Significantly increasing new business wins for healthcare services provider

A leading healthcare services business needed to significantly improve sales wins in a highly competitive, regulated and clinical marketplace. Datalla Group designed a sales organisation and bid management framework, embedding into the business resulting in rapid market and revenue growth.

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One of he UK’s largest healthcare technology companies had acquired a service provider to enter a vertically aligned market providing clinical services direct to patient on behalf of the NHS. It needed to ensure that the acquired business accelerated it’s pace of growth and improved its ability to bid for, and win competitive tenders.


Working closely with the organisation, we began by analyzing the current and past performance and the approach to bid qualification, writing, team culture and win rate. We assessed nearly ten years historical bidding activity and mapped scoring, commentary and team experience to build a data model to benchmark performance and identify areas for improvement.

We discovered that the business was winning 34% of tenders but with a very high bid cost and detrimental impact to business as usual (BAU) as resource mapping and allocation to support tendering activity was sub-optimal.

Following the discovery we supported the leadership teams across the parent and acquired businesses identify the priority initiatives that it should execute to improve the win rate, secure market share and grow revenues through public sector tenders.

We designed and implemented a bid management framework which included how to qualify contract opportunities, the steps at each stage needed to ensure success, regular cadence reporting across the bid management team and the rest of the business and how to draft, review and sign-off tender responses. 

Throughout the project, we focused heavily on enabling the bid management team and building their capabilities to enable them to execute the framework independently.


The framework was implemented following training to the bid management team and the result was an improved win rate from 34% to 82% over the period – resulting in £60m of new business being secured and enabling the business to capture the market leading position.

The business is now positioned as the market leader and has the ability to address additional service areas, improve revenues further and create value.

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