You have a treatment worth knowing about. Now people need to find it.

A new or specialist treatment needs a clear launch plan for patients, GPs and referrers. Here is how to build one.

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steps: 7; steps
to start: 2 hours; to start
scorecard: Free; scorecard

The short answer

A new treatment needs three things before launch: referrers who know it exists, patient-facing content that complies with the CAP Code, and an enquiry process that turns interest into bookings. Prescription-only medicines cannot be advertised to the public, so promote the condition and the service, not the drug. Build all three before go-live, not after.

What good looks like

Your website on a phone, before and after

Treatment page

Who it helps · evidence · what to expect

ReferBookLearn more

Improved: Clear referral criteria · fees · book or refer

Illustrative sample, not a real person or result.

7 steps

Do it yourself: step by step

0 of 7 done

Write the patient group, condition, what they have usually tried already and the outcome to expect, in patients' own words
Time
2 hours
Typical cost
£0
Who does it
lead clinician with practice manager
Done when: A one-paragraph patient description agreed
Send a one-page referral guide to local GPs and consultants and offer a short talk or practice visit
Time
2 to 4 weeks
Typical cost
£0 to £500 (Solvable estimate: printing and refreshments for practice talks)
Who does it
clinic owner
Done when: Referral guide sent to every target referrer
Use it now · Step 4
Write a referrer letter
A short, factual introduction for GPs and specialists.
Clinic nameTreatmentWho it may suitHow to refer
Your message
Subject: A new option for your patients.
Dear colleague, I'm writing to let you know that The City Clinic now offers a new treatment for knee pain. It may be suitable for adults with knee pain that hasn't improved with physiotherapy. We'll assess every referral and let you know whether the treatment is appropriate. To refer, please email referrals@cityclinic.co.uk. I'm happy to discuss any patient by phone first. Kind regards, [Name and role] The City Clinic
Keep it factual and include clear referral criteria.
Your answers aren't linked to you. We keep anonymous totals to improve these checks.

This problem is Solvable.

Copy this template

One-page referrer guide for a new treatment

Free to copy, adapt and use. No sign-up.

Template

[Treatment name] at [clinic name]

For: [patient group and condition, for example adults with X who have not responded to Y]

What it involves: [number] appointments over [weeks]. [One or two sentences on what happens.]

Who delivers it: [clinician name and role, one line on experience]

Evidence: [one line summary with reference, for example NICE guidance or published study]

Suitable patients

[criterion]
[criterion]

Not suitable

[exclusion]
[exclusion]

Funding

Self-pay: £[ ] for [what is included]
Insurers currently funding at our site: [list]

Waiting time: first appointment usually within [x] days

How to refer

Email: [referrals address]
Phone: [number]
We will contact the patient within [one working day] and send you a letter after each assessment.

Questions: [clinician name], [email]

Avoid these

Common mistakes

Launching with no referrer awareness and waiting for enquiries.
Naming a prescription-only medicine in patient advertising.
Making outcome claims the clinic cannot evidence.
Not checking insurer funding, so insured patients are turned away at booking.
Reception not briefed, so the first enquiries are handled badly.

Free personal check

Done by Paul Robinson, not software

I'll read your treatment page and tell you what to change before you promote it

What I need from you

The treatment page link, or a draft as PDF or Word
Who the treatment is for in one line
How patients can enquire today

What you get

What a patient and a referrer will make of the page
Any wording that may cause advertising rule problems
The three changes to make before you spend on promotion

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

Your illustrative estimate

£1,000 per month

Solvable estimate. Rounded to the nearest £500. Updates as you type.

Break-even patients per month

Starting figure 20 (from 20 (Solvable estimate)). Change it to match your practice.

Actual patients per month in early months

Starting figure 8 (from 8 (Solvable estimate)). Change it to match your practice.

Contribution per patient

Starting figure £250 (from £250 (Solvable estimate: fee less clinician time and consumables)). Change it to match your practice.

Share of the gap closed by the steps

Starting figure 33% (from 33% (Solvable estimate: referrer awareness and faster enquiry handling bring forward about 4 patients a month)). Change it to match your practice.

