Your device is in UK private hospitals but your pricing and reimbursement story isn't
Without a consistent pricing structure and a clear reimbursement narrative for consultants and patients, you lose deals you should win and undercharge on the ones you close. The UK private market rewards those who arrive with both.
- steps
- 7
- steps
- to start
- 1 week
- to start
The short answer
In UK private healthcare the insurer usually pays the hospital a fee per procedure code, and your device is a cost inside that fee. So your price has to fit the hospital's margin on the procedure, and your reimbursement work is about getting the procedure coded and accepted by insurers, not about getting the device paid separately. Set a list, target and floor price per customer type, write down who can approve discounts, and check the CCSD code for every procedure your device is used in.
7 steps
Do it yourself: step by step
0 of 7 done
Split accounts into hospital groups, single independent hospitals, consultant-led clinics and distributors. Each has different volume, buying power and price expectations
- Time
- 1 week
- Typical cost
- Internal time
- Who does it
- Commercial lead
Done when: A list exists with every account tagged to a segment
This problem is Solvable.
Copy this table
UK private sector price architecture
Free to copy, adapt and use. No sign-up.
UK private sector price architecture
Fill in for [product name]. Prices exclude VAT.
Price by customer type
| Customer type | List price | Target price | Floor price | Volume tier 1 | Volume tier 2 | Who can approve below target |
|---|---|---|---|---|---|---|
| Hospital group (central contract) | £[ ] | £[ ] | £[ ] | [x] units: £[ ] | [y] units: £[ ] | [Founder] |
| Single independent hospital | £[ ] | £[ ] | £[ ] | [x] units: £[ ] | [y] units: £[ ] | [Commercial lead] |
| Consultant-led clinic | £[ ] | £[ ] | £[ ] | [x] units: £[ ] | n/a | [Commercial lead] |
| Distributor (transfer price) | £[ ] | £[ ] | £[ ] | n/a | n/a | [Founder] |
Case economics check (one row per procedure)
| Procedure | CCSD code | Typical insured income per case | Typical self-pay package | Your device cost per case | Device as % of income |
|---|---|---|---|---|---|
| [procedure] | [code] | £[ ] | £[ ] | £[ ] | [ ]% |
Rule of thumb: if your device is a large share of the case income, expect pushback unless you can show savings elsewhere in the case, such as shorter theatre time or a shorter stay.
Discount rules
- Reps may agree any price at or above target.
- Below target needs [commercial lead] approval, a written reason and a volume commitment.
- Below floor needs [founder] approval and is reviewed at the next quarterly price review.
- No discount without a volume, term or reference-site commitment in return.
Coding and insurer status
| Procedure | CCSD code exists? | Insurer A position | Insurer B position | Next action |
|---|---|---|---|---|
| [ ] | Yes / No | [funded / criteria / not funded] | [ ] | [ ] |
Avoid these
Common mistakes
- Copying the NHS price into the private sector without checking the hospital's case economics.
- Letting each rep set prices account by account with no floor.
- Assuming insurers will pay for the device separately.
- Ignoring the self-pay package price, now the fastest growing funding route.
- Giving discounts without asking for volume, term or a reference site in return.
Free personal check
Done by Paul Robinson, not software
I'll look at how you price for the UK private sector and show you where revenue is leaking
What I need from you
- Answers to 7 tap questions
- Your company website
What you get
- Where realised prices drift from target
- Whether coding is a hidden risk
- A simple list, target and floor structure
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 funded 31% of private admissions in Q1 2026 and grew 7.7%, while insured admissions fell 2.6%
Self-pay packages are a growing route for device-enabled procedures
The CCSD Working Group meets six times a year and expects new codes to show current UK activity at more than one provider or by more than one practitioner, plus evidence of safety and efficacy
Sets realistic timelines for new code requests
Uncontrolled discounting commonly takes 5% to 15% off realised price
Higher where reps negotiate account by account with no floor price
Solvable estimate
Paul Robinson
14 years in UK private healthcare
I solve this one for healthcare companies
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 an insurer pay for my device directly?
Usually not. Insurers generally pay the hospital for the procedure, and the device sits inside that payment. Your price has to work within the hospital's margin.
What is a CCSD code and why does it matter?
CCSD codes are the procedure codes used across UK private healthcare for billing. If the procedure your device enables has no suitable code, it is much harder to get it funded.
Can my company apply for a new CCSD code?
The CCSD guide says members submit change requests. In practice manufacturers usually work through a specialty association or a hospital that uses the codes. Check with CCSD directly.
Should private prices be higher than NHS prices?
Often they are, because volumes are lower and service expectations are higher, but the test is the hospital's case economics, not the NHS price.
How do I stop reps discounting?
Give them a target and a floor, require approval below target, and ask for something in return for every discount.
Last reviewed:
The Solvable community
You're not the only one with this problem.
One problem solved every week, on WhatsApp.
One message a week. No sales messages. Reply STOP any time.