Unlocking Higher Margin Self-Pay Revenue Through an Innovation Approach to Distribution

Client: Nuffield Health

To help address rising NHS wait times and growing demand for private healthcare, Curzon Consulting partnered with Nuffield Health to design a transformative self-pay strategy—unlocking new growth opportunities while improving patient access and reducing pressure on public services. 

Curzon’s innovative approach began with a strategic market segmentation. By analysing NHS wait list data and aligning it with socio-economic demographics, Curzon identified a high-potential but underserved patient segment: individuals who could afford private treatment but lacked awareness, guidance or a clear path-to purchase. 

Curzon developed a new, scalable route-to-market model based on precision-targeted interventions and patient-centric design. This included the creation of a seamless referral pathway to guide more patients from enquiry to private treatment and the introduction of a pioneering strategic partnership with a UK insurance intermediary—converting previously lost insurance leads into high-value self-pay patients at Nuffield Health.

The strategy replaced traditional mass advertising with a cost-efficient referral model that delivered tangible results. During pilot implementation, patients accessed faster care, the self-pay path-to-purchase was streamlined and conversion rates increased—creating a win-win for patients and Nuffield. 

The initiative has since evolved into a national rollout, delivering sustained growth while reinforcing Nuffield Health’s position as a leader in self-pay healthcare.

 Curzon’s advisory work not only delivered commercial success but reshaped how private healthcare can complement the NHS. 

This is strategic consulting at its best: bold, data-driven and socially impactful. A repeatable blueprint for healthcare innovation.