Formula

Monthly recoverable value = (break-even patients per month minus actual patients per month) x contribution per patient x share of the gap the steps close

Variables and defaults

break-even patients per month: 20 (Solvable estimate)
actual patients per month in early months: 8 (Solvable estimate)
contribution per patient: £250 (Solvable estimate: fee less clinician time and consumables)
share of the gap closed by the steps: 33% (Solvable estimate: referrer awareness and faster enquiry handling bring forward about 4 patients a month)
slow ramp-up: 6 to 12 months

Defaults only. Change them in the calculator to use your own numbers.

Assumptions and defaults

break-even patients per month = 20 (Solvable estimate)
actual patients per month in early months = 8 (Solvable estimate)
contribution per patient = £250 (Solvable estimate: fee less clinician time and consumables)
share of the gap closed by the steps = 33% (Solvable estimate: referrer awareness and faster enquiry handling bring forward about 4 patients a month)
slow ramp-up = 6 to 12 months

Solvable estimate. The gross shortfall at these defaults is £3,000 a month. The steps aim to recover about £1,000 a month, or £6,000 to £12,000 over a 6 to 12 month ramp-up. The rest depends on demand and pricing, which these steps do not change.

Benchmarks

No person may issue an advertisement likely to lead to the use of a prescription only medicine
Why you promote the condition and the service, not the drug
Source: Human Medicines Regulations 2012, regulation 284
Marketers must hold documentary evidence to prove objective claims before publishing
Why every outcome claim needs evidence on file
Source: CAP Code rule 3.7 (ASA)

Every supplier I know who solves this. No one pays to be listed. Where I've worked with them, I say so.

Medico Digital
Marketing and websites
Healthcare digital marketing agency: websites, SEO, paid search and social for private hospitals, clinics and health companies.
Healthcare-only agency for websites, search and paid ads, working with private hospitals and multi-site clinics.
Best for: Private hospitals and multi-site clinics
Price on request
No commercial relationship
One Vision Health
Marketing and websites
Healthcare marketing agency for private practice: SEO and local SEO, paid search, medical website design, social media, brand strategy and managed patient video (AnswerPack).
Patient-facing apps and digital channels for private hospitals and clinic groups, based in London.
Best for: Consultants, clinics and hospitals wanting more patients from search, their website and video
Price on request
Former client

Know a supplier I have missed? Tell me Suggest yourself

Clinical teams focus on getting the treatment ready. Commercial planning is treated as something to do after launch rather than before. By the time the pathway is live, there's no referrer awareness, no patient-facing content, and no channel driving enquiries.

Commercial planning happened after clinical readiness not before
No referrer awareness strategy built ahead of launch
No patient-facing content or digital presence for the treatment
No defined enquiry-to-patient conversion process
Launch relied on existing patient flow rather than new acquisition

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

Can we advertise a prescription-only medicine?

No, not to the public. You can describe the condition and the service you offer.

What rules apply to our claims?

The CAP Code, enforced by the ASA. Claims must be supported by evidence you hold before publishing.

How do we reach GPs?

A one-page referral guide, sent to practice managers as well as GPs, plus an offer of a short practice visit or talk.

Should we wait for insurer approval before launching?

Launch to self-pay if you must, but tell insured patients clearly whether their insurer funds it.

How long before we know if it is working?

Track weekly for three months, and plan for a slower start than you hope.

Last reviewed: 30 October 2026

Sources

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The short answer

Your website on a phone, before and after

Do it yourself: step by step

1Define who it is for2 hours · £0

2Check what you can sayHalf a day · £0 · Medium

3Confirm insurer position2 to 6 weeks · £0

4Tell referrers2 to 4 weeks · £0 to £500 (Solvable estimate: printing and refreshments for practice talks)

5Publish a treatment page1 week · £0 to £1,500 (Solvable estimate: from an in-house edit to a supplier-built page)

6Set up enquiry handling1 day · £0

7Track and adjust1 hour a week · £0

One-page referrer guide for a new treatment

Common mistakes

I'll read your treatment page and tell you what to change before you promote it

What I need from you

What you get

Check where you stand

Check where you stand5 questions · 2 min

What's this costing you?Optional: work it out with your own numbers

How we worked this outMethod, formula and assumptions

Suppliers who solve this2 suppliers. No one pays to be listed

Why this keeps happening

What it leads to