Practice managers have launched their own campaign against abuse of staff amid concerns about the impact of the public being told they should expect to see a GP in person.

The campaign follows growing tension between general practice and NHS England over instructions to allow patients direct access to face to face appointments. Last week the BMA’s GP committee voted to suspend talks with NHS England over a series of instructions which, it says, have served to increase pressure on over-stretched services.

The Institute of General Practice Management says 80% of its members have suffered abuse in recent weeks. Its campaign uses the hashtag #TheAbuseMustStop. In a video it cites common forms of abuse and pressure applied to reception staff, including the use of the description “rottweiler” and the common use of the phrase “If I die, it will be your fault.”

Speaking to the BBC, institute director Kay Keane said: “It feels like it is getting worse. Last year was so different and so pleasant. In the vaccination programme we have had volunteers working with us and we have felt so loved. Recently I had a gentleman return with six knives. That is an extreme – what we are talking about is the daily abuse of people who just doing their job.”

She added: “We do completely understand that and when it is necessary, when the patient talks to a receptionist of course we will let them see the GP face to face but that needs a lot of consideration as we also have people coming in who are extremely clinically vulnerable. There is also a lot of cleaning and preparation between patients. We need to safeguard everybody.”

Ms Keane went on: “We are in a situation where there is only a certain amount of resources, what they are doing is working with the patient, see that reception team as being your advocate. We would ask everyone to be honest with those people and we will do our best to ensure you see the right person at the right time. There are more and more professionals working in general practice and the doctor is not always the right person to see for a particular condition.”

NHS England director of primary care Dr Nikki Kanani responded to the criticism in a blog posted on Thursday. Dr Kanani said: “We need to bring patients with us, and although we know over 50% of appointments are now face to face, and as GP teams you have been working constantly throughout, some patients have still struggled to get access to their GP. Both Healthwatch and the Patients Association have reported challenges which we cannot ignore.

“The message that primary care continues to be open is an important one, because we know that many people over the course of the pandemic have put off seeking medical attention, including for symptoms which could be cancer or other serious conditions. But this message can only be effective if it is matched by people’s experience when they do then try to come forward, or the experience of their family and friends. GPs and every part of the primary care team have responded amazingly to be there for patients during the greatest challenge the NHS has ever faced. Our challenge now is to build on all of that good work and together continue improving primary care for the future, with the mix of remote and face to face appointments we know our patients want and need.”