1. Important information and who we are

Privacy policy

This privacy policy gives you information about how MediMo Ltd collects and uses your personal data when you use our website and services, including any data you provide when you create an account, book an appointment, submit an enquiry, or sign up for marketing communications.

This website is not intended to be used directly by children, and we do not knowingly allow children to register or create accounts themselves. However, parents or legal guardians may use our platform to book healthcare appointments on behalf of their children, in which case we may collect limited personal data about the child (such as name, date of birth, and relevant health information) as necessary to deliver the service.

Controller

MediMo Ltd is the controller and responsible for your personal data (collectively referred to as "MediMo", "we", "us" or "our" in this privacy policy).

If you have any questions about this privacy policy, including any requests to exercise your legal rights (paragraph 9), please contact us using the information set out in the Contact section (section 10).

2. The types of personal data we collect about you

Personal data means any information about an individual from which that person can be identified.

We may collect, use, store and transfer different kinds of personal data about you when you book an appointment through our platform. We have grouped these into the following categories:

• Identity Data includes your first name, last name, and date of birth.
• Contact Data includes your email address, home address and (if provided) your phone number.
• Appointment Data includes information you provide when booking, such as whether you've visited the practice before and any optional notes you add relating to the appointment.
• Technical Data includes your IP address, browser type and version, time zone setting and location, device type and operating system, and other technology on the devices you use to access our platform.
• Transaction Data includes information relating to appointments you book via our platform, including the appointment time, service type, payment amount, payment status, and associated fee breakdown. While payments are securely processed by our payment provider (Stripe), we can access transaction details via our Stripe dashboard for reporting, reconciliation and dispute resolution purposes. We do not collect or store full payment card details.
• Profile Data includes your login credentials (such as email address and password), your appointment history, saved or favourited providers, and your selected reason for cancelling an appointment (where provided). We collect this data to enable you to manage your bookings, personalise your experience, and improve our services. Cancellation feedback is stored securely and is not shared with providers individually.
• Usage Data includes information about how you interact with our website and booking platform, such as page views, click paths, and session duration.
• Marketing and Communications Data includes your preferences for receiving marketing communications from us (if applicable).

We also collect, use and share aggregated data such as statistical or demographic data. This is not considered personal data as it does not directly or indirectly identify you. For example, we may aggregate Usage Data to understand how patients interact with the platform and improve our service.

3. How is your personal data collected?

We use different methods to collect data from and about you, including through:

• Direct interactions. You may provide personal data by filling in forms on our website or by corresponding with us by email or phone. This includes personal data you provide when you:
  • book an appointment through our platform;
  • create a patient account;
  • contact us with an enquiry or support request;
  • respond to a cancellation feedback form; or
  • opt in to receive marketing communications or service updates.
• Automated technologies or interactions. As you interact with our website, we automatically collect Technical Data about your device, browsing behaviour and usage patterns using cookies and other similar technologies. Please see our Cookie Policy for more details.
• Third parties or publicly available sources. We may receive personal data about you from third parties, including:
  • Technical Data from analytics providers such as Google Analytics and Microsoft Clarity (both based outside the UK);
  • Transaction Data from our payment provider Stripe (based outside the UK), including payment amount, date, status, and metadata linked to the transaction (such as customer name, email address, billing address, and the last four digits of the payment card). We access this data for reporting, reconciliation, and fraud prevention. We do not store full card details.
  • Identity and Contact Data from healthcare providers you book appointments with, where relevant to the management of your booking;
  • Marketing Data from digital advertising platforms such as Google or Meta (Facebook/Instagram), including information about how users interact with our ads.

4. How we use your personal data

Under UK data protection law, we must have a lawful basis to collect and use your personal data. The lawful basis we rely on depends on the specific purpose for which we are processing it. We may use one or more of the following:

• Performance of a contract: Where we need to process your personal data to deliver the service you request, such as creating your patient account, processing a booking, or sending service-related communications like appointment confirmations or reminders.
• Legitimate interests: Where we process your personal data to operate and improve our business, provide a secure and reliable service, or prevent abuse and fraud, and where doing so does not override your fundamental rights and freedoms. For example, we may analyse cancellation patterns to reduce no-shows or improve provider availability.
• Legal obligation: Where we are required to process certain data to comply with laws or regulations, such as retaining transaction records for tax and financial reporting purposes.
• Consent: Where you have clearly agreed to us processing your personal data for a specific purpose, such as receiving marketing communications or allowing cookies for analytics. You can withdraw your consent at any time by updating your preferences or contacting us.

