University of Surrey study says pushy NHS chatbots can put patients off booking appointments
The study says patients are put off by over-messaging, pushy reminders and blurred human-AI boundaries
New research from the University of Surrey suggests that AI chatbots used for booking NHS cervical screening appointments may deter patients if perceived as overly aggressive or persistent.
The study highlighted the importance of communication style in AI interactions, revealing that patients appreciate friendly and non-forceful language.
Interviews with patients from a North London GP surgery, alongside a survey of 300 individuals eligible for NHS cervical screening, informed the findings.
The research focused on Asa, a generative AI receptionist used to invite patients to book appointments via WhatsApp.
Many respondents valued Asa's integration into existing routines and found its friendliness beneficial.
A preference for female-presenting AI was noted, as it facilitated the disclosure of sensitive information, such as appointment rescheduling due to menstruation.
Further development of AI communication strategies could improve patient interaction and appointment booking processes.
The study was led by Dr Doris Dippold, who noted the main points where the chatbot was less effective
"So the specific characteristics that were found to be pushy was when they kind of over-messaged people, they message people too often or in too short an interval.
But the other thing was kind of messages that were phrased as like, 'you must attend your appointments'. So things like, 'let's get your booked in!'"
However Dippold also spoke about one of the more surprising points of friction
"But one of the most sort of perhaps surprising findings was that we often think of chatbots that need to behave more human and they need to behave like a human.
Actually, this was an ethical concern for some people if the chat becomes too human or too human speaking, people didn't like that because they still wanted to know that they're interacting with the bot."
Doris emphasised the point about how although there is work to be done, the amount of benefit these chatbots could provide would be enormous
"For some users, chatbots can really facilitate access. I mean, from my own perspective of these sorts of screenings, not getting these letters, they often arrive late, they arrive after your appointment, or that letter arrives, you put it on your pin board and then you uncover it under 5000 receipts and whatever half a year later.
Actually having this on your phone, on your WhatsApp and being able to just quickly book an appointment whilst you're on the bus on the way to work can be hugely facilitating to some patients."