Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

UK employers with 500+ staff in manufacturing or manual-work settings seeking fast MSK care to cut absence, speed return to work, and improve productivity.

Audience Type

B2B
Large manufacturers
Warehousing and logistics employers
Construction and engineering employers
Food production and processing firms
Facilities, utilities, and industrial services employers

Industries (if B2B)

Manufacturing
Warehousing and distribution
Logistics and transport
Construction
Engineering and industrial services
Food and beverage production
Utilities and facilities management

Needs – Primary Buying Considerations

Reduce musculoskeletal sickness absence
Speed safe return to work after injury
Prevent absence through early intervention
Improve workforce productivity and uptime
Provide quick access to expert physiotherapy
Need occupational health and ergonomics expertise
Want measurable ROI and lower absence costs
Prefer easy rollout via pilot on-site physiotherapy
Value employee wellbeing and retention benefits

Demographics

Age Range: 30-60
Gender: Mixed, often male-skewed in operations roles
Geography: United Kingdom, especially industrial regions
Income Level: Mid to senior corporate salary bands
Profession: HR leaders, OH managers, HSE managers, ops leaders
Business Size: 500+ employees

Psychographics

Lifestyle: Time-poor leaders managing labor-intensive teams and site performance
What they value: Safety, uptime, compliance, staff wellbeing, ROI, practicality
Pain Points: High MSK absence, delayed treatment, agency costs, low morale, lost output
Buying Behavior: Consultative B2B purchase with calls, meetings, pilot, and ROI review
Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
Primary Decision Maker: HR Director, Occupational Health Manager, Operations Director
Secondary Decision Influencers: HSE leads, site managers, finance, procurement
Support Roles: HR advisors, wellbeing leads, line managers, admin coordinators

Secondary Target Market (only if applicable)

Mid-sized UK employers with 250-499 staff in physical-work sectors open to pilot on-site physiotherapy.
Similar needs: lower MSK absence, faster recovery, better employee care, and clearer absence-cost control.

2. My Message to My Target Audience

Refined Elevator Pitch

Hampshire Physioworks helps large UK employers cut MSK absence fast through expert occupational physio, so teams stay healthy and businesses keep moving.

Understanding Their Pain Points

High MSK absence is draining productivity and profit
Injured staff wait too long for specialist support
Managers struggle to prevent avoidable absence
Physical roles increase strain, pain, and repeat injury risk
Employees feel unheard, unsupported, or rushed back too soon

Transformation

Faster recovery and safer returns to work
Fewer absence days and less disruption on site
Better support before pain turns into time off
Employees feel cared for, valued, and listened to
Businesses gain a healthier workforce and stronger margins

Unique Selling Proposition (USP)

Combines occupational health, ergonomics, and MSK physio expertise
Built for demanding manufacturing and heavy-work settings
Focuses on recovery, prevention, and return-to-work outcomes
On-site pilot trial makes it easy to test with low risk
Practical support that helps both employees and the bottom line

Brand Values & One-Liners

Transform your health, transform your business
Expert care for hard-working teams
Faster support. Better recovery. Less absence.
When employees feel valued, businesses perform better
Keep your people moving and your business strong

Tone

Clear, caring, expert, and practical. Customers should feel confident, supported, and sure they are in safe hands.

Hero Text Idea

Flag Text: UK Manufacturing Employers
Main Headline: Reduce musculoskeletal absence with expert occupational physiotherapy.
Sub Headline: Help injured employees recover faster and return safely to work. Prevent avoidable absence with specialist support built for physical teams.
CTA: Book a discovery call

3. The Media I Will Use to Reach my Target Market

Website

Build on WordPress with Elementor for low cost, B2B flexibility, and SEO control
Use desktop-first design; B2B buyers research at work on desktop, then mobile follow-up
Add pages for Manufacturing, Logistics, Construction, Food Production, Utilities
Headline: Reduce MSK absence with expert occupational physiotherapy
CTA above fold: Book a discovery call
Add pilot page: On-site physiotherapy pilot for 500+ employee sites
Add ROI page with absence-cost calculator and return-to-work outcomes
Add case study page structure before testimonials are available
Add trust signals: HCPC, CSP, occupational health and ergonomics credentials
Add downloadable PDF: MSK absence reduction pilot overview
Track events: form submits, call clicks, PDF downloads, calendar bookings
Add Microsoft Clarity and GA4 for session and conversion tracking
Use HubSpot free CRM and forms to capture and nurture leads

