GPs are now expected to manage digital demand, but how do we minimise risks?

At B+A, we work with NHS organisations across the UK to design and deliver service models that are both sustainable and person-centred. So today’s shift in GP access in England – requiring practices to offer online appointment booking throughout core hours – naturally caught our attention. We are advocates for improving the adoption and rollout of effective digital technology to transform patient care and improve patient and staff experience, and many GPs are already doing this, at least in part.

The intention behind the policy is clear: improve access, reduce pressure on phone lines, and make it easier for patients to get help. But as with any system-wide change, the success of this approach will depend on how it’s implemented and how well it supports both patients and professionals.

The British Medical Association has raised concerns about the rollout:

·      No additional staffing to manage increased demand

·      No safeguards to triage urgent vs routine requests

·      Potential for longer waits and reduced face-to-face care

These are serious points. But they also prompt us to question: how valid are these concerns? These are not objections to digital access itself – they reflect the operational pressures many practices are already under.

It’s also worth asking:

How well is the current system working for patients who never get through on the phone in the first place?

Those individuals often remain invisible to the system – their needs unmet, their risks unrecorded. In contrast, patients who submit online requests may at least be triaged, even if they wait longer to be seen.

So while the BMA’s concerns are understandable, we also need to consider whether the current model already leaves too many people behind. Digital access may not solve the problem on its own – but it could help surface unmet need that has long gone unacknowledged.

The real challenge is not whether digital access is the right direction – it’s how we make it work in practice. It’s about understanding how policy changes affect frontline professionals and the people they serve.

If digital access is here to stay, what needs to happen to make it safe, effective and fair – for both patients and GPs?

What needs to be in place to ensure that this shift leads to better outcomes for everyone involved and manages the balance of risk in the system?

Let’s open up the conversation…