By Susan Richter, Marketing Communications Manager

It’s fair to say we’re a cynical bunch when it comes to being a consumer. After all, we’ve had a lot of practice. We know phrases like “never seen before low prices” and “wait…there’s more” are mostly hype, and we know BOGOF doesn’t always translate into better value.

What about as business consumers? Especially marketers? Ramp that cynicism up to the max! We know all the tricks and which questions to ask. We can see through the marketing hype, which makes us better at scouting out value and finding what we actually need. At least it should!

But it also means that as marketers marketing to fellow marketers, we need to be spot on because we’re a far less forgiving bunch. It’s a bit more complex than making sure the content is relevant to the target audience, timely and has value. It’s about getting the little things right, being smart and continuously striving for improvement.

Without sounding too sanctimonious or naming and shaming, here’s my list of things to avoid based on real examples:

– Don’t tell me you’ve prospected with care and then ask if I am the right contact to approach
– Personalisation is great; but don’t talk like you know me. You can be friendly and engaging without being creepy!
– Don’t send a follow-up email to a mythical first email. Even worse, don’t send a follow-up email three hours after the first one
– Don’t try sell me things that are clearly not appropriate for a PR agency or part of our offering – like a listing on Amazon or social media services
– Pay attention to your preview text and make sure your subject line, even if the email is valid, doesn’t sound like a phishing email or clickbait
– Don’t send the same email twice from two different salespeople
– Don’t send the same email to me a few weeks apart featuring the same spelling mistake!
– I appreciate some may like this approach, but don’t ask me to click on your diary to book in a call! You want it? You need to work for it.

And finally… proofreed…proferead…proofread. Don’t let grammar issues, typos or blatant misspellings creep into your emails!

All that said, I am not a complete grump. I do enjoy a good sales email, even when the content / service on offer isn’t that relevant to me. I received a great message the other day that was self-deprecating (yes, I am aware it was the author not the message 😊), honest and quite funny.

            “Hi Susan – bumped into you on LinkedIn and I was hoping to try and strongarm you into a dull and monotonous pitch where we can bore you to death on the wild tales of our many digital successes.

Not really, but my boss told me to try some varied approach methods – not sure that one will stick.”

Now that is something I can appreciate!

By Millie Goodwin, Business Development Executive

What’s your career background, in brief?

After going to college, my first job was as an Account Assistant at the luxury car dealer, Rolls Royce. While it was nice working for such a high-end brand and experiencing the luxury market, I felt it was time for a change and a new challenge, so I decided to dive into the PR world.

What’s the most challenging job you’ve ever had?

By far my most challenging job has been working as a waitress in a pub, with it being my first job, I was quite shy and I was really thrown in the deep end with it. Firstly, I realised how challenging some people can be. Secondly, I was working for my parents and if you have ever worked with family before, you know what a big no no it can be.

What apps, technology items and gadgets can’t you live without?

I hate to say but Instagram 100%. I have a love/hate relationship with it, I love it because I’m quite a nosey person, and I love to get inspiration of things to do and places to go. But I know it has its negatives and can be quite toxic.

What’s the best advice you’ve been given?

My favourite quote ever is “great things never come from comfort zones”. I don’t think it’s a particularly well known or famous quote. But I believe it’s so true, all those scary job interviews, nervous first days, awkward moments, and all the mistakes you make are just pushing you to be more confident and realise how much you are capable of.

Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

I haven’t worked in new business for too long, but in my short time, I have learnt there is nothing more thrilling and exciting than getting a response from a potential new client, knowing your work stood out against the rest is truly a great feeling. It makes me excited to win some new business!

Do you personalise your workspace?

Unfortunately, not yet but I intend to get a plant (probably a fake one) because I don’t think I would keep a real one alive. I’ll definitely get some organisers because a tidy space is a tidy mind.

What’s the first thing you do in the office in the morning?

100% make myself a cup of tea, I cannot function without my morning cuppa.

What are you reading, watching, or listening to at the moment?

At the moment, I’m watching Grey’s Anatomy, it’s by far one of the best things I’ve ever watched, I’m currently on season 5 and there is 18 so I think it’s going to be keeping me busy for a while.

By Laura Bundy, Junior Account Executive

It’s no surprise, that after a dramatic rise in smartphone usage, we would one day need to learn the TLC behind our greatest connection.

