Established practice
NHS patients on your local waiting lists are going private, just not to you
Record NHS waits are driving the largest surge in self-pay demand in a generation. Hospitals without a specific acquisition strategy see only modest self-pay growth while those with one grow far faster.
- steps
- 7
- steps
- to start
- 2 to 3 hours
- to start
The short answer
Patients considering going private after a long NHS wait have two questions: how long is my local wait, and what would it cost to be seen sooner. Pick the procedures where local NHS waits are longest and you have capacity, publish clear all-in prices and your own wait times, and make it easy to start without a long process. Be factual, not fearful: these patients are often anxious and already in pain.
7 steps
Do it yourself: step by step
0 of 7 done
Look up waiting times for your top procedures at the NHS hospitals in your area on the NHS My Planned Care site (myplannedcare.nhs.uk) and record them alongside your own wait
- Time
- 2 to 3 hours
- Typical cost
- £0
- Who does it
- Marketing lead
Done when: A table of local NHS waits against yours for ten procedures
This problem is Solvable.
Copy this template
Going private after an NHS wait: page template
Free to copy, adapt and use. No sign-up.
[Procedure] without the wait: self-pay at [hospital name]
Waiting for [procedure] on the NHS? Here are the facts to help you decide.
How long is the NHS wait locally?
At [trust names], the current wait for [procedure] is around [x] weeks, according to NHS My Planned Care on [date checked]. Waits change, so check the latest figures.
How soon could I be seen here?
First consultation: usually within [x] days. Treatment: usually within [x] weeks of your consultation, if surgery is right for you.
What does it cost?
£[price] all-inclusive. This includes:
- Consultation with [consultant name]
- Pre-operative assessment and tests: [list]
- Surgeon and anaesthetist fees
- [Day case / x nights] stay, drugs and dressings
- follow-up appointments
Not included: [list].
[If you offer finance, use only wording approved by your lender, for example: You can spread the cost with [lender name]. Include a representative example where the rules require one.]
Do I need a GP referral?
[You can book a self-pay consultation directly. / We need a referral letter from your GP or NHS consultant.] If you have health insurance, your insurer will usually need a GP referral.
Can I go back to the NHS afterwards?
You can usually return to NHS care for follow-up or other treatment. Ask your GP or NHS team how this affects your place on their list.
Meet your consultant
[Name, photo, specialty, experience in one sentence, link to profile.]
How to start
Call [phone] or [book online]. We reply to messages within [x] working hours.
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Enquiry question to add: "Are you currently on an NHS waiting list for this?" [Yes / No / Not sure]
Avoid these
Common mistakes
- Fear-based messaging about NHS waits, which patients and regulators dislike.
- Targeting every procedure instead of the few with long local waits and spare capacity.
- Hiding the price, so waitlist patients assume it is unaffordable.
- Not asking enquirers whether they are on an NHS list, so the strategy cannot be measured.
- Asking GPs to promote the hospital rather than giving them factual information.
Free personal check
Done by Paul Robinson, not software
I'll search as an NHS patient thinking of going private and show you what they find
What I need from you
- Hospital name and town
- Website address
- Three procedures with long local NHS waits
What you get
- Screenshots of what a patient sees when searching price and wait
- How your offer compares with two local competitors
- The three changes that would win more of these 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
The NHS RTT waiting list stood at 7.2 million in February 2026, with 62.6% of patients waiting under 18 weeks
Long waits continue to push some patients to pay
Self-pay admissions rose 7.7% in Q1 2026 to their highest level, while insured admissions fell 2.6%
Self-pay is the growing part of the private market
Paul Robinson
14 years in UK private healthcare
I solve this one for hospitals
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
Is it ethical to market to NHS waiting list patients?
Yes, if it is factual. Give accurate waits, a clear price and the option to stay on the NHS list. Avoid fear and pressure.
Where do we find local NHS waits?
The NHS My Planned Care site (myplannedcare.nhs.uk) shows average waiting times at NHS hospitals in England and is updated weekly. Check it monthly.
Can patients stay on the NHS list while seeing us?
Often yes for a private consultation. Department of Health guidance (2009) sets the principles for moving between NHS and private care. Tell patients to check with their GP or NHS team how it affects their pathway.
Will GPs help?
GPs will not promote you, but many welcome factual information on prices and waits to answer patients' questions.
Which procedures work best?
Typically high-volume elective procedures with long local waits, such as joint replacements, cataracts and hernia repair, but check your own area.
Last reviewed:
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