Totally Bundle
What was Totally plc's marketing strategy?
Totally plc, a UK-based healthcare provider, underwent a significant transition in June 2025 with the sale of its core operations. Established in 1999, the company aimed to improve patient access to healthcare services.
The company's initial strategy involved securing contracts directly with NHS trusts and other healthcare commissioners, focusing on organic growth within frontline healthcare services.
What was the sales and marketing strategy of Totally plc?
The company's approach to sales and marketing was primarily business-to-business, targeting healthcare commissioners. Its strategy centered on demonstrating its capability to deliver a range of healthcare services, including urgent care, elective care, and specialist solutions. This involved building relationships with NHS trusts and other public sector bodies responsible for commissioning healthcare services. The company likely utilized a combination of direct sales efforts, participation in tender processes, and showcasing its operational efficiency and patient outcomes to secure contracts. Understanding the Totally PESTEL Analysis is crucial to grasping the external factors influencing these strategies.
In the 12 months ending March 31, 2024, Totally plc saw its revenue decrease by 21% to £106.7 million, with a pre-tax loss of £3.9 million. By April 2025, the forecast for the financial year ending March 31, 2025, indicated a further downward revision, with estimated EBITDA between £0 million and £2.0 million, a significant drop from the initial £3.5 million projection.
How Does Totally Reach Its Customers?
The sales strategy of Totally Company was primarily business-to-business (B2B), focusing on direct contracts with healthcare providers. This approach bypassed traditional retail models, emphasizing service agreements with entities like NHS England and various NHS trusts. The company's sales and marketing strategy centered on securing and maintaining these crucial partnerships.
Direct Contractual Sales Model
Totally Company's core sales channel involved direct contracts with healthcare commissioners. This B2B approach focused on delivering specialized healthcare services across the UK and Ireland.
Service Delivery Channels
Services were provided in diverse settings including hospitals, clinics, and community-based locations. The company managed urgent care through brands like Vocare and Greenbrook Healthcare, and elective care via Pioneer Healthcare, About Health, and Premier Physical Healthcare.
Strategic Partnerships and Contract Wins
Key partnerships with the NHS were vital for growth, evidenced by significant contract awards and extensions. These agreements often addressed specific NHS needs, such as reducing waiting lists through insourcing services.
Recent Contract Achievements
In February 2025, a substantial £26 million contract for out-of-hours GP services was secured for five years. Additionally, a £4 million two-year agreement for 111 and 999 services commenced in April 2025.
Key Sales and Marketing Strategy Elements
The company's business strategy revolved around securing long-term service agreements, demonstrating a strong B2B sales approach. This focus on direct contractual relationships was the primary driver for market share acquisition and overall growth.
- Direct B2B sales to healthcare commissioners.
- Focus on insourcing and outsourcing models.
- Securing long-term service agreements.
- Leveraging existing partnerships for growth.
- Strategic contract wins to expand service offerings.
The Totally Company sales strategy was deeply intertwined with its overall business strategy, prioritizing the acquisition and renewal of significant service agreements with public sector healthcare providers. This B2B focus meant that customer acquisition efforts were directed towards NHS England, NHS trusts, and other healthcare commissioners, rather than individual consumers. The company's marketing strategy would have supported this by highlighting its capabilities in delivering efficient and effective healthcare services, often tailored to specific NHS requirements such as reducing elective care waiting lists. For instance, the insourcing services offered by Totally aimed to create additional capacity within existing trust facilities, a clear value proposition for potential clients. The company's Growth Strategy of Totally was largely built upon these direct contractual relationships, which formed the bedrock of its revenue generation and market presence. Recent contract wins, such as the £26 million deal for out-of-hours GP services and the £4 million agreement for 111 and 999 services, underscore the success of this sales and marketing approach.
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What Marketing Tactics Does Totally Use?