This week Apple introduced us to ‘self-service repair’, a scheme that allows customers to fix their own devices by gaining access to the tools and guides to do so. This has been applauded for the opportunity it has given and for the right to repair that many feel is owed to them. With the amount current iPhone and MacBook’s go for, it’s no wonder that its owners believe once the product is theirs, they should be able to have full access to it- parts and all. But what does this mean in the long run?

Hanging up on old habits

With COP26 being such a hot topic throughout society, it raises the question as to how this scheme may help in driving forward progression in sustainability. Or how we as individuals can influence this change. We’ve all been there, the excitement of purchasing your phone quickly turning into panic over how you can protect it. We buy screen protectors, cases, we keep the box in the back of our cupboards for years just in case it’s needed. Yet, when it comes to looking after our once loved now broken products, we result in chucking them away and buying new as quickly as we replaced the one before. I believe that with this new scheme there will be a change in habit, now that we have the access to solve any issues that may arise. Consumers instead may work on fixing and quickly resolving the problem, causing less hassle for the customer than buying a new product itself. In turn, aiding in the recycling and reconditioning of technological devices.

Fixing the progress

Apple has made their stamp too, claiming that customers who return their broken part for recycling will receive credit toward their purchase. With a company as huge and influential as Apple this can only prove to be successful in setting an example for the rest to follow and to perhaps inspire others to do one better. Representing a way to source such a positive impact on the climate! Could this be the way forward for technological businesses? A move in the right direction, to create an element of sustainability and care in how we tackle protecting the environment. I for one believe that this will have a domino effect in businesses to come, raising the importance of sustainability and laying out how this could be achieved.

There has been a mark made in the technological world toward positive environmental impact, the question is, how long till others follow in its footsteps.

By Leo Nash, Junior Account Executive

What’s your career background in Brief?

I graduated from Bournemouth University last year with a degree in Public Relations. I worked at Victoria’s Promise, a woman’s cancer charity, for a year as a PR Intern and have worked in the hospitality industry for over three years!

What’s the most challenging job you’ve had?

Although extremely rewarding, working at the Basingstoke Vaccination Centre was really challenging and physically demanding due to the long hours and freezing weather. Talking down anti-vaxxers wasn’t much fun either.

What apps, technology items and gadgets can’t you live without?

It’s got to be Spotify really, podcasts and music get me through the day.

What’s the best advice you’ve been given?

You can always add more spice, but you can’t ever take it out!

Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

Having only really started my career path, I have to say learning new things and seeing improvement in day-to-day tasks is giving me a kick as of late.

Do you personalise your workspace?

Only with snacks, nothing special.

What’s the first thing you do when you get into the office in the morning?

Say good morning and head for the coffee machine.

What are you reading, watching or listening to at the moment?

Currently reading Go Ahead In The Rain by Hanif Abdurraqib, watching What we do in the shadows and revisiting MFDOOM’s discography.

By Ellie Nash, Digital Account Executive

With LinkedIn Creator Mode, anyone can become a LinkedIn influencer… Even you! And here’s how.

What is LinkedIn ‘Creator Mode’?

LinkedIn launched its new ‘Creator Mode’ feature in March 2021 with the aim to help professionals on the platform help build their personal brand. The tool supports individuals with growing their following, building a presence on the platform, getting their content noticed and also provides a higher opportunity to be noticed by potential clients. This new feature is a strong step forward in creating a bigger LinkedIn influencer community.

How do I turn on ‘Creator Mode’?

LinkedIn Creator Mode is now available for all profiles. You’ll find the option to turn it on via your LinkedIn dashboard on your personal page. Once you’ve switched the toggle on, you’ll be encouraged to add 5 hashtags that will be based on topics you’re most likely going to be discussing and these will be displayed on the top of your profile. These hashtags are optional, but I’d highly recommend adding them to your profile. But why? These topics help to show potential followers what you discuss the most. For example, on my profile, I have added; ‘#PR #marketing #PRcareers #socialmedia #socialmediamarketing’, as these are what I talk about most frequently on any content I share or post organically. You can find these hashtags underneath your job title on your profile.

What’s happened to my profile?

Don’t panic! Once you’ve turned on the ‘Creator Mode’ toggle, LinkedIn will automatically shift the profile around to show off your content. Previously, the ‘About’ section lay above the ‘Featured’ section but after turning on ‘Creator Mode’, the ‘About’ section will appear below ‘Activity’ and ‘Featured’ section so that your content is forefront and centre for everyone to see.

How do I grow my network now ‘Creator Mode’ is on?

