The brief
Northwind Care worked well for private clinics, but NHS trusts buy differently: longer cycles, more people in the room and a hard focus on missed appointments. Our story was written for the wrong buyer.
What I did
I spent the first three weeks with eight trust managers and two procurement leads. We rebuilt the message around one promise, fewer missed appointments, and gave sales a single page they could leave behind after every meeting.
One promise, tested with eight trust managers before anything was designed
A one-page leave-behind with the missed-appointment maths
Two webinars run with a trust that was already a customer
What changed
Pipeline from NHS trusts grew 41% in six months, and the average sales cycle got three weeks shorter because procurement already had the numbers they needed.
What I’d do differently
I would bring procurement in a month earlier. They had the strongest opinions and the clearest data, and we found that out late.
