What to change
Describe the purpose of the first visit separately from any later service. Ask the responsible practitioner to approve the boundary without adding advice about suitability.
A worked example
Illustrative example
A podiatry page describes an initial assessment, its duration and fee. The next paragraph explains that any further appointment is discussed separately; it does not promise a procedure at that visit.
Put it into practice
Ask the practitioner what can be said about possible later steps. The patient should understand what the initial visit covers without being promised a procedure or outcome that depends on that assessment.
Use the assessment name in the booking button where that is what can be arranged. A treatment-led heading should not make the actual first appointment disappear at the point of choice.
What to agree before publishing
Make the first appointment's purpose visible beside its price and booking action. Ask the practitioner which later possibilities can be described and which depend on the assessment. The page can explain that further arrangements may be discussed without making them sound included or inevitable. Review the appointment confirmation against the treatment-led service introduction. A patient should recognise what they have actually booked and paid for, even if they first reached the site while researching a treatment that might be considered later.
How to check the result
A first-time reader can tell what is booked and which decisions remain for the practitioner.
A mistake to avoid
Do not describe a possible next step as an included service simply because many patients eventually choose it.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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