Increasing the uptake of cervical screening at cornerstone medical practice

BACKGROUND: Nationally, cervical screening uptake is suboptimal, even though research shows that the programme is highly effective at preventing cervical cancer. LOCAL PROBLEM: Cornerstone is a small practice located in Salford in the North West of England. Historically, screening uptake here has been lower than average. There were 656 eligible women on our practice list and 177 of them were unscreened at the start of the project. The largest group of non-white British or Irish people on our list (13) spoke Polish as their first language. METHODS: We used quality improvement methods: the model for improvement, a driver diagram and Plan, Do, Study, Act cycles. Specifically, we targeted 177 women who were previously non-responders, as well as keeping up the regular screening service. We managed to contact 120 women during the project. INTERVENTIONS: We tested different methods of inviting women to attend cervical screening: telephone calls, text messages and letters. Later, a video link was also included in the text invitation. Information leaflets about the tests were added to letters. The letter was also translated into Polish. RESULTS: Uptake improved and the aim was reached. Telephone calls from the nurse increased uptake but took time away from other work, so was not a sustainable change for our practice. A letter stating evidence basis for the test, and a letter translated into Polish showed limited improvement. Sending letters with information leaflets and text messages with video links achieved similar response rates with no statistical significance when we analysed the data. Offering extended hours and flexible appointment times showed very positive results. CONCLUSIONS: The text message with a video attached was adopted as an effective method for targeting persistent non-responders. The project in its second year is being scaled up across the Primary Care Network.