The verdict in three sentences
In 2026, a Dublin medical centre chooses between renting a booking marketplace (per-clinician subscription, shared visibility) and building its own platform for €20,000 to €50,000. The marketplace wins at launch and for reach; the build pays off from 6 to 8 clinicians over a 3-year horizon, with control of data and the patient experience. In both cases, SMS reminders cut no-shows by 30 %.
Build vs Buy: the real 3-year maths
The marketplace bills each clinician every month; the build is an upfront investment followed by moderate compliant hosting and maintenance. The tipping point depends on clinician count and how long you run it.
| Item | Marketplace (rent) | Own platform (build) |
|---|---|---|
| Upfront cost | €0 – 1,500 | €20,000 – 50,000 |
| Monthly subscription | €90 – 150/clinician | — |
| Compliant hosting + maintenance | included | €400 – 900/month |
| SMS reminders | often paid add-on | ≈ €0.05/SMS |
| Data ownership | limited | full |
| Journey customisation | low | full |
| 3-year TCO (8 clinicians) | ≈ €43,000 – 52,000 | ≈ €40,000 – 62,000 |
At 8 clinicians the two options meet around €45,000 over 3 years; beyond that, or from year 4, the build pulls ahead. Below 5 clinicians the marketplace stays cheaper and simpler.
What the build actually unlocks
An owned platform is not just about cost: it is control of the patient journey and the data. Here are the functions that make the difference for a multi-clinician centre.
| Function | Operational impact |
|---|---|
| Automated SMS + email reminders | -30 % no-shows |
| Multi-clinician & room diary | optimised utilisation |
| Smart waiting list | cancelled slots refilled |
| Patient pre-questionnaire | shorter consultation |
| Rules per appointment reason | tailored duration and prep |
| Occupancy analytics | real-time capacity control |
Time to production for an owned booking platform is 8 to 12 weeks, compliant hosting included.
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Mini case study
Mr Rivière runs a 10-clinician medical centre in Dublin. On the marketplace he pays €120/clinician/month, i.e. €14,400/year and €43,200 over 3 years, before paid SMS. No-shows sit at 13 % across 500 weekly appointments.
He commissions an owned platform at €38,000, plus €650/month of compliant hosting and maintenance (€23,400 over 3 years), TCO ≈ €61,400. Pricier over 3 years, but from year 4 only €7,800/year of running costs remain versus €14,400 renting. Meanwhile, cutting no-shows to 9 % recovers 20 appointments/week at €50 = €1,000/week, or €52,000/year — enough to absorb the gap well before then.
FAQ
From how many clinicians does the build pay off? Generally from 6 to 8 clinicians over 3 years, and always from year 4 of operation, when only hosting and maintenance costs remain.
Do you lose marketplace reach by building your own? Yes, the marketplace brings a flow of new patients. Many centres keep a marketplace presence for acquisition and move loyal patients onto their own platform.
Are SMS reminders really that effective? Yes: they cut no-shows by 25 to 35 %. At €0.05 per SMS, the cost is negligible against the appointments recovered.
How long to launch an owned platform? Budget 8 to 12 weeks, compliant hosting and testing included. Starting with a subset of clinicians de-risks the launch.
Can the platform link to the patient record? Yes, an owned booking platform integrates with the EPR and billing via API, eliminating double entry and smoothing the journey.
Let's scope your project. Share your clinician count, appointment volume and target budget; we'll compare build vs subscription over 3 years with the numbers. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
