From vision to voice: Communication strategies for Primary Care in delivering the NHS’s three shifts

The NHS 10-Year Plan has set out three radical shifts that will transform healthcare in England: moving from hospitals to communities, from analogue to digital, and from sickness to prevention. For GPs, Primary Care Networks (PCNs), and Integrated Care Boards (ICBs), this isn’t just a change in policy direction, it’s a new way of working that requires strong, strategic communications.

At Grey Sergeant, we believe the success of these shifts will depend as much on how they are communicated as on the services themselves. Communities need to understand and trust what’s changing. Staff need clarity on their role within evolving models of care. And primary care partners need consistent messaging that builds confidence in the system.

This is where effective communications move from being a “nice to have” to a critical enabler of transformation.

Shift 1: From hospital to community – building local confidence

The move away from hospital-centred care to community-based neighbourhood health services is central to the NHS plan. Multi-disciplinary teams, operating closer to people’s homes, promise greater accessibility and earlier interventions. But without the right messaging, these changes risk being misunderstood. Patients may worry about losing access to hospital services. Local providers may struggle to explain new ways of working.

Communication strategies for success:

• Educate communities on how neighbourhood health centres will expand - not reduce - care options.

• Highlight patient stories that show the benefits of care on the doorstep.

• Engage stakeholders through local media, newsletters, and forums to build trust in new models of delivery.

Sergeant works with PCNs and practices to shape clear, consistent narratives that place them as leaders in their community’s health journey.

Shift 2: From analogue to digital – building trust in new technology

The NHS’s digital ambitions are bold: by 2028, every patient will have a single digital record, and the NHS App will act as a “doctor in your pocket.” For primary care, this is both an opportunity and a challenge.

Digital tools can streamline consultations, improve self-management, and free up capacity. But patients and staff need reassurance. Without trust, adoption rates will stall.

Communication strategies for success:

• Promote benefits clearly—explain how digital access improves convenience and outcomes.

• Support adoption with patient-friendly guides, FAQs, and campaigns tailored to local populations.

• Address concerns about data, privacy, and accessibility upfront to avoid mistrust.

Here at Grey Sergeant, we help primary care leaders craft communications that make digital transformation feel empowering rather than overwhelming, so patients embrace technology instead of resisting it.

Shift 3: From sickness to prevention – creating a culture of health

The final shift is perhaps the most ambitious: moving the NHS from reactive treatment to proactive prevention. This means more early intervention, lifestyle support, and public health campaigns.

For GPs and PCNs, prevention must become a core message. Patients need to see their practice not just as a place to go when ill, but as a partner in maintaining long-term wellbeing.

Communication strategies for success:

• Frame prevention positively—emphasise empowerment, choice, and quality of life.

• Normalise new services like health apps, screening programmes, and lifestyle support.

• Use targeted campaigns that resonate with different community groups, ensuring inclusivity and reach.

Grey Sergeant helps practices design messaging that shifts perceptions, positioning primary care as the frontline of a healthier society.

Cross-cutting themes in healthcare communications

Across all three shifts, effective communications need to deliver on three essentials:

1. Reputation and Trust – proactively shaping public confidence in NHS services through clear, transparent, and consistent messaging.

2. Internal Engagement – ensuring staff, partners, and stakeholders feel aligned and empowered in their roles.

3. Community and Media Relations – telling positive stories, highlighting innovation, and building credibility through multiple channels.

This is about more than press releases or social posts. It’s about creating a connected voice across primary care that resonates with patients and stakeholders alike.

Turning Policy into Impact

The NHS 10-Year Plan sets the destination. The three shifts provide the roadmap. But it is through communications that these ideas will become reality on the ground.

By helping practices, PCNs, and ICBs translate vision into voice, we ensure communities understand, trust, and engage with the future of healthcare.

Now is the time for primary care to step forward as leaders—not just in delivering services, but in shaping the narrative of change.

We’re here to help

At Grey Sergeant, we specialise in healthcare PR and communications that position GPs, PCNs, Trusts, and ICBs as authorities in their communities. From strategy and stakeholder engagement to content and media, we help you lead the conversation.

Get in touch today to find out how we can help your organisation communicate the NHS’s vision with clarity and impact.

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