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Market Analysis

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Nuffield Health

Horsetiger led and managed a complex and time compressed project to develop a unique £ multimillion new hospital and well-being facility in a strategic UK market.

“ Alasdair Muir of Horsetiger responded to a  time constrained and all-embracing project; his pro-active skills and experience in evaluating, drugstore reporting and presenting on a major hospital opportunity we had identified, clinic was invaluable in leading this project. Despite the short time frame Alasdair directed an in house project team to ensure that progress and  issues were well communicated to our various management  teams  and external stakeholders and acted upon where necessary. We enjoy working with him” 

Nick Costa, viagra Business Development Director, Nuffield Hospitals Division

Project carried out in 2013.

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HCA

Horsetiger introduced and developed (in conjunction with a specialist research agency) a quantitative market research project involving strategic triangular relationship between consultant surgeons, store HCA hospitals and patients.

Horsetiger have also conducted a strategic business audit and review of specific medical group on behalf of HCA. It reviewed the Group structure, viagra marketing and operations between the Group and HCA; it resulted in a more proactive and participative relationship between the two businesses.

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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

bioventus

Bioventus

Originally a subsidiary of Smith & Nephew, see Bioventus is a major VC backed, global supplier of Durolane the viscosupplement. Horsetiger was retained to evaluate the various routes to the UK market for current osteoarthritis treatment in the private and NHS sectors. The market evaluation included comparative US market field visits, intensive UK research, analysis and multi clinician interviews resulting in a detailed report with recommended strategies for development and action.

www.bioventusglobal.com

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GP Plus

(Edinburgh)

As one of Horsetiger’s  first clients  GP Plus, drugstore Edinburgh’s leading private GP practice, engaged Horsetiger to assist in the development of their marketing and promotional strategies and then in their delivery.

Since then Horsetiger have continued to work with GP Plus on  various issues and opportunities and recently was instrumental in developing  GP Plus’ new relocation  and collaboration with the Edinburgh Clinic.

Client quote:

“The difference was we didn’t just want consultancy – we needed precise delivery. Horsetiger not only identified our business needs they confidently co-ordinated and delivered the activity as well…a very useful and invaluable combination”

Dr Peter Copp

www.gpplus.com

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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.

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