Once ‘Creator Mode’ is turned on the ‘Connect’ call-to-action button immediately changes to a ‘Follow’ button. Don’t worry, people can still connect with you by clicking on the ‘More’ button on your profile, but the idea behind ‘Creator Mode’ is to increase and grow your following.

What is the ‘Creator Community’?

Once you have turned on LinkedIn’s ‘Creator Mode’, the app will encourage you to sign up to their weekly newsletter, the ‘Creator Community’. Now, I know what you’re thinking, SPAM! But no, think again. This newsletter is written by Daniel Roth, the editor-in-chief and VP of LinkedIn and will provide you with endless ideas for what content you should be posting, some strategy ideas to boost your following and more! It’s a great opportunity to gain insight into what’s trending in the industry so that you can keep on top of it as a creator and excel.

How else can I show off my profile as a Creator?

If you’ve turned on Creator Mode and are still looking to take your profile to the next level, how about considering a ‘Video Cover Story’? The ‘Video Cover Story’ feature provides you with the opportunity to replace your profile picture with a 30-second video where you can introduce yourself to new followers. This feature is a fantastic way to show off to recruiters, as well as helping you gain potential clients; you immediately look friendly and approachable to anyone who visits your profile.

You could also use this cover story to tell followers about an upcoming webinar that you’ll be speaking in or tell them about an event that you’ll be at. You can say a lot in 30 seconds!

To conclude…

Now ‘Creator Mode’ is turned on and you’re ready to become a LinkedIn influencer, it’s time to start growing! To grow your network now ‘Creator Mode’ is fully set up, you must start considering a content plan. LinkedIn favours a mix of content so be creative, post videos, photos, blogs, and polls to start conversations. According to statistics, it’s best to post a maximum of 4 times a week on LinkedIn.

Not only should you worry about your own content, but you need to start thinking about other people’s content too. It’s key to engage with other people’s content on LinkedIn. You can like, share, and comment, all of which will help you gain exposure to your page. Why not comment asking a question about the post? Why not share and congratulate how insightful the post is and tag a few of your connections to view the post? All of which is helping you grow.

But overall, get creative! Have a bit of fun with Creator Mode because you never know, a year from now, we could be looking at a LinkedIn influencer.

By Natalia Kaczmarek, Digital Content Creator

We’ve all heard the saying ‘cash is king’. And it certainly has been for a long time. While some people still largely rely on notes and prefer them for everyday spending, others have permanently shifted to credit cards. Whatever the preferences, we can’t ignore that the financial system is changing, with mobile payments on the rise and a boom in crypto and digital currencies.

In fact, the Bahamas is the first country to issue central bank digital currency (CBDC). Launched in October 2020, the sand dollar is a digital iteration of the Bahamian dollar and one of just two fully operational retail CBDCs worldwide. The second one is electronic yuan (e-CNY) backed by The People’s Bank of China. The blockchain-powered e-CNY is China’s response to the declining role of cash, aiming to eventually and completely replace it.

But will more countries follow China’s footsteps to kill cash?


CBDCs are currently a hot topic, with many governments running initiatives and pilot schemes to explore the applications and impact. In July this year, the European Central Bank (ECB) announced it was approaching the next phase of its digital euro development project. However, it explicitly stated that the digital euro will complement, not replace, cash. The Bank of England has also set up a taskforce to coordinate the exploration of a potential UK CBDC. Sweden, South Korea, Saudi Arabia, Ghana and Nigeria are all among 81 countries looking into digital currencies. Interestingly, while the race is hotting up, the world’s foremost economic power, the US, is quite behind. Could this be an omen?

Benefits of digital currencies

As an inclusive digital payment medium, CBDCs would be available to all citizens and businesses, offering an array of benefits in the future. Unlike unregulated cryptocurrencies and stablecoins, they’re issued centrally as digital tokens or deposit accounts, and have real values not set by the market’s supply or demand. That means they should be stable through the enforcement of monetary policies.

Digital currencies could allow financial service providers to improve efficiency and offer innovative, progressive services to us all. They could drive the Internet of Things payments forward. Your smart vehicle could pay for its own power or toll, or your smart home could sell excess electricity from solar panels to the next-door neighbour. And maybe finally we won’t need a coin for a supermarket trolley?

With CBDCs, local and cross-border payment transfers can occur almost instantly, with much lower fees. Faster, more convenient and cheaper transfers can promote economic growth and benefit poorer regions. People visiting foreign countries for business and pleasure could have easier access to local currency, encouraging them to spend more and boosting the economy. With digital smart wallets, we won’t have to check our pockets every time we leave the house. Just a small benefit for the forgetful.

