Why we show our working
The habit that separates a growth number you can trust from one you can't, and why we built the whole business around it.
Most marketing in this space starts with a graph. A line going up, a big percentage, a logo or two. What it almost never starts with is where that number came from.
We do it the other way round.
Every registration figure we quote comes from NHS England’s own published files, the ones anyone can download. When we say a practice grew, we tell you the two months we measured between and the release we read it from. Not because it’s a nice touch. Because a practice manager who’s been pitched to before will, quite reasonably, assume the number is inflated until shown otherwise.
That assumption is usually correct. So we removed the reason for it.
There’s a discipline behind this that’s worth naming. A figure only ships if you can re-derive it yourself from a public source. If it can’t be traced, it doesn’t go on the page, full stop. It’s a slower way to write copy. It also means the one thing we can’t afford, a number that doesn’t hold up, never makes it out the door.
Some of what we do isn’t NHS-verifiable, like the reach we get on Google or the response to an ad. We report those too, but we label them plainly as our own figures and we never set them next to the NHS data as if they carried the same weight. One is the cause. The other is the outcome. Keeping them apart is the honest thing, and honestly, it’s also the more persuasive thing.
If you want to see what this looks like in practice, the evidence page lays out a real case with every figure sourced. Read it like a sceptic. That’s exactly who we wrote it for.