How social norms reduced missed hospital appointments by 31.7%

Missed hospital appointments are a massive strain on resources and can lead to worsened health and financial outcomes. Researchers Martin, Bassi, and Dunbar-Rees tested three behavioral science interventions in two health centers in NHS Bedfordshire.1The first two interventions tackled “did not attends” (DNAs) by increasing patient participation in phone and in-person bookings, a process which is normally fully carried out by healthcare professionals. These interventions reduced DNAs by 3.5% and 18%, respectively. The third intervention combined the previous two, and additionally took advantage of social norms. By making it known how many people successfully make their appointment, this intervention utilized descriptive norms to minimize DNAs. In combination, the three interventions were able to reduce DNAs by 31.7%.