Clinic AI receptionist: You cannot answer the phone mid-appointment.
Prime Assist is an AI receptionist for clinics, including physiotherapy and optometry. While you stay hands-on, it answers every call at once, never queued, books, moves and cancels inside the diary you already run, and leaves a written record for when you finish.
From £150 a month including VAT
£125 plus VAT for 500 minutes, about 140 to 200 calls. New customers get the first three months free with a 12-month commitment.Note 1: new customer offer terms
- DCB0129 clinical safety case
- 24/7 answering
- Plans from one practitioner up
- Tells callers it is an AI
- UK or EU processing region
Hi, I need to move my physio follow-up. I cannot make Friday any more.
No problem. Tom has Monday at 8am or Tuesday at 5.30pm. Which works better?
Tuesday at half five, please.
Done. Your follow-up with Tom is now Tuesday at 5.30pm, and the Friday slot is free for someone else.
Can an AI receptionist book patients for a physio or optician clinic?
Yes. Prime Assist answers every call at once, never queued, while you are with a patient, and books, moves and cancels appointments in the diary you already run. A written record of each call is waiting when you finish, and any caller who needs you is routed to you or a nominated number under your escalation rules.
Three calls your clinic is losing this week.
MID-TREATMENT
The mid-treatment ring
You are with a patient when the phone goes. You cannot answer, and the caller cannot tell the difference between busy and closed.
CANCELLATIONS
Gaps that stay empty
A cancellation text arrives between appointments. By the time anyone can work the waiting list, the slot has passed.
EVENINGS
After-work shoppers
Self-paying patients compare clinics in the evening. A call nobody answers can become a booking at another clinic.
How Prime Assist fixes each one.
The mid-treatment ring
Every call answered while you stay hands-on. Bookings, moves and cancellations go straight into your diary, and a summary is waiting when you finish.
Gaps that stay empty
Cancellations free the slot while the caller is still on the line, and the agent offers it to the next suitable caller. Refilling gaps becomes an automatic admin task.
After-work shoppers
Your clinic answers first, at any hour, and offers the first available appointment on the spot with a text confirmation to follow.
Working in your diary, whatever runs it.
Clinic diary integrations are scoped on your demo call. We can connect to diary, CRM and practice systems that have an API, and to thousands of apps through Zapier.
Clinic questions, answered.
Ask us something elseWill it suit a single-practitioner clinic?
Yes. A single-site deployment covers one line with full 24/7 answering, booking write-back and escalation to your mobile when you choose. Prices start at 500 minutes a month for £150 including VAT (£125 plus VAT), and our pricing page has the full terms.
Which diary systems does it work with?
Clinic diary integrations are scoped on your demo call. We can connect to diary, CRM and practice systems that have an API, and to thousands of apps through Zapier.
Can patients still reach a human?
Always. Escalation rules route callers to you or a nominated number at once, with the conversation context attached.
Do patients know they are speaking to an AI?
Yes. Prime Assist tells every caller at the start of the call that it is an AI. The disclosure is recorded in the audit trail, and a route to a person is always offered.
Where is patient data processed?
In a UK or EU processing region committed by contract, under UK GDPR and a written data processing agreement, with a DPIA template supplied. No call audio or transcript is used to train third-party models.
EVIDENCE POLICY
We publish clinic results only with evidence and written permission.
Prime Assist is in trials, so there are no results to publish yet. Nothing on this site is invented, and no clinic is named without its agreement.
IN THE MEANTIME
We publish example scenarios instead: modelled before-and-after examples that state the call volumes and assumptions behind them, so you can judge whether they resemble your operation.
Read the example scenariosWhat are missed calls costing you?
Answer two questions to see the calls you miss today, next to the same calls with Prime Assist, then a few more to see what they are worth and what answering them would cost. Every step of the sum is shown.
Your figures stay in your browser. Nothing you enter is sent anywhere or saved.
Set up for clinics, physios and opticians.
1. Your calls
All inbound calls, answered or not. Your phone system’s daily report shows this. No report? Count one ordinary day.
Enter a whole number between 1 and 5,000.
Today
Answer the two questions
Your unanswered calls a week appear here.
The first half hour can be worse than this. The model spreads the hour’s calls at random; if yours bunch as the lines open at 8am, more callers wait, and for longer.
With Prime Assist
10 in 10 answered
Every call answered at once, at any hour.
Routine requests are handled on the call and written into your systems. Anything urgent goes to a named person on your team, with the transcript.
Calculated with the Erlang C formula, the standard way to estimate phone queues. It assumes callers wait rather than hang up, and does not estimate staff time saved or what callers do next.
What they are worth
Answer step 1 first, then these two.
It does not estimate how many of those callers we would win back: that depends on your calls, which is what the demo is for.
Answer all three to see your busiest hour, with and without Prime Assist.
Busiest hour, today
Busiest hour, with Prime Assist
No one waits
Calculated with the Erlang C formula, the standard way to estimate phone queues. It assumes callers wait rather than hang up and that calls arrive at random through the hour: if yours bunch at the start of the hour, more callers wait than this shows. It does not estimate staff time saved, or what callers do when they cannot get through.
