Commercial Growth Support for a Group of Nine GP Practices

 A Primary Care Group operating in the South West of England engaged Baxendale to support the development of their commercial growth strategy. Although the Group had seen early success, they historically struggled to clearly articulate their model, demonstrate its benefits, and communicate effectively with system partners and stakeholders. These challenges limited their ability to scale further.

Phase 1: Stakeholder Engagement and Model Capture

We conducted one-to-one interviews with a range of stakeholders, including GP Partners, clinical and operational staff, patients, the ICB, and external partners such as their recruitment provider. These conversations explored:

• How the Group is currently perceived
• Their unique strengths and the value of their approach
• Where communication and messaging were falling short, limiting their impact and influence

We synthesised this into a clear articulation of the Group’s model, including the strategic pillars that underpin it.

Phase 2: Growth Channels Strategy

We undertook an in-depth assessment of the commercial growth channels available to the Group, including:

• Mergers
• Caretaker contracts
• Proactive outreach to struggling practices
• Competitive procurements

For each channel, we provided actionable guidance on how growth could be initiated, with tangible next steps. These options were assessed against the Group’s capabilities, identifying where they were best placed to succeed. We then recommended a phased, prioritised approach to targeting, outreach, and expansion.

Outcome

The Primary Care Group is now equipped with:

• A detailed stakeholder engagement report, including a clearly defined and well-articulated operating model
• A summary of key strengths and stakeholder-identified areas for improvement
• A "Commercial Playbook" – a practical toolkit featuring one-page templates for each growth channel. These include mini case studies, key messages, and stakeholder quotes tailored to different types of prospects and their likely motivators. We are currently collaborating with the client to plan the next phase of work to execute the strategy.