Andrew Lennox CEO and NED
Delivering private healthcare services within a community setting always presents challenges; on one hand, you want to provide a service that will meet the needs of your served population but on the other hand you are constrained by not having the support of an acute hospital on the site. Working with the Apple Orchard team it was clear from the earliest discussions that they recognised both the clinical needs and the clinical limitations and sought to help us develop services that provided value without compromising on risk factors.
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Apple Orchard Marketing have now worked with us on two product/service streams and have brought a great deal of value and clarity to our processes.
The first project centred on cardiac assessment. From an initial brief, Apple Orchard Marketing quickly established excellent relationships with key advisors and clinicians – greatly impressing them with the speed with which they learnt the nuances of the sub-speciality and the technical limitations of community settings – and went on to facilitate the pathway designs, financial reviews, marketing design work, and final product/service presentation. Apple Orchard Marketing provided an end to end managed project above what we could have achieved using in-house resource.
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The second project was a pure B2C Direct to Diagnostic marketing campaign designed to target the orthopaedic self pay market to support patients to be able to access imaging without having to go through the traditional route of GP > specialist > MRI. Apple Orchard Marketing looked at this challenge not just from a marketing campaign perspective, but also from the point of view of patient journey.
Whilst the outward facing campaign included a comprehensive sequence of Blogs, paid-for and ad-hoc social media posting, local advertising, and clinical articles, Apple Orchard Marketing recognised that unless you can convert interest into action then it was just noise. Apple Orchard Marketing went further to ensure that taking that next step and booking an MRI was simple and intuitive for the patient. With the support of Apple Orchard Marketing we undertook the redevelopment of our websites to provide a direct booking system that linked forms to our MRI schedule to enable patients to select appropriate slots for their MRI whilst ensuring that all bookings provided the required minimum data sets and screened for clinical contra-indicators. The project was a real tour de force in recognising the consumer needs and ensuring our processes met those step by step.
I would highly recommend the support of Apple Orchard Marketing
Raising awareness of new products
Andy Sutcliffe-Senior Marketing Director EMEA
I have had the fortune to work with Elizabeth in my career at 3 different orthopaedic companies, all in marketing roles.
The first instance, a company with an established hip and knee replacement business but new to the trauma sector. Elizabeth joined as a trauma sales representative but quickly stepped up to be the marketing manager. She immediately identified the issue with the company not being recognized for trauma products.
By talking to current joint replacement customers and potential new trauma customers she was able to understand the issues and create a marketing campaign to increase awareness of the products we offered in this sector. This campaign was made up of activities such as a direct mailing campaign and advertisement in the trauma journals. Alongside the external communications she had clear communication with the joint replacement team to get them on board with the company strategy and the planned activities.
This campaign led to additional new accounts, switching wholesale for their trauma products and additional leads that required an increase in headcount in the trauma sales team.
In future collaborations Elizabeth managed marketing in increasingly senior positions in multiple geographies. Elizabeth is an exceptional marketing talent and has a unique ability to align a focussed marketing strategy to support commercial objectives ensuring sales performance and success.
Building a brand
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Roy Johnson-Chairman and CEO
Elizabeth joined me in a start up organization as the 9th employee and the first in any marketing capacity. She quickly got to grips with the technology and was able to pull together clear branding and messaging for the company as well as product we were developing. Just 6 weeks after her joining we exhibited at our first radiology conference, and I can say the outward facing company presentation she delivered far outweighed that of a company of our size, with a clear and simple explanation of a new company with a disruptive technology.
She continued to develop relationships with key personnel in radiology to be able to bring the customers perspective to the product development. She also developed some interesting digital campaigns alongside coverage with the BBC and Guardian newspaper. All these ensured we were part of the discussion on how to improve early cancer detection at a very early stage.
I would recommend Elizabeth to anyone looking to develop branding and would suggest engaging in this activity at an early stage.