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Oryon Imaging case study

Readying for expansion

Oryon is one of London's leading private diagnostic imaging companies. They had ambitious plans to expand their imaging business through investment in new technology and additional clinic locations. 

Highlights

Hired and on-boarded experienced team to make the transformation and deliver campaign objectives.

Recruited specialist brand agency and website team to reimagine the business with fresh purpose and new look.

Built scalable marketing engine to deliver better return on marketing investment year on year

The brief

Position the business for growth

At the end of 2024, the business was facing some challenges.  They lacked strong leadership or direction in Sales and Marketing, had out of date operations, a website that wasn’t fit for purpose, a tired brand and no content. One by one the whole team had left, leaving the business exposed. 

Oryon needed to continue attracting patients and referrers in the short term while simultaneously building the people, processes, and platform required to attract investment and support future expansion plans.  That’s when we met them.

The Programme

Six Pillar Transformation

The objective was to strengthen the foundations for long term growth whilst continuing to deliver day-to-day commercial impact. 

The one-year strategy:

 

  • Hire a new team and build capability
  • Refresh brand identity and proposition 
  • Modernise digital infrastructure
  • Streamline data, CRM and journeys
  • Implement tracking, analytics and attribution reporting
  • Content and audience engagement
Alex kept the team focused on the long-term goal even when they were juggling time-bound campaign demands.
Les Clark
CEO, Founder
Outcome

The right elements are now in place

The next step is rolling out planned campaigns, insourcing activities and expanding the growth team.
Ryan Myers
COO, Oryon Imaging

Investor confidence

They are ready to expand by upgrading imaging technology and adding additional clinic locations, underpinned by a stronger brand, improved customer journeys, better data, clearer performance insight and a scalable marketing infrastructure.  

Minimal disruption

Perhaps most importantly, these changes were delivered while continuing to drive day-to-day commercial activity, run a series of ambitious campaigns and maintain momentum across the business.

The foundations are now in place for a bright future. 

What we delivered

All activities were designed to improve current performance while creating a platform for future scale

Team Transformation

Restructured the marketing function, developed new role profiles and recruited an experienced Head of Marketing to provide long-term capability and leadership.

Brand & Proposition

Led a comprehensive rebrand programme, including agency selection, stakeholder management and implementation, creating a clearer market position and stronger brand platform capable of supporting future growth ambitions.

Digital Infrastructure

Rationalised and simplified a complex digital ecosystem, redesigning website architecture around the needs of key audiences, improving user journeys, navigation, calls-to-action and lead capture.

CRM & Lifecycle Marketing

Introduced automated customer journeys and lifecycle marketing programmes, reducing reliance on ad hoc communications and creating a more scalable approach to lead nurturing.

Analytics & Commercial Visibility

Implemented end-to-end tracking and attribution, including UTM tracking, Google ID tracking and reporting frameworks that enabled enquiries and bookings to be traced back to their original source.

This created far greater visibility of marketing effectiveness and improved commercial decision-making.

Authority-Led Content Strategy

Developed a clinician-led content strategy designed to engage referring practitioners and build trust with prospective patients.

This included educational webinars, thought leadership, events, interviews and supporting content designed to nurture audiences throughout the buyer journey.

We’ve got solid authentic foundations to build on. This stops us following random paths and flip-flopping between ideas
Les Clark
CEO, Founder
Summary

Foundations

  • Rebuilt the marketing team and operating model.
  • Established a new brand identity and positioning platform.
  • Redesigned and built a new website under a single brand
  • Established end-to-end attribution and performance reporting.

Campaign activity

  • Attracted more than 1,000 practitioner registrations through CPD webinar programmes
  • Relaunched the flagship Spinal Symposium, convening over 15 leading spinal experts and 150 paying delegates
  • Created a scalable content engine supporting awareness, engagement and conversion.
We can now see ROI on our advertising spend in a way that was purely guesswork before.
Les Clark
CEO, founder
We've got renewed engagement from referring clinicians through high quality, educational content that builds Oryon's credibility.
Jessica Weir
Head of Marketing
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