The sales and marketing strategy of the company was primarily designed for a business-to-business (B2B) environment, targeting entities like healthcare commissioners, NHS trusts, and corporate clients. The core objective was to build brand awareness, generate qualified leads, and secure long-term service contracts by showcasing expertise, efficiency, and value within the healthcare sector.
Content Marketing
The company utilized its corporate website as a central hub for content marketing. This included detailed service offerings, success stories through case studies, and explanations of their strategic pillars to inform and engage potential clients.
Relationship Building
A key marketing tactic involved strengthening relationships with existing customers. This was achieved by expanding patient care pathways and introducing new solutions, fostering loyalty and identifying opportunities for growth within established partnerships.
Industry Engagement
While traditional advertising was limited, the company actively participated in healthcare conferences and industry events. Direct outreach to key decision-makers was also a crucial element of their engagement strategy to foster direct connections and discussions.
Data-Driven Insights
The company leveraged data-driven marketing, using business intelligence to provide rapid and accurate feedback on services. This approach aimed to demonstrate tangible results and value to commissioners, reinforcing their performance claims.
Performance Metrics
Highlighting strong performance metrics was central to their marketing. For example, they reported that 93% of patients were transferred or discharged within four hours in Urgent Treatment Centres, and they consistently ranked among the top three NHS 111 providers nationally.
Innovation and Value
The company focused on piloting new care models and technologies to enhance efficiency and accuracy. This strategy aimed to increase value for money and performance potential, with an interest in exploring Artificial Intelligence (AI) applications in healthcare.
The overall marketing mix evolved to emphasize operational excellence and cost-effectiveness, directly addressing the needs of their primary clients, the NHS and other healthcare providers. This strategic focus on demonstrating proven results and innovative solutions was key to their B2B sales approach and customer acquisition efforts.
Key Marketing Elements
The company's marketing strategy was deeply rooted in demonstrating value and operational superiority to healthcare commissioners and trusts. Their approach focused on building trust through proven performance and innovative solutions.
- Aggressively marketing new models of care to commissioners.
- Strengthening relationships with existing customers through expanded services.
- Utilizing business intelligence for rapid feedback and tangible results.
- Highlighting key performance indicators such as patient transfer times and national rankings.
- Exploring and piloting new technologies, including AI, to enhance healthcare delivery.
- Focusing on operational excellence and cost-effectiveness as core selling points.
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How Is Totally Positioned in the Market?
The company established its brand positioning as a 'trusted partner of choice' within the healthcare sector. This was achieved by highlighting a strong commitment to quality, safety, and efficiency in delivering frontline healthcare services, aiming to improve the health and wellbeing of individuals across the UK and Ireland.
Core Message: Improving Health and Wellbeing
The central message focused on enhancing health and wellbeing by providing efficient, responsive healthcare services. This approach aimed to reduce reliance on traditional healthcare systems and ensure access to high-quality care for all.
Visual Identity and Tone
A professional, reliable, and patient-focused visual identity and tone of voice were employed. This reinforced the company's role in supporting the NHS and other healthcare providers effectively.
Addressing Healthcare Challenges
The company appealed to healthcare commissioners and corporate clients by demonstrating its capacity to address significant healthcare challenges. This included managing increased demand and reducing lengthy waiting lists, such as the 7.6 million waiting list figure in England as of August 2024.
Value Proposition: Operational Excellence
Its value proposition was built on operational excellence, innovation, and the ability to deliver cost-effective solutions. This underpinned its reputation for accessible, quality services.
The company consistently aimed for 'Good' Care Quality Commission (CQC) ratings across all its registered services, a standard it successfully maintained. This commitment to quality was further evidenced by positive patient feedback. The brand maintained consistency across its service lines and customer touchpoints, adapting its offerings to evolving consumer sentiments and competitive landscapes, including shifts in the NHS England's healthcare strategy. This adaptive approach is a key element of the Totally Company sales strategy and its broader business strategy.
