Key findings: The Primary Care Crisis
- Pay, time, and burnout dominate UK healthcare professional workload conversations online, with Pay generating 5,700 posts and Burnout 1,900 posts between January 2019 and December 2023.
- 94% of junior doctors who posted online supported industrial action in June 2023, compared with 60% of consultants and 84% of nurses.
- Face-to-face GP appointments fell sharply during the pandemic, while virtual appointments peaked at approximately 10 million per month before declining; both trends tracked against 100,000+ UK HCP online posts.
CREATION KNOWLEDGE · CREATION PINPOINT® SOCIAL LISTENING
Jan 2024 · Analysis of 100,000+ UK healthcare professionals · Jan 2019–Dec 2023
The Primary
Care Crisis
What are healthcare professionals saying? CREATION.co's social-listening analysis of the online posts of more than 100,000 UK healthcare professionals, tracking workload pressures, appointment demand, sentiment toward industrial action, and opinion on AI technology in primary care.
100,000+
UK HCPs whose online posts were analysed via CREATION Pinpoint® (Jan 2019–Dec 2023)
5,700+
HCP posts on 'Pay' in workload conversations, the single largest theme (Jan 2019–Dec 2023)
94%
Of HCPs supported junior doctors' strike (Jun 2023), the highest approval rate recorded
10,000+
Individual HCP posts on technology in the NHS, led by General AI with ~6,000 mentions
Themes in UK HCP Online Conversation About Workload · Jan 2019–Dec 2023
In online conversations about workload from January 2019 to December 2023, two themes dominated, 'pay' and 'time', each appearing in more than 5,000 HCP posts. Most centred on pay failing to match workloads, and calls for pay restoration after a decade of real-terms cuts.
Concerns about 'time' were more varied: rising demand unmatched by resources, and criticism of the ten-minute appointment target as too short for increasingly complex needs. 'Burnout' appeared almost 2,000 times, underlining the depth of the crisis.
5,000+
'Pay' mentions
5,000+
'Time' mentions
~2,000
'Burnout' posts
Time Demands on GPs for Appointments Reaching New Highs · Mar 2019–Sep 2023
Provision has shifted markedly since Covid-19. In-person appointments have returned to pre-pandemic levels but now account for only 70% of the total, while virtual appointments make up the other 30%, a significant overall increase in care delivered.
Telephone appointments fell slightly (9.7M in April 2021 to 7.4M by August 2023), while video consultations grew sharply, from 111,000 to 650,000 over the same period. HCPs remain divided on whether virtual provision can match face-to-face care.
70%
Still face-to-face
30%
Now virtual
650k
Monthly video (Aug 2023)
Barriers to Productivity Cited by UK HCPs Discussing NHS Industrial Action · Jan 2019–Oct 2022
When HCPs discuss the barriers behind industrial action, 'pay structure' dominates by a wide margin, with nearly 5,000 posts between January 2021 and October 2022, spread evenly across nurses, allied health practitioners and GPs.
But pay is the tip of the iceberg. 'Work environment' surfaced in several hundred posts citing staff vacancies, overwork and burnout. More alarmingly, some described a 'toxic' or 'abusive' culture, including reports of nurses threatened with disciplinary action for backing strikes.
~5,000
'Pay structure' posts
~350
'Work environment' posts
35–40%
Nurses' share
eHCP Sentiment Towards Industrial Action: Three-Strike Comparison · Jun 2023
Analysing more than 2,600 posts from over 1,000 HCPs, support for the junior doctors' strike reached a record 94% approval, with just 2% opposed, a marked rise on earlier rounds of industrial action.
By comparison, the June 2023 consultants' strike drew 60% approval (28% neutral, 12% opposed), and nurses' strikes 84%. Nurses and GPs were the most proactive in voicing support online.
94%
Junior doctors
84%
Nurses
60%
Consultants
Technologies Discussed by UK HCPs in Online Posts About the NHS · Jan 2019–Oct 2023
Technology generated more than 10,000 HCP posts about the NHS. General AI tops the conversation with almost 6,000 mentions, well ahead of digital consultations, virtual wards and robotics.
These discussions are not new; they significantly pre-date Covid-19. As early as 2019, HCPs were already debating technology as a way to save time, from speeding up data collection to digital consultations.
10,000+
Technology posts
~6,000
General AI mentions
Pre-Covid
Debate origins (2019)
UK HCP Opinion Toward Use of AI in the NHS · Jan 2021–Dec 2023
Posts weighing whether AI could become a key tool for the NHS have peaked, but opinion remains vastly divided. At its height, more posts played down AI's potential than backed it as a fix for the service.
In late 2023, a number of HCPs suggested AI might only prove useful once the 'technology basics' are properly learned and rolled out first. Unanimity on AI in the NHS remains some way away.
~60
Peak posts / month
Divided
Overall sentiment
Basics 1st
Late-2023 view
Key Findings
Pay and Time top the agenda: Both emerged more than 5,000 times each in workload-related HCP posts between Jan 2019 and Dec 2023, with pay restoration after real-terms cuts the dominant grievance.
GP demand surged 20%+: Monthly appointments rose from 25.9M (Oct 2018) to 31.2M, while the GP workforce fell by nearly 3%. Virtual appointments remain at a sustained 30% of total.
94% backed junior doctors: Support for the Dec 2023 junior doctors' strike was the highest recorded, significantly above nurses' 84% and consultants' 60% in earlier actions.
Pay structure dwarfs all other barriers: When discussing industrial action, 'pay structure' generated ~4,800 HCP posts (Jan 2019–Oct 2022), more than 10x the next barrier, 'work environment'.
General AI leads tech conversation: With ~6,000 posts, General AI outpaced Digital consultations (~4,100) across 10,000+ total tech-related HCP posts, but scepticism is rising sharply.
No AI consensus: By Dec 2023, the number of posts saying 'AI won't fix NHS' matched those saying 'AI is helping', healthcare professionals broadly want technology basics solved first.
Source: CREATION Pinpoint® social-listening platform. All figures drawn directly from “The Primary Care Crisis: What are healthcare professionals saying?”, CREATION Knowledge, Jan 2024. Appointment volume data from NHS England (Mar 2019–Sep 2023). Chart values are read from the report's published charts; post counts are approximate where exact figures are not labelled.
