Totally Bundle
Who are Totally plc's customers?
Understanding customer demographics and target markets is paramount for any business aiming for sustained success, particularly within the dynamic healthcare sector. For Totally plc, a provider of healthcare services across the UK and Ireland, this understanding was crucial in navigating a landscape defined by significant NHS pressures and evolving patient needs.
The strategic review leading to the company's administration in June 2025 underscored the critical importance of a precise market focus. While Totally plc consistently secured and renewed significant contracts, demonstrating its ability to meet specific demands within the NHS and private sectors, financial challenges persisted. For instance, the company reported a revenue of £106.68 million for the full year ended March 31, 2024, a decrease from £135.7 million in the prior year, alongside a net loss of £3.13 million.
What is Customer Demographics and Target Market of Totally plc?
Totally plc's primary customer segments included the National Health Service (NHS) and private healthcare providers. The company's services, such as urgent care, elective care, and corporate wellbeing, were designed to address specific needs within these markets. For example, its urgent care services aimed to alleviate pressure on A&E departments, catering to patients requiring immediate, non-life-threatening medical attention. The elective care division focused on providing surgical and diagnostic services, targeting patients on waiting lists and those seeking private treatment. A Totally PESTEL Analysis would further illuminate the external factors influencing these customer segments and the company's operational environment.
Who Are Totally’s Main Customers?
The primary customer segments for the company were business-to-business (B2B) entities within the UK and Ireland's healthcare sector. The National Health Service (NHS) and its various commissioning bodies formed the largest portion of its clientele, contracting for a range of healthcare services.
NHS and Commissioning Bodies
The company's core B2B customers included the NHS, Integrated Care Boards (ICBs), and NHS Trusts. These organizations procured services for urgent care, elective care, and specialist healthcare solutions.
Corporate Wellbeing Services
Beyond public healthcare, the company also served corporate clients through its subsidiary focused on corporate wellbeing services. This segment catered to businesses looking to enhance employee health and fitness.
Patient Population as Indirect Beneficiaries
While the direct customers were organizations, the ultimate beneficiaries were the diverse patient populations across the UK and Ireland. Demand for services was driven by demographic pressures on the NHS, such as extensive waiting lists.
Market Dynamics and Contractual Shifts
The company's target segments evolved due to the NHS's changing needs and competitive tendering processes. For instance, contract terminations and new awards, like securing £7.5 million in new contracts by November 2024, illustrate these shifts.
Understanding Totally Company's Customer Base
The customer demographics for the company were predominantly public healthcare providers in the UK and Ireland, with the NHS being the largest client. The company's ability to secure contracts, such as £8 million in elective care contracts in July 2024, highlights its role in addressing healthcare demands.
- Primary customers: NHS, ICBs, NHS Trusts.
- Services provided: Urgent care, elective care, specialist solutions.
- Indirect beneficiaries: General patient population.
- Market influence: NHS waiting lists, demographic pressures.
- Recent contract activity: £7.5 million in new contracts and £19 million in renewals by November 2024.
The company's target market analysis reveals a strong reliance on public sector healthcare contracts, reflecting the broader Revenue Streams & Business Model of Totally. The demographic profile of the company's users is intrinsically linked to the patient population served by the NHS, which faced significant pressures, with one in five people in England on waiting lists during FY2024. This context shapes the company's customer segmentation strategy and the demand for its services.
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What Do Totally’s Customers Want?
The primary needs and preferences of Totally plc's customers, predominantly NHS commissioning bodies, revolve around addressing systemic healthcare pressures, improving patient access, and ensuring high-quality, efficient service delivery. A key driver is the imperative to reduce extensive NHS waiting lists, a challenge amplified by the additional £25.7 billion allocated to the NHS for 2024 and 2025, with a portion dedicated to increasing elective appointments by 40,000 weekly.
Reducing Waiting Lists
Totally plc's elective care insourcing and outsourcing services directly address the urgent need to treat patients experiencing long waits for procedures, facilitating timely access to care.
Capacity and Expertise
The company's value proposition centers on providing essential capacity and specialized expertise to support the NHS in enhancing patient access and maintaining high standards of care.
Proven Reliability
Purchasing decisions are influenced by a proven track record and quality assurance, as evidenced by consistent 'Good' ratings from the Care Quality Commission across registered services.
Contractual Stability
The extension of the NHS 111 contract, valued at approximately £13 million annually until February 2025, underscores the demand for national contingency support and Totally's established reliability.
Timely Patient Access
For end-patients, the primary practical drivers for utilizing these services include gaining timely access to consultations and treatments, particularly for urgent care needs.
Corporate Wellbeing Focus
In the corporate wellbeing sector, preferences lean towards comprehensive fitness and mental health facilities, alongside curated wellness events, as seen with Energy Fitness Professionals' new contract.
