Challenge:
Dr Morton’s customer, a leading patient services platform which offers a digital front door through to health services and information to 10M+ patients, was seeking an accessible, affordable means to help its customers reduce waiting times for resolving women’s health issues both at primary and secondary care levels.
NHS waiting lists in England for gynaecology were and still are at an all-time high, with over 760,500 women waiting for care as of September 2025. Gynaecology is also the highest secondary care waiting list across the UK today according to data collected in real-time by the Royal College of Obstetricians and Gynaecologists . Additionally, access to specialist care for menstrual and peri/menopause issues is in short supply with only one in five clinicians having expert knowledge of hormonally driven women’s health challenges.
Solution:
Dr Morton’s has provided expert authored information packs on reproductive health including menstrual problems and fertility and on perimenopause/menopause for the customer’s platform which signposts patients to a co-branded affiliate site where they can register and get access to appointment slots with over 20 specialists covering women’s health issues from menstruation and fertility through to peri/menopause and beyond. Appointments are usually same day, depending on the consultant chosen and the health challenge they are addressing. Consultations are not time-capped, and any prescriptions, tests or scans needed are booked in real-time online. The confidential secure calls cost a fraction of comparative private services, giving more patients easy access to the expert care they need. Patient records are also updated so that they and their GP can see the specialist’s recommendations. Additionally, patients can access past consultations, bookings and prescriptions via the Dr Morton’s portal.
Many GPs in England and Wales also use our customer’s platform, which gives them option to refer patients to Dr Morton’s, again bypassing long waiting lists.
Success:
By offering easy access, affordable to specialist online services, Dr Morton’s customer has helped cut down the number of GP referrals into already overloaded NHS secondary care gynaecology/ other departments dealing with women’s health issues. They have also empowered women to quickly get access to the specialist care they need. Additionally, as an affiliate partner of Dr Morton’s, they benefit from commission per patient referred, giving them an additional source of income without any additional effort on their part.