Growth
Forward-looking outlook for UK MSK clinics, June 2026.
The headline is the monthly sector reading, the last 30 days against the 30 before. Your own clinic will tend to feel roughly what the sector feels this month. The latest 7 days trend compares the most recent week to the monthly average rather than to the immediately prior week, so a single bank-holiday week or one-off event will not skew it. It is blended from anonymised performance across HMDG clinics plus live UK market, NHS and economic sources, covering Google Ads, Google Trends, ONS, Bank of England, NHS England and SEMrush.
Each bar is that month's market reading against the month before. The faded bar behind it is the same month last year, so a quiet month that was also quiet last year is seasonality, not a market shift. The outlined bar on the right is the current month so far, measured only against the same days of the month before, with the same point last year behind it. It firms up as the month completes.
August, December, January, July are usually quiet for MSK clinics, so a softer reading there is normal.
Measured across the same group of clinics connected throughout the period, blended with the Google Ads aggregate across the clinic accounts HMDG manages. Months without a reliable reading are left blank.
Where the market is this week.
Summer quiet. Expected and normal.
Key observations
The signals behind the headline. Click the red help badge on any card for detail.
Sector Patient Conversions
-21.1%
Ad-driven patient conversions across the UK MSK sector, month-on-month.
Sector Ad Clicks
-6.5%
Total clicks on MSK clinic ads across the UK sector, month-on-month.
Sector Average CPC
£1.68
Real paid-search cost-per-click across UK MSK clinic ad accounts.
NHS Waiting List
7.10m
Total NHS RTT incomplete pathways (March 2026). Higher waits push patients to private care.
Bank of England Rate
3.75%
Affects mortgages and discretionary healthcare spend.
UK Inflation (CPIH)
2.8%
12-month rate, May 2026. BoE target is 2%.
Google Search Demand
92,640
Monthly Google searches across a basket of core UK MSK terms (physio, osteo, chiro, podiatry, sports massage, common conditions).
Google AI Overview Share
50%
50% of core UK MSK search queries now show Google's AI Overview above organic results, reshaping how patients discover clinics.
NHS A&E Pressure
2.46m visits
75.7% seen within 4 hours, May 2026. High pressure on urgent care often coincides with patients seeking private alternatives.
Ankle sprain
5,400 searches/mo
Neck pain
18,100 searches/mo
Knee pain
33,100 searches/mo
Runner's knee
8,100 searches/mo
IT band syndrome
5,400 searches/mo
Whiplash
27,100 searches/mo
Relative search interest in the UK (0 to 100). Higher means more searches.
May Day Bank Holiday
2026-05-04
Spring Bank Holiday
2026-05-25
May half-term (state schools)
2026-05-25 → 2026-05-29
NHS waiting list for MSK referrals hits 1.2m
BMJPrivate MSK demand likely to remain elevated through summer.
BoE holds rates at 4.50%
BoEConsumer confidence index rose 2pts month-on-month.
Marathon prep season pushes injury searches up 14%
Google TrendsKnee/calf-related queries leading the surge.