Terms, in plain English
The Private Practice Playbook · Aethus Limited · November 2026
It's free
The Playbook is entirely free — the Snapshot, the 12-week course, the Toolkit, all of it. There is no paid tier and nothing unlocks with a card.
Why Aethus runs it
Aethus builds websites for private practices. We run the Playbook because consultants who understand their own marketing make better clients — and some of you will choose to work with us. The free website review and the call with Lawrence are offers, never conditions: the content works the same whether you take them or not.
What we keep, and why
We keep what you enter — your practice details, answers, and the assets you generate — so the programme can personalise itself to your practice, and so anything Aethus offers you is relevant rather than generic. The full detail is in the privacy notice. You can export everything or delete your account from Settings at any time.
Never any patient data
The Playbook holds business information only. Never enter patient details anywhere — every form says so, and our systems reject text that looks like patient information.
AI output is a draft
The generators produce drafts written to GMC and ASA/CAP advertising rules, but you remain responsible for what you publish, as you are under GMC guidance. Check every draft before it goes live. Nothing here is legal advice.
Emails
Course emails are part of the service you signed up for. Emails about Aethus services are separate and only ever sent if you ticked the box — untick it any time in Settings.
Fair use
AI generation carries a sensible monthly allowance per practice, enough to do the whole course several times over. Accounts inactive for 24 months are deleted, with a warning email first.