Case study 27
Dr Faye Bate
2025 · 2025, three-month engagement
Context
Faye had reach. What she wanted was authority: to be read as a doctor with a point of view rather than a health creator, and to launch a podcast into a market that already had plenty. We rebuilt the narrative, moved the centre of gravity to LinkedIn, and gave the expertise somewhere to live.
My role
Narrative strategy · LinkedIn positioning · Ghostwriting · Launch and PR strategy
- Repositioning from health influencer to women's health expert, with the claim written down and defended before anything was published.
- A full bio and profile rewrite across LinkedIn and supporting platforms, so the first ten seconds read as authority.
- A messaging framework and three ownable content lanes, replacing reactive posting with a body of work.
- Ghostwritten long-form posts in her voice, built around clinical insight rather than trend commentary.
- The launch rollout and press pitch strategy for HERd, her women's health podcast.
- A proof system: what to publish, what to cite and what to say no to.
Impact
- 3 months
- Engagement, positioning to launch
- 1 podcast
- HERd, launched with a defined editorial position
- 3 lanes
- Ownable topics replacing reactive content
A doctor who now reads as an expert before she says a word, a content system that compounds rather than resets each week, and a podcast launched into a clear position instead of a crowded one.
