Marketing for physiotherapists
Marketing a physio clinic or a solo practice is mostly about being found on Google, having a clear website with online booking, and asking every patient for a review, all within the HCPC's standard that you take reasonable steps to make sure your promotional activities are "accurate" and "not likely to mislead" (standard 9.3, HCPC).
Many results for this search are written for American or Australian clinics. This guide is for UK physios, and points to the rule each time. It isn't legal or regulatory advice.
Checked 18 Oct 2026
Be found on Google
Your Google Business Profile is the map listing that shows your hours, reviews and a booking button. Google says local results are based on relevance, distance and prominence (Google's page now also calls it popularity), and that more reviews and positive ratings can help (Google).
- Choose the right category and add each service you offer: sports injuries, back pain, post-operative rehab, home visits.
- Doing home visits only? Google treats you as a service-area business. Hide your home address and set the areas you cover (Google).
- Add your booking link so people can book straight from the listing.
- Keep your hours current, including bank holidays.
Your website: what to say and what to claim
A patient wants to know three things: can you help with my problem, what does it cost, and when can I come in. A page for each main condition or service, a clear fees page and an online booking link answer all three.
What you can say you treat. The ASA's advice is that because physiotherapists are regulated by law, claims to treat conditions are "likely to be acceptable" as long as you have strong evidence for them (ASA). It lists conditions it generally accepts, including back pain, joint pains, arthritic pain, muscle spasms and minor sports injuries. For anything outside that list, the ASA says you'll most likely need clinical trial evidence (CAP rule 12.1).
Be careful with:
- Promising outcomes ("pain-free in three sessions")
- Claims for a specific technique, such as acupuncture or shockwave, without evidence for that specific claim (CAP rule 12.1)
- Calling yourself "Dr" without a medical qualification. The ASA's simplest advice is not to (ASA)
Titles and logos
| Term | The rule |
|---|---|
| Physiotherapist, physical therapist | Protected titles. You must be on the HCPC register to use them (HCPC) |
| Chartered physiotherapist | Only qualified CSP members. The CSP says businesses should not use "chartered" in business names or publicity (CSP) |
| MCSP badge | For qualified members personally, not for whole-practice publicity |
| Your experience | HCPC standard 9.2: be honest about your experience, qualifications and skills |
The HCPC says someone who isn't registered can own a physio clinic, but the services must be provided by registered professionals. Using a protected title with intent to deceive is a criminal offence (HCPC).
Put each physio's name and HCPC registration on your "about" page. Patients can check it, and it's an easy way to show you're the real thing.
Reviews and testimonials
Google reviews. Ask every patient soon after their course of treatment, with a direct link to your review form. Our Google review link guide shows how. Google bans incentives for reviews and asking only happy patients (Google). The CAP Code bans fake reviews and hiding negative ones (rules 3.44 to 3.46, CAP Code).
Replying. HCPC standard 5.1 says you must treat information about service users as confidential, and its social media guidance says not to post anything that could identify a patient without their permission. So in a public reply, don't confirm they're a patient or mention their injury. Thank them, and for complaints, invite them to contact the clinic directly.
Testimonials on your website. You need the patient's permission (CAP 3.50). And the ASA says testimonials alone don't count as evidence for a claim (ASA). "My knee recovered in six weeks" can't stand in for evidence that your treatment works.
Keeping in touch with past patients
Past patients may need you again: a new injury, a flare-up, the next marathon. A short message every few months reminds them you're there.
Two rules to know:
- Marketing consent. The ICO says you can't send marketing emails or texts to individuals without consent, except under the "soft opt-in" for existing customers who bought (or asked about) a similar service from you and were given a simple way to opt out when you collected their details and in every message (ICO).
- Health data. Information about a patient's health is special category data under UK GDPR (ICO). Keep marketing general ("We've got early morning slots this month") rather than based on someone's condition.
Common questions
Can I say I treat sciatica or plantar fasciitis?
The ASA's advice says physios can make claims to treat conditions if they have strong evidence, and lists some it generally accepts. For a condition not on that list, check the ASA's advice and have the evidence before you claim it.
Can I use patient testimonials?
Yes, with the patient's permission. They can't be your evidence that a treatment works.
Can my clinic call itself a chartered physiotherapy practice?
The CSP says businesses, practices and services should not use the word "chartered" in their names or publicity.
Where we help
We help physio clinics and solo physios with getting found and taking bookings online: an accurate Google Business Profile and clear service pages, online booking set up around your appointment types, and review requests after each course of treatment with replies drafted for you to approve. Clinical claims and your HCPC standards stay your responsibility.
You approve every message and who receives it before anything is sent.
Get Your Free Business Roadmap
Book a free 20-minute Google Meet, then receive a simple one-page plan: The tool that will work FOR you day & night.
Less admin. Every month.
Monthly work from £375. Setup is quoted after the free call, once James knows what your business needs.