Clinovia

Background

Established in 1975 as Unicare Medical Services, and now renamed Bupa Home Healthcare, Clinovia pioneered home healthcare services in the UK by providing high quality home healthcare to thousands of patients with acute and chronic illnesses. With 450 employees operating from sites in Harlow, Manchester, Derby and Glasgow, it is the UK’s leading home healthcare provider.

The Business Need

In 2005 Clinovia conducted a brand and market awareness study using Acuigen. The feedback led to some significant strategic and operational decisions being made in the business, including the launch of a sponsored journal, The British Journal of Home Healthcare, as a major market development and promotional vehicle.

When the company was acquired by the BUPA Group in December 2006, it was decided that a further study amongst a different target audience would provide insights into market awareness, highlight any competitive pressures, help to strengthen the Clinovia brand and assess the value and impact of the Journal.

The Solution

Clinovia commissioned Acuigen to survey potential customers in Primary Care Organisations and NHS Hospital Trusts. Luke Rudman, Marketing Manager for Clinovia, explained:

"The sample included commissioning and finance managers, pharmacists and nurses from multiple disciplines including haematology, gastroenterology and rheumatology. A total of 192 anonymous telephone interviews were completed and Acuigen made the results available to us online via a secure website. It was extremely pleasing that a substantial percentage of respondents feel we provide a cost-effective, reliable and high quality service and regard that as a key differentiator for us in our market. It also helped identify circulation challenges facing The British Journal of Home Healthcare."

The Benefits

Kathryn Beresford, Marketing Support Manager at Clinovia, who worked with Acuigen on both studies, is very appreciative of their service:

"Acuigen demonstrated an impressive level of understanding of our business and were a pleasure to work with throughout. Their fees are competitive for a very professional service and we particularly valued their unique online reporting and analysis tools which enabled us to drill-down into the research feedback. I have no doubt that we will continue to see further benefits from the survey over the coming months and we would definitely use Acuigen again for any follow-up study."

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