The growth and operating system for elective clinics
From first click to collected revenue.
Most marketing tools stop at the lead. Most clinic software starts at the appointment. Vertex runs the whole line, and labels every number so you can see where it came from.
Each label names where that number would come from. CAC £348 · ROAS 12.6× · Calculated. Spend and clicks come from the ad platform. Enquiries through patients are recorded in Vertex. Collected revenue is recorded at the clinic. This month is an example, not a clinic result.
How to read every number on this page
Recorded
entered as it happened
Verified
the clinic diary agrees with it
Calculated
worked out from recorded facts
Modelled
an assumption, and we say so
Response clockEvery enquiry has an owner, next action and SLA.
Every open enquiry has a named person who owns it, a next action, and a time it is due. Nothing sits unowned.
Verified outcomesAttendance and clinic outcomes can be reconciled to the clinic diary.
Your diary is the reference. Attendance is checked against it.
Clinical routingClinical questions are routed to the appropriate clinician, not answered by the desk.
A medical question goes to a clinician. The desk passes it on rather than answering it.
Privacy by designPatient records stay inside Vertex; advertising platforms receive only the minimum permitted marketing/conversion signals.
Patient records stay in Vertex. Ad platforms receive only the signals needed to run and measure the campaign, at the minimum the rules allow.
01Find the leaks
One journey. Five systems that do not talk.
A patient clicks an ad, sends an enquiry, gets a reply, books, attends, has treatment and pays. That is one line. In most clinics it runs through the website, the ad account, a spreadsheet or a CRM, the diary software and the card machine. Each tool sees its own part. None of them sees the line. So the money leaves in the gaps, and nobody can see it go.
74
Never qualified
The record stops at the form.
0
Clock on the queue
Qualified leads sit in one system, the diary in another. Nobody is late until it is too late.
23
No shows
Booked, did not arrive, written in the diary and counted by nobody.
36
Never treated
48 consultations became 12 treatments. The follow up sat in an inbox.
Illustrative example. These four numbers belong to the fictional clinic below, not to a Vertex client.
02The audit
Find the leaks before you spend more.
Before a clinic spends another pound on ads, it should know what is already leaking. Clinic Intelligence reads the clinic the way a search engine and an AI assistant read it: your search results, the questions an AI assistant answers and the sources it cites, your reviews, and the clinics you compete with. Every finding arrives with the evidence behind it, so you can check it and disagree with it.
Finding 01 · Search
You rank on your own name and little else.
For "hair transplant London", the term that matters, Harcourt sits on page two. The clicks that convert go to the clinics on page one.
Finding 02 · AI search
Ask an assistant, and Harcourt is not named.
When an AI assistant is asked for hair transplant clinics in London, it names two competitors. Harcourt is not one of them.
Finding 03 · Reviews
Your three most recent one star reviews went unanswered.
The Google Business Profile reads 4.3. A patient who checks it sees the criticism without a reply, and reads that as the clinic not looking.
Finding 04 · Competitors
Three competitors answer the question in their first paragraph.
"Is a hair transplant permanent?" They answer it at the top of the page. Harcourt answers it on page two, under a heading nobody types.
Illustrative example The report format is real. This audit is a demonstration on the fictional clinic Harcourt Cosmetic Surgery. Clinic Intelligence runs on demo data until the live data connection is switched on.
Harcourt Cosmetic Surgery is a fictional clinic. The findings above are an illustrative example, not a live analysis.
The four findings above are the same ones the report screen shows, and they stay readable at this width. The full screen is on the desktop page.
03How the line is run
Five stages. One line.
Most clinics run these five stages in five different places, and no one of them can see the others. Vertex holds them in one system.
Audit
Vertex product proof Clinic Intelligence reads search, reviews, AI assistant answers and competitor pages. The report format is real. This audit runs on demonstration data.
Acquire
Vertex product proof Funnels: one public page per treatment, with a short questionnaire, then booking.
Convert
Vertex product proof The Desk. Every open enquiry has an owner, a next action and a time it is due.
Operate
Vertex product proof The diary is the record. No shows and blockers are counted, not guessed at.
Prove
Vertex product proof One record per person, with source, stages and the diary reconciled against it. Collected revenue is recorded at the clinic.
Who uses itThe clinic coordinator works the Desk. Every open enquiry carries her name and a time it is due.Where it endsA patient, in a room, with a clinician. Everything on this page exists to make that meeting happen.
04Prove
Spend to collected revenue, with a label on every number.
£4,180 went out in ad spend. 192 people enquired. 118 were qualified. 71 booked. 48 turned up. 12 became patients. The clinic collected £52,800. Divide the spend by the 12 patients and it cost £348 to bring one in. Divide the £52,800 by the £4,180 spent and every pound came back as £12.60.
