Leading home eyecare and hearing service company, Outside Clinic, has established a strong patient roster among the over 65s, many of whom find it difficult to visit their local healthcare provider. With more patients preferring the comfort and convenience of seeing an optometrist or audiologist in their own home, particularly in the last year, their customer base has grown significantly.
Outside Clinic has chosen Tapestry as their customer insight and marketing strategy partner to develop a patient recruitment and retention strategy aimed at doubling the size of the business over three years. Using their vast experience of interpreting data into insight, the Tapestry team will help Outside Clinic develop a multi-channel marketing plan, alongside a test-and-learn programme to support the plan, and measure the outcomes.
Tapestry will manage and refine the brand’s already-successful mailing campaigns and use insight from their customer data to guide recommendations on which other channels to test, both offline and online. Incrementality testing will be key to evaluating channel performance. Results will feed into an attribution model to shape and develop Outside Clinic’s overall marketing activities over time.
A bespoke growth forecast model will combine test learnings, patient segmentation and investment decisions to allow the business to forecast revenue and performance based on the shape of its patient database.
Richard Gibson, Managing Director at Outside Clinic, said: “With a reputation for helping clients set clear marketing objectives based on customer insight, as well as providing experience-based, practical recommendations, we know we’re in safe hands with Tapestry. We’re excited to get to work on testing our marketing tactics and forecasting for growth.”
Robert Colquhoun, Co-founder and CEO at Tapestry, said: “We are proud to be helping such a worthy organisation develop their patient data insight as they continue to serve the home healthcare sector, which has experienced rapid growth in recent years as customer preferences have changed. We look forward to helping Outside Clinic expand their reach to include these new demographics.”
About Outside Clinic
Acquired by Optimism Health Group in 2020, Outside Clinic has been looking after customers’ sight and hearing in the comfort of their own homes for over 30 years. Today, Outside Clinic has a team of over 300 dedicated health care professionals and support staff, undertaking more than 100,000 eye and hearing tests annually. With the aim of ensuring everyone has equal access to the same eye and ear healthcare services, Outside Clinic uses the latest portable equipment to deliver a service comparable to that found on the high street, at home.