In some cases, we may also collect and process special category data, such as health-related information that you provide in appointment notes. Where this applies, we rely on an additional lawful basis under Article 9 of the UK GDPR, typically:

Article 9(2)(h) – where processing is necessary for the provision of health or social care or treatment, or the management of health or social care systems.

In addition, because MediMo is a healthcare platform, the fact that you book an appointment with a provider may, by its nature, indicate information about your health. As such, we may treat the booking activity itself as special category data under the UK GDPR. Where applicable, we rely on Article 9(2)(h) as our lawful basis.

We explain these lawful bases in more detail in the table below.

Purposes for which we will use your personal data

We have set out below, in a table format, a description of all the ways we plan to use the various categories of your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.

Purpose/Use	Type of data	Legal basis	Additional Basis for Special Category Data (Article 9)
To create and manage your patient account	Identity, Contact, Profile (e.g. login credentials, saved preferences)	Performance of a contract (Art. 6(1)(b)) - required to let you register, log in and manage your bookings	N/A
To enable you to book, manage, or cancel appointments	Identity, Contact, Appointment, Profile (e.g. appointment history, cancellation reason), and Appointment Notes (optional)	Performance of a contract (Art. 6(1)(b)) – necessary to arrange and manage appointments	Necessary for the management of health or social care systems (Art. 9(2)(h)) – applies to Appointment Notes and the fact that you are booking a healthcare service through MediMo
To process payments and manage financial transactions (via Stripe)	Transaction, Identity, Contact	Performance of a contract (Art. 6(1)(b)) - to facilitate payment for your appointment Legal obligation (Art. 6(1)(c)) - to meet tax and accounting requirements	N/A
To send appointment-related communications, including confirmations, reminders and cancellations	Identity, Contact, Appointment	Performance of a contract (Art. 6(1)(b)) - required to deliver the service you've requested	N/A
To collect and analyse cancellation feedback	Profile, Appointment (e.g. Cancellation Reason, Appointment History)	Legitimate interests (Art. 6(1)(f)) – to understand patient behaviour and reduce appointment no-shows	N/A (unless cancellation reason includes health info, in which case: Necessary for the management of health or social care systems Art. 9(2)(h))
To respond to support queries, complaints, or data rights requests	Identity, Contact, Profile, Appointment (where relevant)	Performance of a contract (Art. 6(1)(b)) – when related to your booking or account Legal obligation (Art. 6(1)(c)) – where we are required to respond to data rights requests Legitimate interests (Art. 6(1)(f)) – for general support or complaint handling	N/A, unless the user provides health-related information in their message, in which case: Art. 9(2)(h) – Necessary for the management of health or social care systems; or Art. 9(2)(f) – Necessary for the establishment, exercise or defence of legal claims
To send marketing communications, such as updates, promotions or newsletters	Identity, Contact, Marketing and Communications, Technical, Usage, Profile	Consent (Art. 6(1)(a)) – we will only send you marketing where you have actively opted in. You can withdraw your consent at any time (see "Your Rights" section below).	N/A
To analyse how users interact with the website, improve usability and measure the effectiveness of content and features	Technical, Usage, Identity (e.g. browser/device data, pseudonymous identifiers)	Consent (Art. 6(1)(a)) – obtained via the cookie banner when you first visit the site. You can withdraw your consent at any time by updating your cookie preferences.	N/A
To comply with legal, tax, regulatory or accounting obligations	Identity, Contact, Transaction, Appointment	Legal obligation (Art. 6(1)(c)) – to meet statutory requirements (e.g. HMRC, ICO, data protection law) Legitimate interests (Art. 6(1)(f)) – to defend legal claims or respond to regulator queries	Necessary for the establishment, exercise or defence of legal claims (Art. 9(2)(f)) – only applies where special category data (e.g. Appointment Notes) is involved

5. How long we keep your personal data

We retain your personal data only for as long as necessary to fulfil the purposes we collected it for, including to meet legal, regulatory, tax, accounting or reporting obligations.

