The NHS faces a widening divide in access to primary care. While some regions attract strong GP coverage and multidisciplinary teams, others – often in deprived or remote communities are struggling to fill even the most essential roles.
According to recent reports, several programmes designed to attract doctors to underserved areas are at risk of losing funding, threatening progress made over the past decade. If this happens, many patients could face even longer waits and limited access to continuity of care.
Why recruiting in deprived areas is so difficult
Recruiting for primary-care practices in deprived or high-need areas involves a distinct set of challenges:
- Workload pressures: Higher patient volumes and complex health needs make these roles demanding.
- Perceived lack of support: Clinicians often worry about burnout or limited peer networks.
- Location and lifestyle factors: Rural or economically deprived regions can be less attractive to clinicians seeking flexible or urban-based roles.
However, with the right support and strategy, these challenges can be reframed as opportunities – for career development, leadership and community impact.
How incentives can work – when done right
Programmes such as the Targeted Enhanced Recruitment Scheme (TERS) have helped attract trainees to difficult-to-recruit areas by offering financial incentives, mentoring and long-term career pathways.
But incentives alone aren’t enough. Recruitment success depends on visibility, trust and tailored engagement with clinicians who value purpose-driven work.
This is where expert recruitment partners make the difference.
How Vela supports underserved practices
At Vela Medical Group, we specialise in supporting practices that face the greatest workforce pressures. Our consultants work with PCNs, ICBs and practice managers to:
- Promote roles in deprived areas to clinicians motivated by community impact.
- Highlight the benefits, flexibility and training opportunities available.
- Offer short-term and long-term staffing strategies to ensure continuity of care.
By combining national reach with genuine understanding of primary care, we help practices turn workforce crises into opportunity zones, ensuring patients in every postcode can access quality care.
Looking ahead
The conversation around primary care workforce inequalities is not just about filling vacancies. It’s about fairness, sustainability and the right to care.
If your practice is struggling to attract clinicians, speak with the Vela team. Together, we can design a recruitment strategy that meets both your service needs and your community’s needs.