Privacy considerations ahead

It seems like the future of CBDCs is promising. However, one of the greatest concerns with any digital currency and the transition to fully cashless banking systems is consumer privacy. Many businesses have betrayed our basic right to privacy in the past, so some might be more hesitant than others to permanently switch to this new means of payment. As central banks will be able to monitor every transaction performed through CBDCs, the culture of greater surveillance might be born. Banks could trace our whereabouts and create detailed personas of their citizens and spending habits, leading to unstable governance and highly dissatisfied nations. It could be argued that most of our moves are already being scrutinised, yet we’re still happy to geo-tag our latest Instagram posts…

Whilst electronic currencies are picking up and promise many benefits for the society of the future, it will take a few years for us to forget about good old cash. For now, I’ll personally keep hold of any coins from the back of the sofa. One day, they might be worth a lot of e-money.

By Jo Elliott, Senior Account Manager

Next month COP26, the 26th United Nationals Climate Change Conference, will take place in Glasgow, uniting countries to accelerate action towards the goals of the Paris Agreement and the UN Framework Convention on Climate Change. The lead up to this is an important moment for the communications industry to reflect on our role to make, and influence change.

Last year when the nation’s sweetheart and immensely respected nature broadcaster, David Attenborough, joined Instagram he had more than 200,000 followers within an hour of his first post and 1.2million followers by the afternoon.

His reason for joining the social network was clear, “Saving our planet is now a communications challenge”. 

Brands should be focused on reducing their operational carbon footprint, but the communications industry must also produce campaigns that measurably generate less carbon. A real driver for this change is the requirement for carbon footprint reporting to be included within company audits by 2025. Businesses, and the agencies supporting them, need to harness the power of communications to change consumer behaviour (for good), without greenwashing.

In recent years the marketing community has launched several initiatives such as Ad Net Zero but to make impactful change on scale, businesses need to understand the intersection of their brand, customer, and the impact they can achieve. Skincare company Kiehls is a fantastic example of a brand committed to transparent sustainability communications, including a glossary on its brand sustainability page giving consumers complete clarity on its environmental impact.

In the B2B world communicating the sustainability agenda and achievements of a business might seem more daunting, but there are three simple steps to follow:

Inescapably, you need to start by taking some action on climate change
Dependent on the business size and industry, this might involve reducing the carbon emissions of production processes, greener or innovating new products to help customers reduce their carbon footprint. The time to act is now and every change will make a difference to the future of our planet

Shout about it
This step shouldn’t be viewed as a PR opportunity to improve brand awareness, but a genuine action to motivate customers, partners and employees to join the journey. Explore how the action taken aligns with your businesses values, is genuine, and connects to the health of the planet. When communicating these stories think of the impact on business and/or society this change has had.

Back it up
Sustainability initiatives mustn’t be a one-time event, supply chains, production lines, product innovation, business operations, every corner of your B2B business needs regular and consistent reviews in place dedicated to constantly evolving the sustainability of your business. Many B2B businesses share annual sustainability reports with customers and partners, ensuring they are holding themselves accountable to meet the green objectives they set out with and measure impact over time

For decades conversations have taken place on the quickening pace of climate change, the melting glaciers, the extinction of species, and the death of coral reefs and yet as a collective, our behaviour hasn’t changed much. The role of communication, as Attenborough said, is now to spread the most important message we as a species have ever had to give or receive.

By Emily Fishburn, Account Manager

This Sunday marks World Mental Health Day, a day focused on raising awareness about mental health, something which has previously had a massive stigma around and has been brushed under the carpet, It’s now being openly and honestly spoken about in both our working and personal lives. This support is important due to the fact that 1 in 4 people in the UK has experienced mental health issues.

At Whiteoaks this week, we honoured the day by having a cake and coffee session, which led us to get talking to one another about our most random facts and debating whether we’d like more money or more time. This gave us a chance to take a break from our usual workday and get to know each other better. Mixing from different departments within the company and most importantly, to lift spirits and have a laugh.

