Communicating private options clearly

In a mixed practice, the conversation about NHS and private options is where trust is won or lost. Done well, patients understand what each option involves and what it costs, and choose for themselves. Done badly, it feels like a sales pitch. This page is about the words, not the clinical judgement behind them, which stays with the clinician.

What the GDC Standards require

• Valid consent means explaining all the relevant options and the possible costs before treatment starts ^[2].
• You must check and document that patients have understood the information you gave ^[2].
• Patients must have sufficient information and a reasonable amount of time to consider it before deciding ^[2].
• A written treatment plan comes before treatment starts, with a realistic indication of cost and, where the plan is mixed, which elements are NHS and which are private ^[1].
• If the plan or its cost changes, patients must be told immediately and given an updated written version ^[1].

Four principles for the conversation

1. Options before prices. Describe what each option involves first, then what it costs. Price without context sounds like a bill.
2. Same words from everyone. Clinicians, treatment coordinators and reception should describe each option the same way, so a patient never hears two versions.
3. No jargon. The GDC Standards give avoiding professional jargon and acronyms as an example of meeting patients' communication needs ^[1]. Terms such as NHS band names or "composite" need explaining in plain words.
4. Check understanding. Ask the patient to say back what they are choosing between, and summarise the main points, as the Standards suggest ^[1].

Wording that stays honest

These are starting points to adapt, not scripts to recite. Replace [Practice] with your practice name.

• "There are two ways I can offer this at [Practice]. I will explain what each involves, then what each costs, and you can take the written plan away to think about."
• "Both are options I am comfortable providing. The difference is [what differs], and the cost is [price] for one and [price] for the other."
• "You do not need to decide today. If you have questions once you have read the plan, call reception and they will book a time for me to go through them."
• At reception, instead of "it depends": "A private consultation at [Practice] costs [price], and the full price list is on the website and here at the desk."

Keep the wording on a single page and use it in training. It is also what your website treatment pages should say, so patients hear the same thing online and in the chair.

Putting it in writing

Every option discussed should appear in the written plan with its cost, and a mixed plan should label each element as NHS or private ^[1]. The plan is also the patient's reference once they leave: if it is clear enough to explain the choice to someone at home, it is clear enough. The prices on it should match the published price list described in the preparation guide.

What pressure looks like

Avoid anything that shortens the time a patient has to decide, or makes one option sound like the only real one:

• discounts that expire if the patient does not commit on the day;
• describing an NHS option in a way that implies it is inferior care;
• asking for a deposit before the patient has had the written plan;
• follow-up calls that ask "are you ready to book?" rather than "do you have any questions?".

The Standards require a reasonable amount of time to decide ^[2]. Honest, unhurried explanation is also the approach that holds up if a decision is questioned later.