Private healthcare in the UK is growing rapidly. NHS waiting lists remain high, demand for private treatment continues to increase, and more patients are actively researching alternatives.
Yet many clinics still rely on referrals, word of mouth and websites that have changed very little over the years. Marketing is often something that’s fitted around the day-to-day demands of running a busy practice.
That contrast sits at the heart of Patient Pulse 2025, our study of marketing in UK private healthcare. We surveyed clinic teams, interviewed leaders across fertility, aesthetics, diagnostics and mental health, and audited more than 4,000 websites to understand how clinics are attracting new patients. The findings revealed a clear pattern.
Marketing often falls to one person (and they’re not always the best person for the job)
In many clinics, marketing is managed by the owner or practice manager alongside their other responsibilities. It’s rarely a full-time role, and there often isn’t enough time to develop or follow a long-term marketing strategy.
The comments we heard were remarkably consistent:
“It’s just me, really. I try to post when I can, but there’s no time for strategy.”
“Marketing is my responsibility, but it’s not my background.”
These comments reflect a common challenge. Marketing is recognised as important, but it often has to compete with the day-to-day demands of running a busy clinic. As a result, it’s easy for it to become reactive rather than planned.
Referrals still matter – but they’re no longer the whole picture
Almost every clinic we spoke to said that word of mouth remained their main source of new patients. That’s something to be proud of, reflecting the quality of care and reputation they’ve built over time.
“We’ve always relied on our reputation. We’ve never had to focus much on digital.”
However, patient behaviour is changing. Younger patients, in particular, are more likely to research providers online before making a decision.
In fact, 44% of 20–39-year-olds would consider paying privately to avoid NHS waiting times.
Referrals remain incredibly valuable, but they’re increasingly being complemented by online research. For many clinics, a strong digital presence is no longer an optional extra – it’s becoming an important part of how prospective patients find and choose a provider.
Time is often the biggest challenge
One message came through consistently in our conversations with clinic leaders: they know marketing is important, but finding the time to do it alongside running a busy practice is difficult.
“Even if I wanted to do more, I just wouldn’t know where to fit it in.”
The result is that marketing activities are often delayed or carried out in stages. Website updates, content planning and digital marketing initiatives can all slip down the priority list as day-to-day patient care quite rightly takes precedence.
The opportunity
The findings from Patient Pulse 2025 highlight clear opportunities for clinics to strengthen their marketing. Many of the improvements identified throughout this report don’t require major investment – they simply require the right priorities and a consistent approach.
For example, our research found that 48% of clinic websites fail Google’s Core Web Vitals assessment, 98.6% aren’t yet prepared for AI search, and only 5% appear to use a CRM.
Addressing these areas can help clinics improve both the patient experience and the effectiveness of their marketing.
You don’t need a large marketing team. What matters is having a clear plan, focusing on the areas that will make the biggest difference, and implementing them consistently.
Where to start
Every clinic is different, but the findings from Patient Pulse 2025 suggest there are some common priorities that can make a real difference. The key is knowing where to focus first.
If you’d like to discuss what that means for your clinic, book a strategy call and we’ll help you identify the areas that are likely to have the greatest impact.
This article draws on Patient Pulse 2025, Figment’s original research into marketing in UK private healthcare. Read the full report.
More from Patient Pulse 2025
- 98.6% aren’t ready for AI search
- The £12.4bn private healthcare boom
- The CRM gap
- Read the full Patient Pulse 2025 report »
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