Clearer, shorter text messages for patients
Text messages play an important role in keeping patients informed about appointments, waiting lists and services.
More than 47 million patient text messages were sent across NHS Greater Glasgow and Clyde during 2025/26. With SMS now used so widely, it is important that every message is clear, concise and easy to understand.
Our ‘K.I.S.S. – Keep It Short and Sweet‘ campaign encourages everyone who writes or sends patient text messages to ask:
- Can this be shorter?
- Can this be clearer?
Shorter text messages are often clearer and easier for patients to understand, helping them quickly find the key information and any actions required. Keeping messages to 320 GSM-7 characters or fewer could also save around £250,000 each year.
Why clarity matters
Long or complicated text messages can make it harder for patients to understand:
- Why they are being contacted
- Which service is contacting them
- What they need to do
- When they need to act
- Where they can find further information
If the original message is unclear, patients may need to contact the service for an explanation. A short, well-structured message can help avoid confusion and unnecessary follow-up.
Short does not mean leaving out essential information. It means prioritising what the patient needs to know and presenting it clearly.
Is a text message the right option?
Before sending an SMS, consider whether another channel would work better. For example:
- Could detailed information be provided through a webpage or email?
- Could a recorded telephone message provide a general service update?
- Has the same information already been sent through another channel?
- Does the message need to be sent to every recipient?
- Could an approved template be used?
The aim is not to stop using text messages. SMS remains a valuable communication tool. The aim is to use it consistently and appropriately while making every message count.
Examples for use
If a text message is the right option, here some examples you can use that meet the Keep it Short and Sweet criteria:
Bank Holiday closure
Please note that [Practice Name] will be closed on Monday [date] due to the bank holiday. If you need urgent medical advice when we are closed, contact NHS 24 on 111. In an emergency, call 999.
Closure for Staff Training
Due to staff training, the practice will be closed on [date] between [times]. For urgent medical advice during this period, call NHS 24 on 111. Thank you for your understanding.
Closure Due to Another Reason
[Practice Name] is temporarily closed today. If your issue is urgent, please contact NHS 24 on 111. We will share further information as soon as possible.
Technical Issue Affecting Contact
We are currently experiencing problems with our telephone system and may be unable to answer calls. Please use online services where available or try again later. We apologise for the inconvenience.
We are experiencing technical issues which may affect appointments and enquiries today. Please bear with us while we work to resolve this issue. Thank you for your patience.
Change or Removal of Service
From [date], [service name] will no longer be available at [Practice Name]. Further information and alternative arrangements can be found at [website] or by contacting the practice.
From [date], there will be changes to how [service name] is delivered. Please visit [website] or contact the practice for more information.
Flu Vaccination
Flu vaccinations are now available at [Practice Name]. If you are eligible and have not yet booked, please contact the practice or use our online booking service.
Seasonal Pressure Message
We are currently experiencing high demand and response times may be longer than usual. Please be kind to our staff as they work to support patients as quickly as possible.
Using Copilot to improve a message
Approved AI tools such as Microsoft 365 Copilot can help you shorten and simplify draft messages.
Try this prompt:
Rewrite this patient text message in clear, plain English. Keep the essential information and required action. Use a supportive NHS tone and limit the message to 320 320 GSM-7 characters:
[Insert draft message]
You can also ask:
Check whether this text clearly explains who is contacting the patient, why they are being contacted and what they need to do next.
Always:
- Check the rewritten message carefully before using it
- Confirm that dates, times, locations, telephone numbers and instructions are accurate
- Follow NHSGGC information governance and AI guidance
- Use only approved AI tools with NHSGGC information
NHSGGC guidance says only approved AI tools should be used on NHSGGC devices and with organisational information, including administrative, staff and patient data.
Five ways to keep messages Short and Sweet
Lead with the important information
Patients should not have to read several sentences before discovering why they have been contacted.
Instead of:
We are writing to advise you that an appointment has now been arranged for you to attend the clinic on Tuesday 15 September at 10am.
Try:
Your clinic appointment is at 10am on Tuesday 15 September.
Make the required action clear
If the patient needs to reply, call, attend or complete a form, say so directly.
Instead of:
If this appointment is no longer suitable, we would appreciate it if you could make contact with the department using the telephone number below.
Try:
If you cannot attend, please call [number].
Remove repetition
Check whether the message repeats information already included in an appointment letter, email or link.
Use plain English
Avoid jargon, unfamiliar abbreviations and overly formal wording. Write for the patient, not the service.
Check the length
Aim to keep messages to 320 GSM-7 characters or fewer. Include only the information the patient needs immediately.
Download campaign resources
Click here to download campaign materials.
Remember
Before sending your next patient text, ask:
- Can this be shorter?
- Can this be clearer?
- Is SMS the right channel?
K.I.S.S. – Keep It Short and Sweet. Every character counts.