The link between strong communications and better funding outcomes for GPs and PCNs

In today’s healthcare landscape, General Practice (GPs) and Primary Care Networks (PCNs) are under mounting pressure to secure sustainable funding. With rising patient demand, limited workforce capacity, and the shift towards integrated care systems, funding decisions are increasingly tied to perception, reputation, and trust.

This is where strong communications make the difference. Clear, consistent, and strategic communications not only improve patient engagement but also influence commissioners, funders, and Integrated Care Boards (ICBs). Practices and PCNs that communicate their value effectively are more likely to secure funding and attract long-term investment in their services.

At Grey Sergeant, we understand that communications are not just about visibility, they are about demonstrating impact and leadership. By building trust through communications, GPs and PCNs can strengthen their case for funding in an environment where reputation is becoming as important as clinical outcomes.

Communications as a strategic funding tool

Funding is no longer just about financial spreadsheets or activity data. Decision-makers want to see evidence of community impact, alignment with NHS priorities, and a commitment to prevention and integration. Strategic communications ensure these messages land clearly.

When practices demonstrate how they are reducing pressure on hospitals, improving access to care, or working collaboratively within their PCN, funders see more than a service, they see leadership and innovation. By presenting these achievements through compelling communications, practices position themselves as indispensable community anchors deserving of investment.

Linking communications to the NHS Long Term Plan

The NHS Long Term Plan sets out three critical shifts: moving from treatment to prevention, bringing care closer to communities, and harnessing digital and data innovation. For GPs and PCNs, these shifts aren’t just operational, they are opportunities to tell a story of transformation.

Effective communications showcase how practices are leading on prevention programmes, digital triage systems, or social prescribing initiatives. They make abstract policy tangible by showing how real patients and communities benefit. This narrative strengthens funding bids by aligning practice activity with national priorities, demonstrating that additional investment will accelerate progress.

Building reputation and trust with funders

Funding follows trust. ICBs, NHS England, and local authorities need assurance that resources will be well used. A practice or PCN that is silent about its impact risks being overlooked. One that actively communicates its successes, challenges, and ambitions stands out.

By investing in communications, GPs and PCNs can:

• Show evidence of outcomes – Highlight measurable improvements in patient care, reduced hospital admissions, or successful pilot programmes.

• Build credibility – Demonstrate strong leadership and alignment with national and regional healthcare priorities.

• Strengthen relationships – Keep funders and stakeholders informed, engaged, and supportive of future funding bids.

In many ways, communications are the currency of trust. When stakeholders consistently hear about your work, they are more inclined to back you financially.

Practical communications strategies for better funding outcomes

For GPs and PCNs looking to improve their funding prospects, the following communications strategies are key:

1. Develop a Clear Value Proposition

Every practice and PCN should be able to articulate its unique contribution to the community. This goes beyond delivering appointments, it’s about being a hub of health, prevention, and social care. A well-crafted value proposition becomes the backbone of funding applications and stakeholder engagement.

2. Leverage Data and Storytelling

Funders respond to evidence, but they also respond to human stories. Combining data-driven outcomes with patient case studies creates a compelling narrative. For example, “Our digital triage system reduced unnecessary A&E visits by 20%, saving the local NHS £250,000 last year,” is both factual and persuasive.

3. Strengthen Stakeholder Engagement

Communication is not just outward-facing; it is also about two-way dialogue. Regular updates to local stakeholders, patient participation groups, and ICB representatives build long-term relationships. Proactive engagement shows accountability and transparency - qualities funders want to see.

4. Build a Positive Online Reputation

Patient reviews and digital presence influence how practices are perceived by both the public and funders. Managing online reputation through Google reviews, websites, and social media ensures that the practice’s public image reflects its quality of care.

5. Invest in Professional PR and Communications Support

Many practices lack the time or expertise to manage communications strategically. Partnering with a specialist consultancy such as Grey Sergeant provides the skills to craft messages, build media visibility, and position practices as leaders within the healthcare system.

Case Example: Communications driving funding success

Consider a PCN implementing a new community health hub. Without communications, this hub may be seen simply as another extension of general practice. With the right communications strategy - press coverage, stakeholder briefings, community engagement, and digital storytelling, the hub becomes a flagship model of integrated care.

This narrative not only boosts public awareness but also strengthens the PCN’s case when applying for regional transformation funding. Funders are more inclined to support a service that is visible, celebrated, and clearly aligned with system priorities.

Why GPs and PCNs cannot ignore communications

The funding environment is competitive, and silent practices risk being overlooked in favour of those who shout about their impact. Strong communications are not a luxury, they are a necessity for survival and growth.

As the NHS continues to evolve, GPs and PCNs that invest in communications will secure better funding outcomes because they:

• Prove their value with evidence and stories

• Build trust with stakeholders and patients

• Position themselves as leaders of innovation and community health

At Grey Sergeant, we believe that the practices and PCNs who embrace communications as a strategic tool will be the ones that thrive in the next decade.

Conclusion: Communications as a path to sustainable funding

The link between communications and funding is clear. Strong communications help GPs and PCNs showcase their impact, build trust, and align with NHS priorities. In an era where reputation is the new currency of healthcare, effective communications make the difference between securing funding and being left behind.

For practices and PCNs, the message is simple: communicate your value, or risk being undervalued.

At Grey Sergeant, we specialise in helping healthcare providers achieve this. Through PR, stakeholder engagement, and strategic communications, we ensure that your work is not only seen but also supported. Strong communications lead to stronger funding outcomes - because when the story is told well, the funding follows.

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