7 reputation risks every GP practice needs to watch out for

In healthcare, reputation is everything. For GP practices, it’s not just about how patients perceive you, it’s about how your partners, staff, and community see your role in local care delivery. In a world where online reviews, patient feedback, and public reporting shape perceptions instantly, reputation management isn’t a luxury; it’s essential.

As someone who’s worked in NHS communications and now advises primary care leaders through my consultancy, Grey Sergeant, I’ve seen how fragile trust can be and how easily reputation risks can creep in unnoticed. Here are seven key reputation risks every GP practice should watch out for, along with how to mitigate them before they become crises.

1. Poor patient communication

It might sound obvious, but one of the biggest causes of reputational harm is poor communication. Missed messages, unclear appointment systems, or confusing online information all contribute to patient frustration. In today’s digital-first NHS, a practice’s website, booking system, and tone of voice represent its front door.

The fix: Be proactive and transparent. Update your website regularly, ensure all channels (phone, email, and digital) are consistent, and communicate changes - whether that’s flu jab clinics, new hours, or staff changes - before patients find out the hard way. Clarity builds confidence, and confidence builds trust.

2. Negative online reviews and social media backlash

A single negative review or social media post can spread fast, shaping perceptions of your practice far beyond your patient list. Unfortunately, many practices still don’t monitor or respond to online feedback, allowing misconceptions to grow.

The fix: Monitor review platforms such as NHS.uk, Google, and Facebook. When someone posts negatively, respond professionally and compassionately, without breaching confidentiality. Thank them for their feedback, acknowledge their frustration, and invite them to continue the conversation offline. How you respond often matters more than the complaint itself.

3. Misaligned staff culture

Your team is your greatest reputational asset but also your greatest risk if morale or behaviour falters. Internal culture reflects outwardly. If staff feel unsupported, overworked, or disengaged, that tension will show in patient interactions and word-of-mouth.

The fix: Prioritise internal communication as much as external. Celebrate wins, share the practice vision regularly, and empower staff to speak up about concerns. Reputation starts on the inside - build a culture of care internally, and it will radiate externally.

4. Misinformation and media missteps

GP practices are often at the centre of national or local media stories, especially around access, waiting times, or vaccine programmes. A poorly handled media enquiry or a misquoted statement can quickly damage public trust.

The fix: Prepare media protocols before you need them. Identify a spokesperson, agree key messages, and ensure all staff know who to direct media queries to. If an issue arises, respond quickly but calmly with facts, empathy, and clarity. A short, consistent statement is far better than silence or panic.

5. Operational failures and patient safety incidents

Nothing undermines reputation faster than a breakdown in care. Whether it’s an appointment backlog, data breach, or safeguarding incident, operational issues can erode years of community trust if not handled properly.

The fix: Have a crisis communications plan that integrates with your clinical governance process. That means clear escalation routes, honest internal updates, and coordinated messaging to patients, staff, and the media if needed. Accountability and transparency are your best defences in difficult moments.

6. Leadership Silence During Change

Primary care is evolving. New networks, partnerships, estates models, and neighbourhood health centres are reshaping local care. Yet too often, GPs and practice managers stay quiet during major transitions, creating uncertainty that fuels rumour and resentment.

The fix: Communicate early, even if you don’t have all the answers. When staff and patients hear directly from you, they’re more likely to trust the process. Silence creates a vacuum and in communications, vacuums are quickly filled by misinformation. As leaders, we need to narrate change, not hide from it.

7. Lack of a long-term reputation strategy

Reputation isn’t built by accident. It’s the result of consistent, planned communications over time. Many practices operate reactively, responding to issues as they arise rather than setting a clear narrative about their value, their role in the community, and their patient promise.

The fix: Develop a proactive reputation management strategy that aligns with your practice’s goals. That might include:

• Regular patient feedback analysis

• A monthly content plan (website, social, newsletters)

• Community engagement activities

• Partnerships with local media and voluntary groups

This isn’t about PR spin, it’s about building long-term trust through visibility, transparency, and consistency.

Why reputation now matters more than ever

The NHS Long Term Plan is shifting care closer to home. That means GP practices are no longer just service providers, they’re community anchors. With that comes greater visibility, higher expectations, and more scrutiny. A strong reputation doesn’t just protect you during a crisis, it attracts patients, retains staff, and strengthens your voice in local decision-making.

In a time of pressure and misinformation, being trusted is your competitive advantage.

How Grey Sergeant can help

At Grey Sergeant, we work with GP practices, federations, and ICBs to help them understand, manage, and strengthen their reputation. Whether that’s improving patient communications, preparing for media engagement, or crafting a proactive reputation plan, we help primary care leaders tell their story with clarity and confidence.

Reputation management isn’t about gloss - it’s about truth, trust, and tone. And in healthcare, those three things are everything.

Key takeaways

• Your reputation begins with communication, both internally and externally.

• Negative feedback, if handled well, can actually strengthen trust.

• Culture and leadership are just as critical as comms strategies.

• Silence is rarely neutral, it’s often interpreted as indifference.

• A proactive, planned approach will always outperform a reactive one.

Final thought

Every GP practice already has a reputation. The question is whether it’s being actively managed or left to chance. By identifying these seven risks early and taking a structured approach to communication, you can protect not only your image but your relationships, your team morale, and your patients’ trust.

Because in the end, reputation isn’t just what people think about your practice, it’s what they feel when they walk through your door.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps primary care networks, GP surgeries, and healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com