Your accounts are set up, your team has been trained, and you have a go-live date. This article covers how to tell your patients, what to say, and when to say it.
The guidance is split into three parts. Start with the general advice, then go to the section for the product you're launching. If you're launching Anima Triage and Andi together, use both.
General launch advice (applies to every launch)
Launching Anima Triage with patients
Launching Andi, our AI voice agent, with patients
If you want any of the wording or graphics customised for your practice, speak to your account manager and we'll sort it for you.
Part 1: General launch advice
Why patient comms matter
Good comms help your patients:
Understand what's changing and why you're doing it
Feel confident submitting a request instead of calling
Trust that they'll still get safe, responsive care
And they save your team from:
Misunderstandings and pushback at the front desk
Unnecessary phone traffic in week one
Requests falling through the gaps
Your launch timeline
When | What to do |
2 weeks before | Add a banner to your website. Post on Facebook. Brief your reception team. |
1 week before | Send your pre-launch SMS and email to all patients. Put up posters at reception. |
Before go-live (if scheduled) | Run the change past your PPG meeting. |
Go-live day | Send your launch SMS and email. Update your answerphone message. Publish your FAQ page. |
Week 1 | Reception mentions the change on every call. Offer digital support to patients who need it. |
Week 2 to 4 | Share your early numbers with patients. |
Two weeks is the minimum. If you have a PPG meeting or a patient newsletter falling three or four weeks out, start then instead.
Brief your reception team first
Your receptionists will field every question, so they need to know more than your patients do. Before you send anything to patients, get the team together and cover:
The go-live date and what changes on that date
What patients can use the new system for
What to say to a patient who doesn't want to use it
What to do for patients with no internet access or no smartphone
Who to escalate to if something looks wrong
Ask them to mention the change on every call in the fortnight before launch. A receptionist saying "next time you can do this online and skip the queue" is worth more than any text message.
Get your PPG on side
If you have a Patient Participation Group meeting before go-live, use it. It's the most effective way to get ahead of pushback.
Come with your reasons, your timeline, and an honest answer to "what if I don't want to use it". Ask your PPG lead to post a short personal endorsement on your Facebook page at launch. A patient voice lands better than an official notice.
Add a banner to your website
If you or someone in your practice maintains the website
Download one of our default banners (see the banners at the bottom of this article), add it near the top of your homepage, and hyperlink it to your practice's patient-facing link (you can find yours under Organisation Settings > Practice details > Patient-facing link, in Anima).
If a third party maintains the website for you
Send them this email with your preferred banner attached:
Dear contact,
Please add the attached banner to our practice website and link it to: [insert your patient-facing link]
This banner advertises the new digital health platform we now offer to our patients. Please place this banner near the top of our website's homepage, so it's one of the first things that patients see. If we use a carousel please add the image into the carousel. If the banner needs to be resized, please let us know: we will ask the platform provider to supply a different version.
Many thanks,
[Your name]
Tutorials for common practice website providers
My Surgery Website: Adding and linking images/banners
Sending messages to your patients
You can send SMS and email through your existing messaging service, or through Anima using the Contact Patients page on your dashboard.
Part 2: Launching Anima Triage with patients
Use this section if you're launching online requests, whether that's alongside your phone lines or as your main route in.
Pre-launch SMS
Send around a week before go-live.
Your GP practice is switching to Anima for online requests from [go-live date]. It's faster, simpler and keeps you updated. Watch this 2-min video: https://www.youtube.com/watch?v=Vy_vkM615YE
Two alternatives:
[Your practice name] is now using Anima to help manage patient requests. Using Anima is the fastest way to get the care you need: instead of waiting to book an appointment, submit a medical or admin request straight to the practice and we'll notify you when we've decided on next steps. Visit [insert your patient-facing link] to sign up today.
You can now submit medical or admin requests to the practice using Anima, without needing an appointment. Visit [insert your patient-facing link] to submit your request.
Pre-launch email
Subject: Your practice is switching to Anima, here's what to know
Hi [First Name],
From [Go-Live Date], we'll be using Anima for all online medical and admin requests.