In general:

• Booking, account and profile information (such as your name, contact details, appointment history and saved preferences) is kept for up to 6 years after your last appointment, in line with limitation periods for legal claims and for service improvement purposes. This includes data about bookings, which may imply information about your health and is treated accordingly under data protection law.
• Health-related data that you may include in the optional Appointment Notes field is retained only for as long as necessary to facilitate your appointment, typically no more than 90 days after the appointment date. We do not retain this data long term and do not store full clinical records.
• Financial and transaction data (e.g. payment confirmations, fee breakdowns) is retained for up to 6 years in accordance with accounting and HMRC requirements.
• Cancellation feedback is retained for up to 12 months, after which it may be anonymised for analytics.
• Marketing preferences are retained until you withdraw your consent or opt out of receiving communications.
• Cookie and analytics data may be retained for up to 26 months, depending on the settings of our analytics providers. Please see our Cookie Policy for further details.

When your data is no longer required, we will delete it securely or anonymise it so that it can no longer be linked back to you. Anonymised data may be retained indefinitely for statistical or service optimisation purposes.

Direct marketing

We will only send you direct marketing communications (such as email updates or promotional offers) if you have actively opted in to receive them. During the booking process on our website, when your personal data is collected, you will be asked to indicate your preferences for receiving direct marketing communications from MediMo via email, SMS, telephone and post. You can set your marketing preferences when you book and create your account or update them at any time through your account settings.

We may use your Identity, Contact, Technical, Usage and Profile Data to better understand your interests and personalise the marketing content we send you. This helps ensure that the information you receive is relevant to you.

You can withdraw your consent or change your preferences at any time by updating your marketing settings in your account, clicking the unsubscribe link in any marketing email, or contacting us directly.

Withdrawing consent will not affect your ability to use the MediMo platform.

Third-party marketing

We will only share your personal data with third parties for their own direct marketing purposes if you have given us your express consent to do so.

Opting out of marketing

You can opt out of receiving marketing communications from us at any time by clicking the unsubscribe link in any marketing email or by contacting us directly.

If you opt out of marketing, you will still receive important service-related communications. These include appointment confirmations, reminders, updates to our terms and policies, or messages needed to verify or maintain your account information.

Cookies

We use cookies and similar technologies to improve your experience on our website, analyse how the platform is used, and personalise content. Some cookies are essential for the site to function, while others are optional and require your consent.

For more information about the cookies we use and how to manage your preferences, please see our Cookie Policy.

6. Disclosures of your personal data

We may share your personal data with the third parties listed below, where necessary, for the purposes outlined in the table above ("How We Use Your Personal Data").

a. Internal third parties

Other companies or contractors acting on behalf of MediMo who support our platform operations, technical infrastructure, and customer services.

b. External third parties

• Service providers acting as processors (e.g. cloud hosting providers, analytics tools, customer support platforms, and payment processors like Stripe).
• Professional advisers including lawyers, bankers, auditors and insurers.
• Regulators and other authorities who require reporting of processing activities in certain circumstances (e.g. HMRC, ICO).

c. Platform and infrastructure partners

For example, where your booking involves a third-party service such as Stripe or a practice management system (e.g. Cliniko, Nookal), limited personal data may be shared to complete or support that booking.

d. Business transfers

We may share your personal data with third parties in connection with a business transfer, such as if MediMo merges with or is acquired by another company. In such cases, your data will be used in accordance with this privacy policy.

We require all third parties to respect the security of your personal data and to treat it in accordance with applicable data protection law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process it for specified purposes and in accordance with our instructions.

7. International transfers

Some of our service providers are based outside the UK, or may process your personal data using servers located outside the UK. This means your data may be transferred to or stored in countries that do not have the same data protection laws as the UK.

Whenever we transfer your personal data out of the UK, we ensure that a similar degree of protection is applied to it by using appropriate safeguards. These may include:

• Only transferring personal data to countries that the UK government has deemed to provide an adequate level of data protection; or
• Using standard contractual clauses (such as the International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses) to ensure your data remains protected.

