Use the pilot to test continuity beyond the founding team
Start with a defined Swindon catchment and describe it accurately. The ONS urban population is a geographic reference, not evidence that the same staffing and referral arrangements work across a much larger region. Investigate any wider offer separately. ONS: built-up areas, Census 2021
During the pilot, review cases that involved more than one clinician. Ask whether the patient had to repeat information unnecessarily, whether evidence was lost, and whether the next step remained clear. Include handovers that resulted in a changed plan or additional assessment.
Review public promises of always seeing the same professional or receiving uninterrupted access. Support those statements with actual arrangements. Apply MHRA medicines-advertising guidance to treatment-related promotion, and avoid implying that continuity guarantees a particular medicine or outcome. MHRA: advertise your medicines
Use findings to improve record structure, allocation, and cover. Retest when staffing or clinical categories change. A scalable service is one in which responsible colleagues can understand and continue appropriate care, with the patient informed, rather than one whose continuity depends on a founder remembering every unfinished episode.