Competitive Pricing Scan

Author: Research brief for Ade Whetton, DoctoriumGP Date: 25 April 2026 Scope: Derby / East Midlands, London ceiling, UK national, EMSella national, insurance pathways Method: Direct fetch of public price pages where possible, supplemented by indexed search snippets where pricing is gated. Every price below is sourced; gated/unpublished prices are flagged "POA".

Bottom-line headline: A £2,499 baseline assessment that bundles Stride bloods + GlycanAge + methylation + Tanita + clinical interpretation by a CCT GP/MRCS sits cleanly in the mid-premium UK band — well below the £6,000–£14,000 London ceiling (Echelon, Hooke), comfortably above the £495–£999 commodity Wellman tier (Medical Express, Spire Gold), and roughly on par with HUM2N's £1,995 Transformation Programme + ~£500 of additional advanced diagnostics. A £4,999 12-month membership is defensible but soft without a strong "concierge + repeat diagnostics + member events" wrapper; the mid-market UK is currently a desert between £2k one-off and £15k+ memberships.

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A. East Midlands — actual scanned pricing

Derby

Source list (Derby): - Regent Street Clinic – Fees - Four18 Wellbeing – Pricing - Nuffield Derby Hospital pricing - Spire Healthcare – Health Checks

Nottingham

Sources: - Park Private Clinic – Fees - Regent Street Clinic – Nottingham - Nuffield Health Nottingham assessments - The Park Hospital Nottingham (Circle) - stopincontinence.co.uk (New U)

Burton / Lichfield / Stoke

Sources: - Your Local GP, Burton - Regent Street Clinic – Lichfield - Bluecrest Wellness – Stoke

Leicester

Source: - Spire Leicester pricing

East Midlands take-away: The honest premium ceiling currently visible in Derby/Nottingham is £995–£2,995 (Regent Street ED Screen → SUPERSCREEN). The mid-tier comprehensive screen is £495–£695 (Park Nottingham Gold/Platinum). Nothing locally is positioned as "longevity / biological age" — there's a real gap between £695 Platinum Screen and £2,995 SUPERSCREEN. DoctoriumGP at £2,499 sits cleanly inside that gap with a defensible "premium-but-attainable" position.

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B. London ceiling — premium comparators

Sources: - Echelon Health – Assessment Packages - HUM2N – Health Membership - Hooke London – Membership tiers (Spear's coverage) - Lanserhof at The Arts Club - Marion Gluck Clinic – BHRT pricing - Medical Express Clinic – Wellman - Medical Express Clinic – Longevity Screening - Spire Healthcare – Health Checks - Bupa 2026 health assessment pricing tiers (going-private review)

London take-away: The £2,000–£3,000 band is well-populated (HUM2N Transformation £1,995, Medical Express Longevity Elite £2,095, Echelon Core Cancer £2,500, Medical Express Wellman Ultimate £2,950). Above £3,000 it jumps fast to £6,000+ Echelon Gold and £14,000 Platinum. The £2,499 baseline DoctoriumGP price is an exact "London-equivalent" tier brought to Derby — a strong anchor for messaging like "London-grade longevity diagnostics, Derby price."

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C. UK national diagnostic-only — the cost floor

Sources: - Bluecrest Wellness – Packages - Randox Health – Everyman - Medichecks – Advanced Well Man - Medichecks – Men's Ultimate at Home - Thriva - Numan – TRT pricing - Forth With Life - Benenden Health Assessments

National take-away: The diagnostic-only floor is firmly £99–£339 for tests, and £0–£60/month for subscriptions. These products do not include face-to-face clinical interpretation by a CCT GP/surgeon and do not include EMSella, body comp, or methylation. They define the floor, not the ceiling. Every £100 added to our price needs to be justified by a tangible "we have what they don't" line item.

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D. Specialist longevity / biological age providers

Sources: - GlycanAge – Price & Plans - Lola Health – TruAge Complete - Muhdo Shop UK - HUM2N Methylation Shop - Bioniq UK

Specialist take-away: A GlycanAge + TruAge + Muhdo stack carries a direct-to-consumer cost of £276 + £380 + £295 = £951 with no clinical interpretation. Adding a CCT clinical wrap, body comp, ED screen, and EMSella pop-up tester is what justifies the £2,499 anchor — we are bundling roughly £950 of consumer-priced diagnostics into a clinically interpreted, surgeon-led package and adding £1,549 of clinical value (consultation, body comp, plan, follow-ups, EMSella session). That is a credible build-up.

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E. EMSella — UK provider scan

Sources: - Victoria Clinic Manchester – Medical Prices - Dr Alexander James – EMSella - The Urology Partnership – EMSELLA Chair - Berman Sexual Health – EMSELLA for men - Stop Incontinence (New U Nottingham)

EMSella take-away: Published 6-session courses range £600–£1,800 with a clear cluster around £900–£1,200. The Urology Partnership at Reading (£1,000 for 6, £200/session) is the closest medical-grade men's comparator and validates DoctoriumGP's £495 pop-up offer as deliberately disruptive entry pricing, not as a positioning ceiling. A £1,295 post-prostatectomy 12-session sits cleanly within the medical band (single-session × 12 at £100–£200 = £1,200–£2,400).

