Two careers. One job.

Most marketing fails at the exact moment connection is meant to happen. The person on your landing page hesitates or leaves feeling confused. The clinician you’re trying to reach scrolls past. You can usually feel it happening, even when you can’t quite name why.

But knowing why is the deep work.

For fifteen years before any of this, I was a diagnostic radiographer and sonographer (BSc Hons, PgDip) in the NHS. That work teaches you something fast: when people are scared or stretched or not paying full attention, clarity isn’t a nice-to-have. It’s the entire job.

Eight years ago a PR agent headhunted me into commercial copywriting (long story, for another time). The medium changed; the instinct didn’t. Whether it’s a patient in a waiting room or a marketing director on a Tuesday morning, people connect with words at the moment words make sense to them, not the moment they’re put in front of them.

That’s the gap most marketing falls into. And that’s the gap your marketing needs to close.

My background

Fifteen years before this one.

Diagnostic Radiography, BSc

University of Hertfordshire

Five years total of clinical training and fifteen years of practice. Patient-facing, high-volume, high-stakes imaging across NHS and private settings.

Medical Ultrasound, PgDip

City University London & Charles Sturt University, Australia

Postgraduate specialisation in ultrasonography, with a focus on abdominal, gynae, obstetrics and small parts medical ultrasound.

Certified Wellbeing Coach

LLCert

Trained in how people actually respond when they’re worried, overwhelmed, or making a decision that matters. The human-connection thread under every brand voice I write.

Formerly HCPC registered. No longer in clinical practice, but I remember what it sounded like when a marketing team got it wrong, and what it’s like when they got it right.

Why work with me

What changes when we work together.

Copy that sounds like you.

Not generic healthcare-speak. Not stock wellbeing language. Words that capture how you actually talk to your patients, your customers, and your team, only sharper.

Marketing your audience actually responds to.

Patients who feel understood. Clients who book. Customers who recognise themselves on the page. Marketing that converts because it makes sense to the people reading it.

A senior brain you don’t have to manage.

Strategic thinking when you need it. Hands-on execution when you don’t have time. Clinical and commercial fluency, without the overhead of an in-house team or the briefing fatigue of a generalist agency.

How to work with me.

Three ways in, each shaped around where your marketing actually needs help.

The Human Marketing Intensive

A four-week strategic sprint

Four weeks together, properly. We start with conversations. Your leadership team, your stakeholders, the people who actually know the work. I take a careful look at what your competitors are saying, and why so much of it sounds the same. You’ll come away with a full messaging framework: who you’re really for, what you actually stand for, how to talk about it without the usual sector clichés, and the proof points that make it land. I’ll write some sample copy too, so you can see the new voice in use rather than imagining it from a strategy doc.

Best for: health tech and AI diagnostic companies post-Series A, imaging and medical device firms with a launch on the horizon, and private clinic groups whose website is starting to sound a bit too much like everyone else’s.

The Make It Human Retainer

Ongoing, six-month minimum

A bit like having a senior writer in the team, just without adding to your headcount. I work alongside your marketing people each month on whatever’s live and needs doing well: campaign copy, website updates, social, sales enablement, long-form pieces under a clinical or commercial byline, email sequences, and a second pair of eyes on work coming in from other writers. The aim isn’t more, it’s consistent. Copy that sounds like you, every time, wherever it appears.

Best for: scale-ups and growth-stage healthcare brands who’d rather have senior writing they can rely on than a junior hire they have to manage.

Strategy Sessions

90 minutes, focused

Sometimes you don’t need a whole project. You just need someone who’s seen the problem before to look at yours and tell you, honestly, what they’d do. Bring something live. A homepage that isn’t quite converting, a launch you can’t seem to frame, messaging that keeps coming back from legal with red pen on it. We’ll work through it together. You’ll leave with a clear direction and a short written summary you can actually use that week.

Best for: founders and marketing leads who want senior input before committing to something bigger.

Inside every engagement

Messaging strategy · Brand & website copy · Campaign narratives · Long-form content & thought leadership · SEO content · Email & sales enablement · Marketing assets · Compliance & regulations-aware throughout

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Making marketing feel human again

Here's what you need to know.