Squirrel Medical was set up by Gary, Eve and Rick Baker to fill a perceived need in the marketplace to provide affordable pressure relieving equipment to primary care-based health care providers.
Extensive market research amongst clinicians, nursing home owners and informal carers within this sector identified that one of the greatest areas of concern was a paucity of equipment specifically designed to cope with the rigors of this environment and the needs of clinicians and patients alike.
Martyn Butcher, a nationally renowned expert in the field of tissue viability and wound care, and the then Chairman of the TVNA confirmed to the management team that there was a growing need for clinicians to purchase equipment to meet patient care needs in line with Government guidelines and recommendations. In addition, growing numbers of at risk patients were being managed within local communities in preference to hospital-based care environments.
The team found that the dynamic air mattresses available to nursing homes and district nursing services were originally designed for hospital use, many for use in settings such as intensive care units where they would be operated by highly skilled nurses. These products were simply not suited for primary care use. Many were too complicated for the community and most homes were simply not equipped to handle the high unit price of this equipment or the service demands these products represented.
With a background in engineering and business accounting, the company was created to design, manufacture and distribute a range of pressure care products. An integrated business model was adopted to maintain quality and reduce the purchase price to the end user whilst maintaining a clear and healthy profit margin.
The first of a range of pressure relieving mattresses and cushions was designed and released into this market. Whilst the clinical performances of the products were received with acclaim, the early technology did face challenges. Early units experienced minor problems that challenged the design team. These challenges were met head-on, with each problem being investigated and product design adapted.
By using sound engineering principles to overcome these obstacles the team developed a range of products that were truly suited to their intended marketplace but which could function well in more regulated NHS facilities.
The company identified that by late 2008 3,326 Squirrel mattresses were being used by 1,786 of the independent care homes, (64% of the total). In most cases these mattresses were in continuous operation; 24 hrs per day, 7 days per week. Sales were not limited to the UK but also came from as far away as the coast of Venezuela, India and Indonesia. This was despite a low key approach to both sales and marketing.
The company grew, and with the success of the business, the administration and design functions of Squirrel Medical were moved to prestigious offices within the Tamar Science Park in Plymouth. This venue offered the company unrivalled access to clinical and academic partnership opportunities with its ties to the local healthcare community and the newly formed Peninsular Medical School.
By 2007, Squirrel mattresses were widely available in nursing homes throughout the UK and being commented on by NHS clinicians. To expand market opportunities, the company submitted their documentation as part of the March 2008 NHS pressure relieving equipment tender, (a market worth in excess of £160m annually).
On March 1st, 2009 Squirrel was formally announced as being successful in their tender, making them the only supplier on the NHS agreement to specialise purely in pressure relieving mattresses and seating.
As a result of the successful PaSA bid and expanding market opportunities, the company has now restructured the board and implemented a business governance programme.
