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Theory in Practice: GP Pathways and the Future of Community Healthcare
Project Overview
I led the development of a research-led thought leadership campaign exploring how General Practice is evolving in response to NHS reform, workforce pressures and changing career pathways.
Working from original survey research with 500 GPs, expert roundtable discussions and stakeholder interviews, I transformed complex findings into a compelling whitepaper designed to influence debate across the healthcare sector while positioning Wesleyan as a trusted voice in medical financial advice.
My Role
As PR Manager, I managed the project from concept to publication, including:
• Developing the thought leadership strategy
• Identifying the key story angles
• Planning research topics and survey questions
• Managing expert contributors and stakeholder engagement
• Shaping the report narrative and structure
• Writing and editing content
• Producing executive commentary
• Creating the supporting PR and media strategy
• Launching the report to national and healthcare media
The Challenge
Healthcare professionals were facing significant uncertainty following NHS reforms, increasing workloads and changing career opportunities.
The objective was to create an evidence-based report that would:
Provide genuine value to GPs
Generate media coverage
Support executive thought leadership
Strengthen Wesleyan's reputation as a specialist adviser to doctors
The Outcome
✔ Research report based on 500 GP responses
✔ Expert roundtable featuring leading voices in General Practice
✔ Professionally designed 28-page whitepaper
✔ Executive thought leadership content
✔ Media campaign targeting national and trade press
✔ Long-term content asset supporting PR, social media and marketing activity
Why this project matters
The strongest thought leadership doesn't simply promote a business—it shapes industry conversations.
This project demonstrates how I combine research, expert insight, strategic communications and compelling storytelling to create content that builds credibility, generates media opportunities and positions organisations as trusted authorities in their sector.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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CREATOR STUDIO ACCESS UPDATE
Once you’ve created your Cantina account on mobile, you can log in to Cantina on desktop web and start using Creator Studio right away!
To get started, first create your Character in Cantina. Once your Character is ready, head to Creator Studio to bring them to life and create your pilot episode for the challenge.
We’re continuing to grant Creator Studio access on mobile, but there may be a slight delay before it appears. You don’t need to wait for mobile access to start creating - you can use Creator Studio on web in the meantime. Once your Creator Studio access is granted on mobile, you’ll receive a push notification from the Cantina app and an email confirmation.
As you create your pilot, we recommend submitting your video in English when possible so our judges can fully understand your character, dialogue, story, and overall concept. This is a recommendation, not a requirement for participation.
Need help along the way? Reach out to the Cantina Ambassadors in the challenge feed or message them directly in Cantina.
Happy creating!
As Liam mentioned us ambassadors are always a dm away if you have any questions, no matter how small it might be!
Wimbledon Premium Blog Moder
About Wimbledon
Wimbledon is a Framer template designed for modern blogs and editorial platforms that follow a news-style structure. It is built to help organize content clearly and efficiently, allowing you to publish articles, structure categories, and present authors within a consistent and professional layout.
The template focuses on readability and content hierarchy, using a clean visual system that makes navigation intuitive and content easy to consume. Each section is designed to support editorial flow, from featured posts to category exploration, helping users quickly find relevant information.
It is especially useful for creators, editorial teams, and digital publishers who want to build a blog or online magazine with a structured CMS and scalable layout.
Ideal for:
Personal blogs and editorial websites
Online magazines and digital publications
Independent writers and content creators
Niche blogs (technology, culture, business, lifestyle, etc.)
Media platforms and podcast hubs
Content-focused startups or side projects
Important:
This template is intended for design and layout purposes only. It does not include business logic, automation, or custom-built features beyond what is available in Framer.
Includes CMS collections for articles, categories, authors, and legal pages, allowing structured content management from the start.
Content creation, editorial workflows, and publishing strategy must be managed by the user.
Some elements may require basic customization depending on your brand, content type, or structure preferences.
Third-party integrations or advanced functionalities are not included and must be implemented separately if needed.
Clear categories give an editorial template a useful foundation.