Social Media

Focus on LinkedIn first; key buyers are HR, OH, HSE, and ops leaders
Create founder-led profile content plus a company page
Post 3 times weekly from founder profile
Post 2 times weekly from company page
Share short posts on MSK absence costs in manufacturing
Publish carousel posts on return-to-work best practices
Post site-safe ergonomic tips for manual handling teams
Share pilot offer posts monthly with clear CTA
Repurpose posts into LinkedIn articles 2 times monthly
Engage with target company posts 15 minutes daily

Paid Advertising

Prioritise LinkedIn Ads once budget increases beyond current range
Run Message Ads to HR Directors and OH Managers at 500+ staff firms
Test Sponsored Content promoting pilot trial and ROI guide
Use Google Search Ads only for high-intent terms in local regions
Target keywords: occupational health physiotherapy employer
Target keywords: workplace physiotherapy services uk
Target keywords: onsite physiotherapy for employees
Build remarketing audiences in GA4 for future ad use
With current budget, boost only best LinkedIn posts selectively

SEO and Content

Target keywords around employer-led occupational physio intent
Create service page for occupational physiotherapy for employers
Create page for on-site physiotherapy pilot UK
Create page for reducing MSK absence in manufacturing
Create page for return-to-work physiotherapy support
Write monthly article: hidden cost of MSK absence in manufacturing
Write monthly article: when to refer employees to physio early
Write monthly article: ergonomics fixes for warehouse injury prevention
Write monthly article: building an MSK prevention pathway for sites
Add industry pages for manufacturing, logistics, construction, food plants
Add FAQs using buyer language from HR and OH teams

Content Recommendations

One-page guide: 5 ways to cut MSK absence in physical workforces
Checklist: signs an employee needs early MSK intervention
ROI explainer: agency cost vs early physio support
Case example: pilot pathway from injury to safe return
Infographic: top causes of MSK absence in manual roles
Video: what an on-site physio pilot looks like on site
Slide deck: business case for employer-funded physiotherapy
Email mini-series: reduce absence in 30 days with early support

Podcasts

Pitch to Health and Safety Matters Podcast on MSK absence prevention
Pitch to Safety & Health Podcast UK topics via SHP editorial network
Pitch to CIPD podcast on employee wellbeing and absence management
Pitch to Make UK channels on workforce health in manufacturing
Pitch to HR Grapevine podcast on return-to-work support
Start a short monthly LinkedIn Live, not a full podcast yet
LinkedIn Live topic: How manufacturers can cut MSK absence fast

Directories

Create and optimise Google Business Profile for Hampshire and nearby regions
Join CSP Find a Physiotherapist directory if employer services fit listing rules
Join HCPC register and link it prominently on site
List in Make UK supplier opportunities where available
Create company page on LinkedIn Services marketplace
List in Yell and Thomson Local for branded search coverage
Join local Chamber of Commerce member directory
Join Federation of Small Businesses only if targeting mid-market too

Publications

Pitch articles to SHP Online on manual-work MSK prevention
Pitch articles to HR Grapevine on absence reduction strategy
Pitch articles to Personnel Today on return-to-work pathways
Pitch articles to Health and Safety Matters
Pitch articles to Occupational Health & Wellbeing magazine
Pitch articles to The Manufacturer on workforce uptime and injury recovery
Pitch articles to Logistics Manager on warehouse MSK prevention
Pitch articles to Food Manufacture on production workforce wellbeing

Partnerships & Outreach

Partner with occupational health providers lacking in-house physio capacity
Partner with health and safety consultancies serving manufacturers
Partner with ergonomics assessors and manual handling trainers
Partner with employee benefits brokers selling wellbeing services
Partner with EAP providers for physical-health referral pathways
Build referral ties with private GPs and workplace health clinics
Offer lunch-and-learn sessions for HR and HSE teams
Approach local manufacturing groups through Chambers and business parks
Co-host webinars with HR consultants focused on absence management

