New Patients for Private Clinics, Within the Rules
By CodexierPublished 6 min read
A private clinic, whether physiotherapy, dental, psychology or aesthetic treatments, markets something people cannot easily judge in advance. That is why trust signals decide the choice, and why the rules on healthcare marketing are stricter than for a shop. This guide covers the channels that bring new patients and the limits you need to respect while using them.
The approach in brief
The mechanism: a patient choosing a clinic is taking a risk with their health and money. They reduce that risk by checking who treats them, what others say and how easily they can get an appointment. Marketing that answers those questions wins; marketing that promises results tends to both underperform and breach the rules.
How patients choose a clinic
- Availability: can I get an appointment this week, and can I book it without calling?
- Proximity and access: travel time, parking, accessibility and opening hours.
- Competence: who is the practitioner, which licence or specialisation do they hold?
- Social proof: reviews, and recommendations from a doctor, physio or friend.
- Price: what does the first visit cost, and is it covered by insurance or the high-cost protection scheme where relevant?
Every item on that list can be answered on your website and profile before the patient calls. Where it is not, the patient calls a competitor who answers it.
Search and Google Business Profile
Most new patients start with a search for a treatment plus a place. The map results and your website decide the shortlist. Get these right:
- A Google Business Profile with the precise category, real photos of the premises, correct hours and a direct booking link.
- One page per treatment on the website, explaining what it is, who it suits, how a visit works and what it costs.
- A practitioner page with names, titles and licences; patients can verify licences in the National Board of Health and Welfare's register.
- Online booking that works on a phone, ideally with BankID where your booking system supports it.
- No ad tracking pixels on treatment, booking or symptom pages. IMY has taken action against companies whose pixels sent health-related data to ad platforms.
Our guide to a website for a private clinic goes through structure and booking in detail, and a business website with treatment pages is usually where we start.
Reviews and the rules around them
Reviews are the strongest trust signal you have and the easiest place to make mistakes. Swedish marketing law, updated in line with EU consumer rules, requires that you state whether and how you verify reviews you publish, and forbids fake or bought reviews and selective presentation that misleads. For healthcare there is an extra layer: professional confidentiality. A reply that confirms someone was treated, or discusses their case, can breach it even if the patient wrote the review themselves.
- Ask every patient the same way, for example in the follow-up message after a visit, never only the happy ones.
- Do not offer discounts or gifts in exchange for reviews.
- Reply to reviews in general terms: thank the reviewer, invite them to contact the clinic directly, never mention treatment details.
- If you show reviews on your website, say where they come from and how they are collected.
Referrals from other practitioners
Many patients come because another practitioner sent them: a GP sends to a physiotherapist, a dentist to a specialist, a physiotherapist to a massage therapist. These relationships are built on reliability, not marketing. Make it easy to refer: a short page for referrers with your specialities, waiting times and a direct contact, fast feedback to the referring practitioner with the patient's consent, and a named contact person. Paying for referrals is a different matter and is generally incompatible with professional ethics in healthcare.
Claims, prices and images the rules restrict
| Area | What the rules restrict | Practical approach |
|---|---|---|
| Effect claims | Claims about results must be true and possible to substantiate | Describe what the treatment is and does, avoid guarantees |
| Prescription medicines | May not be advertised to the public, including by brand name | Describe the treatment category and require a consultation |
| Prices | Consumers must be able to see the full price clearly | Show the price of the first visit and what is included |
| Before-and-after images | Must not mislead; edited or unrepresentative images do | Use real, unedited images with consent and typical results |
| Aesthetic treatments | Injection treatments are not permitted for under-18s | Do not target minors in ads or on social media |
| Titles | Titles such as doctor, nurse and dentist are protected | Only use titles each practitioner is licensed for |
General information, not legal advice. Check your professional association's guidelines and consult a lawyer for campaigns near the limits.
When you do not need us: a clinic with a full calendar and a long waiting list does not need more marketing, it needs capacity. And if your booking system already provides a good public profile, start by filling that in properly. A website project makes sense when patients cannot find you, cannot see your treatments or prices, or cannot book without calling. Our pricing shows the fixed-price options, and a short call tells you which fits.
Frequently asked questions
Can we use Meta or Google ads for a clinic?
Yes, with care. Keep ads factual, avoid targeting based on health conditions, and do not place ad tracking pixels on pages where visitors reveal health information, such as treatment or booking pages. Measure bookings through your booking system instead.
May we publish prices on our website?
Yes, and in most cases you should. Clear prices reduce unnecessary calls and build trust. The rules require that prices shown to consumers are complete and not misleading, so include what the first visit covers and any extra costs.
How should we respond to a negative review?
Briefly, calmly and without any detail about the person or treatment. Thank them for the feedback, say that you take it seriously and invite them to contact the clinic directly. Never confirm or deny that the reviewer is a patient.
Is it allowed to show before-and-after pictures?
It can be, if the images are real, unedited, used with the patient's written consent and show typical results. Many professional associations have stricter guidelines, especially for aesthetic treatments, so check yours first.
Want more booked patients without cutting corners?
Tell us what you treat and how patients find you today. In a free 15-minute call we point out the gaps in your website, profile and booking flow, and what to fix first.
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