01 - About the Company

BHTA Engage was the commercial media arm of the British Healthcare Trades Association (BHTA), responsible for generating revenue to support the Association’s not-for-profit activities. Operating as a lean publishing and events business, BHTA Engage produced two leading healthcare trade titles — THIIS Magazine and AT Today — and delivered sector-specific trade shows. In 2024, BHTA Engage was fully merged into the parent organisation.

02 — About My Role

I joined BHTA Engage to manage its flagship publication, THIIS Magazine, and to lead the commercial transformation of its media portfolio.

Tasked with developing new revenue streams (particularly in digital), I launched a full suite of advertising and sponsorship offerings, introduced a second digital-first publication (AT Today), and created two new national trade events (Trade Days and The British Healthcare Trades Show).

Over five years, I grew revenues by 119%, built and led a team of four across editorial and commercial functions, and ultimately transitioned into a senior role at BHTA to oversee the integration of the two organisations.

3.1. Publication Leadership: THIIS Magazine

THIIS Magazine (The Homecare Industry Information Service) is a long-established B2B publication serving the mobility, assistive technology, and homecare equipment sectors.

During my time as Editor and later Editorial Director, I oversaw the full editorial, production, digital and commercial direction of the title. I led the publication through a period of modernisation and growth, significantly increasing subscriptions, advertising revenue, and digital reach.

My leadership helped transform THIIS from a traditional print magazine into a multi-platform commercial media brand.

Print & Editorial

As Editor. and later Editorial Director, I led the redesign and editorial strategy of THIIS Magazine, introducing a structured features calendar aligned with sales to drive advertising revenue. I modernised the magazine’s format, improved production efficiency, and delivered 55 issues, growing both readership and advertiser base during my tenure.

Web & Digital Proposition Development

Designed and launched the THIIS Magazine website on WordPress, creating a user-friendly, content-led digital platform that expanded reach and monetisation potential through new advertising formats including display banners and sponsored content.

Email Marketing & Newsletter Growth

Launched and grew a twice-weekly industry newsletter, curating the latest news alongside banner ads, job listings, and sponsored content. The newsletter quickly became a cornerstone of the digital offering - boosting website traffic, increasing subscriber numbers, and opening up a new high-margin revenue stream.

Sales Enablement: Media Pack

Created a comprehensive media pack to clearly articulate the full value of our print and digital advertising opportunities. Working closely with the sales team, I established profitable packages, set pricing structures, and implemented a clear discounting policy to ensure minimum margin protection.

3.2. Publication Leadership: AT Today Magazine

Created and launched AT Today, a new B2B media title targeting healthcare professionals involved in the recommendation and delivery of assistive technology.

Designed as a complementary title to THIIS Magazine, it enabled cross-sell opportunities for existing advertisers eager to reach clinicians, therapists, and prescribers.

Print & Editorial

Led the editorial direction and production of the quarterly AT Today print magazine, including content planning, writing in-depth technology features, and interviewing healthcare professionals. Editorial themes were aligned with sales to maximise relevance and advertising opportunities.

Website Development

Built the AT Today website using the same WordPress framework as THIIS Magazine, streamlining content management, updates, and plugin compatibility across both titles.

Email Marketing

Launched a weekly newsletter delivering industry news, expert insights, and sponsored content to healthcare professionals, creating a new digital channel for advertiser reach, audience growth, and content-led engagement.

3.3. Event Launch: British Healthcare Trades Show (BHTS)

Developed and launched the British Healthcare Trades Show: A new B2B trade event for the healthcare and mobility sector, delivered in collaboration with THIIS Magazine, the British Healthcare Trades Association, and Promoting Independence.

Positioned as a more accessible, cost-effective alternative to major trade shows, the event leveraged our existing media and association networks to attract both exhibitors and attendees without the overhead of large exhibition venues.

Sales Enablement: Brochure & Media Pack

Created a professionally designed digital brochure and media pack to support exhibitor acquisition, outlining the event’s value proposition, sponsorship opportunities, and audience reach.

Sales Enablement: Pitch Deck & Delivery

Designed and delivered a stakeholder pitch deck used in both virtual and in-person meetings with prospective exhibitors and sponsors, supporting Sales in securing key commitments and partnership support for the inaugural event.

Integrated Promotional Campaign

Executed a multi-channel promotional campaign including press releases, digital advertising, organic and paid social, email marketing, and PR. Messaging focused on the event’s accessibility, relevance, and high-value networking opportunities.

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