Serial entrepeneur, Richard Branson, is looking to reform GPs surgeries using the brandname 'Virgin Healthcare'. The reforms would mean that GPs would host their surgeries in the same building as Virgin Healthcare, which would offer a range of additional, privately-available services, including pharmacy, acupuncture, eye care, dentistry, nutrition advice and help with long-term conditions. In return, GPs would receive 10% of any profits made by each Virgin Healthcare centre.

Because of their financial interest, GPs would not be able to refer patients directly to Virgin Healthcare.