Established practice
NHS buyers won't engage with a supplier they've never heard of
Without published clinical content, speaking slots, or peer endorsement, your team arrives at every conversation from a standing start. Risk-averse procurement teams consistently favour the name they already recognise.
- steps
- 6
- steps
- to start
- 1 day
- to start
The short answer
In UK healthcare, buyers trust people before companies. Thought leadership that works is narrow: one clinical area, two or three named voices (your clinical lead and a respected customer or adviser), and a steady presence where that specialty already gathers. Aim for useful data and practical lessons, not opinions about the future of healthcare.
6 steps
Do it yourself: step by step
0 of 6 done
Pick the specialty or service line where you sell most, and write a one-sentence view you can defend with evidence, for example on waiting list management in private orthopaedics.
- Time
- 1 day
- Typical cost
- Free
- Who does it
- Founder and clinical lead
Done when: A written point of view that a clinician in that field would find specific.
This problem is Solvable.
Copy this template
12-month clinical thought leadership plan
Free to copy, adapt and use. No sign-up.
Thought leadership plan for [Company name], [year]
Clinical area: [specialty or service line] Point of view: [one sentence you can defend with evidence] Voices: [Name, role, declaration of interest recorded yes/no], [Name, role]
Quarter plan
| Quarter | Data-led piece | Event or abstract deadline | Media pitch | Voice |
|---|---|---|---|---|
| Q1 | [Anonymised data note on [measure] across [number] sites] | [Specialty meeting abstract deadline: date] | [Trade title, angle] | [Name] |
| Q2 | [Customer survey summary] | [Independent sector conference: date] | [ ] | [Name] |
| Q3 | [Case study with outcomes] | [Specialty meeting: date] | [ ] | [Name] |
| Q4 | [Year in review data] | [Regional meeting: date] | [ ] | [Name] |
Rules
- Every claim has a stated method and sample
- No patient-identifiable data
- Clinical voices declare their relationship with us every time
- No product pitch in talks; one closing slide with contact only
- Each piece sent personally to [number] target contacts
Measures
- Accepted talks and posters: [ ]
- Inbound enquiries mentioning content: [ ]
- Meetings booked from content sends: [ ]
Avoid these
Common mistakes
- Writing broad opinions about the future of healthcare instead of specific lessons in one specialty.
- Using paid clinical advocates without clear declarations of interest.
- Turning conference talks into sales pitches, which gets you uninvited.
- Publishing data without a method, so clinicians dismiss it.
- Posting from the company page only.
Free personal check
Done by Paul Robinson, not software
I'll search your clinical area as a buyer would and show you whose voices turn up, and where yours is missing
What I need from you
- Your company name and website
- Your clinical area
- Names of your clinical lead or spokespeople
What you get
- Screenshots of what a buyer finds on your topic
- Where your specialty gathers and you're absent
- The three changes that matter most
Within 2 working days
No sign-in, no sales call. I read every request myself and reply on WhatsApp.
Free tools
Check where you stand
Benchmarks
Abstract and speaker deadlines for specialty meetings usually fall 6 to 12 months before the event
General pattern across UK specialty association meetings; check each one
Solvable estimate
Paul Robinson
14 years in UK private healthcare
I solve this one for healthcare companies
Want a hand? I'll look at your situation and tell you the three things I'd tackle first.
A few quick questions, about two minutes. I read every one myself and usually reply the same day.
No sales call unless you ask for one. Just a straight answer from me.
I reply personally, usually the same day.
Questions
Frequently asked questions
Do we need a doctor to front this?
It helps in clinical areas. A clinical lead or respected consultant adviser carries more weight than a founder, as long as the relationship is declared.
Can we pay clinicians to speak for us?
You can pay for advisory time, but declare it clearly and do not script clinical claims. Undeclared relationships damage trust quickly.
Which events matter in the private sector?
Specialty association meetings for clinical credibility, and independent sector management conferences for hospital directors and operators.
How long before it produces sales?
Expect 6 to 12 months before buyers recognise you. Direct sends of each piece shorten this.
What if we have no data yet?
Start with practical guides from your clinical lead and customer interviews, then add data as it builds.
Last reviewed:
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