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UK Aesthetic Patient Acquisition Benchmarks

A benchmark is only worth citing if you can see how it was made. This page publishes the method first: what is measured, how each figure is defined, where the data comes from and what will never appear. The figures follow when the sample supports them.

By Arjun Maher, Founder, Outcome Reach LtdPublished Last updated 3 min read

Programme in development

Every figure this programme will publish is one of these four states counted against the one before it, or ad spend divided by one of them.

No value is published until the sample supports it.

The four states, and what is measured at each
  1. EnquiryCost per enquiry
  2. ContactedContact rate · Time to contact
  3. BookedBooking rate · Cost per booked consultation
  4. AttendedShow rate · Treatment outcome
Contents
  1. Direct answer
  2. Executive summary
  3. Status
  4. Methodology
  5. Why the method comes first
  6. What will be published
  7. What will never be published
  8. Metric definitions
  9. Segmentation
  10. Limitations
  11. Revision history
  12. Citation

Executive summary

Outcome Reach installs the same measured path in every clinic it works with: advert, dedicated landing page, enquiry capture, instant follow-up, and a booking the clinic confirms. Because each step is recorded the same way in every installation, the installations can be compared. This programme will publish those comparisons as anonymised aggregates: cost per enquiry, contact rate, booking rate, cost per booked consultation, show rate and treatment outcome, segmented by treatment category. Nothing is published from a single clinic, nothing is estimated, and every figure carries the sample behind it.

Status

  1. Cost per enquiryawaiting data
  2. Contact rateawaiting data
  3. Booking rateawaiting data
  4. Cost per booked consultationawaiting data
  5. Show rateawaiting data
  6. Treatment outcomeawaiting data
Programme in development. No figure is published until the sample supports it.
Cost per booked consultation, by segmentPublishes at first release
Show rate, by segment and periodPublishes at first release

Methodology

Population
UK aesthetic clinics running an Outcome Reach installation: paid Instagram and Facebook advertising into a dedicated landing page, with enquiry capture and follow-up operated by Outcome Reach and the consultation booked in the clinic’s own software.
Collection
Ad spend and delivery from the clinic’s own advertising account. Enquiries from the landing page record, each named and timestamped. Contact, booking and attendance from the clinic’s confirmation, recorded once per enquiry. Nothing is inferred from a link being opened or an alert being sent.
Confirmation
A booking counts only when the clinic confirms an appointment exists. A consultation counts as attended only when the clinic confirms it happened. An unconfirmed enquiry is reported as unconfirmed, never as lost and never as booked.
Aggregation
Figures are computed across installations, by submission period, then segmented by treatment category. Medians are reported alongside means wherever a mean would be pulled by a single account.
Anonymisation
No clinic, practitioner, town or campaign is identifiable from a published figure. A figure is withheld if it rests on one clinic account, and a segment is withheld until it holds enough accounts that no clinic can be inferred from it.
Release
Each release states the number of clinic accounts and enquiries behind every figure, the collection window, and what changed since the previous release. Revisions are logged on this page and never overwritten silently.
Sample
Not yet published. The first release will state the number of clinic accounts and the number of enquiries behind each figure.
Window
Opened 19 September 2026; the collection window is stated at first release.

Why the method comes first

Most acquisition benchmarks for aesthetic clinics are published by the businesses that sell the acquisition. Few state how many clinics were counted, over what period, or what the word "booking" meant when the figure was made. A figure without those three things cannot be checked, and a figure that cannot be checked cannot be used to judge a campaign.

This page exists so that the checking apparatus is public before any number is. The definitions below are the ones every Outcome Reach installation already runs on, and the measurement method describes how each one is recorded in practice. When the first figures appear, they will be computed from these definitions and no others.

What will be published

Six figures, in the order a patient moves through them, each segmented by treatment category where the sample allows it.

Cost per enquiry
What a named, timestamped enquiry cost in ad spend.
Contact rate
How many enquiries the clinic confirmed it reached.
Booking rate
How many enquiries became a consultation the clinic confirmed.
Cost per booked consultation
What a confirmed booking cost in ad spend.
Show rate
How many booked consultations were attended.
Treatment outcome
How many attended consultations led to treatment, and where the clinic attributes it, the revenue.

Each release will also state time to contact, because how quickly an enquiry is answered shapes every figure after it.

What will never be published

  • Any figure that identifies a clinic, a practitioner, a town or a campaign.
  • Any figure computed from one clinic account.
  • Any estimate. If a step was not recorded, the figure for that step is withheld rather than modelled.
  • Any figure whose sample and collection window are not stated beside it.
  • Any comparison with a named provider, agency or platform.

Metric definitions

Eligible enquiries
Named enquiries submitted through the landing page in the period, excluding test submissions and enquiries the patient cancelled.
Cost per enquiry
Ad spend in the period divided by eligible enquiries in the same period.
Contacted
An enquiry the clinic has confirmed it reached, by reply or by hand. A reply of "not booked" still counts as contacted.
Contact rate
Contacted enquiries divided by eligible enquiries.
Booked
An enquiry for which the clinic has confirmed an appointment exists.
Booking rate
Booked enquiries divided by eligible enquiries. Also reported per contacted enquiry.
Cost per booked consultation
Ad spend in the period divided by booked consultations from enquiries submitted in the same period.
Show rate
Attended consultations divided by booked consultations.
Treatment outcome
Attended consultations that the clinic reports led to a treatment, divided by attended consultations. Revenue is reported only where the clinic attributes it from its own records.
Time to contact
The interval between the enquiry being submitted and the clinic confirming contact, reported as a median and a mean over contacted enquiries.

Segmentation

Laser hair removal
Campaigns whose advertised treatment is laser or light-based hair removal.
Skin
Skin health and rejuvenation treatments that make no medical claim, including facials, peels and skin-quality devices.
Body
Non-surgical body contouring and fat-reduction treatments.
Other
Treatment categories that do not yet hold enough accounts to stand alone. A category moves out of this group, with a note in the revision history, when it does.

Limitations

  • The population is clinics that chose to install an Outcome Reach system. It is not a random sample of UK aesthetic clinics and the figures should not be read as a market average.
  • Every installation shares one method for capture and follow-up, so the benchmark describes what that method produces, not what advertising produces in general.
  • Booking and attendance depend on the clinic confirming them. Where a clinic does not confirm, the enquiry is reported as unconfirmed, and a period with many unconfirmed enquiries will understate its booking rate.
  • Treatment revenue is reported only where the clinic attributes it from its own records, so treatment outcome will be available for fewer accounts than the earlier steps.
  • Small samples move. Early releases will carry wide ranges, and a segment can change materially when one account joins or leaves it.

Revision history

DateChange
Programme page opened with the method, definitions, segmentation and limitations. No figures.

Citation

Outcome Reach (2026). UK Aesthetic Patient Acquisition Benchmarks: programme in development. Outcome Reach Ltd, London. https://www.outcomereach.com/research/uk-aesthetic-patient-acquisition-benchmarks

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