graphic with the current booking link or contact route.
Systems
Controlled processes for briefing, drafting, GP review, approval, publishing, content refreshes and performance measurement. They establish clear decision rights, reusable templates, publishing checks and optimisation routines so content remains safe, accurate and useful.
Workflow & Governance
Defines workflow stages, decision rights, risk levels, approval records, publishing checks, onboarding, version control and incident response, ensuring clinical content is reviewed and operational updates remain accurate.
Standard workflow stages
All routine content follows one path: brief, draft, review, approve, publish, refresh. High-risk clinical or sensitive content cannot skip GP review.
A health-education post moves from brief to draft, lead-GP review, approval and publication.
A service-page update follows the same route, with a six-month accuracy-refresh date.
An urgent closure notice requires a draft and clinic-manager approval before publishing.
Decision rights
Assign one accountable decision-maker for each content type. This prevents receptionist staff from carrying responsibility for clinical or commercial decisions outside their role.
Lead GP: accountable for diagnoses, medication, treatment and sensitive health information.
Clinic manager: accountable for service availability, fees, opening hours and operational notices.
Reception staff: responsible for drafting approved routine updates and collecting patient questions.
Review-time escalation
If approval is delayed, escalate rather than publishing unreviewed clinical information. Routine operational updates may use a pre-approved default route only where the clinic manager has authorised it.
Escalate a health post if the lead GP does not provide feedback within the agreed review period.
Hold mental-health, medication or diagnosis content until GP sign-off is received.
Allow a receptionist to publish a pre-approved holiday-hours template only after schedule verification.
Risk classification
Label every content item as low, medium or high risk before drafting. The label determines evidence needs, reviewer and publishing authority.
Low: confirmed opening hours, clinic location and approved booking instructions.
Medium: service explainers, screening information and general health education.
High: diagnosis, medication, mental health, individual stories, patient imagery and fee promotions.
Approval records
Store each approval with the asset, date, named reviewer, evidence source and final version. Don’t rely on verbal confirmation or message threads you can’t retrieve later.
Save lead-GP approval beside a vaccination post draft.
Record the clinic-manager approval date for a revised fee graphic.
Link patient-consent documentation to the approved testimonial asset.
Pre-publish checklist
Require a short mandatory check before any asset goes live. If you can’t confirm one essential item, return the asset to draft or replace it.
Confirm service details, fees, stock and roster information are current.
Confirm clinical evidence, disclaimer and required GP sign-off are present.
Confirm caption, booking link, alt text, location information and permissions are complete.
Guideline version control
Display a “last updated” date on the working guideline and update it whenever content rules, services, team details or requirements change.
Revise the date when testimonial rules change.
Update the guideline when a new GP joins and add approved profile wording.
Replace previous working copies with a single, shared current version.
New contributor onboarding
Require every new staff member, freelancer or vendor to read a one-page summary before creating content. Confirm basic understanding of tone, prohibited claims, consent and approval rules.
Reception staff review the summary before receiving social-post access.
A freelance designer completes a short rules check before submitting artwork.
A new writer repeats onboarding if a draft fails key compliance checks.
Incident and correction response
Use a documented response process for misinformation, factual changes, privacy concerns, complaints or urgent operational notices.
Correct an inaccurate fee and add an update note for the approved period.
Remove a post immediately if consent is absent, withdrawn or exceeded.
Escalate health misinformation or a serious patient complaint to the lead GP and clinic manager.
Templates, Tooling & Automation
Provides reusable briefs, checklists, FAQs, disclaimers, calls to action, response templates, AI safeguards and file rules, enabling non-specialist staff to create compliant, consistent content efficiently.
Seven-line content brief
Every asset starts with a short brief: goal, audience, key message, proof, action, risk, and a search or distribution note. This gives staff enough direction without requiring marketing expertise.
Goal: reduce calls about how to prepare for a blood test.
Audience: adults scheduled for an approved screening service.
Action: view preparation instructions or contact the clinic using the approved route.
Publish-gate template
Use one shared checklist covering Standards, Styles and Systems before publishing. The checklist creates a clear stop point for incomplete or risky content.
Standards: verify price and health claims; include the required disclaimer.
Styles: plain language, approved terminology and accessible visual treatment applied.
Systems: brief completed, correct approver signed off, and records saved.
Minimum publish fields
Set required fields by format so you never omit basic information. Use the same fields repeatedly to reduce incomplete posts and avoidable front-desk questions.
Social post: title, caption, CTA, clinic hashtag, location tag and alt text.
Website page: meta description, H1, service explanation, booking link and image alt text.
Video: on-screen or spoken topic, caption, subtitle file and verified contact route.
Copy-ready FAQ blocks
Maintain staff-approved answer blocks for common, non-clinical questions. Review these whenever services, operational details, or booking steps change.
