Private vs NHS: Explain Clearly on Your Website Without Confusion
Creating clear, respectful information about NHS and private services is now essential for GP practices and healthcare providers. Patients are confused by mixed messages, worried about being “pushed” into private care, and increasingly sensitive to fees and waiting times. A well-structured, accessible website page can prevent complaints, support your NHS contract obligations, and still allow you to safely promote appropriate private services.
Below is a model approach, with practical wording, structure ideas and placement tips you can adapt for your practice site.
Why You Need a Clear “NHS vs Private” Page
Set expectations and reduce confusion
A dedicated “NHS and Private Services” page helps patients understand:
- What is provided by the NHS, free at the point of use
- What is only available privately, or faster privately
- How to choose the right route for their situation
- What private fees apply, and how refunds and cancellations work
This reduces complaints, phone calls, and unhappy reviews where patients say they “weren’t told” something would be private or chargeable.
Support trust, duty of care and regulations
In the UK context, GP practices must:
- Provide clear, honest information about services and costs
- Avoid misleading patients or implying that private care is their only option
- Ensure the NHS offer remains central, and that patients know they can still access NHS care regardless of private choices
Clarity on your website is part of good clinical governance, fair treatment, and alignment with NHS contractual expectations.
Core Page Structure That Reduces Complaints
A simple, predictable structure will make the page easy to understand and easier to keep up to date.
Suggested page layout
Use this as a template: 1. What is the NHS and what it covers 2. What we provide as NHS services at this practice 3. What private services we offer (and why) 4. How fees work (including refunds and cancellations) 5. How to book NHS appointments or services 6. How to book private appointments or services 7. How we keep things fair and transparent 8. Key questions and answers (FAQ) 9. Next steps and how to contact us
Make sure navigation and headings are logical and WCAG-friendly, so screen readers and keyboard users can navigate easily.
Explain the NHS Clearly and Respectfully
Plain-language explanation of the NHS
Patients do not always understand what “NHS primary care” means. A brief explanation at the top of the page can anchor everything else. Example wording
“NHS services are funded by taxes and are usually free for our patients at the point of use. At this practice, your NHS care includes medical advice, diagnosis and treatment for most health problems, and ongoing care for long-term conditions. You do not pay the practice directly for these NHS services.”
You can then specify what this means locally.
Examples of NHS services to list
- GP and nurse appointments for new or ongoing health concerns
- Repeat prescriptions for ongoing medication, where clinically appropriate
- Monitoring and management of long-term conditions (for example, diabetes, asthma, heart disease)
- Referrals to NHS specialists when needed
- Urgent problems that can be safely managed in general practice
- Childhood immunisations and NHS adult vaccinations (for example, flu and COVID-19 when eligible)
Make it clear that emergency or life-threatening issues are always handled by NHS 999 and A&E, not private routes.
Describe Private Services Without Undermining the NHS
Why both NHS and private services exist
Patients are often unsure why a GP practice offers private services at all. A short, transparent explanation can reduce suspicion. Example wording
“In addition to our NHS services, we offer a limited range of private services. These are services that are not funded by the NHS, or where some patients prefer to pay for a non-NHS option, such as a specific type of medical report or an extended health assessment. Choosing a private service is always your decision and does not affect your right to NHS care.”
Examples of appropriate private services to list
Be specific and keep the list short and focused:
- Private medical reports and forms requested by employers, insurers or schools (for example, fitness-to-work letters, insurance reports)
- Travel vaccinations or medicines that are not funded by the NHS
- Non-NHS medicals, such as HGV, taxi or visa medical examinations
- Optional health assessment packages (if you offer them)
Clarify that these are not core NHS services and therefore carry a fee.
Language That Reassures Patients
Principles for reassuring language
Your wording should:
- Emphasise patient choice
- Confirm that NHS care remains the default and is not dependent on private spend
- Avoid any suggestion of pressure or upselling
- Use plain English, avoiding jargon and acronyms where possible
Phrases that reassure
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“You will always be able to access NHS care from our practice, whether or not you choose to use any private services.”