Other companies too are joining in on raising awareness for the day, for example, Spotify is encouraging everyone to ‘Take a Beat’. On their platform, they have re-introduced a ‘Wellness hub’ in which people can access various mental health resources from a yoga and exercise section to calming playlists and motivational podcasts. Moonpig is also encouraging the UK to reconnect with others and show someone they care by giving away free cards to honour World Mental Health Day. The NHS has an ‘Every Mind Matters’ campaign which provides expert advice and practical tips to help us look after mental health. Some of these including:

– Spending time in nature
– Getting enough sleep, having a balanced diet and staying hydrated (something I discussed the importance of in a previous blog)
– Exercising (this can be anything from walking, cycling to dancing)
– Spending time with supportive people
– Taking some time out for yourself to do something you like, for example, baking, watching a film, reading a new book or listening to some music
– Help someone else – giving something back can help give a boost to our mental health

The website also helps by offering a survey in which you answer five questions to get a free mind plan to help deal with stress and anxiety, improve your sleep, boost your mood and feel more in control, take the quiz here.

To keep up to date with what people around the world are doing to raise awareness for Mental Health Day as well as accessing materials for taking care of your own mental health and providing support for others, the World Health Organisation (WHO) is hosting a dedicated campaign on their website for everyone to access here. You can also follow the hashtag for the day on Twitter #WorldMentalHealthDay.

By Ellie Nash, Digital Account Executive

2021 has undoubtedly been the year of TikTok. Since the pandemic, the video-sharing app has blown up and allowed organisations across the globe the opportunity to see their business quadruple in growth all because of a 30-second video.

Most businesses would say that TikTok is just for B2C brands, but we’re here to tell you why your B2B organisation SHOULD be using TikTok and why it’s worth experimenting with.

What is TikTok?
Unless you have been living under a rock, you should know what TikTok is. But, if you’re still unsure, here’s a rundown of what the app consists of.

TikTok is a video sharing focused platform that was created in 2016. The videos have a duration of 30 seconds to 3 minutes and can consist of anything from dancing clips, comedy sketches to educational how-tos.

In my opinion, this app is a playground for creatives and allows the opportunity for people to sit back, relax and indulge in easy-watching content that takes the load off from the day.

Why should my B2B organisation use TikTok?
In a recent March 2021 Kantar study, it was reported that “30% of TikTok users in the U.S. said they have watched less TV, streaming and other video content since joining TikTok.” This creates a huge opportunity for B2B marketers to fill this empty mainstream media hole.

But… What shall we post?
It’s hard to know where to start when creating your TikTok account, but remember, this isn’t LinkedIn. You need to discover your business’s niche.

For the most part, this is a chance to show off the personality of your business, the talent of your team and the fun you have within the office. Most of the TikTok audience tune into the app to watch entertaining content that distracts them from the stress of their daily lives, so keep that in mind.

Understanding your niche is vital for the success of your videos. It will help you land on the correct people FYP (for you page) to optimise them engaging and resonating with your content.

Here are a few examples of content that we would recommend you post, depending on the type of business you are:

– How to’s
– Meet the team
– Product highlights
– Humorous videos (get involved in World Hot Dog day or April Fools!)
– Influencer marketing

… These are only a few examples of some of the content that could make your business go viral, be creative!

But… What if our content goes down like a lead balloon?
TikTok is all about experimentation. Do not let low views or negative comments dishearten you from pushing out new and creative content. This journey will help you understand your businesses tone of voice and what you want to promote. We recommend keeping trying and being yourselves because who knows what style of content will resonate with your audience, it’s definitely worth a try.

How do you become ‘TikTok’ famous?
Unlike other social platforms like Instagram and YouTube which is driven by followers and subscribers, TikTok is algorithm based so every creator has the opportunity to go ‘viral’ and have their content appreciated through likes, comments, shares and views.

How long will TikTok success take?
This success will take a little time and patience. TikTok success is not an overnight thing, (it could be but it’s very unlikely), your first 10 videos might only get 10-12 views but by staying persistent and keeping at it, you could become an overnight sensation and get millions of views just like mochi ice-cream brand, Little Moons.

Here are a few of our favourite examples of B2B TikTokers who have made it big due to personality and creativeness:

Adobe – Since starting their account, Adobe has curated almost 200K followers. Their highest-ranking video has a whopping 2.9 million views and contains a man ‘painting’ a grey sky to make it bright and blue. Within the video, there is no mention of the Adobe product it is promoting within the video itself but the hashtags in the caption give away that this is a feature of #AfterEffects.