Spend and clicks are recorded by the ad platform. Enquiries, qualified, booked, attended and patients are recorded in Vertex. Collected revenue is recorded at the clinic. Cost per patient and return on spend are calculated from those facts. The attribution model is your choice, and it is labelled as a model, because that is what it is.
Illustrative example. The chain is the product's real reporting. The numbers belong to the example, not to a clinic.
Vertex product proofIllustrative data Vertex keeps the source of every number visible. This is the key that labels each column. Spend and clicks come from the ad platform. Enquiries through revenue are recorded in Vertex. The costs and the return are calculated, and the attribution model is named.
Harcourt Cosmetic Surgery is a fictional clinic. What follows is an illustrative example of what changes when the line is held end to end. Nothing here is a client result. Every card says what kind of evidence it is, right on the card.
Evidence labelsVertex product proofIllustrative transformationExternal benchmarkTarget stateVerified client resultNone yet. We will not invent one.
1 · Website
Illustrative transformation
BeforeOrdinary, safe, and hard to choose from
harcourtcosmeticsurgery.co.uk
HARCOURT
HomeAbout usTreatmentsHairSkinPricesBlogContact
Welcome to our new website
Welcome to Harcourt Cosmetic Surgery
Harcourt Cosmetic Surgery is a private clinic in London offering a wide range of surgical and non surgical treatments for the face, skin and body. Our experienced team is committed to providing the highest standard of care in a comfortable and confidential environment.
We understand that choosing to have a cosmetic procedure is a big decision. Our friendly staff are always happy to answer any questions you may have, and we offer a free initial consultation with no obligation to proceed.
Our treatments
Hair restoration
We offer a range of options for hair loss, including surgical and non surgical treatments. Please contact us to discuss which may be suitable for you.
Facial surgery
From eyelid surgery to facelifts, our surgeons can help you achieve a more youthful appearance. All procedures are carried out in our own theatre.
Skin treatments
We provide a variety of skin treatments including laser, peels and injectables. A consultation is required before any treatment can go ahead.
Opening hours: Monday to Friday 9am to 6pm. Saturday 10am to 2pm. Closed Sunday and bank holidays.
Gift vouchers
Finance options
Our team
FAQs
Harcourt Cosmetic Surgery, 18 Ashfield Row, London. Telephone 0207 946 0123. Registered in England and Wales.
AfterOne proposition, one action
harcourtcosmeticsurgery.co.uk/hair
Harcourt
HairFaceSkinAbout
0207 946 0123Book a consultation
Consultant led hair restoration in London
Hair transplant surgery, with the surgeon who performs it.
One page for each treatment. The answer to the question people actually ask sits in the first paragraph. Anything clinical is answered by a clinician.
Book a consultationSpeak to the clinic
✓ GMC registered surgeon✓ 4.3 from 212 reviews✓ 3,400 procedures
Hair transplant
FUE and FUT, planned around the area that needs covering. From £4,400.
Hairline lowering
For a hairline that has always sat high. Consultation first, always.
Aftercare
Twelve months of reviews with the same clinician who operated.
Mr A. HarcourtConsultant surgeon, GMC registered
Read his profile
Clinic Intelligence does not audit site speed or page level conversion today. Those collectors are declared gaps and return nothing. This card claims search, reviews, AI search and competitors only.
2 · Brand
Illustrative transformation
BeforeFour marks, four voices
The marks in use
HARCOURTon the websiteHarcourton the Instagramharcourt clinicon the letterheadHarcourt Cosmeticon the signage
Colours picked by hand
Type
HAIR RESTORATIONHair restoration in LondonHAIR RESTORATION IN LONDONHair restoration in London
One photograph, treated two ways
AfterOne identity, applied everywhere
HarcourtCosmetic Surgery
The palette
Violet
Ink
Blue
Green
Amber
Paper
One type system
Hair restoration, explained plainly.Body copy in one sans, at one size, on every page, post and message.Every number carries a label
Four templates, one look
Social postHair loss, explained
Title cardMr A. Harcourt
Landing pageBook a consultation
End frame0207 946 0123
Vertex has no brand or design tool. The brand sheet is work the Vertex growth team produces, delivered to the clinic.
3 · Landing page
Vertex product proof
Before
Every campaign points at the homepage. The homepage asks the visitor to choose between eleven treatments, and does not mention the one that was in the ad.
What changed
Vertex funnels are real and built. One public page runs a short journey: page, then questionnaire, then qualification, then booking. The page is assembled from thirteen fixed blocks. No free form HTML, CSS or JavaScript.
After
One page per treatment, fewer clicks wasted, and a clinic that can see which page turned a click into an enquiry.
The funnel builder, the public page and its counts are real screens. The Harcourt funnel figures are captioned as an illustrative example.
4 · Forms
Vertex product proof
Before
The consultation form asks for date of birth, GP name and medical history before it asks for a phone number. Four in ten people leave at that step.
