From today, all GP surgeries in England must offer patients the option to book appointments online. For the NHS, it’s being presented as a step forward in modernising access to care, reducing the dreaded '8am phone scramble' and freeing up capacity for those who still prefer or need to use the phone.
For those of us working in protection, however, there’s a sense of déjà vu. Many life and health insurers have been providing virtual GP services for years as part of their added-value benefits. Clients with a protection policy have often enjoyed 24/7 access to an online GP, same-day prescriptions and flexible appointment slots long before this NHS contract change came into effect.
The introduction of online NHS booking will be big news in the media. Clients will see headlines, hear stories and perhaps even try to use the new service themselves. Advisers can step into that conversation on social media, not to criticise the NHS but to highlight that many clients already have this convenience through their protection policies. It’s about helping clients connect the dots between what’s in the news and what they already have in place.
Why this matters for social media
Social media is often most effective when it’s topical.
Advisers who can link a client-relevant news story to the value of protection immediately make their posts more engaging, more relatable and more shareable.
In this case, advisers can show that protection policies aren’t just about a payout if the worst happens. They come with everyday, practical benefits like fast access to GPs that can support a client’s health and wellbeing right now.
That message is highly powerful and connects well to an adviser's audience. It brings protection to life (no pun intended) and it helps advisers position themselves as informed and client-focused.
Framing the message
The key is balance. Advisers should avoid framing posts as though insurers 'beat the NHS to it', which risks sounding like point-scoring. I accept no one would position it that way, however, we see many unintentionally end up messaging this way especially if they don’t engage with social media regularly. Here are some example social media posts we have shared with our clients:
Everyday convenience angle
From this month, all GP surgeries in England must offer online appointment booking. It’s a great step forward. Many protection policies already include 24/7 virtual GP access meaning you can speak to a doctor at a time that suits you, often on the same day: another example of protection being about more than just a payout.
This one has no call to action and therefore is considered financial education rather than financial promotion, so for most networks, may not even need approval.
Family-focused angle
Parents know the stress of trying to book a GP appointment at 8am. The NHS has made online booking mandatory but many protection policies already offer 24/7 online GP services for you and your family. Fast, flexible access to care, whenever you need it. If you have a policy and want to know how to access this or havn’t done so for a while, please reach out to the team.
This one has a call to action and therefore could be considered a financial promotion, so if you have a network compliance team please check with them.
Value angle
Protection policies aren’t just for the worst-case scenario. They often come with practical health services you can use every day which supports prevention in many cases like online GPs, second medical opinions or counselling support. The NHS is now catching up with digital booking across England but if you’ve got cover, you may already have this benefit at your fingertips. If you need a reminder of all the benefits you have access to via your protection policies, please reach out.
This one has a call to action and therefore could be considered a financial promotion, so if you have a network compliance team, please check with them.
Practical tips for advisers posting on this topic
• Keep it short and relatable. Use client-focused language, not industry jargon.
• Use hashtags wisely. For example: #OnlineGP #AskYourAdviser #EverydayBenefits
• Encourage engagement. End posts with a question like: “Did you know your policy may already include this?”
• Don’t overclaim. Remind clients to check their policy details, as not all providers offer identical services.
• If you often think of these opportunities but don’t have the time to execute them or worry about the compliance element, reach out to us to see if we can help you, let outsourcing Social Media work for you.
Turning news into advice opportunities
Ultimately, advisers should see this NHS announcement as a conversation starter.
By linking national news to the everyday benefits of protection, advisers can show clients and prospects that protection is real, practical and often already making their lives easier.
When advisers use social media to surface that message, they’re not only raising awareness of protection’s value, they’re reinforcing their role as trusted guides who can cut through the noise and highlight what truly matters.