Commitment to Quality
The company's brand positioning emphasized a dedication to high standards in healthcare delivery. This commitment was reflected in its operational practices and service outcomes.
Patient-Centric Approach
A patient-focused approach was integral to its brand identity. This ensured that services were delivered with responsiveness and a consideration for individual wellbeing.
Addressing Systemic Issues
The brand was positioned to tackle major healthcare system challenges, such as long waiting lists. This demonstrated its value to commissioners and the wider healthcare ecosystem.
Reputation for Excellence
Maintaining a strong reputation for accessible, quality services was paramount. This was supported by consistent CQC ratings and positive patient feedback, contributing to the Totally Company customer acquisition efforts.
Adaptability and Consistency
Brand consistency was maintained across all touchpoints, while also adapting to market changes. This strategic flexibility is a key aspect of the Totally Company marketing strategy.
Supporting the NHS
The company's positioning underscored its supportive role for the NHS and other healthcare providers. This collaborative stance was central to its brand identity and how does Totally Company approach sales and marketing.
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What Are Totally’s Most Notable Campaigns?
The sales and marketing strategy of Totally Company is largely defined by its successful execution of key campaigns focused on securing and extending vital healthcare contracts. These initiatives directly translate into revenue and market presence, showcasing the company's ability to meet critical healthcare demands.
NHS 111 National Contingency Support Contract Extension
In January 2024, a significant contract extension was announced for NHS 111 National Contingency Support. This £13 million per annum agreement ensured Totally's subsidiary, Vocare, continued its essential role until February 2025.
Elective Care Waiting List Reduction Initiative
During 2024, the company significantly reduced gynaecology waiting lists at a North of England trust from ninety weeks to just nine weeks. This was achieved by running extensive outpatient clinics during weekends and bank holidays.
New Insourcing Contract and Urgent Care Renewals
A new £5 million insourcing contract was awarded in September 2024, focusing on multiple medical specialties. This was followed by two vital urgent care contract renewals in February 2025, including a £26 million, five-year agreement for out-of-hours GP services.
Corporate Wellbeing Contract Secured
The corporate wellbeing arm, Energy Fitness Professionals, secured a £500,000 contract over three years in September 2024. This deal was for a prestigious new development in London, highlighting diversification efforts.
These strategic wins and contract renewals are central to Totally Company's business strategy, demonstrating its capacity to deliver critical healthcare services and achieve growth. The company's approach to sales and marketing is intrinsically linked to its operational success and its ability to respond to evolving healthcare needs, reflecting its Mission, Vision & Core Values of Totally.
NHS 111 Contingency Support
The extension of the NHS 111 National Contingency Support Contract until February 2025 was a key campaign. Totally answered nearly half a million calls, showcasing operational efficiency.
Elective Care Waiting List Reduction
The company's insourcing services dramatically cut waiting times for gynaecology patients. This initiative highlights their ability to improve patient pathways and operational effectiveness.
Contract Renewals for Urgent Care
Two significant contract renewals in February 2025, totaling £30 million, underscore the company's established relationships and proven service delivery in urgent care provision.
Corporate Wellbeing Expansion
The £500,000 contract for corporate wellbeing services demonstrates a successful diversification strategy. This expansion into new markets highlights the recognized quality of their offerings.
Impact of Contract Endings
The conclusion of the NHS 111 contract in February 2025 led to a revised financial outlook for FY25. This highlights the direct financial impact of specific contract campaigns.
Focus on NHS Service Delivery
Totally Company's key campaigns are centered on delivering essential services to the NHS. This focus on critical healthcare demands forms the core of their business and growth plan.
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- What is Brief History of Totally Company?
- What is Competitive Landscape of Totally Company?
- What is Growth Strategy and Future Prospects of Totally Company?
- How Does Totally Company Work?
- What are Mission Vision & Core Values of Totally Company?
- Who Owns Totally Company?
- What is Customer Demographics and Target Market of Totally Company?
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