Streamlining patient navigation at Frome Medical Practice

Setting the scene

Part of Somerset ICB, Frome Medical Practice serves a diverse patient population and is known for its focus on improving access. The practice was invited by X-on Health in 2025 to pilot an enhancement to the Patient Callback Queue Position (QPOS) Webpages, a feature of Surgery Connect designed to give patients clear, relevant information while waiting for a callback.

Already planning a full overhaul of its call flow, the practice saw clear value in integrating the QPOS pilot into their wider redesign. The team aimed to make the system simpler for both staff and patients, introducing self-serve options to create a more intuitive, patient-centred experience. By offering self-serve options at relevant points in the call journey, they also aimed to reduce demand and queue times.

Working closely with X-on Health’s Product and Customer Success teams, Frome Medical Practice redesigned its call plan, introduced new digital features, and laid the groundwork for a more streamlined, data-driven approach to patient communication.

The challenge

Frome Medical Practice’s legacy call flow had developed organically over time, resulting in multiple routes and terminology that made sense to internal teams but not all patients. The practice thought it might be creating unnecessary demand for reception staff and wanted to explore a more patient-focused approach.

Some of the key challenges included:

• A multi-layered call flow that made it difficult for patients to navigate
• Menus and terminology oriented toward internal departments, not patient needs
• Limited use of Surgery Connect’s self-service features, which could reduce pressure on phone lines
• Increasing demand on the phones, as patients waited to speak to staff for simple tasks like checking or cancelling appointments

The leadership team recognised that incremental fixes were not enough. They wanted a simpler, more standardised system that would put patients first while enabling staff to manage demand efficiently. Partnering with X-on Health provided an opportunity to combine technical expertise with hands-on support to achieve this.

The solution

Frome Medical Practice’s transformation centred on redesigning its call flow around patients, using key features within Surgery Connect. With dedicated  support from X-on Health, the practice restructured its phone system to make access more intuitive, reduce demand on staff, and give patients better control over how they interact with the practice.

The practice piloted enhanced QPOS Webpages, an upgrade to the Patient Callback feature that allows practices to send patients a link while they wait in the call queue. The enhancement introduced the ability to configure multiple webpages instead of a single, standard one. This gave the team greater flexibility to tailor the information displayed to different patient needs, from prescription guidance and links to digital tools like the NHS App, to signposting patients to online contact forms so they could submit queries without waiting for a callback. The practice opted to build three customised webpages into their call flow, enabling more targeted communication and helping patients find the right support faster.

Alongside this, the team introduced Check and Cancel, a feature enabling patients to securely verify their identity and manage appointments directly through the phone system. Patients can check upcoming appointments or cancel without waiting to speak to a receptionist, improving convenience and freeing up staff to focus on more complex needs.

Throughout implementation, Frome Medical Practice benefited from hands-on guidance from X-on Health’s Customer Success Team, who supported configuration, offered advice on best practice and ensured the new call plan aligned with patient priorities. The combined result was a streamlined, easy-to-manage system that balanced automation with a human touch.

The results – for patients

Patients now have a simpler, more personalised experience when contacting the practice. The combination of QPOS Webpages and Check and Cancel has made it easier to find information, manage appointments and complete simple tasks independently, all without waiting in the queue.

• 1,250 Patient Callback SMS links sent in the first eight weeks, enhancing visibility and access to key information
• Around 15–20% of these messages directed patients to the new tailored webpages, providing more accurate signposting to support such as prescription management and the NHS App
• Patients can now check or cancel appointments directly via the phone system, addressing a long-standing request for easier cancellations

Patients are finding the process simpler and more intuitive, with clearer language and easier access to self-service options. The system empowers them to manage tasks independently while reducing unnecessary call traffic to reception.

The results – for staff

For the practice team, the impact has been equally positive. Streamlining the call flow and introducing self-service options has reduced inbound demand, simplified daily workflows and improved visibility across the system.

• 753 callers used Check and Cancel within the first eight weeks, saving time and easing receptionist workload
• Improved management and reporting visibility by consolidating multiple call flows into one centralised plan
• Staff report less “bouncing” between options and fewer repetitive queries, thanks to simpler, patient-focused menu structures
• Able to update and refine messaging quickly and without external support due to intuitive webpages
  

“It’s invaluable having that system-based perspective and knowing what works well. You have great guides and website resources, but it was fantastic having the Customer Success team share real-world knowledge. It let us learn from other sites and reach the right setup faster.”
—Matisse, Health Psychology Project Worker at Frome Medical Practice

Looking ahead

Frome Medical Practice continues to build on this progress. The team is now focused on analysing performance data to refine call flow structure and further enhance digital engagement. In parallel, the care navigation team will receive additional training through X-on Health’s academy courses to become more proactive in using call reporting and management data. 

The success of this pilot has set the stage for broader digital transformation. The foundations established through Surgery Connect could support integration with Surgery Assist, creating an end-to-end digital access model that spans from web to phone.

“It’s always a bonus to be able to offer patients extra information. We’re really happy with where we’re at. Having done this work, we’re excited to see what the data shows. We expect it will support our whole care navigation process and continue improving both call performance and patient satisfaction.”
—Gareth, Digital Transformation Lead at Frome Medical Practice