From start-up
to scale and sale.

Invested in the business.
Committed to its future.

A commercial stake, a voice at board level and responsibility for the marketing.

From 2004, we helped shape Mediline’s direction and carried it through strategic brand, marketing, campaigns, communications and innovation. Our involvement connected decisions about the business’s future with how its offer was understood by its people and markets.

The journey took a small care business through diversification, acquisition-led growth and a two-part sale. Our relationship continues under the new ownership.

A broader offer.
A bigger opportunity.

Mediline’s foundations were in domiciliary care, with carers visiting people in their own homes. Expansion into complex needs and childcare opened a wider opportunity and changed what the business needed to communicate.

We developed the positioning and communications to explain that broader expertise and build on the reputation already earned. The principle was simple: make the promise clear, and deliver it.

Everyday Heroes.
Commitment made visible.

During a blizzard in the Derbyshire hills, a carer’s car became stuck. She walked six miles to reach a patient who needed her care. That commitment inspired Everyday Heroes.

We turned a real act of care into a brand and recruitment proposition that recognised existing carers and gave prospective recruits a reason to join. Heroes and leaders within the teams, supported by engaged office staff, helped a dispersed workforce feel connected.

Alongside Mediline’s NVQs, training and professional development, internal communications reinforced the values behind the service.

From Yellow Pages
to a digital future.

We moved the marketing beyond costly newspaper and Yellow Pages advertising, developing the website, online recruitment journey and digital campaigns. Recognising social media’s emerging potential, we drove campaigns before it became a go-to marketing channel.

Mediline was also an early adopter of carer tracking, route mapping and digital care planning. Our communications made the service and reputation behind those capabilities visible, while print, outdoor campaigns and livery carried the same identity into the community.

• Strategic brand & positioning
• Marketing strategy & delivery
• Campaigns & recruitment
• Internal & external communications
• Digital & social media
• Innovation

A wider footprint.
One coherent brand.

Mediline acquired care businesses from family owners, expanding beyond the Midlands into the North. Property investment and refurbishment supported the developing services.

As the organisation became larger and more varied, we kept its positioning, brand and communications aligned with its direction. From around two people at start-up, the wider business grew to approximately 1,500 people on the books.

A two-part sale.
A multi-million-pound exit.

The sale process began in 2023 and concluded in 2025. The business was sold in two parts, with a multi-million-pound outcome valued on a multiple of EBITDA.

Our investor, board-level and marketing department role continued through the growth and sale journey. We contributed strategic perspective and practical delivery, helping communicate the value of a business built by its people, leadership and advisers.

New ownership.
Continuing counsel.

We remain consultants to the new owners, bringing more than two decades of knowledge into Mediline’s next chapter. The relationship carries forward an understanding of the business, its people and the promise behind its brand.