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Branding

edinburghClinicLogo

The Edinburgh Clinic

Objective

The Edinburgh Clinic (Aspen Healthcare ongoing) was a vision born out of Dr Martin Errington’s (an Edinburgh based Consultant Radiologist) existing private imaging practice, ask Errington Associates. Horsetiger was retained in in 2003 to assist in the overall business development of Errington Associates.

Solution

This process involved a complete strategic review, planning and then implementation strategy with Alasdair Muir of Horsetiger actively involved in the negotiations with suppliers, clients and agencies.

As a consequence of the growth and in response to a market analysis and feasibility study, The Edinburgh Clinic was developed.

The Clinic is a fully integrated diagnostic (MRI, CT, X ray, DEXA and ultrasound), consulting and day case theatre clinic facility offering private clients a new one stop healthcare option in the heart of Edinburgh.

Horsetiger managed the business launch and project including the selection and management of architects & contractors, staff and management appointments, engaging consultants, purchasing, legal liaison and delivering a sales and marketing strategy to promote this unique facility. Horsetiger also led the negotiations with PMIs

Ray Stanbridge assumed the responsibility for the financial management of the project including business structuring & planning, securing finance and introducing financial systems and discipline to the business.

The Clinic opened January 2009 and has subsequently been purchased by Aspen Healthcare a dynamic US healthcare provider who are currently very active in growing their market presence in the UK. Horsetiger have since been retained by Aspen Healthcare to help promote The Edinburgh Clinic.

“Alasdair Muir and Horsetiger was involved in the Edinburgh Clinic from its conception. He was intimately involved in the development and delivery of this unique private facility in Edinburgh as well as occupying a senior management role at the opening of the  Clinic.
Subsequently when Aspen acquired the Edinburgh Clinic in 2011 his  understanding of the local and national private  healthcare environment and  his ability to be both pragmatic and engaging allowed us to call upon his services with confidence at any time.”

Chrissy Allan , General Manger , The Edinburgh Clinic

harley street logo

108 Harley Street

108 Harley Street is a well-established Harley Street clinic run by consultant surgeon Gerry Gilmore and his team. Their branding and website presence required enhancing and above all there was a need to bring greater emphasis to the various medical modalities offered within the Clinic.

Solution

After strategic consultation with the 108 Board and senior management, salve Horsetiger enhanced their core brand, the renowned “108 Harley Street” name, and then developed a range of colour coded sub brands to identify and promote each individual medical activity. As a well established name and practice in Harley Street, critical attention was given to the evolution of the brand rather than revolutionary change. This branding has been integrated by Horsetiger into an advanced but consumer friendly website; all other marketing activities and materials ranging from consumer and trade advertisements, direct mail shots to clinic stationary and brochures are designed and produced by Horsetiger ensuring branding consistency and quality.

Client Comment

“We engaged Horsetiger to review our branding and marketing activities including our website development. The results to date have been exceptional with our online referrals increasing by 500% in the 12 months since the new site went live. We wanted a Consultant that we could partner with and who would deliver practical and relevant advice not just advice. Horsetiger have got to know our business and delivered.”

Hamish Millar

Commercial and Financial Director

www.108harleystreet.co.uk

baddow-logo

Baddow Hospital

The Hospital was a strategic alliance between consultant clinicians and property developers in Essex resulting in the new development of the Baddow Hospital in Chelmsford.

Horsetiger was retained to assist the clinicians and developers realise their vision and bridge the relationship between the medical requirements and objectives of the clinicians and the commercial realities of an £8m new build development.

Alasdair Muir of Horsetiger was appointed as interim Commercial Director and over two years became integral to the business structure, no rx funding, planning, equipment sourcing, consultant recruitment, branding & marketing and recruitment (MD and staff). The hospital was opened in June 2013 and subsequent opportunities for joint venture expansion has been identified and planning permission for a further 30, drugstore 000 sq ft development has been established.

www.baddowhospital.co.uk

“Over the last two years, but especially in our first year of design, build and business start-up, Horsetiger provided an all-encompassing management service for us. Being new to the healthcare industry we were keen  to put our business vision quickly into action and so Alasdair Muir of Horsetiger  provided the crucial  link between the clinical  and commercial realities of our substantial  £ multi-million project. To drive the project forward we required a skill set that not only highlighted the key issues but provided solutions to them as well – Horsetiger delivered on all of these. He still is a valuable member of our management team.”

Eugene Cooper, Chairman, Baddow Hospital

windsor urology

Windsor Urology

Objective

Windsor Urology is a newly formed urological group established by three consultant urologists based in the Windsor area. An existing website was already in place based on an individual team member. Horsetiger were tasked to develop a new brand name, check logo and to incorporate these into a new website.

Solution

A variety of brand names and logos were developed agreed. A new website with a sophisticated content management system (allowing for self editing and modification) was developed and a full training session on its use was provided. Horsetiger continues to host and manage the site providing administration and technical support when required.

Visit: www.windsorurology.co.uk

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Frant Road Clinic

Formally known as the Laser Eye Clinic, treat is an independent ophthalmic clinic in Tunbridge Wells. It offers highly-specialised ophthalmic services for all eye conditions, including diabetes-related eyesight problems, macular degeneration, cataracts and glaucoma, cialis as well as providing emergency ophthalmology services, paediatric ophthalmology and refractive surgery.

Challenge

The main consultant and owner of the business had retired from his NHS commitments and he was keen to build up his private practice. No one in the practice had any marketing expertise and the business needed to be re-branded and marketed to attract new patients and increased revenue streams.

Objectives

  • Create marketing strategy and plan.
  • Create a new brand for the clinic. (Name and Logo)
  • Apply the brand across all media.
  • Increase patient flow and revenue

What we did

Through analysis of the clinic, their services and the market, we developed an understanding of the following;

  • Their patients – existing and previous. Profile, demographics & location.
  • Market potential for the various services.
  • Key referral sources and potential referral sources.
  • Revenue streams.
  • Consultant(s) and support staff.
  • Processes – handling of patient enquiries.
  • Competition.
  • Clinic SWOT (Strengths, Weaknesses, Opportunities and Threats).

The outcomes

  • New name, logo and brand developed and applied across all communication media including stationery, building and promotional items.
  • New patient centric website developed to provide patient information and enable online referrals by GPs. Fully optimised for search engines.
  • New marketing plan with key activities identified
    • Press adverts in local weekly paper
    • Potential for radio and/or TV to raise brand awareness generate business.
  • New branded Patient Information pack developed and offline promotional brochure.
  • Targeted mailings to GP referral base and past customers.
  • Key seminars for Medical professionals and General public planned.
  • Branded promotional items (pens and mugs) produced as well as high quality bags for patient use.
  • Measurement framework for 0800 calls (from Press ads) and website activity.

frc_website_homepage

the prostate centre

The Prostate Centre

The Prostate Centre in London is a unique private clinic dedicated to the diagnosis and management of all prostate problems – a centre of excellence for men’s health.

Horsetiger was retained to develop their website enhancing their current branding. Working closely with their management, try clinical staff and Professor Kirby the site was developed and launched within a few weeks of been commissioned.

www.theprostatecentre.com

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