What’s your GP practice’s USP? Finding and communicating your unique selling proposition

In a world where patients increasingly view healthcare through a consumer lens, GP practices must begin to ask a critical question: What sets us apart? It’s no longer enough to simply deliver services — patients expect to feel confident, connected, and cared for. As someone with a background in both PR and healthcare communications, I’ve seen firsthand how articulating and communicating a clear Unique Selling Proposition (USP) can transform a GP practice’s reputation, attract new patients, and re-engage existing ones. Yet many practices still haven’t identified theirs.

Value proposition

In this article, I want to unpack what a USP means in the context of primary care, why it matters more now than ever, and how your practice can uncover and communicate its own.

The Shift: From service provider to community brand

The NHS 10 Year Plan, alongside the development of Integrated Care Systems (ICSs) and Neighbourhood Health Centres, is redefining the role of general practice. GPs are no longer seen purely as gatekeepers to secondary care but as anchors of local health and wellbeing. This shift demands not just operational change, but also a communications one.

Your practice is now a community brand, whether or not you’ve positioned yourself that way. Patients have options. They leave Google reviews. They compare experiences. They talk online and off. And while the NHS remains a public service, perceptions and reputations increasingly behave like those in the private sector.

It’s why I believe practices that invest in defining and communicating their unique selling proposition will come out ahead, not just in patient loyalty, but in staff morale, recruitment, and partnership opportunities.

So, what exactly is a USP in General Practice?

A Unique Selling Proposition (USP) is the single, most compelling reason someone should choose your service over another. In the commercial world, it might be a product feature, price point, or customer experience. In general practice, it’s more nuanced.

It could be:

• Your extended opening hours.

• A reputation for continuity of care.

• Specialist services like dermatology or minor surgery.

• A commitment to holistic, preventative care.

• Multilingual staff and inclusive care models.

• Digital-first access with minimal wait times.

• A warm, community-centric ethos that treats patients like people, not numbers.

It’s not about claiming to be better than every other practice. It’s about identifying what makes you distinct, relevant, and credible, and then ensuring your patients know about it.

Why GPs struggle with their USP

Many practices I speak with assume their USP should be “we care” or “we’re local.” While those are noble values, they aren’t differentiators, they’re expectations. Every GP practice should care. Every GP practice is local to someone.

Others worry that talking about a USP is somehow inappropriate in the public sector. This is something I disagree with. Defining your value proposition doesn’t commercialise care, it clarifies your purpose. And at a time when GP reputations are under pressure, clarity is a powerful antidote to confusion.

The benefits of a clear, communicated USP

A clear USP is more than just a strapline on your website. It can:

• Improve patient trust and loyalty: Patients are more likely to remain with, and advocate for, a practice they understand and feel aligned with.

• Attract new patients: Especially in urban areas or areas with choice, clear communication around what you offer and how you operate can make a big difference.

• Enhance recruitment and retention: Clinicians want to work in purpose-driven environments. A USP can galvanise your team and attract talent.

• Support transformation: Whether you’re moving to a digital-first model or integrating with community services, a defined value proposition helps bring stakeholders with you.

• Enable better PR and marketing: From newsletters to social media to press engagement, your USP gives you a consistent narrative.

How to find your practice’s USP

If you’re unsure what your USP is, that’s okay, it’s not always immediately obvious. But it’s there. You just need to dig for it.

Here’s how I recommend approaching the process:

1. Listen to your patients

Start with patient feedback. Review comments on the NHS website, Google reviews, and Friends and Family Test results. Hold focus groups or send out a simple survey. Ask:

• What do you value most about our practice?

• What do we do well that other practices may not?

• What one word or phrase describes us best?

You’ll begin to hear common themes. Maybe it’s access. Maybe it’s empathy. Maybe it’s how your clinicians explain things clearly. Patterns matter.

2. Involve your team

Ask your receptionists, nurses, GPs, and allied health professionals. What do they think makes the practice special? What do patients thank them for most often?

Involving the team also builds buy-in. When people feel like they’ve helped shape the message, they’re more likely to champion it.

3. Review your services

Do you offer something few others do? A menopause clinic, group consultations, or proactive care for long-term conditions? Have you adopted a new model like total triage or digital-first access?

Even if your service isn’t unique in the literal sense, combining it with your culture or approach might be. For example: “Tech-enabled care with a human touch.”

4. Look at your data

Your performance data can reveal strengths. If your patient satisfaction scores are particularly high, that’s a story. If your appointment wait times are lower than average, that’s a differentiator. If you’ve significantly improved uptake for cervical screening or flu jabs, it’s worth talking about.

5. Define, then refine

Once you’ve gathered insights, draft a short, clear value proposition. For example:

“We’re a friendly, modern GP practice focused on rapid access, preventative care, and continuity with a named GP.”

Or:

“We serve the community with inclusive, patient-led care — with specialist support for women’s health and long-term conditions.”

Keep it concise. Then test it. Does it feel authentic? Is it supported by your patient experience? Would your team agree with it?

How to communicate your USP

Defining your USP is only half the battle. The next step is ensuring people know it. That means embedding it into your communications strategy, not just leaving it buried in a business plan.

Here are some practical ways to communicate your value proposition:

1. Your website

The homepage of your website should reflect your USP immediately. Not with jargon, but with simple, clear language. Avoid generic phrases like “We’re here for your healthcare needs” and opt for specifics.

Make sure your services, staff bios, and practice ethos all support your USP.

2. Patient welcome packs

Use your USP as part of your welcome communications for new patients. A brief leaflet or digital pack explaining who you are, what you stand for, and how to access your services makes a lasting impression.

3. Social media

If your practice uses Facebook, Instagram, or X (Twitter), use it to reinforce your value proposition. Share stories, tips, patient testimonials, and service updates that align with your USP. Keep the tone friendly, informative, and consistent.

4. Practice newsletters

Your USP should underpin all your newsletters, whether digital or print. Structure content around your key messages. For instance, if your USP is around continuity of care, highlight your team structure and named GP system.

5. Reception and waiting areas

First impressions matter. Make your USP visible on posters, digital displays, or welcome signs. Ensure your reception staff are briefed and comfortable explaining the practice’s ethos and strengths.

6. Google business profile

Patients increasingly turn to Google first. Make sure your profile is up to date, includes photos, your opening hours, and a short sentence or two that reflects your USP. Encourage happy patients to leave reviews.

7. Local press and partnerships

If you’re doing something innovative or community-oriented, let the local press know. Build relationships with local schools, community groups, and pharmacies. Position your practice as a cornerstone of community health.

Final thoughts: USP Is strategy, not a slogan

Your Unique Selling Proposition is not a marketing gimmick. It’s the foundation of your practice’s brand, and by extension, your reputation. It helps patients make informed choices. It supports staff in feeling part of something meaningful. And it positions your practice for growth, resilience, and impact.

As someone who works with healthcare organisations on building stronger communications, I believe the most successful practices in the next decade will be those that understand not just how to deliver care, but how to communicate their value.

So I’ll ask again: What’s your practice’s USP?

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