What is Sales and Marketing Strategy of Totally Company?

How did Totally plc pivot into a clinical-first healthcare partner?

The 2024–25 shift toward high-margin elective care and clinical insourcing repositioned Totally plc from a wellness platform to a B2G clinical operator, tackling the NHS elective surgery backlog of 7.6 million procedures entering 2025. The group now manages over 2 million patient consultations annually across the UK and Ireland.

Totally’s sales strategy focuses on long-term NHS commissioning deals and insourcing contracts; marketing targets commissioners and C-suite clinicians with outcome-driven case studies and procurement-focused value propositions. See strategic tools like Totally Porter's Five Forces Analysis for framework alignment.

Totally plc sells primarily through B2G and B2B channels, with core revenues flowing via the 42 Integrated Care Boards (ICBs) in England; public procurement and competitive tenders drive most contracts. By 2025 the company has shifted from short-term emergency deals to multi-year framework agreements, increasing revenue visibility and enabling strategic long-term planning.

Primary public sector channel

Sales are concentrated on NHS commissioners via the 42 ICBs, using procurement frameworks and tenders to secure elective and urgent care contracts.

Shift to multi-year frameworks

By 2025 Totally Company moved to long-term, multi-year framework agreements, improving revenue predictability and reducing reliance on emergency contracts.

Direct B2B sales

The Corporate Wellbeing division, Energy Fitness Professionals, targets large employers with on-site and digital wellness programs to cut absenteeism and diversify revenue.

Digital-first referrals

Proprietary digital platforms integrate with NHS 111 online to create a seamless referral path into Totally’s urgent treatment centres, supporting an omnichannel patient flow.

The business development team focuses on direct engagement with NHS commissioners to align elective and urgent care offerings to local demand and win insourcing contracts.

Channel performance and partnerships

Strategic partnerships with private providers and third-sector organisations enable large-scale insourcing, reducing capital expenditure while capturing elective market share.

• Over 90% of turnover derived from NHS-related contracts as of 2025.
• Multi-year frameworks account for a material share of secured revenue, improving visibility for fiscal planning.
• Digital referrals via NHS 111 integration reduced A&E referrals in trial regions by measurable margins (local pilots reporting reductions up to 15% in avoidable A&E attendances).
• Corporate Wellbeing channels expanded to serve large employers, contributing to non-NHS revenue diversification.

For contextual market positioning and competitor dynamics consult Competitors Landscape of Totally to compare channel strategies and go-to-market approaches relevant to Totally Company sales strategy, customer acquisition and revenue generation.

Complete Totally Strategy Bundle

• 6 Full Frameworks, 1 Company – All Pre-Researched
• Each Framework Fully Sourced with Real Company Data
• Built for Strategy Courses, Case Studies & MBA Programs
• Adapt to Your Assignment – No Starting from Scratch
• 6 Frameworks: SWOT, PESTLE, Porter's, BMC, BCG and 4P's

GET FULL BUNDLE

The Marketing Tactics chapter describes how Totally plc leverages clinical evidence, localized SEO and data-driven digital channels to build trust with NHS decision-makers and drive contract-specific patient volumes while emphasising quality and patient experience.

Evidence-led Content

White papers and case studies highlight reductions in cost-per-patient and clinical safety to influence commissioners and trust executives.

Data-driven Marketing

2025 investment increased analytics spend to quantify savings; dashboards show outcomes and operational throughput in real time.

Targeted Digital Channels

Heavy LinkedIn and healthcare network activity promotes thought leadership to ICB leads and hospital trust decision-makers.

Localized SEO

Local SEO ensures patients find Totally-operated elective clinics, supporting contract volume targets and referral flows.

Event & Relationship Marketing

Presence at NHS ConfedExpo and Health Plus Care plus targeted email campaigns to ICB and trust executives sustain pipeline activity.

Quality-first Messaging

Marketing foregrounds that over 90 percent of services are rated Good or Outstanding by the CQC to reduce perceived contract risk.

Marketing Tactics integrate digital analytics, clinician-facing outreach and patient experience proof points to support the Totally Company sales strategy and customer acquisition targets.

Core Tactical Elements

Key channels and performance indicators used to convert clinical credibility into contracts and referrals.

• Thought leadership: white papers and case studies aimed at commissioners and trust boards.
• Digital performance: localized SEO, LinkedIn engagement, and professional networks drive referral traffic.
• Analytics: patient-experience dashboards provide real-time NPS and satisfaction metrics versus national averages.
• Events & outreach: industry conferences and segmented email campaigns target ICB leads and executive decision-makers.

Performance metrics in 2025: analytics-led campaigns cited reduced cost-per-patient outcomes in tenders, email open rates to ICB lists averaged 28–32 percent, and local SEO efforts increased clinic-specific referrals by 15–22 percent year-on-year, underpinning the Totally Company marketing strategy and revenue generation goals. Read more on company purpose and values here: Mission, Vision & Core Values of Totally

From PESTLE Factors to Full Strategy Bundle

• PESTLE + SWOT + Porter's + BCG + BMC + 4P's in One Bundle
• Every Strategic Angle Covered – Nothing Left to Research
• Pre-filled with Company-Specific Research
• No Missing Sections for Your Case Study
• One Download Covers Your Entire Company Analysis

GET COMPLETE BUNDLE

Totally plc positions itself as the essential partner for UK national healthcare systems, emphasizing reliability, clinical rigor and alignment with NHS values to bridge public demand and capacity.

