Plain on the Tin, Complex Underneath


Recruited as Head of Sales & Marketing at clinical decision support software developer, Plain Healthcare in 2005. Promoted to Board after less than 2 years. Left when business sold to Advanced Health and Care at the end of 2013.

Clinical decision support content at heart of products was NICE-accredited and contained over 1 million words. Used by nurses mainly, core markets in primary care.



Significant sales and distribution growth from existing/new channels. Succeeded in growing market distribution of Odyssey clinical decision support software in UK GP Out of Hours sector from 32% to 65% inside 4 years.

Led the bid team that was awarded four NHS Connecting for Health Framework Agreements for supply of decision support software to Urgent Care, Ambulance and Prison sectors.

Over 95% customer retention during the 8 years I was there.

Developed partnerships with systems suppliers to GPs, ambulance services and hospitals, the NHS, service providers, academia and LMC Buying Groups Federation.

Rebranded business and product ranges/variants. Enhanced web and printed materials.

Led the development of long-term strategy, instrumental in raising £1m investment in November 2009 plus AIM listing of parent company, Avia.

SEO and social media used more over time.

Launched web-based, SaaS products into care homes and GP practices; test markets followed by GoToMarket plan.

Introduced SalesForce.com CRM system and configured to our needs. System Administrator and super-user. Introduced new methods of working across the business, with widespread adoption by sales, marketing, technical support, project implementation and training.

Developed direct sales and distributors across world; Europe, Australia, Asia and USA.

Worked with UK Trade & Investment (UKTI) and embassies in USA and France to develop prospective partnerships and direct sale opportunities.


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