Millions of patients are turning to virtual and private GPs as the demand for accessible healthcare continues to rise, according to new data from digital healthcare platform ZAVA.
With 7.46 million NHS appointments delayed and GP access topping the list of concerns about the NHS, it’s clear that traditional face-to-face appointments may soon be a thing of the past. The new findings show that 28% of Brits have had an online GP consultation in the past year, while more than 29 million people now rely on online repeat prescriptions.
The demand for digital healthcare services has only increased with the current backlog of NHS waiting lists. 64% of Brits are frustrated by long waiting times for GP appointments, and 29 million people are now relying on online repeat prescriptions. Additionally, two million Brits have had a digital private GP consultation, with Gen Z and Millennials leading the charge towards on-demand private healthcare.
While virtual consultations may save time and make accessing treatment easier, the tension between patient demand for convenience and what GPs feel is sustainable is evident. A new contract change requires NHS GPs to keep online consultation tools open during working hours, raising concerns among GPs about the sustainability of this approach.
This data comes as the government strikes a £889m deal with GPs to ease NHS pressures. However, critics argue that this falls short of addressing the fundamental issue – millions of patients are already seeking alternatives as they struggle to access timely care.
Despite the clear demand for digital healthcare services, the data also shows that many feel private digital healthcare is out of their reach. While 40% of people would consider using online healthcare if it were more affordable, only 27% are currently willing to pay for a virtual GP appointment. This suggests that perceived cost remains a major barrier to access under the current system.
David Meinertz, CEO and Co-Founder of ZAVA, highlights a fundamental flaw in the current system: patients are trapped between long NHS waits and private care they can’t afford. He explains: “Innovation is democratising healthcare, but many see digital services as an expensive luxury rather than a viable option. The future of healthcare isn’t just about giving people another option. It’s about making sure that option actually works for them: on-demand, doctor-led digital care which is affordable, accessible, and transparent.”
The new report also indicates that trust is a major issue for patients considering virtual healthcare. Only a quarter (25%) of patients believe an online GP can match the care of a doctor they see in person, highlighting the need for virtual healthcare to prove its ability to deliver safe, accessible, and transparent care.
ZAVA’s data shows that AI-driven healthcare hasn’t solved the trust or accessibility problem. 61% of Brits fear AI is replacing doctors too quickly, and just 18% would feel comfortable receiving a diagnosis from an AI system.
David continues: “AI has huge potential to remove bureaucracy and improve diagnostics, but a rush into this technology has elevated expectations and burned trust. People need doctors they can trust, treatments they can afford, and access that actually works. That’s what we’re building at ZAVA. The future of healthcare isn’t AI replacing doctors – it’s making sure people can actually access one when they need to.”
ZAVA, one of Europe’s leading digital healthcare platforms, has delivered over 12 million consultations across the UK, Ireland, France, and Germany, providing on-demand, transparent, affordable, and safe treatment pathways. Unlike traditional private healthcare, which requires costly subscriptions or employer-backed insurance plans, ZAVA provides on-demand access to doctors, prescriptions, and testing without unnecessary costs or complexity. And, unlike AI-driven startups that put technology before care, ZAVA’s model is doctor-led.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.