At Crocus Medical Practice, we continually look for ways to improve access to our services and reduce waiting times for patients. To support this, we may use EMMA, an AI-powered telephone assistant provided by Quantum Loop, to help manage incoming calls and routine enquiries.

EMMA is designed to assist patients by gathering information, directing requests appropriately, and helping our team respond more efficiently.

What is EMMA?

EMMA is an AI-assisted receptionist system that supports our Practice by handling certain telephone interactions and administrative requests.

The system can help with:

• Directing patients to the appropriate service.
• Gathering information about the reason for a call.
• Assisting with appointment-related enquiries.
• Providing information about Practice services and opening times.
• Helping route urgent requests appropriately.
• Reducing call waiting times during busy periods.

EMMA supports our reception team but does not replace the clinical judgement of healthcare professionals.

How Does EMMA Work?

When you contact the Practice by telephone, EMMA may answer your call and ask a series of questions to understand how we can help you.

The information provided is securely transferred to the Practice team, allowing requests to be directed to the most appropriate person or service.

Where necessary, calls will be passed to a member of the Practice team for further assistance.

Patient Safety

Patient safety remains our highest priority.

EMMA:

• Does not make clinical decisions.
• Does not provide diagnoses or treatment plans.
• Does not replace clinical assessment by a GP, nurse, or other healthcare professional.
• Is used only to support communication and administrative processes.

Urgent clinical concerns will continue to be assessed by appropriately trained healthcare professionals.

Privacy and Confidentiality

Any information you provide through EMMA is handled in accordance with:

• UK General Data Protection Regulation (UK GDPR)
• Data Protection Act 2018
• NHS confidentiality requirements
• Applicable information governance standards

Information collected is used only for the purpose of managing your enquiry and supporting your care.

Access to information is restricted to authorised Practice staff and approved service providers acting on behalf of the Practice.

Call Recording and Data Processing

Where call recordings or transcripts are created as part of the service, they are managed securely and retained only in accordance with relevant NHS and data protection requirements.

Information is not sold, used for advertising purposes, or shared with unauthorised third parties.

 Benefits for Patients

The use of EMMA helps to:

• Improve access to Practice services.
• Reduce telephone waiting times.
• Ensure enquiries are directed to the correct team more efficiently.
• Support faster responses to routine requests.
• Allow Practice staff to spend more time supporting patients who need direct assistance.

Further Information

If you have any questions about our use of EMMA or how your information is processed, please contact Crocus Medical Practice and a member of our team will be happy to help.