Paul Ravenscroft was this month appointed to head external and internal comms and stakeholder engagement functions at the private UK health giant, following the departure of interim head Isabella Szredzki.
Ravenscroft comes to the post from his head of comms and partnership development role at Hertfordshire Partnership NHS Foundation Trust.
The Competition Commission announced last month that it was to review the private healthcare market after an Office of Fair Trading referral amid fears that it was dominated by several major players.
Ravenscroft said: 'It is an exciting time for the private health sector, as the NHS reforms have provided more opportunities.
'Much of it is about raising brand awareness. We also face a Competition Commission inquiry and some of my crisis experience working at Jarvis and Visa will stand me in good stead for that.
'We need to focus on our brand awareness for BMI and, as a group, making sure we project the positive stories. Customer satisfaction is higher than 90 per cent and we need to get that across.'
Ravenscroft confirmed he will be looking at the existing roster to 'make sure we are making our comms work'.
This includes Hanover for hospitals PR and a public affairs brief held by College Hill.
A former freelance journalist, Ravenscroft has 19 years' comms experience, including as head of issues management for Visa Europe and head of external relations for Jarvis.