Source: Royal New Zealand College of General Practitioners
Today The Royal New Zealand College of General Practitioners (the College) is launching Your GP. The specialist who knows you; He hononga whānau, he oranga whānui – a national marketing campaign that recognises the expertise, leadership and lifelong relationships that sit at the heart of this medical speciality.
Specialist GPs manage complexity, uncertainty and risk every day. They care for people across all stages of life, bringing together physical health, mental health, family circumstances and community context to provide coordinated care that no other part of the health system can offer in quite the same way. Yet too often that expertise is not fully understood or recognised by the public, policymakers or the wider health sector.
Through real stories featuring College Fellows, and video, digital, billboard and social channels, this campaign will help New Zealanders better understand the unique value of specialist general practice and the importance of continuity of care. Our goal is not simply to raise awareness, but to create a lasting shift in recognition, language and understanding, ensuring more people appreciate the specialist GP as the healthcare professional who knows them best and supports them throughout their lives.
Alongside the campaign, we are also launching the College’s Manifesto for General Practice and Rural Hospital Medicine 2026.
College President Dr Luke Bradford says launching the campaign and the manifesto together is deliberate because they tell one connected story.
“New Zealanders know the difference a trusted specialist GP or rural hospital specialist makes in their lives. Our campaign celebrates that contribution, while our manifesto outlines the practical steps needed to strengthen and sustain it. General practice and rural hospital medicine are not an add-on to the health system, they are the foundation of it and investing in them is one of the most effective ways to improve access, reduce inequities, strengthen communities and ease pressure across the wider health system.”