Patients want to know the price before they call. Can they find yours?
Self-pay patients compare prices online first. If yours are hidden behind "call us" or "from £", they go to a provider who shows the full price.
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- steps
- 7
- steps
- to start
- 2 to 3 hours
- to start
The short answer
Self-pay patients shortlist providers online before they call, and a "from £" price or "call for a quote" sends many of them to a competitor who shows the full figure. Publish one all-in package price on each procedure page, with what is included, what is not and how to book. Your reception team should quote exactly the same number.
What good looks like
Where you stand, before and after
All-in package prices online
- Clear about what's included
- Prices checked against local competitors
Illustrative sample, not a real person or result.
7 steps
Do it yourself: step by step
0 of 7 done
For your top five self-pay procedures, look at the five nearest competitors' websites and note whether they show an all-in price, a "from" price or nothing, and what their price includes
- Time
- 2 to 3 hours
- Typical cost
- £0
- Who does it
- Practice manager
Done when: A comparison table for five procedures and five competitors
This problem is Solvable.
Copy this template
Procedure page price block
Free to copy, adapt and use. No sign-up.
[Procedure name]: self-pay price
£[price] all-inclusive
What is included
- Initial consultation with [consultant name or "your consultant"]
- Pre-operative assessment and standard tests: [list]
- The procedure, including surgeon and anaesthetist fees
- [Day case / x nights] stay, standard drugs and dressings
- follow-up appointments within [x] weeks
What is not included
- Further tests if your consultant recommends them: [examples and typical price]
- Take-home medication beyond [x] days
- Treatment of unrelated conditions
What could change the price Your consultant will confirm suitability at your first appointment. If a different approach is needed, we will give you a new written price before you decide.
How long this price is valid Prices valid until [date]. Your written quote is valid for [x] days.
How soon can I be seen? First appointment usually within [x] days. Treatment usually within [x] weeks.
Paying Pay in full or spread the cost. [If you offer finance, use only the lender's approved wording, with a representative example where the rules require one.]
Book or ask a question Call [phone] or [book online link]. We reply to messages within [x] working hours.
---
Reception price sheet line
| Procedure | All-in price | Includes | Excludes | Valid until |
|---|---|---|---|---|
| [procedure] | £[x] | [summary] | [summary] | [date] |
Avoid these
Common mistakes
- "From £" prices that turn out to be well below what most patients pay.
- Leaving out the anaesthetist or facility fee so the headline looks lower.
- Reception quoting different figures from the website.
- Publishing prices once and never updating them.
- Hiding prices because consultants have not agreed their part of the package.
Free personal check
Done by Paul Robinson, not software
I'll search for your procedures as a self-pay patient and show you what they see compared with competitors
What I need from you
- Clinic name and town
- Your website
- Your top two self-pay procedures
What you get
- Screenshots of how your prices appear against three competitors
- The three changes that matter most
- A simple price block you can copy
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
Self-pay admissions rose 7.7% in Q1 2026 compared with Q1 2025, to their highest recorded level
More patients are comparing clinics as payers, not just as patients
The headline price should include all mandatory charges; drip pricing is prohibited
What the law expects of a published price
Source: CMA, Price transparency guidance (CMA209), November 2025
If 30 price enquiry calls a month convert at 20% instead of 30%, a clinic with a £3,000 average package loses about £9,000 a month in bookings
Shows the scale of losing price-led enquiries
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
Will competitors undercut us once our prices are public?
Some may. Most patients choose on a mix of price, speed and trust, so a clear price with clear inclusions often beats a cheaper vague one.
What if every patient is different?
Price the standard pathway and say what could change it. Give a written quote after the first appointment.
Do consultants have to agree?
Yes, if their fees are inside the package. Agree a set fee for the standard pathway with each consultant separately before you publish. Do not share one consultant's fee with another or get them to agree a common fee: the CMA fined a hospital group and consultants in 2020 for exactly that.
Are there legal rules on how we show prices?
Yes. Consumer law requires prices to be clear and not misleading. The DMCC Act 2024 bans drip pricing, and the CMA's price transparency guidance (November 2025) says the headline price should include all mandatory charges. This is general information, not legal advice. Speak to a consumer law solicitor about how your prices are shown, and a competition lawyer before agreeing package fees that include several consultants.
How often should we update prices?
At least every six months, and whenever costs or consultant fees change.
Last reviewed:
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