The self-pay surge — and how patients will find you next
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The self-pay surge — and how patients will find you next
Something is shifting in musculoskeletal care. With NHS waiting lists stretched, more people than ever are paying privately for MSK treatment — and they’re starting that search online, increasingly by asking an AI assistant, not just a search engine. But for a patient in pain, finding the right clinic — nearby, available and trustworthy — and booking it there and then is still far harder than it should be.
That’s the problem I built MediMo to solve: the booking website for MSK. Patients can compare clinics, see live availability and book in moments — finding the right clinic for them, not just the ones sitting at the top of Google. For clinics, the upside is new, self-pay patients without adding to their admin.
But here’s where it’s heading. Ask ChatGPT to plan a trip and it doesn’t search hotels one by one — it draws on aggregators like Expedia and Booking.com that already hold live, bookable availability. AI platforms work with these marketplaces because they can’t integrate with every business individually, and because it lets them give users real options they can act on, not vague suggestions.
MSK will work the same way. For an AI assistant to confidently present options to a patient, it needs live appointment availability, clinicians it knows have been verified, and secure booking links — not a list of stale websites. That’s exactly what MediMo provides: verified clinics, real-time availability and direct booking links. MediMo is positioned to be the booking layer AI platforms plug into for private MSK — meaning the clinics listed on MediMo will be the ones that can be reliably surfaced and booked.
We’re proud to have been named one of Entrepreneur UK’s 100 Start-ups to Watch for 2026. If you’re coming to the Therapy Show, come say hello on Stand B52 — we’ll have plenty to share, including some exciting news for the MSK community in the weeks ahead.
Wesley Clarke-Sullivan — Founder & CEO, MediMo
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