Watch it here:


Reach high and touch the sky with this edit from @curlykidlife. #Adobe #learnwithme #learnontiktok #AfterEffects #TipsAndTricks

♬ original sound – Adobe

Canva – Another great B2B TikTok account is graphic design company, Canva. On the platform, Canva, much like Adobe, are verified, which confirms that this is the authentic account of the business. Canva has curated 54.5K loyal followers with their highest-ranking video reaching 167.4K views. This video, unlike Adobe’s creative video, is a how-to video. It is showing the viewer how by using their service Canva, they can create a mess-free, organised desktop.

Watch it here:

ShopifyShopify, as well as being TikTok verified, have an impressive 56.6K followers with a total of 852.3K likes. Their most popular video accumulated 1.6M views! It is interestingly all about the power of TikTok and how 1 viral TikTok video accelerated the searches and sales for cranberry juice brand, Ocean Spray.

Watch it here:


in case you were thinking of skateboarding with a bottle of ocean spray #feelinggood #smallbusinesscheck #entrepreneurtiktok #fyp #didyouknow #info

♬ original sound – Shopify

So, what have we learnt from the above brands? What has shown them success?

– Be creative
– Show off your products but subtly
– Jump on TikTok trends
– Create how-tos
– Be educational and informative
– Have fun with it!

But why should we?…
If we haven’t convinced you to create a TikTok account by now, I don’t know what will!

Did you know that 62% of TikTok users are aged between 10-29. That’s not Gen Z… That’s a generation of young businessmen and women who could be decision-makers. To make that statistic even more impressive, that’s 62% of 689 million people (and this statistic was uncovered in January 2021 so you can imagine how many more people are now on board with TikTok)

Above all, have fun with it… Let your creative juices start to flow and let your marketers have a laugh and create funny or informative content that fits your brand’s message.

We wish you all the best with becoming TikTok famous!

Amber Chawner, Senior Account Executive

Last week’s announcement from Boris Johnson revealing the rise in national insurance tax to fuel health and social care has left promise for further investment in technology to help increase efficiency and allow for better resourcing. However, that isn’t to say that progress hasn’t already been made in this department, with exciting new developments in Artificial Intelligence (AI) and healthcare hitting the headlines every day.

As we wait in anticipation to see what is to come, below I take a look at some of the ways that AI is already being used to revolutionise the health and social care sector.

Using AI to detect dementia up to 15 years earlier
A disease that impacts more than 850,000 people in the UK every year, Cogentivity has partnered with InterSystems on a solution that uses AI to detect dementia up to 15 years earlier than conventional methods. Its Integrated Cognitive Assessment (ICA), teamed with InterSystems IRIS for Health data platform, tests how the brain reacts to certain types of images and detects the earliest signs of disease before the onset of memory symptoms. It has already been deployed at North Staffordshire Combined Healthcare NHS Trust and is currently the subject of a UK government-funded study in collaboration with the Sussex Partnership NHS Trust and Alzheimer’s Research UK.

AI remote monitoring software to allow people to remain in their homes
Health tech company, Lilli has recently partnered with Dorset Council in a three-month pilot to help identify cost and time-savings in the care sector. With 100 people involved in the trial, sensors are installed in their homes which then track behaviour and electricity usage. AI then comes into play to analyse the data collected and spot any potential health problems. With additional strain being placed on the NHS at the moment, this kind of solution helps to keep people out of hospitals, while also allowing them the freedom to remain in the comfort of their own homes for longer.

Scientists are developing an app that uses AI to diagnose conditions by listening to their cough
Imagine having an app that can determine what illness you have just by listening to a cough?! For a lot of people, a cough is just a cough, but this group of scientists are recording millions of coughs and then training AI to identify what is causing the person to have the symptom. After the events of the last year and a half, this kind of tool could become instrumental in helping diagnose conditions such as asthma, pneumonia, chronic obstructive pulmonary disease or even Covid substantially earlier – freeing up hospital space and increasing overall hospital efficiency.

AI-enabled software which allows surgeons to rehearse brain aneurysms procedures
Oxford Heartbeat has designed the PreSize technology – an AI solution that allows surgeons to rehearse brain aneurysms procedures. Currently being used by the NHS at Leeds Teaching Hospitals, the medical device software helps to plan neurovascular surgeries by predicting the behaviour of a particular stent in a patient’s anatomy. It then automatically creates an accurate 3D model of the patient’s vessel tree and indicates where a stent should start and finish in the vessel model, allowing the surgeon to select the best option from a library of all certified stents.

With these exciting new developments already well underway, keep your eyes peeled to see the other innovative ways in which AI can be used to revolutionise the healthcare sector.

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