Offline and Local Media

Attend Health and Wellbeing at Work event in Birmingham
Attend Safety, Health and Wellbeing Live regional events
Attend MAKE UK manufacturing and regional networking events
Attend CIPD regional branch events across South and Midlands
Speak at local Chamber breakfast on reducing MSK absence
Run on-site pilot workshops for target employers near Hampshire
Print a concise leave-behind brochure for meetings and site visits
Use branded pull-up banner for expos and site presentations

Online Events

Run quarterly webinar: Reducing MSK absence in manufacturing teams
Run webinar with ergonomics partner on preventing repeat injury
Offer 20-minute virtual briefings for HR and OH leaders
Gate webinar replay behind email form for lead capture
Use LinkedIn Events to invite target accounts and partners

Online Networking

Join CIPD community discussions on absence and wellbeing topics
Engage in IOSH community forums on workplace MSK risks
Follow and engage in LinkedIn groups for HR Directors UK
Follow and engage in LinkedIn groups for Occupational Health professionals
Follow and engage in LinkedIn groups for UK manufacturing leaders
Monitor relevant Reddit threads for language insights, not direct selling

Cold Outreach

Target HR Directors at manufacturers with 500+ UK staff
Target Occupational Health Managers in warehousing and logistics groups
Target HSE Managers in construction and industrial services firms
Target Operations Directors where absence hits output directly
Build 50-account target list in Hampshire, Midlands, North West, Yorkshire
Send 4-email sequence focused on absence cost and pilot offer
Email 1: highlight MSK absence problem in physical workforces
Email 2: share pilot model and low-risk on-site trial
Email 3: share ROI logic and return-to-work outcomes
Email 4: invite to 20-minute discovery call
Connect on LinkedIn after first email with soft, non-sales note
Follow up by phone 3 to 5 days after email 2
Personalise by sector: manufacturing, logistics, food production, utilities

During (Lead)

1. My Lead Capture System

Lead Magnet

ROI calculator: cost of MSK absence for 500+ employee sites
Best for HR, OH, Ops leaders needing finance-ready justification
PDF guide: 5 ways to cut MSK absence in physical workforces
Best for top-of-funnel LinkedIn, email outreach, and webinars
Checklist: early signs an employee needs MSK intervention
Best for line managers, HR advisors, and OH coordinators
Pilot overview PDF: what an on-site physio trial includes
Best for decision-stage buyers comparing rollout options
Webinar replay: reducing MSK absence in manufacturing teams
Gate replay with work email, company, headcount, sector

Tripwire Offer

Free 20-min Absence Reduction Discovery Call
Focus on absence drivers, current pathway, and pilot fit
Free site MSK pathway review for one location
Deliver 3 quick-win recommendations and pilot scope
Low-risk on-site pilot proposal with ROI estimate
Use as next step after guide, calculator, or webinar

Welcome Sequence

Email 1: deliver asset and ask primary challenge
Email 2: show hidden cost of delayed MSK support
Email 3: share pilot model and rollout steps
Email 4: explain ROI and return-to-work outcomes
Email 5: invite to 20-min discovery call
Trigger call task if lead visits pilot or ROI page twice
Send within 10 business days, then monthly insight emails

Segmentation

Tag by industry: manufacturing, logistics, construction, food, utilities
Tag by role: HR, OH, HSE, Ops, Finance, Procurement
Tag by company size: 250-499, 500-999, 1000+
Tag by site model: single site or multi-site employer
Tag by lead source: LinkedIn, webinar, cold email, referral, SEO
Tag by intent: downloaded guide, used calculator, booked call
Score higher for 500+ staff, physical workforce, pilot interest

Chatbot and Automation

Use simple site form, not chatbot, for early-stage trust
Primary form fields: name, work email, company, role, headcount
Add fields: sector, sites, key challenge, desired start timeframe
Create separate forms for guide, calculator, webinar, and pilot
Route high-intent forms to same-day email and call follow-up
Auto-create CRM deal when pilot form or call booking is submitted
Add calendar booking on thank-you pages for instant next step
Use HubSpot free CRM for forms, pipelines, tasks, and email logs
Track GA4 events: form submit, PDF download, call click, booking
Add Microsoft Clarity to review drop-off on forms and pages

