Repositioning a Clinic for Long-Term Growth
The Challenge
As Marketing Manager at Iridia Medical, I faced a difficult transition. During the COVID-19 pandemic, Iridia opened a clinic to perform diagnostic testing - a venture that proved to be a major success, generating strong revenue and expanding our clinical infrastructure and team of medical professionals.
However, as the pandemic subsided, the demand for COVID-19 testing dropped dramatically, leaving a clinic with capacity, resources, and expertise - but no clear path forward. I had to try and reimagine the clinic’s purpose, develop new service offerings, and build a sustainable revenue stream aligned with Iridia’s long-term mission.
The Strategic Pivot
We repositioned the clinic as the Iridia Health Hub: a proactive, workplace-focused wellness destination inspired by the principles of Medicine 3.0.
This new model shifted the focus from reactive care to longevity, prevention, and performance, targeting emergency responders and high-stress professions. We reframed the clinic around the idea of health span, helping individuals thrive - not just survive - from recruitment to retirement.
Key Messaging Pillars
A Lifelong Approach – Services that evolve with the employee journey
Proactive, Not Reactive – Emphasis on prevention and resilience
Personalised, Role-Specific Care – Tailored assessments and strategies for high-risk roles
The Solution
I led a full-scale service development, digital transformation, and brand repositioning initiative, working across departments to ensure alignment and momentum. Working closely with medical experts and leveraging Iridia’s existing client base in emergency services, we launched a new suite of offerings tailored to real workplace needs:
✅ Pre-employment assessments
🚗 Driver medicals
🧠 Mental health assessments (including return-to-work & responsive care)
🫁 VO₂ Max testing
🎗️ Cancer awareness programs
🔬 Preventative health screenings
🧍♀️ Rapid consults with physicians, nurses, and psychologists
We began by signing structured contracts with fire departments, launching small-scale clinics 1–2 days per week, and gradually expanded to a full-time, 5-day operation as demand grew.
The Digital Platform
I conceptualised, designed, and built the Iridia Health Hub website; a hybrid booking and education platform that would become the operational and informational core of the initiative.
My Role Included:
Market and user research
Patient journey mapping and care support flows
UX and UI design – site architecture, wireframing, prototyping
Automation – including patient flows and booking confirmations
Email integration for reminders, results, and care updates
Collaboration with medical teams, external partners, and C-suite executives
Full website build – developed and launched entirely in-house
The platform functions as both:
📅 A calendar-based booking system for individuals and corporate clients
🧠 An educational hub rooted in the latest Medicine 3.0 research and workplace health best practices
Results
💼 Signed contracts with multiple fire departments and emergency service providers
🧑⚕️ Attracted corporate clients seeking meaningful employee health programs
🕐 Expanded from 1–2 clinic days to 5 days per week
⭐ 700+ Google Reviews with a 5-Star Overall Rating - Reflecting strong patient satisfaction, trust, and a consistently high standard of care
🌱 Created a scalable, evergreen business model rooted in real health outcomes
🧱 Positioned Iridia as a leader in workplace longevity and proactive care
💰 Projected to secure multi-million-dollar revenue in the years ahead
Impact & Conclusion
This project wasn’t just a rebrand; it was a full strategic pivot. We took a post-pandemic clinic with no clear path forward and turned it into a specialised, in-demand service for first responders and forward-thinking employers.
By combining service innovation, stakeholder collaboration, and hands-on digital execution, we built something lasting:
A clinic with a clear purpose
A business model with scalable revenue potential
A digital platform that’s trusted and easy to use
A growing client base that values long-term employee health
This case study shows how strategy, thoughtful design, and cross-functional collaboration can directly shape both the mission and revenue future of a healthcare organisation.