Market trends, such as the resurgence of respiratory illnesses and increased demand for urgent treatment centers, continuously shape the company's operational strategies to effectively support the NHS. Understanding these customer demographics for Totally Company is crucial for aligning services with evolving healthcare demands. The company's ability to offer flexible and responsive solutions, coupled with its commitment to quality, defines its target market for Totally Company.
Key Customer Preferences
The customer profile for Totally Company is characterized by a strong emphasis on efficiency, quality, and responsiveness in healthcare service provision.
- Alleviating systemic pressures within the NHS.
- Enhancing patient access to timely consultations and treatments.
- Ensuring high-quality and efficient healthcare delivery.
- Seeking proven track records and reliable service providers.
- Valuing flexible and responsive solutions to meet fluctuating demands.
- Prioritizing comprehensive wellbeing programs in corporate settings.
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Where does Totally operate?
The company's geographical market presence was primarily concentrated within the United Kingdom and Ireland. Its operations served a wide array of healthcare commissioners and providers across these regions.
UK Market Focus
Within the UK, the company established a significant operational footprint. Key strengths were particularly evident in regions where major contracts were secured and renewed, especially for urgent care services.
Regional Strengths in Urgent Care
Subsidiaries like Vocare and Greenbrook Healthcare demonstrated a strong heritage in areas such as the North East of England and Yorkshire. These regions benefited from services including GP out-of-hours and clinical assessment.
Elective Care Expansion
Elective care services, provided by Pioneer Healthcare, About Health, and Premier Physical Healthcare, saw expansion across the North of England. New insourcing contracts valued at approximately £5 million were set to be delivered by March 2025.
Presence in Other UK Regions
The company also operated in other English regions, including the South East and North West, as well as Staffordshire, London, and Hertfordshire. These areas featured various urgent care centers and physiotherapy services.
The company's geographic distribution of sales was largely influenced by the awarding of NHS contracts and the specific capacity demands within different Integrated Care Board areas. This indicates a market presence directly tied to public healthcare commissioning. Understanding the Mission, Vision & Core Values of Totally can provide context to their strategic market approach.
Irish Market Entry
In Ireland, a £1 million insourcing contract was secured in August 2024. This contract was for ophthalmology outpatient clinics on behalf of Saolta Group of Hospitals, targeting University Hospital Galway and Sligo University Hospital.
Localized Service Offerings
Differences in local healthcare needs, patient demographics, and commissioning priorities across various regions necessitated tailored service offerings and partnerships. This highlights a strategy of adapting to specific market conditions.
Strategic Market Adjustments
While aiming for national coverage, strategic withdrawals also occurred. An example is the termination of urgent care center contracts in North West London in September 2023, attributed to performance and staffing concerns.
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How Does Totally Win & Keep Customers?
Customer acquisition and retention for the company were primarily driven by securing and extending contracts with NHS commissioning bodies and private healthcare providers. This involved competitive tendering, showcasing clinical effectiveness, and cultivating enduring relationships.
Contractual Acquisition and Renewal
The company focused on winning new contracts and renewing existing ones by demonstrating its value in supporting the NHS with demand management and reducing waiting lists.
Demonstrating Clinical Excellence
Maintaining high-quality service delivery, evidenced by all Care Quality Commission (CQC) registered services consistently achieving 'Good' ratings, was a key retention strategy in the regulated healthcare market.
Securing NHS 111 Contingency Support
A significant contract extension for NHS 111 national contingency support, valued at approximately £13 million per annum until February 2025, was secured in January 2024.
Elective and Urgent Care Contracts
In July 2024, the company secured £11 million in contract extensions for elective and urgent care services, followed by £6.1 million in new and extended contracts in September 2024.
The company's corporate wellbeing division, Energy Fitness Professionals, acquired contracts for comprehensive fitness and wellbeing facilities, including a new £500,000 contract in London. Despite these successes, financial challenges, including the loss of an NHS 111 contract and reduced profit margins, led to administration in June 2025. This highlights the competitive pressures and financial sensitivities within the UK healthcare services sector, as detailed in the Marketing Strategy of Totally.
Contract Wins in Late 2024
By November 2024, the company announced six new contracts valued at approximately £7.5 million and the renewal of 14 contracts totaling approximately £19 million.
Corporate Wellbeing Contract
A £500,000 contract was secured for comprehensive fitness and wellbeing facilities in London for its corporate wellbeing arm.
Key Retention Factor
Consistent 'Good' ratings across all CQC registered services were crucial for retaining contracts in the highly regulated healthcare market.
Financial Difficulties
The company faced financial difficulties leading to administration in June 2025, partly due to contract losses and reduced profit from ongoing agreements.
Market Sensitivity
The outcome underscored the intense competitive pressures and financial sensitivities inherent in the UK healthcare services market.
Subsidiary Sale
Following administration, the company's subsidiaries were sold to PHL Group.
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