What changed
Vertex builds the form as a short questionnaire: name, phone, what they want, when they want it. Qualification rules are commercial only. Clinical questions are routed to a named clinician, never answered by the desk.
After
The short form is finished by more people, and every clinical question reaches a clinician.
The intake form, the questionnaire and the qualification record are real. Clinical routing is certified behaviour.
5 · Social
Illustrative transformation
BeforeFour posts, four looks
The last four posts
Offer20 per cent off this month onlyClinic newsNew opening timesPhotographBefore and afterRepostA lovely review
Different filters, different type, no consent record behind the photographs, and no post linked to an enquiry.
AfterOne grid, one voice
Nine posts, planned a month ahead
Clinician authorityWho performs your procedurePatient educationWhat a consultation involvesTreatmentFUE and FUT, side by sideFAQIs it permanentClinic storyTwelve years on Ashfield RowPatient journeyFrom first message to month twelveOfferConsultation, always freeProofHow we record consentConsultationBook in three taps
Creative work, not a product feature. Vertex has no social publishing tool and no review management tool. Every post carries a tracked link, so an enquiry from social arrives labelled as social.
6 · Lead handling
Vertex product proof
SlowNobody owns it
One enquiry, in a shared inbox
14:20The enquiry arrives
14:20No owner, no due time
Mon 09:05Somebody replies
Three people can see the inbox. None of them owns it. A weekend enquiry waits until Monday, and nothing counts the ones that never got a reply at all.
ConnectedOne owner, one clock
The same enquiry, in the Desk
14:20The enquiry arrives
14:20Owner assigned
14:24Next action, timed from arrival
14:31Answered in 11 minutes
The Desk gives every open enquiry an owner, a next action and a time it is due. If an owner is missing, the product assigns one. Follow up is timed from the event that caused it.
The Desk, the single next action and the unified timeline are real and built. The times on the left are the same enquiry as the times on the right, run two ways.
7 · CRM
Vertex product proof
FragmentedFour places, one person
Where J. Mensah lives today
SpreadsheetName, phone, what she asked about. Last edited in March.
Diary softwareHer appointment. No idea which ad paid for it.
Shared inboxFour thousand messages. A search finds nothing useful.
The manager's memoryCarries the rest, until she leaves.
There is no record of what happened to the 74 enquiries that were never qualified.
SourcePaid social, spring hairlineOwnerPriya NairConsentRecorded 14 SeptemberDiaryReconciled, 13:00 MondayCollected£4,400
One record per person, with source, stages and diary reconciliation, is built. The clinical detail on the record is shown to a clinician, not to the desk.
8 · Ads
Vertex product proof
Lead countThe report stops at the click
The monthly report
Impressions310,400
Then clicks, then a cost per lead. The report ends here.
Collected revenueNot in it
Nobody can say which campaign produced a patient, or what one cost.
Run by the owner on a Sunday evening, or by a freelancer who sends a spreadsheet once a month.
Collected revenueThe report reaches the money
The same month, with the money on it
Collected from that spend£52,800
£4,180 went out. 12 patients came in. £348 to bring one in.
Every step keeps its source
Spend · ad platformEnquiries · VertexBooked · VertexCollected · clinic
Vertex does not place ads and does not manage campaigns. The campaign, the keyword and the page are written onto the lead as it arrives.
No live Google Ads connection has been made. The platform connection and its spend data are demonstration fixtures today. Conversions the ad platform reports are never treated as Vertex revenue.
9 · SEO and AI search
Vertex product proof
Before
The clinic ranks on its own name and little else. "Is a hair transplant permanent?" is answered by three competitors in their first paragraph. An AI assistant asked for hair transplant clinics in London does not name Harcourt.
What changed
Clinic Intelligence reads the pages, the search results, the AI assistant answers and the sources they cite, the reviews and the competitors. The pages are then rewritten to answer the questions people actually ask, in the words they use.
After
The pages answer the question in the first paragraph, and the clinic is named when the question is asked. Target state: the live audit runs against your own domain once credentials are connected.
The report screen is real and carries a demonstration data notice. Clinic Intelligence runs on demo data until the live data connection is switched on.
10 · Revenue
Vertex product proof
Spend knownPatients not
What the clinic can say today
Spent£4,180
Known, to the pound.
Cost per patientA guess
It changes depending on who in the clinic is asked.
One labelled lineSame spend, more patients
The target month, labelled at every step
Collected£74,800
17 patients instead of 12, on the same £4,180 of spend.
Cost per patient£246
Down from £348. Recorded, verified, calculated or modelled, at every step.
Target state In the illustrative month, the clinic brings back about four in a hundred of the 133 contacts it was losing: 5 patients, taking the month from 12 to 17 patients and £52,800 to £74,800 collected, cost per patient £348 to £246. This is a target, not a result. Payment collection runs in test mode today, so the page describes the money record, not live card payments.