What answering them would cost
Answer step 1 first, then choose how long a call lasts.
Show every step and source
- A month is 52 weeks divided by 12, and a year is 52 weeks. Weekdays only. Some unanswered calls may be the same caller ringing again.
Every figure here is yours.
Contains information from NHS England, licensed under the current version of the Open Government Licence.
2. Put a value on it (optional)
Your fee for a first appointment, not the full course of care.
Enter a whole number of pounds between 1 and 100,000.
Pricing NHS urgent care? NHS England’s figure for an urgent course of treatment is £75, from 1 April 2026.
3. What answering them would cost (optional)
When does a person answer your phone? (optional)
Your registered list size. For a PCN, add the practices together.
Enter a whole number between 500 and 200,000.
From your phone system’s report of calls by hour: every call that came in, answered or not.
Enter a whole number between 1 and 2,000.
How this works and where the figures come from
It multiplies your figures, and in step 3 our published price, and nothing else: calls on a typical weekday, times 5 weekdays, times the share that go unanswered. A month is 52 weeks divided by 12, and a year is 52 weeks. Weekends are left out, and so are repeat visits, referrals and reviews. If you put a value on it, the unanswered calls are multiplied by the share you judge were someone wanting to book, and by your value.
Step 3 multiplies the calls in a month by the call length you choose, rounds up to the next 500 minutes (500 at least) and prices them at 25p a minute plus VAT at 20%; the bundle for the 12 months costs 9 times the monthly price, because new customers get the first three months free with a 12-month commitment. Higher volumes show no price, because a lower rate per minute applies, quoted in writing. For fee-earning sectors it divides the monthly price including VAT by your own fee to show how many of your bookings that price equals. It shows no saving and no estimate of callers won back.
For GP practices only, the starting points come from public data, and you can change each one: 27.2 calls for every 1,000 registered patients each working day (September 2025 to August 2026), 10.4% of calls ending while the caller was waiting, including voicemail (August 2026), and 4.4 calls an hour for every 1,000 patients between 8am and 10am on a Monday (August 2026). Source: NHS England Digital, Cloud Based Telephony Data in General Practice, official statistics in development covering 86% of practices in England; the first and last figures are our calculation. Contains information from NHS England, licensed under the current version of the Open Government Licence. Every public figure we use is listed with its date and source on our facts page.
The queue uses the Erlang C formula: from the calls in an hour, the people answering and the minutes a call takes, it gives the share of callers who find every line busy. It assumes callers wait rather than hang up, and that calls arrive at random through the hour, so a rush in the first minutes shows fewer waits than really happen.
Your figures stay in your browser. Nothing you enter is sent anywhere or saved.
Page last updated . Every figure and claim on it is on our facts page.
Three ways to test us. Only one of them involves talking to a human.
Buying voice AI on a slide deck is how people end up with something that fails on the first awkward caller. So we made the product itself easy to try before you commit to anything.
Hear it for yourself, right now
Ring the line, choose a scenario, for example a dental practice or a trades business, and talk to Prime Assist the way one of your callers would. Ask it to book you in, then try to catch it out. No form and no email address.
Call +44 20 3747 7785We only get in touch if you ask us to.
Put a number on your missed calls
Two questions show the calls you miss today next to the same calls with Prime Assist, where every call is answered at once. Add your own figures to see what they are worth, what answering them would cost from £150 a month including VAT, and how many of your bookings that price equals.
Run my numbersNo email needed: nothing you enter leaves your browser.
Watch it handle your calls
Bring the three calls that waste the most of your team’s day. We run them live, in your sector’s language, and tell you honestly which ones we would not take. One short form to book.
Book a demoNo card, no sales sequence, one human reply.
Do all three, in that order, and it takes a little over half an hour in total. We would rather you tested the product than read our claims about it.
- DCB0129 safety case
- UK or EU processing region
- First three months free for new customers, with a 12-month commitmentNote 1: new customer offer terms
Let AI answer the phone, so your team can answer your patients.
Bring a week of reception calls. We will show you which ones never needed a person.
Free proof of concept on one call type, no cost and no obligation.
HEAR IT FIRST
Call +44 20 3747 7785 and put Prime Assist through its paces before you book anything.
Notes
- New customer offer: 12 months for the price of 9. When you sign, you commit to all 12 months, starting on the day you go live. Months 1 to 3 are free, then you pay your bundle price each month for months 4 to 12, from £150 including VAT (£125 plus VAT), with the price before VAT fixed for your 12 months. On 500 minutes, the bundle for your 12 months costs £1,350 including VAT (£1,125 plus VAT), plus any extra minutes, at 36p a minute including VAT (30p plus VAT) in every month, free months included. For new customers, switchers included, once per customer. A new customer is a practice or business that has not used Prime Assist in the 24 months before it signs. Switching? We do the switch, and a notice period of up to three months runs alongside your free months. Full terms on our pricing page. Back to text, note 1, mention 1Back to text (2), note 1, mention 2