Building healthtech for primary care isn’t just about creating a great product. It’s about understanding the people who will use it daily—the GPs, practice managers, and the entire healthcare team working in the trenches. These are the voices that matter most when it comes to designing a product that actually gets used, and more importantly, one that improves patient care.
At Primary Care Accelerator, we’ve had the privilege of working closely with GPs, and we’ve learned that there are key insights they wish every healthtech founder knew before they start building.
1. Keep it Simple, But Effective
One of the biggest pieces of advice from GPs? Keep it simple. The simpler the interface, the more likely it is to be adopted. GPs work under immense time pressure, with each consultation lasting just ten minutes. They need tools that are intuitive, easy to navigate, and don’t add to their cognitive load. They don’t have time for complex features or steep learning curves. If your product doesn’t integrate seamlessly into their existing workflows, it’s likely to be abandoned.
2. Don’t Disrupt—Improve
GPs are creatures of habit. They work within established systems, and any new technology must fit smoothly into this ecosystem without causing major disruptions. If your product creates friction or adds steps to their process, it’s likely to be seen as more of a hindrance than a help. Founders need to understand that GP practices are already juggling multiple priorities—if your tech isn’t solving a tangible problem or streamlining an existing process, it won’t gain traction.
3. Understand the Clinical Context
Healthtech that doesn’t consider the clinical context simply won’t work. GPs are highly skilled professionals, but their job is also incredibly complex. They aren’t tech experts, so your solution must work within the specific challenges they face every day. Whether it’s patient triage, prescribing medications, or managing administrative tasks, GPs need a product that is designed with their specific environment in mind.
Do your homework—embed yourself in the practice, understand their needs, and watch the day-to-day grind of patient care.
4. Communication is Key—Be Transparent
GPs value clear, transparent communication. They want to understand how your product works, how it’s supported, and how it integrates into the system. If there’s a problem, they want to know that you’re responsive and there to help. This is where customer support becomes crucial. It’s not just about selling a product; it’s about building a relationship based on trust and transparency. A quick response time and helpful support go a long way in ensuring GPs stay onboard.
5. Data Security is Non-Negotiable
The issue of data security is non-negotiable in healthcare. GPs handle sensitive patient information every day, and they need to know that your product complies with NHS data standards, GDPR, and clinical safety protocols. If your product can’t guarantee data security, GPs will avoid it—no questions asked. Make sure you’re not only compliant but that your product’s data protection is airtight.
6. Value Feedback and Iterate Relentlessly
Lastly, GPs appreciate products that evolve based on feedback. Founders who are willing to listen to their users—whether that’s during a pilot phase or post-launch—are much more likely to succeed. GPs often have valuable insights about what’s working, what’s not, and what could be improved. Incorporating this feedback into regular updates shows that you’re invested in their needs and committed to delivering ongoing value.
By building products with these insights in mind, you’re more likely to gain the trust and buy-in from GPs. At Primary Care Accelerator, we bring startups and GPs together, ensuring that healthtech is built for, not just with, the people who matter most in healthcare.
Founders who embrace these perspectives aren’t just creating products—they’re creating solutions that make a real impact in primary care. And that’s how healthtech truly transforms healthcare.