06Public data
What the wider market already shows.
Public figures a clinic owner can check. Each one names its source and its limits.
External benchmark42 hours
The average first response to an online enquiry took 42 hours. Only 37 per cent replied within an hour. 23 per cent never replied at all.
Source: Oldroyd, McElheran and Elkington, "The Short Life of Online Sales Leads", Harvard Business Review, March 2011
This study is from 2011 and measured United States companies across many industries, not clinics. It is the closest traceable public response time figure, and it is a fifteen year old proxy for a different industry.
External benchmark£4,000 to £7,000
A typical UK hair transplant is roughly £4,000 to £7,000. London runs higher, commonly quoted at £4,500 to £12,000.
Source: Aventus Clinic "Hair Transplant Cost UK 2025" and Wimpole Clinic "UK Hair Transplant Cost 2026", both clinic published price guides
These are clinics pricing their own market. The pages disclose no sample or dataset. Used here only to justify the £4,400 procedure value in the illustrative example.
External benchmark£1.68 per click
For the cosmetic and aesthetic specialty, reported UK paid search benchmarks: a 5.95 per cent click through rate, £1.68 average cost per click, a 3.68 per cent conversion rate and £45.66 cost per acquisition.
Source: Medico Digital, "2025 UK Healthcare Paid Search Benchmarks", 433 Google Ads search campaigns, over £5.5m of UK spend
One agency's own book of business, not an independent sample. £45.66 is a cost per enquiry, not a cost per patient, and must not be read as one.
External benchmark14% cancel · 4% no show
Medspa cancellation rate 14 per cent in 2025. No show rate 4 per cent. 37 per cent of patients who book a second appointment cancel before it happens.
Source: Zenoti, 2026 Beauty and Wellness Benchmark Report, Medspa Edition
Vendor published, no methodology disclosed, North American medspa data. A second source, Consentz, puts aesthetic clinic no shows at 10 to 20 per cent. The two disagree, and we do not average them.
External benchmark8% vs 15%
When an AI summary appeared in Google results, users clicked a traditional result in 8 per cent of visits. When no summary appeared, they clicked in 15 per cent. Being the source an assistant quotes matters more than being the ninth blue link.
Source: Pew Research Center, "Google users are less likely to click on links when an AI summary appears", 22 July 2025
Google publicly disputed this methodology and says it has not observed the same drop. The sample is 900 United States adults across all searches, not health searches.
07Why Vertex
Three tools hold three parts of the line.
A clinic usually has a way to win leads, a way to keep contacts, and a way to run the diary. Each one works. None of them can tell you which part turned into money.
Already in placeAuditAcquireConvertOperateProve
Marketing agencyGets you leads.
Acquire
CRMTracks contacts.
Convert
Clinic softwareRuns appointments.
Operate
VertexConnects the growth to the patient.
Audit
Acquire
Convert
Operate
Prove
08How it starts
Five steps, in this order.
One named person at Vertex owns your account and answers for the numbers.
01
Audit
We read your public position and your ad account, and give you the findings with the evidence.
02
Wire
We connect the clinic. Diary, inbox, forms, phone and ad accounts.
03
Acquire
Campaigns, pages and forms built against the whole line, not against the click.
04
Convert and operate
Desk, tasks, follow up, and the diary as the record.
05
Prove
The chain, from spend to collected revenue, with a label on every number.
Target state
We will not show you other clinics' numbers. We will show you yours.
Vertex has no client logos and no testimonials to show you, because there are none yet. We are taking on a small number of founding clinics. You get the platform set up with you, a named person on your account, and your own numbers on your own diary. When those numbers exist, they will be published as verified client results, because they will have been verified.
Until then, everything on this page that is not a real product screen says so.
Clinical questions go to a clinician, not the desk.
09Who this is for
This is for clinics that want more patients.
Not every clinic is a fit for this. It is cheaper for both of us to say so before we start.
This is for you if
You run an elective clinic. Cosmetic surgery, hair restoration, implants, aesthetics.
You have capacity for more patients.
Your clinic is good and your marketing could be better.
You will spend on advertising, and you want to see what it came back as.
Somebody at the clinic can own the follow up.
This is not for you if
Your diary is full and you cannot take more patients.
You want the cheapest option, or a short cut.
You want the leads counted and never checked against the diary.
Nobody can pick up an enquiry the same day.
You are happy with how it is.
10Get your clinic analysed
Ready to see what your clinic is actually leaking?
Give us the clinic website and five quick answers. We read the public position and the ad account, and come back with what we found and the evidence behind it. We will tell you what is working as well as what is leaking. If we find nothing worth acting on, we will say that too.
The growth and operating system for elective clinics. Illustrative data throughout, unless a screen or a source says otherwise.
