I wonder if some of it is tied in with care plans, I had a call to book me in to speak to a GP over the phone to discuss a care plan, available should I end up in hospital, so they have certain information available - why medical notes can't be shared and available to all in this day and age anyway I don't know though!
She thankfully skipped over the section covering DNR, which I was glad about, being only 36!
I assume they are doing it for people with certain medical conditions but to cold call people generally seems to be very, well, cold.