To learn more about these safeguards or request a copy, you can contact us using the details in the "Contact" section below.

8. Data security

We have implemented appropriate technical and organisational security measures to protect your personal data from being accidentally lost, used or accessed in an unauthorised way, altered, or disclosed.

Access to your personal data is limited to employees, contractors, and third-party service providers who have a legitimate business need to access it. They will only process your data on our instructions and are subject to strict confidentiality obligations.

We also have procedures in place to deal with any suspected personal data breach. Where we are legally required to do so, we will notify you and the relevant regulator of any such breach.

9. Data retention

How long will you use my personal data for?

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including to comply with legal, regulatory, tax, accounting or reporting requirements.

We may retain your personal data for a longer period in the event of a complaint, or if we reasonably believe there is a prospect of a legal claim in connection with our relationship with you.

To determine the appropriate retention period, we consider the amount, nature and sensitivity of the data, the risk of harm from unauthorised use or disclosure, the purposes for processing, and any applicable legal requirements.

By law, we are required to keep basic information about our customers (including Identity, Contact, Financial and Transaction Data) for up to six years after they cease being customers, for tax and accounting purposes.

In some circumstances, you can ask us to delete your data: see Section 10: Your legal rights for more information.

We may also anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes. In such cases, we may use this information indefinitely without further notice to you.

10. Your legal rights

You have a number of rights under UK data protection laws in relation to your personal data. These include the right to:

• Request access to your personal data (a "subject access request") – to receive a copy of the personal data we hold about you and check that we are processing it lawfully.
• Request correction of the personal data we hold – to have any incomplete or inaccurate information corrected. We may need to verify the accuracy of any new data you provide.
• Request erasure of your personal data – in certain circumstances, such as where there is no good reason for us to continue processing it, where you've withdrawn consent, or where we're required to delete it by law. We may not always be able to comply with your request for specific legal reasons, which we will explain to you at the time if applicable.
• Object to processing, where we are relying on legitimate interests (ours or a third party's), including any profiling based on those interests. We may be able to demonstrate compelling grounds to continue processing.

You also have an absolute right to object to direct marketing at any time. See "Opting out of marketing" for how to do this.

• Request the transfer of your personal data (data portability) – where we process your data by automated means under consent or contract, we can provide it to you or a third party in a structured, commonly used, machine-readable format.
• Withdraw consent at any time – where we rely on consent to process your personal data (see the table in Section 4 for examples). This will not affect the lawfulness of any processing carried out before you withdraw consent. If withdrawing consent affects the services we can offer you, we will explain this at the time.
• Request restriction of processing – in certain circumstances, you can ask us to suspend the processing of your personal data. This may apply:
  • if you want us to establish the data's accuracy;
  • where our use of the data is unlawful but you do not want us to erase it;
  • where you need us to retain the data even if we no longer need it, for example to establish, exercise or defend legal claims; or
  • you have objected to our use of your data, but we need to verify whether we have overriding legitimate grounds to continue processing.

If you wish to exercise any of these rights, please contact us, see Contact details (paragraph 11).

No fee usually required

You will not have to pay a fee to exercise your rights. However, we may charge a reasonable fee or refuse to comply if your request is clearly unfounded, repetitive or excessive.

What we may need from you

To protect your personal data, we may need to request specific information to confirm your identity and ensure your right to access or exercise any other rights. We may also contact you for further details to help us respond more quickly.

Time limit to respond

We aim to respond to all legitimate requests within one month. If your request is particularly complex or you have made several requests, we may take longer but will keep you informed throughout.

11. Contact details

12. Complaints

You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.

13. Changes to the privacy policy and your duty to inform us of changes

We keep our privacy policy under regular review. This version was created on 20/05/2025 and is the first version of this policy.

It's important that the personal data we hold about you is accurate and up to date. Please let us know if your personal information changes during your relationship with MediMo, such as your email address or home address.

14. Third-party links

This website may include links to third-party websites, plug-ins or applications. Clicking on those links or enabling those features may allow third parties to collect or share data about you.

We do not control these third-party websites and are not responsible for their privacy practices. When you leave our website, we encourage you to read the privacy policy of every website you visit.