Marketing for UK private clinics, with the follow-up that books the consultation.
IC Leads runs Google and Meta ads for private clinics selling elective, self-pay treatment, then follows up every enquiry to book the consultation and get the patient through the door. Instant replies, reminders, no-show rebooking and follow-up after the consult. One fixed monthly fee from £850, published in full, and your clinicians sign off every ad.
The enquiry came in. Then the patient kept searching.
Self-pay patients compare. They ask several clinics for a price, read the reviews, and scroll past a flood of ads from clinics abroad (ASA review). The clinic that answers first, and keeps answering, books the consultation.
- Slow first reply. An enquiry that waits a day has often asked someone else by then.
- Consultations that don't show. Every no-show is an empty slot and a lead you've already paid for.
- Decisions that stall after the consult. The patient goes home to think, and nobody calls them back.
- Ads that break the rules. Generic agency copy with countdown offers or under-18 reach gets flagged, pulled, or worse.
Self-pay demand is near its record. Clinics abroad want it too.
| What | Figure | Source |
|---|---|---|
| Self-pay private hospital admissions, UK, 2025 | 282,625 | PHIN |
| Share of private admissions that are self-pay, 2025 | About 30% | PHIN |
| Overseas cosmetic surgery ads aimed at UK consumers, reviewed by the ASA (Dec 2024 to Dec 2025) | 4,000+ | Lewis Silkin |
| Liquid BBL ads found compliant in ASA monitoring (Apr to Dec 2025) | About 1 in 10 | Lewis Silkin |
| Firms replying within an hour vs later | Nearly 7x as likely to qualify the lead | Harvard Business Review |
| Average first response to an online lead | 42 hours | Harvard Business Review |
Patients paying for their own treatment shop around, and UK clinics are bidding against clinics abroad for the same feeds. The ASA keeps acting on ads that cut corners. The clinics that win run clean ads and answer every enquiry before the patient's next search.
Built for ASA and CAP rules, not around them.
- Adults only. Ads for cosmetic interventions can't be directed at under-18s under CAP Code rule 12.25 (ASA guidance). Every audience is set to 18 and over, and placements are checked.
- No pressure tactics. No countdown offers, no fake scarcity, no trivialising a procedure. The ASA has ruled against clinic ads for exactly that.
- Prescription-only treatments stay out of the ads. Botox and other prescription-only medicines can't be advertised to the public. Consultation campaigns also need review to ensure they do not indirectly promote a prescription-only medicine.
- Your clinicians sign off, every time. Every ad and landing page is approved by your clinic before it runs, and Google and Meta health ad rules are checked for your account at build.
IC Leads is a marketing agency. We don't give medical advice or make clinical claims on your behalf.
Four steps from search to consultation.
Google Search for patients ready to book, on the treatment and the town they're searching. Meta for patients still deciding, with honest offers and adults-only audiences.
Every enquiry gets an instant text and email with a link to book a consultation straight into your clinic's diary.
Confirmation, reminders before the appointment, and an automatic rebooking message if the slot stays empty.
Patients who went home to think hear from you again, and older enquiries get reopened when they're ready.
325 introductions. 250+ closed. An accountancy case study.
This is the follow-up engine behind every IC Leads account: instant response, structured follow-up and reactivation. For SWS, a UK accountancy firm, it turned 325 introductions into more than 250 closed deals, and it's still closing every day.
Patients who take weeks to decide are exactly where reactivation earns its keep. Read the SWS case study.
The price is on the page.
Run covers one advertising platform; Build covers two. Your monthly media spend determines your band. Every band includes the full follow-up, reminder and rebooking system.
| Run | Build | Growth | |
|---|---|---|---|
| Monthly ad spend | £2,000–£5,000 | £5,000–£15,000 | £15,000–£35,000 |
| Fixed monthly fee | £850 | £1,600 | £2,500 |
| Build month | £1,700 | £3,200 | £5,000 |
| Platforms | 1 | 2, run as one | Full multi-channel |
| Minimum term | 3 months | 3 months | 6 months |
| Follow-up system | Included | Included | Included |
Two more bands, Partner and Partner+, cover spend above £35,000 a month. Fees exclude VAT where it applies. See every band and the full terms.
Same budget. Different incentive.
| IC Leads | Buying leads | Percentage-of-spend agency | |
|---|---|---|---|
| How you pay | One fixed monthly fee | Charged per lead, quality varies | Typically 10–20% of ad spend |
| Who owns the audience and data | You | The lead supplier | Usually you |
| Every enquiry exclusive to you | Yes | Depends on the supplier | Yes |
| Follow-up, reminders and rebooking | Included and automated | No | Rarely |
| Clinician sign-off step | Built into launch | The supplier's process | Varies |
What makes IC Leads different?
One team accountable for the ads, the response and the follow-up. Here’s what that means for your clinic.
What do we get beyond someone running our ads?
We run the campaigns and build the follow-up around them: instant responses, consultation reminders, no-show rebooking and follow-up on treatment plans. You get one connected system designed to turn paid enquiries into consultations, with one team responsible for making the parts work together.
Why is a fixed fee better for us?
You know the management cost before you start. Within your band, increasing your ad spend does not increase our fee, so a bigger platform budget is not a pay rise for us. The full follow-up system is included. Your spend sets your band; the first month is a build month at double the ongoing fee. Partner+ has its own published terms.
Can private clinics advertise treatments on Facebook and Instagram?
Yes, within the rules. Ads for cosmetic interventions can't be directed at under-18s, prescription-only medicines can't be advertised to the public, and Meta has its own health ad restrictions. We build every campaign to those rules and your clinicians sign off before launch.
Can we advertise Botox?
No. Botox is a prescription-only medicine, and those can't be advertised to the public in the UK. Consultation advertising must not directly or indirectly promote a prescription-only medicine. We review the complete campaign and landing page against the applicable guidance before launch.
How do UK clinics compete with clinics abroad?
Not on price. UK clinics win on a clinician the patient can meet, aftercare close to home and a clear process. The ASA has reviewed thousands of overseas cosmetic surgery ads aimed at UK consumers, and honest UK ads stand out against them.
Which clinics do you work with?
Private clinics selling elective, self-pay treatment through a consultation: hair restoration, cosmetic surgery, private assessments and similar. If one patient is worth real money and the decision starts with a consult, the system fits.
How long until a clinic sees booked consultations?
We build the campaigns and follow-up system in month one. Once live, new enquiries receive an immediate response, and reminders and rebooking keep consultations moving. Follow-up on treatment plans continues beyond that first conversation. The focus is turning more of the demand you pay for into booked consultations; pace depends on your market, budget and appointment capacity.
See what your clinic should be spending.
Tell us your revenue and ad spend. We reply with your band, your price, and where your current setup is losing enquiries. If we're not the fit, we say so.
Check Your Band →