Our challenge:
Portsmouth based Portsdown Group Practice is an entrepreneurial and expanding group of GP surgeries. In 2014 the Group was considering setting up some independent, commercial clinics associated with the central GP practice.
As GPs and specialist doctors, the management team needed advice and practical support on how to market and promote their new specialist, commercial skin clinic. At the outset they had a small budget, one therapist and a clinic administrator.
I developed a comprehensive business development plan, reviewing the local competition and marketplace for the management team to consider. Following this I was asked to help support the business through this vital start up phase.
One of Liz’s greatest assets is the fact that she encompasses both the strategic thinking and the operational aspect of her work.
Unlike many consultants, Liz is excellent at thinking about the bigger picture whilst at the same time able to put plans in place and help to ensure that these are followed through.
Mark Stubbings, Managing Partner, Portsdown Group Practice
Our approach:
The business plan was my basis to create the initial marketing plan. It started with clarifying the business proposition, and outlining the essential must do marketing basics and promotional plans for the team. Plus, setting out a clear agenda of promotional opportunities to pursue as the Clinic grew.
As a totally new enterprise, the priority was creating the Clinic’s new brand identity. Working with local creative partner Fisk Design, we jointly developed key sales tools, a new website and promotional literature to launch the service. I set up their social media presence and trained the team how to get going.
For the initial launch period we developed a variety of lead generating campaigns, including social media, leaflet drops, posters, advertising and open events. These were followed up in year 2 with on going digital campaigns including e-newsletters and social media.
As we always recommend in any business, managing data and understanding your clients is king. I researched and recommended an appropriate cloud-based booking system, are helped set up Get Timely to capture appropriate customer data. This included liaising with their software developers to ensure it integrated with Mailchimp, one of the leading automated mailing systems. Setting up this system has enabled the Clinic to capture and manage their data for effective business reporting, marketing and promotional purposes.
Key Outcomes:
- New client bookings 20% over target year one
- Over 30% increase in new clients in year two
- Repeat bookings over 40%
- Clinic has expanded its products and services
- Website has a 38% increase in page views in year two
