Marketing and Strategy

fortius clinic

Fortius Clinic

Fortius Clinic was established through the merger of the existing practices of the UK’s leading surgeons, purchase radiologists and physicians, to form a world class multi-disciplinary clinic in orthopaedic and sports medicine. As a proposed UK centre of excellence, the group have strong associations with elite and professional sports groups such as: Chelsea FC, cheap Arsenal FC and Tottenham FC plus they work closely with the ERFU, many Premiership rugby clubs, and the English Cricket, Tennis and British Olympic Associations.


The Group had already been established but engaged Horsetiger Ltd in an interim management role to kick start and develop their project from a concept to a reality.


Horsetiger Ltd helped facilitate their property search, engage and instruct contractors and professional service providers (surveyors, architects, planning and utilities).  Horsetiger co-ordinated and led the negotiations with specialist suppliers (and funders) and installers of medical diagnostic equipment MRI, X Ray, Ultrasound including the sourcing and development of a unique teleradiology and practice management software and hardware solution – resulting in substantial cost savings. Horsetiger also prepared a variety of reports on the market opportunity and competitive analysis on the UK & London private specialist healthcare market to assist in the marketing and positioning development.

Client Comment

“Alasdair Muir of Horsetiger provided a range of services to Fortius over an extended period from the initial stages of the business through to start-up planning.  He brought considerable expertise and knowledge of the health practice field, providing support and counsel to the founding group of clinicians.  His experience of marketing and project management, and his market intelligence contributed significantly to the formation and planning of the business. His delivery and style were important elements in bringing everyone together” 

Jim McAvoy, CEO, Fortius Clinic
0845 853 1000

loc logo

London Oncology Clinic

LOC was founded in 2005 as a consultant owned and led centre of excellence for cancer care and oncology. An initial launch website was in place but as part of a consumer focussed marketing campaign Horsetiger were retained to develop a new site that reflected the specialist skills, medicine care and integrity of the team and in turn, the LOC brand and tone of voice.  In 2010 the LOC was purchased by HCA but the website still follows the tone of voice and branding introduced several years ago. 

Client Comment

“We have worked for three years with Horsetiger, sovaldi primarily on website design and development although that hasn’t stopped Alasdair and his colleagues constantly offering suggestions to us for improving many other aspects of our interface with patients and referrers. They fulfill the first requirement of a good partner: they listen well. They are also collaborative, sovaldi cheerful, stimulating and you generally just feel they are on your side, for the whole of the journey. The feedback on the site has been universally positive. Good people”.

David McLaren CEO
London Oncology 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.


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


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.

“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

gp plus

GP Plus


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

windsor urology

Windsor Urology


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.


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.



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.


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.


  • 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.