2. My Lead Nurturing System

Marketing CRM

Start with HubSpot Free CRM for forms, email tracking, lists, and basic automation
Use HubSpot forms on guide, calculator, webinar, and pilot pages
Create properties for sector, role, headcount, sites, lead source, and intent
Score leads higher for 500+ staff, pilot interest, ROI page visits, and repeat site visits
Upgrade to HubSpot Starter when 2-step workflows and nurture branching are needed

Sales CRM

Use HubSpot deal pipeline with stages: New lead, Qualified, Discovery, Proposal, Pilot, Won
Auto-create deals from pilot form submits and booked discovery calls
Assign same-day follow-up tasks for pilot, calculator, and webinar leads
Log calls, emails, meetings, and next steps in one record
Add handoff rule: marketing-qualified after calculator, webinar, or 2 high-intent page visits

Automated Follow-Ups

Post-opt-in sequence for guide, ROI calculator, checklist, webinar replay, and pilot PDF
Email 1 immediately: deliver asset and ask main absence challenge
Email 2 after 2 days: hidden cost of delayed MSK support in physical teams
Email 3 after 4 days: explain on-site pilot model and rollout steps
Email 4 after 7 days: share ROI logic, return-to-work outcomes, and cost offsets
Email 5 after 10 days: invite to a 20-min discovery call or site pathway review
Trigger sales task if pilot or ROI page is viewed twice in 7 days
Trigger follow-up if form started but not submitted within 24 hours
Reactivation flow at 90 days for unengaged leads with new guide or webinar invite
Meeting no-show email 1 hour after missed call with rebook link and 2 alternate times

Newsletter

Send 2× monthly newsletter to all opted-in employer leads
Segment by role: HR, OH, HSE, Ops, Finance, Procurement
Segment by sector: manufacturing, logistics, construction, food, utilities
Content pillar 1: MSK absence cost and productivity impact
Content pillar 2: early intervention and return-to-work pathways
Content pillar 3: ergonomics and injury prevention tips for physical teams
Content pillar 4: pilot stories, FAQs, and rollout lessons
Include one CTA per issue: book a call, use calculator, or join webinar

Retargeting & Ads

Build LinkedIn matched audiences from site visitors and guide downloaders
Build GA4 audiences for ROI page visitors, webinar viewers, and pilot-page visitors
With low budget, retarget only high-intent visitors on LinkedIn once pixel data grows
Promote ROI calculator, pilot overview PDF, and webinar replay to warm traffic
Use Google remarketing later for branded and return visitors when traffic supports it

Social Media and Content

Post on founder LinkedIn 3× weekly targeting HR, OH, HSE, and ops leaders
Post on company LinkedIn page 2× weekly with proof, education, and pilot CTA
Publish 2 LinkedIn articles monthly from best-performing posts
Share monthly case-style post using anonymised absence and recovery outcomes
Create monthly carousel: early MSK referral signs for physical workforces
Publish monthly short video: what an on-site physio pilot looks like
Use caring, expert, practical tone with clear business outcomes
Reply to comments and engage with target accounts 15 mins daily

Webinars and Events

Run one webinar each quarter on reducing MSK absence in manual-work teams
Alternate topics: ROI case, early intervention, ergonomics, return-to-work process
Gate registration with work email, company, role, headcount, and sector
Send reminder emails 7 days, 1 day, and 1 hour before live event
Send replay same day with CTA to discovery call or site pathway review
Offer 20-min virtual briefings monthly for qualified leads not ready for full meeting

Other Nurture Channels

Use calendar booking on all thank-you pages for instant next step
Use Microsoft Clarity to review form drop-off and improve conversion paths
Use GA4 to track form submits, PDF downloads, call clicks, and bookings
Use a simple website form instead of chatbot for higher trust in B2B buying
Send same-day personalised LinkedIn connection after guide, webinar, or calculator opt-in
Use phone follow-up within 3 to 5 days for calculator and pilot leads

