Enquiries come in. Too few become patients.
Most clinics lose patients between the first enquiry and the booking. Here is how to close the gap.
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- steps
- 6
- steps
- to start
- 1 hour to set up
- to start
- scorecard
- Free
- scorecard
The short answer
Most lost patients are lost in the first call or the slow reply. Log every enquiry, reply within an hour, give the front desk a call guide that ends with a fee and a date, and follow up everyone who does not book. Then look at conversion by source and by staff member each month.
What good looks like
Your numbers, before and after
Enquiries this month
Illustrative sample, not a real person or result.
6 steps
Do it yourself: step by step
0 of 6 done
One log, in your practice system or a shared spreadsheet: date, time, channel, source, what they need, who handled it, outcome, reason if not booked.
- Time
- 1 hour to set up
- Typical cost
- Free
- Who does it
- Practice manager
Done when: Every enquiry this week is logged
This problem is Solvable.
Copy this script
New patient enquiry call guide
Free to copy, adapt and use. No sign-up.
New patient enquiry call guide
1. Greet "Good morning, [clinic name], [your name] speaking. How can I help?"
2. Understand the problem "I'm sorry to hear that. Can I ask a little more so I can find the right person for you?"
- What is the problem and how long has it been going on?
- Have you seen anyone about it yet, a GP or another clinician?
- Are you insured, or would you be paying yourself?
3. Take details early "Can I take your name and a phone number in case we get cut off?"
4. Match and explain "From what you've said, the best person to see is [clinician], who [specific interest, for example specialises in shoulder problems]. At the first appointment they will [what happens: examine you, review any scans, and talk you through a plan]."
5. Give the fee clearly
- Self-pay: "The first appointment is £[amount]. If you need [a scan], that would be £[amount], and we'd always tell you before anything is booked."
- Insured: "We work with [insurers]. You'll need to call them for an authorisation number before the appointment. Would you like me to hold a slot while you do that?"
6. Offer a specific date "[Clinician] has [day] at [time] or [day] at [time]. Which suits you better?"
7. If they hesitate
- "Is there anything I can answer that would help you decide?"
- "Would it help if I held that slot until [time tomorrow] while you check?"
- "Can I email you the details, and call you back on [day]?"
8. Confirm "Lovely. You're booked with [clinician] on [date] at [time]. You'll get a confirmation by text and email with directions and what to bring. Is there anything else?"
9. Log it Source, outcome, and if not booked, the reason and follow-up date.
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Follow-up text (day 2): Hello [first name], it's [your name] from [clinic name]. You called about [problem] on [day]. [Clinician] still has availability on [date]. Would you like me to book it? Reply here or call [phone].
Avoid these
Common mistakes
- Not logging enquiries, so lost patients are invisible.
- Telling callers to check the website for prices.
- Ending a call with "have a think and call us back".
- Web forms answered the next day.
- No follow-up for patients who did not book first time.
Free personal check
Done by Paul Robinson, not software
I'll enquire once as a patient and tell you exactly what happened
What I need from you
- Your consent
- The phone number or enquiry form you want tested
- The service to ask about
What you get
- What happened, step by step, with timings
- Where a patient would have dropped off
- The three changes to your call guide or reply process
Within 2 working days
No sign-in, no sales call. I read every request myself and reply on WhatsApp.
Free tools
Check where you stand
Benchmarks
20 to 40 percent
Typical range of enquiry to booked first appointment conversion in private outpatient clinics
Solvable estimate
Paul Robinson
14 years in UK private healthcare
I solve this one for clinic and hospital teams
Want a hand? I'll look at your situation and tell you the three things I'd tackle first.
A few quick questions, about two minutes. I read every one myself and usually reply the same day.
No sales call unless you ask for one. Just a straight answer from me.
I reply personally, usually the same day.
Questions
Frequently asked questions
What is a good conversion rate?
It varies by service and source. Track your own by source and aim to improve it month on month.
Should reception give prices on the phone?
Yes. A clear price on the call removes a common reason to put off booking.
Isn't following up pushy?
Not if it is helpful and brief. Many patients simply forgot or were waiting for an insurer.
Who should handle enquiries?
Trained front-desk staff with the call guide and answer sheet, not whoever happens to be nearby.
How do we cover the phones at busy times?
Stagger lunch breaks, use call queuing with a callback option, or use a remote front-desk supplier for overflow.
Last reviewed:
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