.png?width=1200&name=messages-house-final%20(1).png "Pop-art illustration of a bright house with a speech bubble saying Messages live here, street signs reading Pains, Gains and ICP role, and a speech bubble saying Hey! I'm talkin' to you!")
The challenge
A health and public sector consultancy wanted to grow its work with an existing NHS client: a newly formed hospital group ready to undergo a big transformation.
They needed a messaging for the two decision makers. Talking to ‘the NHS’ in general wasn't good enough.
What I did
- Decision-maker workshop. I co-facilitated a working session with the account team, focused on the group's CEO and its chief delivery officer. For each one, we mapped their role, working style, pains and gains. What keeps them awake at 3am? What does great look like in their world? We realised they wanted quite different things. One was driven by bold ambition and pace. The other valued structure and practical outputs.
- Messaging house. One core message and three themes with the consultancy's distinctive way of working and proof points to back up every claim. I wrote example copy for each theme too, so the team could hear exactly how it should sound.
- Content coaching. The work grew. I coached the consultancy's junior marketers on turning that thinking into content: who each piece is for, what problem it solves and how to make every piece work harder.
- Tone of voice. Alongside the coaching, I developed their tone of voice to be more benefits-focused and concise. It's been used on various channels including LinkedIn.