3. Sales Conversion Strategy

Sales Process

Define one buyer path: inquiry, discovery, site scoping, proposal, pilot, rollout
Route all leads to one calendar link with 20 minute discovery call option
Add web form fields: headcount, sites, absence issue, sector, timing, decision maker
Reply to every inquiry within 2 business hours with next-step options
Use a pre-call checklist to qualify workforce size, need, urgency, budget fit
Run discovery call around absence costs, current pathway, delays, and outcomes needed
Book stakeholder meeting before ending first call when fit is strong
Use a site scoping call to confirm volumes, shift patterns, rooms, and referral flow
Send a one-page recap after each meeting with pains, goals, and agreed next steps
Present one clear offer first: 8 to 12 week on-site pilot for one site
Limit proposals to 3 options max: pilot, multi-site pilot, retained monthly support
Add a proposal expiry of 14 days to prevent stalled decisions
Include a mutual action plan with dates for legal, sign-off, launch, and review
Set follow-up rhythm: 2 days, 5 days, 10 days, 14 days after proposal
Use short follow-up emails with one CTA: approve, discuss, or schedule review call
Create a no-response sequence with value adds, not repeated checking in emails
Ask on every call: who else needs to approve this and what must they see
Handle procurement early with vendor docs, insurance, and compliance pack ready
Create a launch SOP so signed clients go live within 10 business days

Sales Assets

Create a discovery call script for HR, OH, HSE, and operations leaders
Build a qualification scorecard: employee count, pain level, urgency, access, budget
Create a pilot pitch deck with problem, pathway, ROI logic, and rollout steps
Make a one-page pilot overview PDF for quick internal sharing
Build proposal template with scope, outcomes, pricing, timeline, and assumptions
Create a stakeholder memo buyers can forward to finance and procurement
Prepare FAQ sheet covering access, privacy, staffing, reporting, and scheduling
Create objection scripts for budget, uptake risk, timing, and existing OH provider
Build ROI calculator using absence days, agency cost, overtime, and output loss
Create a launch plan template with communications, referral rules, and success KPIs
Build email templates for recap, proposal send, follow-up, and lost deal nurture
Create a procurement pack with credentials, insurance, policies, and GDPR summary
Prepare a comparison sheet: fast access physio vs delayed standard care pathway
Produce sector-specific slides for manufacturing, logistics, construction, and food

Testimonials and Case Studies

Start with founder credibility proof: credentials, occupational health, ergonomics expertise
Collect one written quote after every pilot milestone, not only at full completion
Ask for testimonials after early wins: access speed, employee feedback, RTW outcomes
Use a 5-question case study template with problem, action, result, quote, next step
Secure permission to use job title, sector, and company size where name is restricted
Add proof points to proposals: average wait reduction, uptake, return-to-work progress
Build a Wall of Results page once first 3 client stories are secured
Place testimonials on pilot page, proposal, deck, and follow-up emails
Capture employee sentiment quotes with employer approval for care and support angle
Turn each case study into a one-page PDF for sales meetings and outreach follow-up

Conversion Rate Insights

Track inquiry to discovery booked rate weekly
Track discovery to stakeholder meeting rate monthly
Track stakeholder meeting to proposal sent rate monthly
Track proposal to close rate by sector and lead source
Track average sales cycle from first contact to signed pilot
Track no-show rate on discovery calls and confirm by email 24 hours before
Set first targets: 60 percent inquiry to call, 50 percent call to proposal
Set first targets: 25 percent proposal to pilot close within 45 days
Review every lost deal for top reasons: price, timing, no urgency, no champion
Use lost-deal insights to sharpen scripts, proof, offer, and follow-up timing

Urgency and Offers

Lead with low-risk offer: on-site pilot for one site before wider rollout
Position pilot as fastest path to prove ROI without full programme commitment
Offer limited pilot slots per quarter to protect delivery quality
Use quarterly start windows tied to absence review and budgeting cycles
Add fast-mover incentive: free launch workshop for managers if signed this month
Add fast-mover incentive: free baseline absence review for pilot clients
Use urgency message: delayed access often means longer absence and higher cover cost
Tie timing to winter pressure, peak production periods, and manual-work injury spikes
Create sector-specific urgency lines for warehouses, plants, and field engineering teams
Offer a 30-day post-pilot review meeting with board-ready summary included