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“We will always explain when a service is NHS-funded and when it is private, before you are charged.”
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“Choosing a private service will not affect your place on an NHS waiting list or your access to NHS care.”
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“If there is an NHS alternative, we will always tell you.” Phrases to avoid or handle carefully
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“Upgrade your care” – implies NHS care is inferior
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“Jump the queue” – can sound unfair or unethical
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“Better treatment” – care quality should be similar; private often means more convenience or speed, not better clinical outcomes
Instead, focus on convenience, timing, or extra documentation rather than “better care”.
Structure That Prevents Misunderstandings and Complaints
Put NHS information first
To show your primary commitment to NHS care and reduce complaints:
- Place NHS services and “How to get NHS help” before any private section
- Use a clear heading such as “NHS Care at Our Practice” followed by “Private Services (Optional)”
This makes it obvious that the NHS is the foundation and private services are optional extras.
Use side-by-side comparisons sparingly
A simple comparison can help, but use it carefully so it does not suggest private is superior. For example: Access Routes
- NHS: Use for all routine and urgent health problems, ongoing conditions, and when you want care free at the point of use.
- Private: Use mainly when you need a service that the NHS does not fund (for example, a specific medical report) or when you choose to pay for a private-only service.
Avoid implying that serious illness is always managed faster or better privately, as in many cases the NHS remains the main route.
Be explicit about what is not NHS-funded
Patients often assume everything done by the practice is “on the NHS”. To reduce complaints:
- Mark each private service clearly with “Private (fee payable)” in lists and booking forms.
- Add notes such as “This service is not funded by the NHS; a private fee applies” directly next to the service, not hidden on another page.
Fees Placement and Clarity
Where to put fees on your website
To meet transparency and fairness expectations, your fees should be:
- On a dedicated “Private Fees” or “Non-NHS Services and Fees” page, clearly linked from:
- The “NHS and Private Services” explainer page
- Any private service description
- The footer or main menu (for accessibility)
- Summarised or signposted on any relevant booking pages or forms, with direct links to the detailed fees
Avoid hiding fees in PDFs alone; make them available as accessible HTML text to meet WCAG guidance.
How to display fees clearly
Use a simple, readable format and group related items:
Medical Reports and Forms
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Employer medical report – £X
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Insurance medical report – £Y
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Fitness-to-travel letter – £Z Travel Vaccinations (Private)
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Vaccine A – £X per dose
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Vaccine B – £Y per dose
Always state:
- Whether the fee includes VAT (if applicable)
- Whether any additional charges might apply (for example, postage, repeated amendments)
Explain refunds, cancellations and non-attendance
Clear policies reduce disputes and administrative burden. Use simple language and put this on the fees page and in booking confirmations.
Key points to cover
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When payment is taken (for example, at booking vs at the appointment)
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How much notice is needed to cancel or change a private appointment without charge
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Whether a partial or full refund is given if:
- The practice cancels
- The patient cancels or does not attend
- The GP decides the requested letter or report is not clinically appropriate Example wording
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“If you need to cancel a private appointment, please give us at least 24 hours’ notice. Cancellations with less than 24 hours’ notice, or missed appointments, may be charged at 50% of the fee.”
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“If we decide, after clinical assessment, that a requested letter or report is not appropriate to provide, we will explain the reasons. In this situation, you will receive a refund of any payment already made.”
Keeping NHS Tasks Front and Centre
Prioritise NHS tasks in navigation and layout
To demonstrate your core NHS role and help patients quickly find what they need:
- In your main menu, list “Appointments”, “Repeat Prescriptions”, “Test Results”, and “Long-Term Conditions” before anything about private services.
- Keep private services under a lower-level item such as “Other Services” or “Private Services”, never ahead of core NHS functions.
Highlight NHS self-care and digital tools
Use your “NHS and Private Services” page to:
- Link to NHS 111 online, NHS App, and appropriate NHS services for:
- Urgent but non-life-threatening issues
- Self-care advice and minor illness
- Explain how to use online triage tools or e-consultation systems for NHS issues
This reinforces your role as an NHS provider and supports appropriate service use.
