At a recent doctor's visit, there were two signs prominently displayed in the exam room. One encouraged patients to contact their pharmacist first if a prescription refill was needed. The second clearly urged patients to call the clinic as the initial point of contact.
The confusion about people calling the "wrong" place is probably what prompted the signs in the first place, but no wonder patients can't keep things straight. One sign is telling them to do the exact opposite of the other. "Start with us first" unless it is a prescription refill.
Does your messaging carry an explicit or implied "unless"? Once something has qualifiers, its memorability is lost.