Guarantees and Risk Reversal

Offer a pilot-first model instead of long lock-in contracts
Include clear success metrics agreed before launch to reduce perceived risk
Promise launch readiness within 10 business days of sign-off if client data is supplied
Offer a midpoint review with option to refine referral flow at no extra fee
Include transparent reporting cadence so buyers see usage and early outcome signals
Reduce risk with one-site pilot before multi-site commitment
State clear service standards for response time and appointment availability

Shock and Awe

Send a printed pilot summary pack after stakeholder meeting with handwritten note
Mail a simple absence-cost worksheet tailored to their sector and headcount
Bring a site-specific ergonomic observation checklist to in-person meetings
Gift a manager toolkit: early signs of MSK issues and referral triggers
Send a board-ready one-page business case after discovery for top-fit accounts

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Send a branded welcome email within 2 hours of signed agreement
Include launch timeline, site setup checklist, and key contact list
Book a 45-minute kickoff call with HR, OH, and site leaders
Share a manager referral guide with clear triage criteria
Provide employee-facing posters and QR referral cards for sites
Create a simple service playbook for bookings, reporting, and escalation
Confirm pilot goals, success metrics, and review dates in writing
Send a first-week readiness check before launch day

Communication Cadence

Send a weekly email with referral volume, themes, and next actions
Share a monthly executive summary with absence and return-to-work trends
Hold a 15-minute monthly review call with the main client lead
Send same-day alerts for urgent ergonomic or fitness-to-work concerns
Provide line managers with brief case updates where consent allows
Use short Loom-style videos to explain reports and recommendations
Confirm every site visit 48 hours before arrival with agenda and timings
Send a post-clinic summary within 24 hours of each on-site session

Client Education

Build a manager toolkit on early MSK warning signs and referrals
Share monthly bite-size MSK prevention tips for noticeboards and intranets
Offer quarterly lunch-and-learn sessions for managers and supervisors
Create role-specific stretch and self-care sheets for common tasks
Record short videos on safe return-to-work and phased duties
Provide FAQs for employees on what to expect from physiotherapy
Share ergonomics checklists for high-risk roles and workstations
Publish a pilot insights sheet with common causes and quick wins

Personalized Touches

Handwrite a thank-you card after the first month of service
Celebrate the first successful return-to-work milestone with a note
Send branded recovery packs for pilot launch days at each site
Mark contract anniversaries with a results snapshot and thank-you gift
Recognise site champions who drive referrals with a personal email
Send festive thank-you treats to the client team in December
Welcome new HR or OH contacts with a brief intro video and note

Visuals and Documentation

Use a clean one-page dashboard with KPIs and trend lines
Show before-and-after absence patterns during pilot reviews
Provide anonymised case studies linked to business outcomes
Deliver site-specific recommendation logs with action owners
Keep all reports in a shared folder with clear file naming
Use traffic-light status markers for risks, wins, and priorities
Add simple ROI estimates tied to days saved and productivity gained

Feedback and Proactive Support

Send a two-question pulse survey after each employee appointment
Ask client leads for monthly feedback using a 1-minute form
Flag low referral periods and suggest awareness actions early
Review repeat injury themes and propose prevention steps quarterly
Escalate unresolved issues within 24 hours with named ownership
Call the client directly after any service issue to reset trust fast
Track feedback themes in a simple log and close the loop visibly
Run a 90-day pilot review with keep, fix, stop recommendations

Guarantee or Promise

Promise fast access appointments within agreed service windows
Commit to clear reports and recommendations within 24 hours
Offer a pilot review with honest ROI findings and next-step options
If a site session is missed, provide a priority rebook at no extra cost
Guarantee named clinician continuity where scheduling allows

Operational Excellence

Arrive 15 minutes early and text the site contact on arrival
Wear consistent branded uniform and site-appropriate PPE
Follow a standard clinic setup checklist for every site visit
Use secure referral and note templates for consistency and compliance
Reserve buffer slots for urgent cases to avoid long waits
Keep booking steps simple with one referral route and one contact point
Maintain consent, confidentiality, and data handling to UK standards
End each quarter with a service review and improvement plan

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Shift month to month clients to 12 month site support agreements
Offer 8% discount for annual prepay on retained clinic days
Add 90 day pilot to annual contract with auto conversion option
Include renewal review 120 days before contract end with ROI pack
Offer multi site terms with price lock for 24 months
Add minimum monthly case volume commitments for better unit economics
Include break clause only after month 6 to protect setup costs

