Established practice
Self-pay patients are still out there. They're just choosing more carefully.
When budgets are tight, patients compare, hesitate and delay. Here is how to make choosing you easier.
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- steps
- 6
- steps
- to start
- 2 hours
- to start
- scorecard
- Free
- scorecard
The short answer
Self-pay spending was flat in 2024, and although self-pay admissions picked up in early 2026, price-conscious patients still compare and delay. Make the total cost clear before they ask, offer a lower-cost entry point, give a way to spread payments, and follow up patients who asked about price but did not book. Do not respond by cutting prices across the board.
What good looks like
Your website on a phone, before and after
Clear prices and set-price packages
- Improved: Ways to spread the cost · what's included
Illustrative sample, not a real person or result.
6 steps
Do it yourself: step by step
0 of 6 done
Compare self-pay enquiries, conversions and average spend by month for the last 12 months against the year before
- Time
- 2 hours
- Typical cost
- £0
- Who does it
- practice manager
Done when: You know whether enquiries, conversion or spend has fallen, and by how much
This problem is Solvable.
Copy this template
Price enquiry follow-up email
Free to copy, adapt and use. No sign-up.
Subject: Your enquiry about [service] at [clinic name]
Dear [first name],
Thank you for asking about [service] with us on [date]. I wanted to make sure you had everything you need to decide.
What it costs: [£ total], which includes [consultation, tests, first follow-up].
What happens: You would see [clinician name], who [one line on experience]. Most patients need [number] appointments.
When: Our next available appointment is [date]. Typical NHS or local waiting time for this is [x weeks], if known.
Spreading the cost: [Use only the finance wording your lender has approved, for example: You can spread the cost through [lender name]. Finance is subject to status.]
If you have a health insurance policy, it may cover this. Check with your insurer and ask for an authorisation code before booking.
You can book at [link] or call [number]. If now is not the right time, that is fine. I will not chase you again unless you ask.
Kind regards, [name] [clinic name]
Avoid these
Common mistakes
- Cutting prices across the board, which lowers margin without solving the real objection.
- Hiding prices so patients have to call, and many never do.
- Quoting the consultation price only, then surprising patients with test costs.
- Offering in-house instalments without checking consumer credit rules.
- Never following up patients who asked about price.
Free personal check
Done by Paul Robinson, not software
I'll look for your prices as a patient would and compare them with three local competitors
What I need from you
- Clinic name and town
- Your website
- Your two main self-pay services
What you get
- Screenshots of what a price-conscious patient sees
- How you compare with three local competitors
- Three changes to win back hesitant patients
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
Under 0.1%
LaingBuisson estimate of self-pay growth in 2024, effectively flat
Source: LaingBuisson, Private Acute Healthcare UK Market Report (press release, 4 December 2025)
10%
Growth in private medical cover revenues in 2024
Source: LaingBuisson, as above
7.7%
Self-pay admissions rose 7.7% in Q1 2026 compared with Q1 2025, and self-pay funded 31% of private admissions
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
Should we cut prices?
Rarely across the board. Use packages and an entry-level option instead, and keep core prices where margin supports them.
Can we offer instalments ourselves?
A plan where the clinic is the lender, with no interest or charges, repaid in 12 or fewer payments within 12 months, is usually exempt under RAO article 60F(2). Longer plans, or plans with interest or fees, are likely to be regulated lending. Introducing patients to a lender for regulated credit is credit broking and needs FCA permission. This is general information, not legal advice. Speak to a consumer credit compliance adviser before you launch.
Will publishing prices put patients off?
It tends to filter out patients who would never book and reassure those who will.
Is insured demand affected too?
It has moved the other way recently. In 2024 private medical cover revenue grew 10% while self-pay was flat (LaingBuisson). In Q1 2026 insured admissions fell 2.6% while self-pay admissions rose 7.7% (PHIN).
How quickly should we follow up price enquiries?
Within 48 hours, once. Give the full cost and next date, then leave it with the patient.
Last reviewed:
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