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Established in 2013, Beyond Wellness Group (BWG) is a leading private healthcare collective in Singapore, offering a network of 15 private specialists, 3 aesthetic clinics, and a GP clinic. Beyond their core clinical offerings, BWG adds value by providing marketing consultancy support to its portfolio of partner medical clinics. As Singapore's healthcare landscape becomes increasingly digital, BWG recognised the need to build internal capability in data-driven marketing to better support its partners.
In 2025, Beyond Wellness Group launched a transformative workplace learning project in partnership with the Institute for Adult Learning (IAL), which supports the National Centre of Excellence for Workplace Learning (NACE) through NACE@IAL. This project followed a prior engagement in 2024 under the NACE Starter initiative, developed to upskill staff and strengthen core digital marketing capabilities.
A Continued Learning Journey with NACE@IAL
During the NACE Starter phase, BWG staff were upskilled in Search Engine Marketing (SEM), Search Engine Optimisation (SEO), and marketing performance analytics. They were introduced to SEMrush, trained in website audits, and supported in executing SEO campaigns for their partner clinics. With support from the IAL workplace learning consultant, this phase laid the groundwork for aligning marketing capability with business goals by helping staff apply digital tools more effectively and interpret performance data with greater confidence.
Buoyed by tangible outcomes such as improved vendors collaboration, heightened confidence in SEO strategies and strengthened digital presence, BWG decided to deepen partnership with NACE@IAL by embarking on a second project - the Learning Enterprise Alliance (LEA). This next phase expanded their capabilities from campaign execution to interpreting data, building dashboards, and communicating insights clearly across clinical and corporate teams
At a Glance
With growing reliance on digital outreach and performance metrics, BWG aimed to strengthen its in-house team's ability to interpret marketing data, manage campaigns more effectively, and present meaningful insights to their stakeholders, namely the partner clinics and doctors. This required a structured approach to upskilling in data analysis, dashboard building, and reporting. With support from NACE@IAL, BWG embarked on a transformation journey to move from ad-hoc data management to a more strategic, visual-led approach to performance analysis.
The Role of Visualisation in Empowering Insight
| Professor Antony Unwin from the University of Augsburg highlights that data visualisation plays a vital role in uncovering structure, patterns, and outliers within data, which are often overlooked by statistics and models alone. It supports both exploration and explanation, helping users better understand data and communicate findings clearly. | Beyond aesthetics, visualisation allows decision-makers to grasp complex information at a glance, sparking discussions, prompting questions, and guiding action. It acts as a bridge between data and narrative, particularly when multiple teams need to align quickly and make informed choices |
In practice, this means being able to move from abstract numbers to actionable strategies with greater speed and clarity. Good visualisations do not just complement a report; they often serve as the catalyst for decision-making and performance transformation. |
From the People Who Made It Happen
“We joined this programme because we believe in working more transparently and collaboratively with our doctors. By bringing together clinic revenue data, service performance, and marketing insights from platforms like Google Business Profile and Google Analytics, we want to give doctors a clearer picture of how their services are doing and how our marketing efforts are supporting them.
Beyond presenting the number updates, it's about creating a shared understanding of what’s working, where we can improve, and how we grow together. Ultimately, it's about giving our doctors the visibility they deserve so they can make more informed decisions and feel more connected to the work we're doing behind the scenes (at BWG Headquarters).”
- Elayne Soh, CEO (Project Sponsor)
“The goal was to utilise the operational data from Clinics that we have on revenue, revenue by services provided by the doctors, and marketing data from Google Business Profile and Google Analytics which can be presented to the Doctors monthly.
We are in the process of structuring and creating a reporting system already, and this will help the stakeholders [doctors] be more in line and in the know of what Marketing does and the impact it has.”
- Arpana Johari, Senior Marketing Executive
“The session gave a clearer understanding of how Looker Studio works, especially with Google data. Overall, it was good as I managed to create basic visualisations quickly using the template, which helped save time.”
- Kate Chua, Marketing Executive
From Insights to Implementation
Guided by the NACE@IAL framework which adopts the DOCIE methodology, the diagnostic process followed a structured workplace learning approach, ensuring that each learning need and performance gap was aligned with BWG’s strategic goals. It began with interviews and discussions involving the CEO, senior marketing executives, and members of the marketing team, conducted across both in-person and online sessions.This was complemented by onsite observation of work tasks and a review of source systems and marketing performance reports. Together, these activities provided IAL consultants with a comprehensive understanding of BWG’s marketing operations and identified key areas where capability development would create a meaningful impact.
Read on to find out more about BWG's transformation journey in detail below.
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Identifying Areas of Improvement for Performance
BWG's initial approach to monitoring marketing performance was informal and unstructured. The organisation's marketing performance was reviewed only sporadically, with no internal framework in place to monitor key metrics consistently. Much of the reporting was outsourced to external agencies, and campaign insights were pieced together through manually compiled Excel sheets. This reactive and fragmented approach made it difficult to track the effectiveness of campaigns or act promptly on performance issues.
Internally, most staff were limited to basic spreadsheet functions, with minimal exposure to tools like Looker Studio, Google Analytics 4, or Power BI. As a result, accessing and interpreting data became a tedious task, and decisions were often based on limited information or guesswork.
Integration of Workplace Learning Interventions
The learning intervention was structured around three key outcomes:
- Enabling staff to create dashboards and visual reports
- Setting up data interfaces to streamline access, and
- supporting the use of these dashboards for ongoing marketing performance management.
Early in the process, customised training was delivered to equip the team with practical skills in data visualisation. Staff were introduced to platforms such as Looker Studio and supported with templates to help them build interactive dashboards confidently.
To overcome data limitations, BWG worked with IAL consultants to consolidate data from systems such as Plato using Google Sheets and CSVs. These practical workarounds enabled timely reporting and smoother integration into regular review cycles. Dashboards were soon embedded in monthly meetings, improving clarity and enabling clinic teams to engage in more focused discussions.
Beyond technical skills, the project helped staff build confidence in identifying performance metrics and sharing insights visually. The team responded positively to the training, and supervisors noted immediate improvements in how marketing data was communicated and used.
Building for the Future
The intervention not only introduced data tools and techniques, but also helped embed a culture of using data confidently and constructively. Staff began to engage with marketing data more purposefully, developing the capability to go beyond surface-level metrics and uncover deeper insights into campaign effectiveness. As reporting practices became more structured, the team grew more confident in translating data into meaningful stories for internal stakeholders, helping to create a more aligned and insight-informed environment across clinics and the corporate office.
Looking Ahead
With strong foundations in place, BWG is preparing to scale the adoption of dashboards across its network of partner clinics. By formalising reporting cycles and ensuring that key revenue and marketing metrics are tracked consistently, the organisation is well-positioned to enhance its campaign evaluation and refine channel attribution strategies. As the team continues to build on its visualisation capabilities, the dashboards are expected to serve as a shared reference point for more consistent communication and coordinated action across all levels of the organisation.
Take the Next Step in Workplace Learning
Discover how workplace learning can make a meaningful difference to your organisation. Through structured guidance and practical application, companies like Beyond Wellness Group have strengthened internal capability and created lasting improvements in performance.
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