Yorkshire GP practice needed to improve efficiency to cope with demand
The Situation
Case Study: Reducing Avoidable Demand in a Yorkshire GP Practice
Parkes Business Services has recently worked with a GP surgery in Yorkshire that was struggling to manage day-to-day demand. Pressure on the phone system had led to a high number of lost calls—patients abandoning calls after long waits. This created frustration for patients, damaged the practice’s reputation, and increased the risk of patient needs not being assessed promptly.
The Task
While recruiting additional staff might have seemed like the obvious solution, a closer look at the demand revealed a different opportunity.
Our analysis showed that around 40% of incoming calls were avoidable contact—queries that did not require a phone call at all. Common examples included requests for repeat prescriptions and calls to chase test results. In most cases, these tasks can be completed quickly and easily online using the NHS App.
The Action / Approach
Rather than increasing staffing levels, we focused on helping patients change how they accessed services. We supported the practice to actively help patients set up and use the NHS App, clearly demonstrating how it simplifies tasks and saves time.
The Result
The result was a 50% reduction in avoidable calls, allowing staff to focus their time and attention on patients who genuinely needed support. This freed up phone capacity, reduced patient frustration, and improved access—without adding to workforce costs.
