Katy Gordon is the expert in turning around failing NHS trusts, with over 30 years of experience
Katy’s previous work pattern had tied into 3-6 month contracts within organisations. That time had been spent analysing the organisation, conducting interviews with staff members, producing out a full report and consulting on how to implement it. Not much time had been left to build her profile with the general public. For example, her last blog post on her website was the middle of 2013 and there had been very little resources for the public side.
With her key audience being the general public and Foundations/NHS Trusts, we had two main goals for Katy
Our goal for Katy had been for her to be recognised on a national level for turning around failing services. She would THE intensive care provider for the NHS, getting to the heart of the problem.
And for the general public, she would help them to be in control of their conditions/treatment. She would advise how they can get the most out of the NHS.
Making the NHS work for both sets of audiences.
What we did for Katy
- Built a personal brand that positions Katy as THE expert in turning around failing NHS trusts
- Clarified her offerings to both sets of audiences through clear key messaging and a clearer website user journey
- Made resources much more accessible to help people live healthier and happier lives – providing a high level of trust and credibility
- We amalgamated her disparate offerings in one place under one brand and clear, consistent message
Increased her personal prominence as a healthcare expert to the general public through various resources made accessible on the website – further reinforcing trust