Core Positioning

Totally markets a Total Healthcare approach covering the full patient journey from 111 triage to post-operative rehab, highlighting continuity and integrated care.

Brand Identity

The visual identity is clean and clinical with a professional palette to evoke institutional trust and stability in the politically sensitive UK private healthcare space.

Value Proposition

Totally emphasizes sustainability and long-term value over short-term profit, positioning as an insourcer that strengthens NHS capacity rather than replacing it.

Reputation Management

By aligning with NHS values and clinical governance, the group maintains a positive reputation during political debate and competitive pressure from international providers.

Brand architecture and endorsement help unify subsidiaries and signal consistent clinical governance and local regulatory expertise.

Subsidiary Endorsement

Subsidiaries display the Part of Totally plc endorsement to communicate a universal standard of governance across About Health and Greenbrook.

Target Audience Focus

Messaging targets commissioners and institutional investors by stressing long-term contracts, predictable capacity and alignment with NHS objectives.

Competitive Differentiation

Branding contrasts with private-equity-backed rivals by foregrounding clinical rigor and local regulatory experience as competitive advantages.

Market Trust Metrics

In 2025 procurement and client-satisfaction surveys, healthcare partners rated continuity of care and governance as top purchase drivers, supporting Totally’s positioning.

Sales & Marketing Linkage

Brand positioning feeds the Totally Company sales strategy by enabling longer-term contracts and higher renewal rates among NHS commissioners.

Evidence-Based Messaging

Communications highlight clinical outcomes, governance frameworks and capacity metrics to support procurement decisions and investor confidence.

Brand Implementation

Practical elements of brand positioning used across channels to drive Totally Company marketing strategy and customer acquisition.

• Consistent corporate identity across sites and digital platforms to reinforce trust with commissioners
• Clinical outcome data and governance credentials used in sales collateral to shorten procurement cycles
• Localised case studies demonstrating capacity relief and pathway continuity for NHS systems
• Endorsement of subsidiaries to signal group-wide quality and regulatory compliance

For deeper insight into revenue drivers and how this brand positioning supports revenue, see Revenue Streams & Business Model of Totally.

Totally Business Model + Strategy Bundle

• Ideal for Essays, Case Studies & Slides
• Get BCG, SWOT, PESTLE, Porter's, 4P's Mix & BMC Together
• Company-Specific Content Already Organized
• One Bundle Replaces Days of Independent Research
• Buy the Bundle Once. Use Across All Your Assignments

GET COMPLETE ANALYSIS

Key Campaigns of Totally Company in 2025 focused on restoring elective throughput and unifying urgent care, directly addressing NHS pain points to secure contract renewals and market leadership.

Backlog Recovery Initiative

The 2025 Backlog Recovery Initiative targeted NHS Trusts with the longest orthopedic and ENT waiting lists through direct executive outreach and webinar series demonstrating a 30% increase in surgical throughput without raising fixed costs.

Commercial Impact

Results included renewal and expansion of multiple elective care contracts and contribution to a stabilized revenue floor of approximately £110,000,000 for the fiscal year, reinforcing the Totally Company sales strategy and revenue generation model.

Integrated Urgent Care Launch

The Integrated Urgent Care launch consolidated 111 and Urgent Treatment Centers under the Right Care, First Time concept, using digital storytelling and clinician endorsements to drive commissioner engagement.

Market Positioning

The campaign secured a dominant position in London and the South East urgent care markets, reflecting Totally Company marketing strategy and strengthening its go to market strategy for urgent care services.

Targeted Outreach

Direct engagement with NHS executives prioritized Trusts with the largest elective backlogs to accelerate contract conversion and customer acquisition.

Evidence-Led Webinars

Webinars presented operational data and case studies showing throughput gains, supporting Totally Company sales strategy and digital marketing tactics.

Clinical Advocacy

Partnerships with clinical leaders validated safety and effectiveness, improving commissioner trust and contract wins.

Digital Storytelling

Content focused on patient pathways and system benefits to support Totally Company content marketing approach and brand positioning in marketing.

Commissioner Engagement

Targeted campaigns increased commissioning discussions, aiding pipeline conversion and strengthening the sales funnel stages.

Financial Outcomes

Renewals and expansions from these campaigns contributed materially to the company’s 2025 revenue stability and long-term contract backlog.

Key Takeaways

Campaigns aligned commercial goals with NHS strategic priorities, enhancing Totally Company customer relationship management strategy and competitive advantage in sales.

• Backlog Recovery: focused elective backlog reduction and throughput improvement
• Integrated Urgent Care: unified urgent services to divert non-emergency care
• Data-driven outreach: used operational metrics to win contracts
• Clinical endorsement: leveraged clinician support to build trust

Further context and historical background are available in the company overview: Brief History of Totally

From Five Forces to Full Company Analysis

• Includes SWOT, PESTLE, BMC, BCG and 4P's
• Pre-Researched with Company-Specific Data
• Best Value for a Complete Analysis
• Ready to Adapt for Your Case Study
• Ready for Essays and Slidesd

GET FULL BUNDLE