NHS patients who may qualify for free or subsidised treatment are being encouraged to find out more via new literature designed by Butcher & Gundersen.
The London consultancy’s work for the information division of the Department of Health includes the general information booklet, which has an initial print run of 3.5 million, a claim form, a charges leaflet, posters, pocket guides for health workers, and a series of supplementary leaflets for particular areas such as dental care and wigs.
The main booklet, HC11, is appearing in doctors’ surgeries, dentists, community centres and other locations now. The new claim form will follow in the next few weeks.
The previous literature was two-colour and perceived by potential claimants as intimidating, repetitive, and poor in communication terms. It also had to be reprinted each year to incorporate budget changes in figures such as prescription charges.
Butcher & Gundersen’s recommendations included a general though more summarised leaflet without specific figures, detailed advisors’ guides, a series of posters, and a charges leaflet which could be updated.
The consultancy also suggested a four-colour scheme, some branding, colour-coding and investment in photography. The DoH accepted all the consultancy’s proposals and is now expecting greater use of its low- income safety net.