Intellect (the UK technology trade body, since rebranded as techUK) commissioned this piece to support a policy-positioning paper on the role digital tech could play in NHS reform. The challenge: present a fragmented landscape — telemedicine, EHRs, wearables, analytics platforms, patient apps — as a coherent story for a non-technical readership of policy makers, NHS commissioners and trade journalists.
The structure that worked was a left-to-right value-chain flow: data sources → infrastructure → analytics → patient outcomes, with examples of UK companies operating at each layer plus relevant adoption statistics threaded throughout. Restraining the colour palette to a single accent let us emphasise the connective tissue (the arrows showing data flow between layers) which was, narratively, the actual point.
What worked editorially
- Naming actual UK companies at each layer made the case concrete — “this isn’t theoretical, here’s who’s already shipping it.”
- Leaving outcome statistics (cost savings, readmission reduction) for the rightmost column kept the narrative directional.
- Print-first sizing decisions — the piece appeared first in a folded paper insert — meant we made colour choices that survived black-and-white photocopying. Worth thinking about even now if your audience prints.
If you’re commissioning similar work today
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