One of the first questions a surgeon asks us - right after “can you just make me look professional online?” - is:
“How much should I be spending on marketing?” or "How much will this cost?"
It’s a fair question. Especially now.
Margins are tighter. Competition’s up. And big hospital groups are hoovering up Google real estate like it’s the early days of the NHS.
But here’s the truth: marketing isn’t a cost. Not when it’s done right.
It’s an investment.
A multiplier.
And - when done well - a quiet engine that brings in patients while you’re at the clinic, in theatre, or even on holiday.
So how much should you invest?
Let’s break it down.
Marketing budgets are a bit like post-op rehab plans — what works for one patient (or practice) doesn’t always work for another.
But there is a general guide that works well in private healthcare:
Let’s run the numbers:
Say you're making £150,000/year in self-pay income.
That would mean a smart marketing budget sits somewhere between £7,500 and £15,000 per year.
Not peanuts — but not outrageous either. Especially if it helps secure just a handful of the right surgeries.
Because here’s what most people forget…
You’re not trying to convert the world.
You’re just trying to show up consistently, communicate clearly, and be found by the people who already need help.
Let’s talk spending structure. There are two types of marketing investment:
These are the big pieces that form your online foundation.
Expect to pay somewhere between £6,000–£10,000 for a professional reset. (For reference, our Alchemy Med full package — Webflow website, on-site video/photography, and 6 blog posts — currently sits at £6,850 + VAT.)
You do this right once, and you don’t need to touch it again for a few years - just keep it polished.
This is where the compounding effect comes in.
This work is what helps you rank, get noticed, and stay relevant when patients search for someone like you.
Expect to invest between £200 and £650/month, depending on how hands-off you want to be.
Let’s be clear - marketing shouldn’t feel like lobbing money into a black hole.
You should know exactly what you’re getting.
If your marketing is on point, here’s what you can expect in return:
Specifically for searches like:
You show up where patients are looking.
More of the right patients. And crucially: better-informed ones who’ve already warmed up via your blog or website content.
No more outdated stock images, slow-loading mobile pages, or WordArt logos.
You’ll look like the professional you are.
This is the game-changer.
Because unlike magazine ads or billboards, digital marketing gives you data.
Impressions. Clicks. Enquiries. Conversion rates.
You can measure what’s working - and double down.
Marketing only works if you actually do it.
And consistently.
That doesn’t mean daily TikTok videos or flashy campaigns.
But it does mean:
That’s how you build trust before patients even pick up the phone.
Some surgeons still spend thousands on glossy magazine ads or print brochures.
But let’s be honest: that’s not where attention lives anymore.
Ask yourself this:
When’s the last time you picked a professional service from a magazine?
Exactly.
Patients Google.
They read reviews.
They click through your site and decide whether they trust you - all within 60 seconds.
That’s where your marketing needs to be.
If you're a UK-based private surgeon trying to grow your practice in 2025, here's the honest answer to "how much should I spend?"
Enough to matter - but not so much it makes you resent the process.
Start with:
Track results over 6–12 months.
Refine.
Repeat.
And remember:
Not sure where to start with your practice marketing?
Grab our free PDF: The 2025 Private Practice Marketing Checklist - a simple guide to help you get the foundations right.
👉 [Download the checklist]
If you want someone to handle the strategy, content, and site build so you can focus on patients, we’d love to help.
👉 [Get in touch with our team]
Here’s how we helped shoulder surgeon Mr Andrew Chambler rebuild his brand, site, and content — and increase private enquiries.
👉 [Read the full case study]
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