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How Intilery Transformed OutsideClinic’s Customer Communication
The Challenge: Modernising a Traditional Healthcare Leader
For over 35 years, OutsideClinic has delivered essential eye and hearing care directly to homes across the UK. With over 500 healthcare professionals conducting more than 200,000 visits annually, they have built their reputation on accessibility and personalised care.
However, traditional communication methods were contributing to operational friction—staff were burdened with manual admin tasks, customers missed appointments due to outdated reminder systems, and the clinic struggled to compete in an increasingly digital market. In their quest for digitisation to meet the competitive landscape, they faced a critical challenge: a key demographic was particularly resistant to digital adoption. This necessitated a balanced approach—one that could modernise operations without alienating potential new customers, ultimately delivering benefits to both the business and its customer base.
We caught up with Dan Young, Head of Process Improvement at OutsideClinic, to discuss their partnership with Intilery. In just eight months, the impact on their communication strategy has been transformative.
The Shift to Hybrid Communication
Multi-Channel Communication That Works
OutsideClinic has reduced its reliance on print, adopting a streamlined, hybrid approach. This digital shift has significantly improved communication efficiency and removed barriers to customer contact. Using Intilery’s personalised communications and customer journeys they have seen their marketing emails hit a 60% open rate - an uplift of 76% on the industry average.
Customers now have easier access to customer support, while staff can effectively manage enquiries via email instead of phone calls—enabling faster responses, more efficient problem-solving, and significantly reducing the cost to serve each customer. This transition has created tangible operational savings while maintaining service quality.
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Improved Customer Experience & Reduced No-Shows
Quick build of assets and journeys in Intilery has meant improved speed to market on key messages, meaning information is reaching customers in a more timely and appreciated manner. Appointment reminders are now sent via email and SMS, with mailed letters still available for those who prefer it. These digital communications also include rescheduling capabilities, allowing customers to easily change appointments without calling in. This comprehensive approach has drastically reduced missed appointments and streamlined scheduling.
Time-Saving Automation
The introduction of automated communication workflows and e-signatures has elevated OutsideClinic's operational performance. Digital signatures now eliminate delays inherent in traditional mail processes, freeing staff to dedicate their expertise to meaningful interactions instead of paperwork. This modernisation hasn't just improved speed—it's created substantial resource savings.
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Enhanced Reporting & Real-Time Visibility
One of the most significant improvements has been the ability to track communications in real time, enabling more informed, data-driven decisions. With transparent and detailed reporting, the business now has greater oversight of communications, powering more effective resource allocation and strategic planning.
The Competitive Edge: A Stronger Digital Presence and a Future of Seamless Customer Journeys
Beyond operational efficiency, OutsideClinic has enhanced its brand image, positioning itself more strategically in the healthcare market. While their digital presence was developing, they recognised the opportunity to elevate their online engagement to match their excellent in-person care. Intilery has provided them with the tools to achieve this transformation seamlessly.
OutsideClinic's transformation illustrates how traditional healthcare providers can successfully embrace digital innovation without compromising their core values. By partnering with Intilery, they've achieved what many healthcare organisations find challenging – balancing technological advancement with personalised, compassionate care.
The results speak for themselves: higher engagement rates, reduced no-shows, streamlined operations, and a strengthened market position. But perhaps most importantly, they've established a foundation for continuous improvement and adaptation in an ever-evolving healthcare landscape.
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“From another company's perspective, if they’re struggling with digital comms or they're using outdated platforms, I would absolutely say implement Intilery because it gives you that full control.”