Local approaches to the general practice recruitment crisis

BMJ 2018; 360 doi: https://doi.org/10.1136/bmj.k991 (Published 05 March 2018) Cite this as: BMJ 2018;360:k991
  1. Anne Gulland, freelance journalist, London, UK
  1. annecgulland{at}yahoo.co.uk

With many parts of the UK struggling to hire enough GPs, Anne Gulland looks at three areas that have taken matters into their own hands

General practices face an increasing challenge in their struggle to recruit doctors.1 Last year the Public Accounts Committee reported that, despite the government’s aim to recruit 5000 extra GPs by 2021, the number working in England had actually fallen.2

These national workforce gaps have led to some imaginative local thinking about ways to attract new staff.

When Lincolnshire Local Medical Committee produced a series of targeted advertisements to drive up GP recruitment in the area, its medical director, Kieran Sharrock, was keen to focus on the county as a great place to live rather than just on jobs. “When you’re talking about general practice, where the job is quite similar wherever you work, you have to really sell the lifestyle,” he says.

The campaign focused …

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