"Can you sort our marketing?" Here's where to start.
Marketing often lands on the practice manager on top of everything else. Here is a simple plan that takes a few hours a month.
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- steps
- 6
- steps
- to start
- 5 minutes a day
- to start
- scorecard
- Free
- scorecard
The short answer
Start by finding out where patients already come from, because most consultant practices grow from GP referrals, Google and insurer finders, not social media. Get the Google Business Profile and directory listings correct and matching, automate review requests, then pick one regular activity such as a monthly GP update. Report back once a month in one page.
What good looks like
Where you stand, before and after
Marketing plan
- Basics sorted · reviews on autopilot
- One monthly activity · results shared every month
Illustrative sample, not a real person or result.
6 steps
Do it yourself: step by step
0 of 6 done
For one month, ask every new patient 'How did you hear about us?' and record the answer at booking with set options
- Time
- 5 minutes a day
- Typical cost
- Free
- Who does it
- Reception team
Done when: A month's tally with every new patient recorded
This problem is Solvable.
Copy this template
Monthly marketing plan and GP update template
Free to copy, adapt and use. No sign-up.
Monthly marketing plan: [consultant name]
The basics (check quarterly)
- Google Business Profile: name, specialty, address, hours, phone, booking link, photo
- Hospital consultant profile up to date
- PHIN profile complete
- Insurer finder listings correct
- Doctify profile complete
- Website shows same details and a clear way to book
Every month
| Task | Owner | Done |
|---|---|---|
| Review requests sent automatically | Reception | |
| Reply to new reviews | Practice manager | |
| Monthly GP update sent | Practice manager | |
| Monthly one-page report to consultant | Practice manager |
Where new patients came from this month
GP referral [ ] | Another consultant [ ] | Insurer [ ] | Google [ ] | Directory [ ] | Hospital website [ ] | Friend or family [ ] | Other [ ]
---
Monthly GP update email
Subject: [Consultant name], [specialty]: [one-line topic] and how to refer
Dear colleagues,
This month: [one short, useful clinical point, for example when to refer a particular presentation and what tests help before referral].
Appointments: new patients are usually seen within [number] days at [hospital or clinic], [days].
How to refer: [email or e-referral route]. Insured and self-pay patients welcome. Self-pay consultation fee is £[amount].
Questions: [consultant name] is happy to take advice calls on [number] or [email].
Kind regards, [Practice manager name], on behalf of [consultant name]
To stop receiving these updates, reply 'unsubscribe'.
Avoid these
Common mistakes
- Starting with social media because it feels like marketing.
- Paying an agency before the Google profile and directories are correct.
- Not asking where patients came from, so nobody knows what works.
- Asking only happy patients for reviews.
- Doing five things once instead of one thing every month.
Free personal check
Done by Paul Robinson, not software
I'll search for your consultant as a patient would and show you the basics to sort first
What I need from you
- Your consultant's name
- Their specialty
- The town they practise in
- Their website, if they have one
What you get
- Screenshots of what a patient sees
- Listings that don't match
- The three changes that matter most
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
April 2025
CMA guidance on fake and incentivised reviews published following legislative changes, which apply to how practices ask for reviews
Source: CMA (GOV.UK)
2 to 4 hours a month
Time needed to run this plan once set up. 30 minutes for the report, 1 to 2 hours for the GP update, up to 1 hour for review replies and listing checks
Solvable estimate
Paul Robinson
14 years in UK private healthcare
I solve this one for practice managers
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
Does my consultant need social media?
Not to start with. For most consultants, GP referrals, Google and insurer finders bring in far more patients. Social media can help later for self-pay procedures.
What can we say in marketing?
Stick to facts the consultant can stand behind, follow GMC guidance on advertising, and avoid claims about outcomes you cannot evidence.
Can we email GPs?
Yes, a short, useful professional update is normal. Include a way to opt out and keep the list to practices that refer or are local.
How much should we spend?
Nothing until the basics are done. Then set a monthly cap you can measure, and review after three months.
How do I know if it is working?
Track the source of every new patient and compare month to month.
Last reviewed:
Sources
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