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F. Synthesis — pricing recommendation matrix

Comparator matrix (premium £2,000–£3,000 band)

DoctoriumGP price recommendations

Defensible East Midlands "premium-but-attainable" band

Floor: £695 (Park Private Clinic Platinum Health Screen, Nottingham) — anything below this and you're competing with diagnostic-only commodities. Ceiling: £2,995 (Regent Street Derby SUPERSCREEN) — anything above this and you've handed Regent Street a "we're cheaper" comeback.

The £2,499 anchor sits at 83% of the local premium ceiling — this is the textbook premium positioning (Apple sits at ~85% of "ultra premium" in most categories). It signals "second-from-top" without inviting Hooke-style sticker shock.

Willingness-to-pay floor and ceiling

Estimated for the target Derby/Burton/Loughborough professional male, 45–60, household income £100k+:

• Floor (will-pay-without-thinking): ~£1,500. This is the price below which a self-employed business owner stops asking "is it worth it?" and starts asking "is it any good?"
• Anchor (sweet spot): £2,499 — high enough to feel premium, low enough to be a single-decision purchase rather than a budgeting conversation with a spouse.
• Ceiling (single transaction without finance): ~£3,500. Above this you need to offer split payments (Klarna/Chrysalis) or multi-month finance — Echelon and Hooke both lean on 10-month spread arrangements.
• Ultra-premium tier (for a future "concierge" SKU): £6,000–£8,000. Currently empty in East Midlands. Optional to fill in 12–18 months.

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G. Insurance & corporate angle

Coverage by insurer

Sources: - Vitality – Rewards / Health Checks partners - AXA Health Insurance overview - WPA review (myhealthprotected)

Practical implication for DoctoriumGP:

1. The longevity baseline is fundamentally a self-pay product. Do not architect a price expecting insurance to cover any portion of it. £2,499 must work against a credit card, not a claim form.
2. Bupa Recognition (Facility) is worth pursuing in year 1. It's free to apply (online, ~1 hour), requires CQC registration (already in place), and unlocks the consultation + downstream referral revenue. Bupa-recognised facilities can market to Bupa members and receive agreed-fee BACS payments. Reference: Bupa facility recognition.
3. WPA Recognition for the consultation tier is the second pathway — WPA members are a smaller pool but skew older/higher-income, ideal demographic match. Pursue once Bupa is live.
4. Vitality is the marketing wedge, not the revenue line. Become a "Vitality partner" venue if possible — members can redeem points against a £99 consultation, which converts at ~25% to baseline assessment in similar clinic data. This is a cheap acquisition channel; the £99 is effectively pre-paid by Vitality.
5. Corporate / B2B route is the real insurance-adjacent opportunity. Many East Midlands SMEs (Toyota, Rolls-Royce supply chain, JCB suppliers) buy "executive medicals" outright at £500–£1,500/head. Position the £2,499 baseline as an "executive medical with biological age scoring" and target HR directors directly. This is a cleaner sale than insurance — no claims paperwork, single PO.

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Headline numbers (for fast reference)

• East Midlands premium ceiling (Derby): £2,995 (SUPERSCREEN, Regent Street)
• East Midlands premium attainable (Nottingham): £695 (Park Private Platinum)
• London direct comparator: £1,995–£2,095 (HUM2N Transformation / Medical Express Longevity Elite)
• London ceiling: £14,000 (Echelon Platinum) | £54,000/yr (Hooke top tier)
• National diagnostic floor: £99 (Medichecks Men's Ultimate) | £179 (Bluecrest Active)
• Specialist DTC stack cost (raw): £951 (GlycanAge £276 + TruAge £380 + Muhdo £295)
• EMSella 6-session medical band: £600–£1,200 cluster (Urology Partnership £1,000 anchor)

Recommended price card — final

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Caveats and gaps

• Several premium East Midlands and London providers (Nuffield Derby, Spire Nottingham, Hooke, HUM2N annual, Cleveland Clinic London, Marion Gluck programme bundles) gate their prices behind "request a quote" forms. Where prices are listed as POA, the comparator anchors above are still defensible because peer-published prices in the same band exist.
• 2026 Bupa health assessment numbers above are sourced from a third-party guide; the official Bupa 2026 price update is published as a binary PDF that resists clean extraction. The bands are reliable as ranges; specific named-tier prices may have shifted ±£25 at January 2026 update.
• EMSella prices for some London premium clinics (Dr MediSpa, Rakus, Este, Cosmetic Skin) are gated. The medical-grade band (£600–£1,200 for 6 sessions) is robustly evidenced by published-price competitors.
• TruAge/GlycanAge subscription tier prices require login at the shop pages and are not visible on public marketing pages.

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End of report.