What this means for you:
Submit requests online, no login or app needed
No waiting on hold, your request goes straight to the team
You'll receive updates by text or email
Watch this 2-minute video to see how it works: https://www.youtube.com/watch?v=Vy_vkM615YE
Need help? Our reception team is here to support you.
Best,
[Practice Name]
Go-live day SMS
We now use Anima for all online requests. It's quick, simple and secure. Start here: [insert your patient-facing link]
Go-live day email
Subject: We now use Anima for online requests
Hi [First Name],
Good news, we're now live on Anima!
You can now use Anima to:
Request appointments, repeat meds, sick notes and admin queries
Submit securely online (no app or login needed)
Get updates via text or email, no need to call
Start here: [insert your patient-facing link]
Watch this 2-minute video to see how it works: https://www.youtube.com/watch?v=Vy_vkM615YE
Best,
[Practice Name]
Update your answerphone message
Record this in a voice patients recognise, your lead GP or a familiar member of the reception team.
Thank you for calling [your practice name]. If you are ringing to book an appointment or speak to a GP, you can now use Anima to submit requests to the practice. You can sign up for Anima on the practice website. Anima is the fastest way to get the care you need: submit a medical or admin request by completing a short questionnaire, and you'll be notified when the practice has decided on next steps.
Publish a patient FAQ page
We recommend a dedicated Anima page on your website. Patients scan rather than read, so keep the answers short.
Copy-paste FAQs for your website
What is Anima?
Anima is our new online request service. It lets you contact the practice securely online, without waiting on hold or needing an app.
When can I use it?
Anima is open [insert your times, for example Monday to Friday 7am to 6pm, or 24 hours a day]. If we've reached safe capacity for the day, you can still submit routine requests for later. Urgent? Call reception, 111, or 999.
What can I use it for?
Appointments
Repeat prescriptions
Sick notes
Admin queries
Long-term condition reviews
Referrals or follow-up questions
I don't have internet access, what now?
Call reception. Our team can submit a request on your behalf and get back to you with the outcome.
Is my data safe?
Yes. Anima is certified to NHS and UK government standards. All data stays in the UK and is encrypted.
Part 3: Launching Andi with patients
Andi is our AI voice agent. When a patient calls and chooses the appointment option, Andi takes their request and passes it to your team.
Core reassurances to lead with
Every message about Andi should carry these four points:
A clinician reviews every request. Nothing is automated end to end.
Patients can ask to speak to a person at any point during the call.
Andi sounds natural, not robotic. Patients are often pleasantly surprised.
Andi is especially useful for patients who don't use the internet.
The headline message that works best: "This gives you better access. No phone queue, and your request gets to a clinician faster."
What the data says
76% of post-call patient feedback about Andi is positive, out of the remaining responses, only 4% describe a negative experience with Andi himself (rather than simply a preference to speak to a human). Use that figure confidently if you receive a complaint. Most patients who actually try Andi rate the experience well.
Where and when to communicate
Channel | Timing | Notes |
Facebook / social media | 1 to 2 weeks before go-live | Use the templates below |
Practice website | Before go-live | Short paragraph on your contact or appointments page |
Waiting room poster or screen | Week of go-live | Print and display at reception |
PPG meeting | If scheduled before launch | Use the talking points below |
SMS / patient newsletter | Optional, week before | A brief two-line heads-up works well |
Facebook templates
Adapt these to your practice's voice and post one to two weeks before go-live.
Template A, benefit-led
We're introducing a new way to contact us by phone.
From [DATE], when you call and select the appointment option, you'll be connected to Andi, our new AI receptionist. Andi will take down your request and send it directly to our clinical team, so you get a faster response with no long queue.
No waiting on hold
Your request reaches the right person quickly
A clinician reviews every request
You can still speak to a receptionist if you need to
Any questions? Speak to our team at reception.
Template B, reassurance-led
A change to how you contact us, here's what to expect.
From [DATE], patients calling to request an appointment will be greeted by Andi, our new AI receptionist. Andi sounds natural (not robotic!) and will guide you through a few quick questions before sending your request to our team.
Nothing changes about how we care for you. This just means less time on hold and a quicker route to the right person. You can still ask to speak to a receptionist at any time.
