ALASDAIR MUIR LLB 
Current
Founder and Director of Horsetiger Ltd
Alasdair is primarily working with our healthcare clients covering:
- project management (new start ups , expansion , restructure)
- strategic negotiations ( service providers , private medical insurers , suppliers)
- due diligence
- Funding ( Banking & Venture Capital)
- strategic review
- turnaround,
- sales and marketing delivery and niche expertise
Previous Employment
Cogent Ltd (a division of the Grosvenor Group)
Sales & Marketing Director. Company turnaround. Agri/Biotech Company - successful restructure and turnaround. New sales strategy and management restructure.
Quality Meat Scotland
Managing Director QMS created to represent the meat industry of Scotland on behalf the farming industry , the meat processing industry and the Meat & Livestock Commission. Introduced award winning marketing campaign still in use today. Progressed the industry through the FMD crisis and addressed various strategic issues to secure the integrity of the Scotch beef brand.
Morrison Bowmore Distillers
International Regional Sales & Marketing Director (latterly based in North America). Increased sales (tenfold) and premium brand awareness across the spectrum in strategic markets. Introduced the fastest growing single malt brand (new category) to US market.
Glenmorangie PLC
International Market Manager: Europe, N America, Global Duty Free.
Long John International (1982 – 85): International Market Manager
Previous Clients
Marketing & PR strategy, website development and all marketing materials.
Website development (marketing, tone of voice).
Marketing and promotional strategy review. PR launch and direct marketing campaign.
London Orthopaedics Sports Medicine (Fortius Clinic)
Recent diagnostic & orthopaedic clinic in Harley Street. Total 1st year project management including: budgeting, property purchase, contractor negotiations, diagnostic / IT / analysis and procurement & finance. CQC accreditation. Structured new approach to teleradiology service.
Brighton Orthopaedic Specialists Injury Clinic
Hospital JV with major UK hospital group. Strategic development and corporate negotiations. Diagnostic equipment and software sourcing.
Essex Clinic Ltd (2011/12)
12,000sq ft day case clinic in Chelmsford. Interim Commercial Director: business structure, planning, consultant recruitment, branding & marketing. JV opportunities and developments. 55,000 sq ft development plans.
Errington Associates
Business Development & Marketing role leading to Commercial Director and investor. All commercial strategy & negotiations with insurers, NHS and service providers. Marketing and Brand development. Joint catalyst in vision and development & investment in The Edinburgh Clinic (£8m project).
Involved in Business strategy, management structure, internal personnel issues, marketing materials & website. Also managed NHS & Insurer negotiations as well as tenders for NHS & BUPA contracts.
Non-medical consultancy projects
Consultancy, interim management and due diligence roles in various industry sectors.
Drinks industry (Dewar’s Scotch Whisky, Domain Boyar Wines and Cockburn’s of Leith);
Food industry (Baxter’s Soups, BBC Good Food Show, Milk Marketing Board); premium lifestyle (Sandstorm of Kenya)
Len Lothian Self Storage (Chairman: strategy & structure)
Testimonials and References
“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, GP Plus
“We have worked for three years with Horsetiger, 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 fulfil the first requirement of a good partner: they listen well. They are also collaborative, 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
“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 Director, 108 Harley Street
“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
“Alasdair brings a special intensity - a blend of analytical and intuitive, founded in a realistic strategic appreciation of where you are and where you want to get to. His grasp of the 'big picture' combined with rigorous analysis, will yield robust solutions and new outcomes.”
Neil McKerrow, Managing Director, Glenmorangie PLC
“We had a sensitive distribution issue in North America that needed addressing. Horsetiger expertly analysed the situation on our behalf and then opened us to a range of exciting commercial solutions and opportunities.” Robin Lambie, Marketing Director, Baxter’s Soups
“With a single mind of purpose Alasdair delivered a consistent, disciplined yet innovative brand culture which was new to Scotch beef and the company. He established a pivotal marketing campaign from which we still base all our activities both at home and abroad.”
Donald Biggar, Chairman, Quality Meat Scotland