Content Strategy | Comms | Consultancy | Digital Marketing | Copywriting | Campaigns
Good content starts with people
Hi, I’m Dee.
I think health content should sound like it was written for a human being, not a committee.
I think tech brands can talk about what they do without drowning people in jargon.
I think “engagement” means very little if the person on the other side of the screen doesn't actually care.
And I think the best content starts with listening.
Content that connects
Good content isn’t just about getting the words right.
It’s about understanding the people you’re talking to: what they need, what they care about, what might be getting in their way — and how you can make their lives a little easier.
That’s the thinking I bring to every project.
Whether you need a clear content strategy, compelling copy, a digital campaign or someone to help bring a big idea to life, I combine strategic thinking with a human-first approach to create content that works for both people and brands.
11 years. A lot of words. Even more people.
I’ve been doing this for 11 years.
In that time, I’ve written about everything from clinical research and patient journeys to technology, awareness campaigns and the occasional subject that seemed completely impossible to explain in 500 words.
I’ve worked with global brands, smaller businesses and agencies, in the UK and around the world.
And somewhere along the way, I realised that the bit I enjoy most isn't writing.
It’s figuring people out.
What do they need to know? What are they worried about? What will make them stop scrolling? What will make something click?
That's where good content starts.
I make complicated things make sense & boring things interesting.
Health and technology can be complicated. The people engaging with them shouldn’t have to be.
I love taking complex information, ideas and subjects and finding the story at the heart of them — then turning that into content people can actually understand, relate to and act on.
That might mean helping a health brand communicate with patients, making technical information more accessible, shaping a campaign that gets people talking, or finding the right words to explain what a business actually does.
Human-first isn't just a nice phrase.
It's how I work.
Behind every click, search, diagnosis, download, purchase and scroll is a person.
A person who is busy. Or curious. Or confused. Or worried. Or looking for an answer.
So before I think about keywords, channels or conversion rates, I think about them.
What do they need?
What do they understand?
What matters to them?
Then we work backwards from there
Who I work with
I work with a mix of organisations, from global brands and established businesses to agencies and smaller teams with big ideas.
I’m particularly experienced in health and technology, but I’m not limited by an industry label. If you have something interesting to say, a problem to solve or an audience you want to connect with, I’d love to hear about it.
“The single biggest problem in communication is the illusion that is has taken place”
I’m also a fierce health advocate and when I’m not working with clients, you can find me on social media, raising awareness of different health conditions and talking extremely bluntly about my experience with breast cancer.
And in 2021 I founded the only female-only copywriting community - the Female Copywriters’ Alliance, which operates on Discord. We have grown to over 200 members, and regularly host digital networking and in-person social events, as well as being a hub for female copywriters to talk all things related to the industry, and plenty outside of it too!
“ Having trained Copywriters for the DMA for a decade, I can hand-on-heart say that Dee is one of the best freelancers in the business - and one of a rare few who knows what service is and delivers it. She is always ready. For anything. She is always open. To anything. She is always committed to finishing what she starts. And nothing is impossible. We think of Dee as part of our team at Department of Change. She's our go-to as much for big complex projects, as small difficult ones. She's a great collaborator, has a strong strategic grasp and is reassuringly methodical in her process, while also allowing creative space for those unexpected leaps. She can inhabit any brand voice, because she takes the time to internalise it. She can credibly share expertise on latest breakthrough technologies, because she does the research to immerse herself in them. And she can put our clients at ease at the start of a flagship project, because she's a seasoned professional that they, like we, are happy to have on the team.”
-Debi Bester, Chief Changemaker and Founder, Department of Change
