From static to fluid movement: repositioning an osteopathy business so that they perform at their best.

Challenge

Doug Plunkett and Daryl Logan had been working alongside each other for five years as 1LifeHealth. The local market for osteopathy and sports massage was intensely competitive and revenue had reached a standstill. With different skill sets, it was difficult to express a coherent vision for their business, one that would help them attract new clients, while scaling the business sustainably for the future. At the same time, they wanted to shift the balance of their work away from personal training towards a more full-service assessment and dynamic treatment approach with clients in the clinic.

Approach

The first mission was to understand my clients’ compatibility when it came to their skills, personalities, hopes and dreams. Through guided discussion, we identified a robust and shared philosophy, which we built on to develop an overall vision that could shape how they could deliver their services.

Plan

We mapped out a distinctive proposition, a much clearer target client, and also the skills and operational development needed to implement it. We then looked at the company’s name and identity to create a strong and differentiated way of visually expressing the new idea. Moveology was born, along with the brand summary “improvement through movement”, and promoted through a targeted series of events and communications.

Results

Moveology launched and success quickly followed. My clients felt confident to open a second clinic, and customer acquisition has now increased to a level where bookings are regularly at capacity across the two sites. Their proposition has been so well received and understood, that they are taking it out in the form of training packages for new audiences, which gives them a scalable business for the future. In terms of fulfilling their personal ambitions, workload has shifted from around 50% in the clinic to 90%, which enables them to work on the development of their clinical skills. Working days are happier with a strong sense of personal and business direction and progression.

Feedback

“Working with Deborah has literally transformed our business. She has worked with us to reshape our skills and service in a way that really stands out from our competitors. This has given us the confidence to relaunch the business and we’re now going from strength to strength.” Doug

“Deborah was able to consolidate our knowledge and experience in a way that made sense to our customers. This has enabled us to expand the company, and feel confident communicating the brand to a new audience.” Daryl