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Totally
How has Totally plc become a national healthcare stabiliser?
In early 2025 Totally plc scaled from wellness origins to a major clinical services partner, helping the NHS clear a record elective backlog of over 7.5 million procedures. Its shift into insourcing, urgent care and elective surgery reshaped public–private delivery.
Totally’s core customers are NHS commissioners and Integrated Care Boards needing capacity, while patient demographics span adults awaiting elective surgery, urgent-care attenders and primary-care users; geographic strength is England-wide with hubs in Derby and regional clinics. Totally Porter's Five Forces Analysis
Who Are Totally’s Main Customers?
Primary customer segments for Totally Company are NHS Integrated Care Boards (ICBs) and private healthcare organisations, with urgent care users spanning all ages but concentrated among adults 18–34 and patients 65+. Elective care patients skew older (45–75), while Specialist Care serves corporate clients and private individuals.
Core B2G Customers
NHS ICBs account for the largest contracting base; urgent care and NHS 111 commissioning generated approximately 75% of group turnover by mid-2025.
Private Healthcare Clients
Private hospitals and clinics commission elective pathways and specialist services, contributing to growth in higher-margin, insourced care lines post-2024 NHS plan.
Urgent Care Demographic
Usage is universal; data shows higher frequency among 18–34 year-olds for immediate advice and 65+ for out-of-hours chronic care support.
Elective Care Demographic
Elective pathways target patients aged 45–75 needing physiotherapy, podiatry and minor surgery, the fastest-growing segment for Totally Company.
Specialist Care and Premier Physical Healthcare act as a high-margin niche serving corporations and private-pay patients, supporting the group's strategic shift toward higher-acuity and insourced services after the 2024 NHS long-term plan update; see further analysis in Growth Strategy of Totally.
Segment Highlights and Metrics
Key customer profile and segmentation points for Totally Company target market and audience analysis.
- Primary paying customers: NHS ICBs and private healthcare organisations.
- Urgent Care: ~75% of group turnover (mid-2025); highest user groups 18–34 and 65+.
- Elective Care: fastest-growing segment; targets 45–75 age cohort for mobility-related services.
- Specialist Care: corporate and private clients provide higher margins and support insourcing strategy.
What Do Totally’s Customers Want?
Commissioners prioritise cost-efficiency, clinical safety and KPI delivery (notably the four-hour A&E target); patients want immediate, frictionless access to care, increasingly via hybrid digital-plus-physical pathways in 2025, with speed and accuracy driving choice.
Commissioner motivations
NHS commissioners focus on reducing acute demand and meeting targets while controlling spend.
Patient drivers
Patients prioritise quick, low-friction access to clinicians via digital triage and same-day care.
Service mix preference
Hybrid care models dominate interactions; Totally's managed 111 volumes reflect high demand for rapid, accurate advice.
Pain points addressed
Digital exclusion and limited local specialist access drive demand for community clinics and outreach services.
Quality-driven adjustments
CQC feedback and patient surveys prompted stronger follow-up protocols in urgent treatment centres.
Contract loyalty metrics
Retention rates and demonstrable reductions in ED pressure underpin B2G loyalty and contract renewals.
Operational and market implications
Key data points shape delivery and procurement decisions for commissioners and inform the Totally Company customer profile and market segmentation:
- In 2025, hybrid consultations account for over 60% of primary urgent care contacts in managed 111 pathways, making speed and accuracy critical selection criteria.
- Community specialist clinics have reduced local hospital referrals by up to 18% in pilot footprints, relieving ED demand.
- Patient satisfaction metrics used by commissioners rose after implementing follow-up protocols; measured Net Promoter Score improvements exceeded +10 points in audited sites.
- Contract retention correlates with demonstrable KPI impact; providers showing sustained ED diversion typically secure multi-year agreements.
For further context on market positioning and competitor dynamics see Competitors Landscape of Totally
Where does Totally operate?
Totally plc holds a strong geographical market presence across the United Kingdom and the Republic of Ireland, with ~90% of sales generated in England and the remaining ~10% from specialist services and Republic of Ireland contracts; market strength is concentrated in major urban hubs and NHS demand centres.
England concentration
Approximately 90% of revenue is generated within England, with the largest share in London, the South East, the North and the Midlands where urgent and elective services are clustered.
Brand regional split
Greenbrook Healthcare dominates urgent treatment centres in London and the South East; Vocare provides extensive coverage across the North of England and the Midlands.
Localization strategy
In dense, diverse cities like London, localized service delivery includes multi-lingual support and culturally sensitive care pathways to match patient demographics and socio-economic variation.
Integrated offerings
2024–2025 strategic moves focused on consolidating regions where urgent care is bundled with elective insourcing to increase contract value and recurring revenue.
Totally targets deeper penetration of the UK’s 42 Integrated Care Systems, prioritizing recurring NHS contracts and regional integration; further market context and revenue model are discussed in Revenue Streams & Business Model of Totally.
Regional sales breakdown
England accounts for ~90% of sales; North, Midlands, London and South East are priority markets for NHS contracts.
Urban focus
Operations cluster in high-demand urban hubs to serve dense patient populations and maximize urgent treatment centre throughput.
International footprint
Republic of Ireland and specialist regional services contribute the remaining ~10% of revenue; broader international expansion is deprioritised.
Customer demographics relevance
Geography informs the Totally Company customer profile and market segmentation, shaping service design for varied age, language and socio-economic groups.
Contract strategy
Focus on Integrated Care Systems aims to secure recurring NHS contracts and stable revenue streams through integrated urgent and elective services.
Market segmentation impact
Regional segmentation enables targeted audience analysis and defines the Totally Company ideal customer for commissioning bodies within each ICS.
How Does Totally Win & Keep Customers?
Customer acquisition at Totally plc relies on public sector tendering and a data-driven business development team that wins NHS contracts; retention focuses on clinical excellence, operational reliability and digital tools that improve outcomes and contract renewals.
Acquisition via Tendering
Totally Company targets commissioners through a specialist BD team using NHS tender portals and Total Healthcare positioning to reduce provider complexity.
Data-Driven Bids
Proposals leverage analytics and CRM integration to demonstrate pathway efficiencies and population health benefits to commissioners.
Retention through Quality
Majority of services rated Good or Outstanding by the Care Quality Commission, underpinning procurement preference and reduced churn.
Clinician-Led Model
Clinician-led management attracts and retains high-quality staff, meeting NHS contract quality requirements and improving patient continuity.
CRM & Integration
Advanced CRM links urgent care with primary care, enabling shared records and lowering ED re-presentations; contributed to multi-year renewals in 2025.
AI-Assisted Triage
AI triage deployment improved clinical prioritisation and patient outcomes, supporting a 15 percent rise in contract extensions in FY 2024–25.
Contract Renewal Performance
In 2025 Totally secured several multi-year NHS renewals by evidencing reduced ED churn and integrated care pathways.
Patient Satisfaction
Higher satisfaction scores tracked via CRM feedback loops correlate with retention and stronger commissioner relationships.
Target Market Fit
Customer demographics Totally Company focuses on commissioners and integrated care organisations seeking consolidated providers and measurable pathway savings; see Target Market of Totally for market context.
Staff Retention Metrics
Clinician-led governance reduced staff turnover in clinical roles, supporting continuity of care required by NHS contract KPIs.
- What is Brief History of Totally Company?
- What is Competitive Landscape of Totally Company?
- What is Growth Strategy and Future Prospects of Totally Company?
- How Does Totally Company Work?
- What is Sales and Marketing Strategy of Totally Company?
- What are Mission Vision & Core Values of Totally Company?
- Who Owns Totally Company?
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