Review the offer using complete patient journeys
Use the ONS Oxford built-up area to describe the initial local reference, then report any wider coverage separately. The population and median age should not be turned into assumptions about student status, mobility, or demand for the chosen clinical category. ONS: built-up areas, Census 2021
During the pilot, review episodes involving a move, a different contact route, or an external usual clinician. Ask whether the patient understood who owned the next step and whether the service completed the work it had accepted. Include cases that were appropriately redirected.
Apply MHRA medicines-advertising guidance to treatment-related promotion. Avoid claims that a convenient online account enables guaranteed treatment anywhere. Public descriptions of continuity and access should reflect verified legal, clinical, and supplier arrangements rather than the theoretical reach of the internet. MHRA: advertise your medicines
Expand only when the team can explain how it manages the relevant changes in circumstances. Reassess the model when adding destinations or new partner services. The patient relationship should remain understandable after the first booking, with clear limits and an accountable response to unfinished care.