Clarify that emergencies are always NHS
State clearly:
- “In an emergency, always call 999 or attend A&E. Private services are not suitable for emergencies.”
This prevents misconception that private routes might be an alternative in emergencies.
Where and How to Link Private Services
Placement on the website
Private services should be visible but clearly secondary:
- A single dedicated “Private Services” page linked from:
- The main “NHS and Private Services” explainer page
- The main menu under “Services” or “Information”
- Internal links from relevant content, for example:
- On a “Travel Health” page, a line stating: “Some travel vaccinations are only available privately. See our Private Travel Vaccination Fees.”
Avoid banners or pop-ups that promote private options on pages about urgent NHS care or serious conditions; this can appear insensitive or misleading.
On individual service pages
When a page covers a topic that has both NHS and private elements (for example, travel, medicals, minor surgery):
- Start with NHS options first
- Then clearly subhead “Private options for this service (optional)” and outline:
- What is private
- Why it is private (not NHS-funded, additional scope)
- The indicative fee or link to the fees page
This structure prevents patients from assuming that a private option is the only route.
Accessibility and WCAG Considerations
Your “NHS vs Private” content must be accessible to all users, including those using screen readers or with cognitive difficulties. Practical accessibility tips
- Use clear headings (H1 for the page title, H2/H4 as requested for subheadings) in a logical order
- Write in plain English, short paragraphs, and avoid unnecessary medical jargon
- Ensure good colour contrast for text and links
- Use descriptive link text (“See our Private Fees” rather than “Click here”)
- Avoid putting important information (such as fees) only in images or non-accessible PDFs
Consider adding a brief summary at the top of the page that explains in two or three sentences how NHS and private services work at your practice.
Case Study: Reducing Complaints With a Clear NHS/Private Page
Scenario: High complaints about private letters
A practice received frequent complaints from patients who were surprised to be charged for letters and reports. Patients felt they had not been told these were private services.
Changes made
- Created a clear “NHS and Private Services” page explaining:
- That letters for employers, schools or insurers are not part of NHS-funded care
- Examples of which letters are private and why
- Added a simple, accessible Private Fees page with:
- A table of common letters and their fees
- Cancellation and refund rules in plain English
- Updated reception scripts and online forms to include:
- “This is a private, non-NHS service and a fee of £X applies. Please see our Private Fees page for details.”
Outcome
- Complaints about “unexpected charges” dropped significantly
- Reception staff reported fewer difficult conversations about money
- Patients were more likely to accept charges when they saw consistent information online and on forms
Key Takeaways
What patients need to see
Clarity
- What is NHS and free
- What is private and chargeable
- The typical costs, and when payment is needed
Choice
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That NHS options remain available
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That private services are optional and never mandatory Fairness
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Clear rules about cancellations, refunds and what happens if a GP declines a request
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No sense of pressure to choose private options
What your website should do
Page Structure
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NHS first, private second
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Simple headings: “NHS Services”, “Private Services”, “Fees and Refunds”, “How to Book” Language
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Respectful, neutral, and reassuring
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Focus on choice, transparency and patient rights
Placement
- Private services visible but clearly secondary to NHS tasks
- Fees clearly linked and accessible, not hidden
Next Steps for Your Practice Website
To put this into practice:
- Review your current website and identify:
- Where NHS and private information is mixed or unclear
- Where fees are missing, vague or hard to find
- Create or update a dedicated “NHS and Private Services” page using:
- Clear explanations of NHS care
- A concise list of private services and why they are private
- Direct links to a detailed, accessible Private Fees page
- Check your online forms, booking systems and automated emails:
- Make sure they clearly label private services and link to fees
- Add consistent wording about cancellations and refunds
- Involve your reception and admin team:
- Share the new wording so staff use the same clear explanations as the website
- Encourage feedback on common patient questions to refine the page over time
- Audit your content for accessibility:
- Headings, link text, contrast, readable language
- Screen-reader friendly layout
By taking these steps, your website will set realistic expectations, support your NHS obligations, reduce avoidable complaints, and allow you to safely and ethically offer private services where appropriate.