The Do’s and Don'ts of Setting Up Private practice

Most advice about setting up a private practice sounds the same: Get CQC approval, manage finances, and market yourself. But what about the things no one warns you about? The details that, if ignored, could leave you struggling for patients, drowning in unexpected costs, or burning out before your practice takes off?

Let’s talk about what really matters when setting up private practice.

DO: Choose Your Location Wisely—But Not Just for Foot Traffic

A great location isn’t just about visibility—it’s about attracting the right patients. Any private clinic can and will struggle if they are set up in the wrong place, assuming demand will follow.

1. Nearby Private vs NHS Competition

• Opening next to a busy NHS surgery sounds great—lots of patients needing faster appointments, right? Wrong. Many will still default to free NHS services unless you offer something very compelling.

• Instead, look at where current private clinics are already based in your area.  Think of the ‘Harley Street’ effect in London.

  
  

2. The “Ghost Clinic” Effect

• Ever been to a private clinic in a beautiful, modern or renovated building… that feels eerily empty? That’s the ghost clinic effect—when patients assume the place is unaffordable because it looks too premium.

• A location that’s too high-end or clinical-looking can push away the very patients you want.

  
  

3. Neighbours Matter More Than You Think

• A clinic next to a trendy coffee shop? Great—people linger, grab a latte, and notice your private gp practice.

• A clinic next to a funeral home? Bad—unconscious psychological association turns people away.

• A clinic in an office building? Terrible for foot traffic—you’ll rely purely on digital marketing.

  
  

DON’T: Choose the Wrong Business Model for Your Patients

Too many private doctors copy existing clinics instead of designing for their ideal patients. Your business model should match:

• Busy professionals? Extended evening hours & telemedicine are a must.

• Families? A welcoming space with a “family GP” feel works better than a sterile clinic.

• High-net-worth patients? Premium, concierge-style services with white-glove care—not just “appointments.”

  
  

Get this wrong, and you’ll struggle for patients despite doing everything else right.

DO: Rethink Pricing—Because No One Loves “Private Healthcare” Prices

Pricing isn’t just about how much private medical care costs in the UK—it’s about how patients feel about paying.

1. Avoid the “One Big Fee” Model

A £250 private GP consultation can seem expensive when viewed as a single transaction. But a £50/month membership for unlimited GP access? That suddenly feels like value rather than a one-off cost.

These are extremes of cost and time commitments but subscription models work because:

• They encourage patient loyalty rather than one-time visits.

• They smooth out cash flow, ensuring a more predictable income.

• Patients perceive them as a better deal, even if they end up paying more over time.

  
  

2. Make Pricing Instantly Clear

“Call for pricing” is a conversion killer. If patients don’t see clear pricing, they assume the worst and move on.

Instead, provide transparent cost breakdowns on your website, marketing materials, and booking pages. This:

• Reduces no-shows, as patients know what to expect.

• Increases bookings, as people don’t feel like they need to enquire just to understand costs.

• Builds trust, making it clear that your practice isn’t hiding fees or overcharging.

DON’T: Go All-In on a Fancy Space Before You Have Patients

A beautifully designed clinic will not work for you if you don’t have a steady patient flow. 

Common pitfalls include:

• Overspending on interiors & branding before marketing your services to patients.

• Take on long (likely expensive) leases before knowing patient demand.

  
  

Instead, consider testing first:

• Start in a serviced medical office or shared space before committing to a long-term lease.

• Offer home visits or rent rooms at an established clinic while building your patient base.

• Invest in marketing before interiors—patients cannot care about fancy furniture if they don’t even know you exist!

  
  

DO: Get Smart About Staffing—Because It’s Harder Than You Think

Hiring too soon drains your budget. Hiring too late means you’re drowning in admin. The sweet spot?

• Use outsourced admin support (virtual assistants, booking software) before hiring in-house.

• Hire part-time before full-time—you don’t need a full staff for an empty clinic.

• Hire an experienced medical receptionist before a second doctor—they will handle calls, bookings, and patient experience while you grow.

  
  

DON’T: Ignore Your Own Burnout Risk

Many doctors switch to private practice for more control, only to find themselves working longer hours than ever.

To avoid this:

• Be ruthless with work-life boundaries. Set patient hours and stick to them.

• Don’t promise 24/7 availability unless you’re running a concierge model.

• Learn to say no. Patients will push for extras—weekend calls, discounts. Protect your time.

  
  

Final Thought

The most successful private practices are run by doctors who understand patient needs, psychology, invest in the right areas, and protect their time and energy. Pricing, branding, and location matter more than you think. An expensive, beautifully designed clinic won’t succeed if it’s in the wrong place, priced poorly, or fails to attract the right patients.

If you’re serious about setting up a private practice UK, don’t just follow the obvious advice. Think strategically, start small, and design your clinic around how patients actually behave—not just what looks good on paper.

Need expert guidance to get started? Whether you need help with business planning, marketing, or financial strategy, we’re here to support you. Get in touch today, and let’s build a private practice that works for you and your patients.