“How do I book?” with the current booking link and telephone number.
“What should I bring?” using confirmed preparation requirements.
“Where are you located?” with the verified address and access information.
Copy-ready disclaimer blocks
Provide approved disclaimers for recurring clinical topics so staff do not invent wording. Apply only the disclaimer appropriate to the subject and local requirements.
General health-information disclaimer for symptoms or conditions.
Medication disclaimer for any medicine or supplement topic.
Approved urgent-support statement for sensitive mental-health content.
Copy-ready CTA blocks
Use calm, specific calls to action that help patients move from information to the correct next step. Do not use urgency or sales language.
“Book a GP consultation at [approved link].”
“Contact the clinic to arrange your visit.”
“If you would like to speak with a GP, use [approved contact route].”
Approved response templates
Maintain reply templates for comments, direct messages, reviews and basic appointment questions. Never use social messages to diagnose or give individual medical advice.
“Thank you for your question. Please book a visit so the GP can advise you personally.”
“For appointment availability, contact the clinic at [approved route].”
“Please do not share personal medical details here; contact the clinic directly.”
AI use rules
AI may support first drafts, rewriting and content organisation, but a human must verify all facts, claims, service information and patient permissions before use. Do not use AI to create patient cases or testimonials.
Use AI to simplify an approved service description into plain English.
Require lead-GP review of AI-assisted medical education content.
Do not enter patient-identifiable information into AI tools.
File naming and asset storage
Use a consistent file-name format and shared folder structure so staff can quickly find final assets, evidence, and approvals.
File format: YYYYMMDD_Clinic_Service_Format_V1.
Store source material, consent, drafts, approvals, and the final file in the same asset folder.
Increase the version number after each approved revision.
Measurement & Optimisation
Tracks practical outcomes, including patient questions, booking actions, page performance, clarity and sentiment, then applies controlled improvements to reduce confusion and keep useful information current.
KPI definitions
Measure content against the clinic’s practical goals: clearer patient communication, fewer repeat questions, more appropriate bookings and useful local visibility. Set targets only after you have baseline data.
Social education: engagement rate, saves and message inquiries.
Service pages: booking-link clicks and completed appointment requests.
Reminder content: confirmed appointments and attendance rate.
Monthly manual scorecard
Use one simple monthly table that a receptionist lead or clinic manager can complete in under 30 minutes. Prioritise trends that inform real service improvements.
Website visits, booking actions and top-performing service page.
Social reach, engagement, direct-message inquiries and common questions.
Reminder messages sent, response rate and confirmed bookings.
Inquiry and question tracking
Capture recurring questions from calls, walk-ins, messages and reception conversations. Convert patterns into clearer service information, FAQs or content topics.
Log repeated questions about blood-test preparation.
Track recurring confusion about fee inclusions or booking procedures.
Prioritise questions that consume the most reception time or affect bookings.
Three-line experiment notes
Record each controlled improvement using three fields: change made, expected impact and review date. Change one major element at a time.
Change: shorten a health-screening caption to five lines.
Expected impact: easier reading and fewer clarifying calls.
Review date: [approved date].
Top-ten review
Review the ten strongest content assets or service pages each month, then fix the three weakest high-traffic items first. This directs limited staff time to the most meaningful improvements.
Identify the ten most-viewed service pages.
Check the three weakest pages for unclear service details, outdated fees or broken booking links.
Reuse successful topics and formats in the next publishing cycle.
Keep, update or retire rules
Give each asset one clear status based on accuracy, relevance and usefulness. Don’t leave outdated information live just because it once performed well.
Keep: accurate, current and still useful.
Update: useful topic with out-of-date details, links or service information.
Retire: discontinued service, expired campaign or obsolete public-health information.
Content-to-booking review
Assess whether content helps patients take the appropriate next step, rather than measuring visibility alone. Use aggregated operational data while protecting patient privacy.
Compare booking-link clicks with submitted booking requests.
Review whether an FAQ reduced calls about a routine process.
Identify which service posts lead to appropriate appointment inquiries.
Feedback and sentiment review
Use patient feedback to evaluate whether the clinic feels clear, respectful and approachable. Aggregate themes rather than publishing individual details without consent.
Note comments that show patients found a process easier to understand.
Record repeated complaints about confusing booking or service information.
Ask new patients, where appropriate, how they found the clinic and what information helped them book.
Quarterly guideline review
Review the system every three months to update service information, assess staff workload and improve templates. Conduct an immediate review after a material service, staffing or regulatory change.
Check whether templates reduce drafting time and revision cycles.
Review whether the question backlog has reduced repetitive front-desk inquiries.
Update approved content priorities after clinic-management review.
Last updated 1 September 2026 by Zazoozoo.
