Turning online GP appointment booking into a reputation-building tool
- Michael O'Connor
- Oct 1
- 5 min read
Why the new online booking mandate is more than an admin change
From October 2025, every GP practice in England is required to keep their online appointment request system open during core hours (8am–6.30pm, Mon–Fri). For many practices this feels like yet another layer of pressure: more patient requests, more demand, and another system to manage.
But here’s the thing: the new online GP appointment booking system is not just about admin. Done well, it is a communications and reputation opportunity. In an NHS landscape where trust and patient experience are as important as access, the way practices use their online booking can differentiate them, reassure patients, and build long-term loyalty.
At Grey Sergeant, we specialise in GP reputation management and NHS communications strategy, and what we see is clear: every patient touchpoint is a brand moment. The online booking platform is no exception.
Why online booking matters for GP reputation
Historically, one of the biggest frustrations for patients has been the 8am scramble to get through to reception. Endless engaged tones and long waits undermine trust before the patient even sees a clinician.
The new digital front door changes that. Patients now expect - and value - convenience, clarity and fairness. If your online booking feels intuitive, transparent, and patient-centred, it signals that your practice is modern, responsive and organised.
This is critical because patient perception drives reputation. And reputation, in turn, drives compliance, loyalty, and even staff morale. A practice with a positive reputation is seen as fair, reliable, and trustworthy.
Using online booking as a positive communication channel
Let’s break down how GPs can flip the online booking requirement from an obligation into a strategic reputation asset.
1. Clarity builds trust
Patients want to know exactly how the system works: what they can book online, what still requires a phone call, how requests are triaged, and how soon they can expect a response.
Publish a clear, simple FAQ page on your website.
Use your practice newsletter and social media to remind patients about the online service.
Make sure the tone is warm and reassuring, not technical.
A patient who understands the process is less likely to feel frustrated or excluded.
2. Tone of voice matters
The booking system itself, whether via the NHS App or your website, can feel impersonal if left unbranded. But by adding your practice’s voice to confirmation emails, instructions, and follow-up messages, you humanise the process.
Think of it as an extension of your reception desk. Would your receptionist say “Your request has been received” - or would they say “Thank you, we’ve got your request and one of our team will be in touch soon”? That small difference is huge for reassurance.
3. Data as a storytelling tool
Online booking platforms produce a wealth of data: how many patients are using the service, average response times, and outcomes. Used well, this data can tell a story about access and fairness.
Imagine publishing in your annual patient report:
“82% of appointment requests now come through online booking.”
“Average triage response time is under 2 hours.”
That turns what might be perceived as bureaucracy into a positive transparency message - showing your community that you are open, fair, and efficient.
4. Accessibility as inclusion
Some patients will always prefer the phone or face-to-face. A positive reputation comes from demonstrating that digital is a choice, not a barrier.
Keep promoting your other access routes alongside online booking.
Provide simple guides for older patients or those with low digital confidence.
Consider a “digital buddy” scheme where staff or volunteers help patients learn the system.
This inclusivity narrative is powerful: it shows your practice is modern but also compassionate.
5. Crisis resilience
One of the biggest risks for GP reputation is crisis: phone lines down, IT failures, staff shortages. With online booking, you have an extra resilience channel.
If your phones are overloaded, patients can still submit requests online. If staff are short, you can use the triage dashboard to prioritise the most urgent cases transparently. Communicating this to patients, that the system is part of your commitment to resilience, builds trust that you can handle pressure.
Patient reassurance: why framing is everything
The technical requirement (“online booking must be open during core hours”) doesn’t reassure patients by itself. What reassures them is the framing:
“You don’t need to rush at 8am anymore - you can make a request anytime during the day.”
“We promise your request will be seen by a clinician the same day, even if your appointment is later in the week.”
“You can still call us if you prefer - online is simply another way to make life easier.”
By actively communicating the benefits to patients, you make the change feel like a positive choice, not a forced adjustment.
How this builds long-term GP reputation
Reputation isn’t built in a single press release; it’s built in the everyday experience. If patients consistently find your online booking system easy, fair, and reliable, they will associate those qualities with your practice.
This has three tangible effects:
Reduced complaints and negative reviews - patients feel heard and valued.
Stronger community advocacy - satisfied patients share their positive experiences.
Staff morale - when frontline staff aren’t firefighting complaints about access, they can focus on care.
In other words: a smooth online booking experience is not just about convenience - it’s about reputation insurance.
Practical communications steps for GPs
Here’s how to embed online booking into your comms strategy:
Website banner - place a prominent but friendly message: “Book or request your appointment online any time 8am–6.30pm.”
Patient newsletter - include a case study: “How online booking helped Mrs Smith avoid the 8am rush.”
Social media content - short videos or graphics showing step-by-step how to use the system.
Waiting room posters - reassure patients that online booking is an option, not a replacement for other contact.
Staff scripts - ensure reception staff use the same warm, reassuring language when explaining the system.
This integrated approach means your communications and operations are aligned, reinforcing the same positive narrative.
Where Grey Sergeant can help
At Grey Sergeant, we know that GPs and Primary Care Networks are under enormous pressure. But we also know that reputation is your greatest shield against future crises.
We help practices and federations turn mandatory systems into reputation assets by:
Crafting patient-friendly communications that build trust.
Using data insights from online booking to tell positive stories.
Training staff in consistent messaging.
Embedding online systems into wider NHS communications strategies.
With the right communications strategy, online booking can become more than compliance - it can become a positive reputation driver that reassures patients and strengthens your standing in the community.
Conclusion
The new online booking requirement may feel like a burden, but it is also an opportunity. If you treat it as a communications channel, not just an admin tool, it can:
Reassure patients that they have fair, easy access.
Showcase your practice as modern, transparent, and resilient.
Build a reputation of trust and reliability that will protect you in the long run.
As with all things in primary care, it comes down to how you frame it. With the right comms, online booking isn’t just a digital system, it’s a signal of who you are as a practice.
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
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