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How to adapt your GP practice as bulk-billing reforms and AI reshape patient expectations.
General practice in Australia is undergoing the most significant transformation in decades, with bulk‑billing reforms and the increasing adoption of AI in healthcare. This is reshaping how patients think, behave, and engage with their GP. For practices to remain viable, competitive and patient‑centred, it is critical to understand how these forces are shifting expectations and how to adapt your operations.
Bulk billing reform and a new era of patient expectations
The Federal Government’s 2025–26 Strengthening Medicare package represents the largest investment in Medicare in over 40 years, aiming for millions more bulk billed GP visits by 2030.
The reforms include:
- Bulk billing incentives extended to all Australians from 1 November 2025
- A new Bulk Billing Practice Incentive Program (BBPIP) offering an extra 12.5% of MBS revenue for practices that fully bulk bill GP non referred attendances.
What patients now expect
Government messaging around “bulk billing for all Australians” has fundamentally changed patient expectations. Many patients now assume:
- GP visits should be free or low cost.
- Practices “ought” to bulk bill because incentives have increased.
- Out of pocket fees mean the practice is “not aligned with Medicare reform.”
This expectation shift has real consequences. When bulk billing incentives were tripled in 2023 for concessions and children, it immediately resulted in 6 million additional bulk billed services. Patients saw change and now expect it universally. GP practices must conduct their own financial modelling, noting that expanded incentives do not eliminate the reality of rising practice costs or support the clinical time required for complex care.
AI in healthcare: The rise of ‘fast, convenient, digital care’
AI has rapidly moved from being an emerging technology to an everyday presence in Australian healthcare.
Patients now expect:
- Faster access to appointments
- Digitally enabled interactions (online forms, reminders, triage)
- More personalised, proactive care
- Follow up and communication that mirrors the speed of AI tools
AI also affects the consultation itself. Patients often present with:
- AI generated symptom lists
- Self diagnosed conditions
- Requests for specific tests or referrals
Regulators highlight that AI has significant risks including bias, data governance challenges, unclear transparency, and the need for ‘human in the loop’ oversight.
Australia’s National AI Policy Roadmap emphasises safety, quality, workforce readiness, and responsible consumer use as essential to successful implementation. GPs are expected to understand AI generated information, respond to it, and diagnose safely while navigating patient misconceptions.
The new patient contract
Together, bulk billing reform and AI adoption have created a powerful new expectation:
“GP care should be affordable, fast, and digitally frictionless.” 
Patients assume that if the government is increasing funding and technology is making care ‘easier,’ then GP services should reflect that. For practices, this means demand may increase, complexity may rise, and expectations will continue to harden.
What GP practices must implement to thrive
1. A clear billing communication system
To counter misunderstandings fuelled by public messaging, practices need:
- Transparent website and booking system fee displays.
- Consistent reception scripts.
- Plain english signage explaining billing rules.
- Explanations that expanded incentives don’t mandate full bulk billing.
2. Financial modelling for bulk billing vs mixed billing
The BBPIP 12.5% incentive may significantly benefit some clinics, but not all clinics. Practices must model:
- Item mix
- Complexity of consultations
- Cost base
- Workforce availability
- Impact on GP income
Medicare reforms increase operational uncertainty and practices need tailored financial strategy to remain sustainable.
3. A digital front door
To manage rising demand and expectations for convenience, practices should deploy:
- Online triage
- Digital new patient forms
- Automated reminders
- Chronic disease recall systems
- Smart appointment matching
These digital workflows align with national ai and digital health policy directions.
4. Safe use of AI for workflow efficiency
AI should be used to reduce administrative load, not replace clinical judgement.
High impact use cases include:
- Drafting consult notes and letters
- Generating care plan templates
- Accuracy prompts for MBS documentation
Regulators stress human oversight at all times.
5. AI governance and cyber security
- Safe AI adoption requires:
- An approved tools list
- Data handling rules
- Patient transparency
- Quarterly reviews of ai performance
- Strong cyber security controls
All medical practices need robust cyber systems tailored for a health environment.
Our medical specialist services team helps GP practices navigate challenges
Altruism remains strong but GPs and medical specialists are learning to value their own well-being too. Bulk billing reforms and AI adoption are reshaping not just the economics of general practice, but the expectations patients bring into every consult. Medical practice owners have a lot to contend with and few are trained in business skills.
RSM’s medical specialist services team is uniquely positioned to guide GP practices through this transition, helping you redesign systems, strengthen financial sustainability, and deliver high quality care with confidence. You bring your expertise to treating patients; we bring our expertise to positioning your practice to thrive.
Connect with your local adviser to find out how we can support your practice, now and into the future.