We're excited to offer you a better experience.
Website copy for Andi
Add this to your "Contact Us" or "Appointments" page before go-live.
Contacting us by phone, what's new
When you call to request an appointment, you will now be greeted by Andi, our AI receptionist. Andi will ask you a few short questions about your request and send your answers directly to our clinical team.
This means:
No waiting on hold
Your request reaches the right person more quickly
A clinician reviews every request before any action is taken
You can ask to speak to a receptionist at any point. Andi is available [insert your hours].
PPG talking points
Question | Answer |
Why are we doing this? | We want to reduce the time patients spend waiting on hold and get requests to the right person faster. Andi handles the initial call so our reception team can focus on patients who need more complex help. |
Is this safe? | Yes. A clinician reviews every request submitted through Andi before any action is taken. Nothing is automated end to end. Andi collects information, it does not make decisions. |
What if I don't want to use it? | Patients can ask to speak to a receptionist at any point during the call. The option to speak to a human is always available. |
Is the data secure? | Yes. Andi is built by Anima Health, the same team behind our existing online triage system. All data is processed securely and stored within the NHS-compliant Anima platform. |
What do other patients think? | 76% of post-call patient feedback is positive. Most patients find Andi straightforward to use and appreciate not having to wait in a phone queue. |
Will staff still answer the phone? | Yes. Reception staff remain fully available during opening hours. Andi handles the initial request capture, and your team is always just a keypress away. |
Handling patient complaints about Andi
Some patients will push back. That's normal with any change. Acknowledge the concern first, then move to the evidence.
"I didn't want to speak to a robot." We understand. You can always press to speak to a receptionist. Most patients find Andi straightforward once they've tried it, and 86% of the feedback we receive is positive.
"Is my information safe?" Yes. Andi is part of the same Anima platform you may already use online. All data is stored securely and reviewed by your clinical team.
"What if it gets my request wrong?" A clinician reviews every request before any action is taken. Nothing is automated end to end.
Part 4: The first month after go-live
Share your numbers with patients
This is the single most effective thing you can do in week two. Pull your figures from the dashboard and post them. Patients who were sceptical see the change working, and your team sees their week reflected back at them.
Magdalen Medical Practice in Norwich posted their first four days of data on their website and Facebook page. In that time they handled 1,275 requests, averaging 318.8 a day. Their median close time was 1.2 hours across all requests, 67.4% were actioned same day, and urgent medical requests had a 7 minute median close time. Tracey Clarke, their Practice Business Manager, wrote it up herself and thanked patients and staff for their patience through the transition. She was open about the telephone problems in the first few days, which is a large part of why patients trusted the rest of it.
Read it here: Magdalen Medical, Exciting Update
Offer digital support
Magdalen trained staff to help patients with phones and iPads, and invited anyone struggling to pop in. Patients who can't get online are the ones most likely to complain, so give them a route that isn't a complaint.
Keep reception redirecting
For the first month, every phone call is a chance to teach a patient the new route. "Next time you can send that through online and you'll hear back the same day."
Assets and examples
Patient explainer video
Loom: Patient explainer
Banners
Practices doing this well
Magdalen Medical Practice, Norwich. The best all-round example, and the only one covering Anima Triage and Andi together on one page. Their Anima FAQ page explains both in plain English, including a section on what Virtual Care Navigation is and an honest note that Andi may feel unusual at first. Their post-launch update shows how to share results afterwards.
Robin Hood Lane Health Centre. Benefits-led headline ("Get a GP Appointment faster with Anima"), a friendly walkthrough of how it works, and strong FAQs covering capacity limits and digital access.
New Pond Row Surgery. Leads with the clinical and operational benefit, is transparent about closed periods and how patients still get help, and explains clearly what patients without digital access should do.
The James O'Riordan Medical Centre. A good Andi launch post on Facebook, including a plain note that Andi isn't robotic sounding.
Heart of Lincoln Medical Group. Framed their Andi launch as a trial and asked patients for feedback, which is a useful approach if your partners want a softer landing.
Borrow their tone, structure, or even their headings.
Questions about any of this, or want the wording tailored to your practice? Speak to your account manager.