Upsells & Cross-Sells

Add workstation ergonomics assessments for high risk teams
Add manager referral training to spot MSK issues earlier
Offer rapid access virtual triage for off site employees
Add return to work case management for complex absences
Sell quarterly injury hotspot reports by department or site
Add manual handling refresher workshops for repeat injury areas
Offer new starter body mechanics sessions for physical roles
Add senior leader absence review meetings each quarter

Bundling & Packaging

Create 3 tiers: Pilot, Prevent, Perform with clear outcomes
Bundle on site physio, triage, ergonomics, and reporting in one retainer
Package site launch, comms toolkit, and manager briefing into setup fee
Offer banked treatment hours that expire quarterly to reduce underuse
Create enterprise package for multi site employers with shared governance

Custom Services and Personalization

Build site specific MSK risk plans by role, shift, and department
Give each client a named clinical lead and account contact
Provide custom return to work pathways for top 5 injury types
Tailor KPI dashboards to HR, OH, and operations stakeholders
Add executive quarterly board summary with savings and trends

Pricing Strategy

Price by site size, shift pattern complexity, and risk exposure
Raise rates 10% to 15% for urgent access or short notice cover
Add premium fee for multi site travel and bespoke reporting
Review UK OH physio retainers and increase prices if below market
Keep pilot fee creditable against annual contract if signed in 30 days
Offer 2 year agreements with year 1 rate lock and year 2 uplift cap
Charge setup fee for onboarding, baseline data, and launch materials

Customer Data and Insights

Implement CRM with renewal dates, stakeholders, and contract values
Track usage, referral source, wait time, outcomes, and return to work days
Build monthly dashboard: absence days saved, cases seen, ROI estimate
Flag churn risk when referrals drop or unused clinic capacity rises
Run quarterly business reviews with trend data and service adjustments
Capture NPS from employees and sponsor feedback from managers
Compare sites by injury type and absence trends to spot upsell needs

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer 1 free MSK site risk review for each qualified intro
Give referee a free absence-cost audit and pilot planning call
Reward signed referral with 1 ergonomic toolbox talk at no charge
Add tiered rewards: 1 intro review, 2 intros workshop, 3 intros exec briefing
Keep rewards compliance-safe and framed as service value, not cash

Shareable Assets

Create a 1-page referral brief titled Who We Help and Why It Works
Provide a short intro email template for HR and OH leaders to forward
Create LinkedIn post templates for clients to share pilot wins
Build a simple referral landing page with book-a-call form and source field
Design pocket case studies for HR, OH, HSE, and ops audiences
Print referral cards for site visits, meetings, and industry events

Timing and Triggers

Ask after a successful pilot outcome review with clear absence data
Ask after employee feedback shows strong care and recovery experience
Ask when expanding from one site to multi-site delivery
Ask after a return-to-work success story with manager approval
Add referral ask to 30-day and 90-day client review meetings
Use a post-pilot email sequence with intro request and template link
Prompt staff to ask when client says another site has the same issue

Client Success Stories

Capture before-after metrics: absence days, wait times, return speed
Turn each pilot into a 1-page case study with sector and workforce size
Include quotes from HR, OH, site leaders, and employees where allowed
Create anonymised versions for sensitive employers and union settings
Share success stories in LinkedIn posts, proposals, and follow-up emails
End each case study with a soft referral CTA: Know another site like this

Partner or Affiliate Programs

Build referral partnerships with HR consultants and OH providers
Partner with ergonomics assessors serving factories and warehouses
Connect with HSE consultants and EAP providers lacking physio support
Offer co-branded pilot proposals and shared case studies
Track partner referrals in a simple spreadsheet with status and value
Review partner pipeline monthly and thank top introducers publicly

Thank-You Experience

Send handwritten thank-you notes for every qualified introduction
Send a premium local gift after a signed referral, within policy limits
Give top referrers an annual workforce wellbeing trends briefing
Feature supportive clients in LinkedIn shoutouts with approval
Invite top referrers to a private roundtable on reducing MSK absence

Hampshire Physioworks

Your 1-Page Marketing Plan is Ready!