People at PIF

The Trustees of the Patient Information Forum ensure the charity operates effectively for the public benefit in-line with its charitable objects. The Trustees oversee the development and implementation of the business plan and strategy, providing robust financial and performance oversight and governance.

The PIF Advisory Group ensures the interests of health information professionals, from a range of sectors, and people with lived experience are fully taken into account within our work.

The Advisory Group is a collection of individuals who bring unique perspectives and expertise in order to more effectively guide the work of PIF.  The Advisory Group plays an active role in helping PIF achieve its vision.

The PIF TICK steering group was established to ensure the quality mark reflects best practice in health information production. The cross-sector group helps us understand the needs and expectations of health information professionals and patients in relation to health information and provides external scrutiny of the standards we set.

Our Trustees

Sue Farrington

Sue Farrington


Sue is Chief Executive of Scleroderma and Raynaud's UK. 

Sue has more than 25 years’ experience in senior leadership roles in the private, public and voluntary sector. 

Anne Ballard

Anne Ballard


Anne has over 25 years’ experience within the pharmaceutical industry and now runs her own consultancy business. 

With over 10 years’ experience as a board member, she brings a wealth of experience in setting strategy and delivering measurable improvement in outcomes.

Headshot Graham Parker

Graham Parker


After a career in manufacturing and international sales, Graham put his business and management skills to use in the public and charity sectors. 

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Jacquie White


Jacquie was Director of National System Transformation Group, NHS England until summer of 2023.

She has 20 years of experience supporting health and social care teams to improve the quality of services.

Our Team

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Sophie Randall


Sophie joined PIF in February 2018. Sophie is responsible for strategy, policy and partnerships. She was formerly MD of Oyster Healthcare Communications, a specialist patient communications agency.

Dan W

Dan Wills

Quality Mark Manager

Dan joined PIF in early 2020 to launch the new health information quality mark scheme. Dan has more than a decade of experience working with charities and the NHS.

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Sheena Campbell

Communications Manager

Sheena has been working with PIF since 2019. She is responsible for the weekly PIF Aware newsletter, social media and member training. Sheena is a qualified journalist with a passion for making health information accessible for all.

Eugene Thomas

Website Manager and Designer

Eugene joined PIF in 2023. He is the website manager and designer for both the main PIF site and the PIF TICK website. Eugene has a passion for improving user experience through thoughtful design.

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Virginia Chachati

PIF TICK Engagement Specialist

Virginia is a UK pharmacist, registered with the GPhC since 2014, and an experienced medical communicator. Virginia supports PIF TICK members throughout their assessment process. She also helps raise wider awareness of the scheme.

Sasha Daly

Sasha Daly

PIF Project Associate

Sasha Daly has joined PIF as Associate to deliver our project on cost recovery and fair market value.  Sasha has a long career in the charity sector, having led policy functions at the Teenage Cancer Trust and Ambitious about Autism. Sasha’s wider experience includes policy, advocacy and government affairs lead at Bristol Myers Squibb.

Our Advisory Group

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Kate Betteridge

Director, Betteridge Associates

Kate has almost 30 years’ experience working with people with long-term conditions to help empower them to make informed choices about their health and lifestyle. She has extensive experience of involving service users in the development of information.

Trishna Bharadia profile

Trishna Bharadia

Owner, The Spark Global

Trishna is a multi-award winning patient engagement consultant and patient advocate, who works with various stakeholders in healthcare and the life sciences to better embed the patient voice in their work. She lives with several long-term health conditions, including multiple sclerosis, and is a patron/ambassador for several charities, as well as being a visiting lecturer in patient engagement at King's College London.

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Tom Bishop

Head of Patient Information, Anthony Nolan

Tom joined Anthony Nolan in 2017 and manages the production of all patient information. Tom previously worked as a broadcast journalist on the BBC News website before managing information production at Terrence Higgins Trust and Mind, giving him great insight into developing accessible information resources with target audiences who have a variety of needs.

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Selina Corkery

Service Manager (Editorial), Macmillan Cancer Support

Selina is Service Manager (Editorial) in Macmillan Cancer Support’s cancer information development team. She has worked been responsible for producing information on health, social care and related fields for many years, and for establishing and maintaining quality assurance in its publication.

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Michele Crooks

Communications Officer, Public Health Agency (Northern Ireland)

Michele has more than 20 years’ experience in writing and editing public health information for both the public and health professionals. In her role at the PHA, she takes complex information and turns it into user-friendly text for print and digital publication. Michele is committed to producing high quality health information that empowers people to make decisions about their health and help them live longer, healthier lives. 

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Linda Cowie

Director Behavioural Sciences, FCB Health Europe

Linda is a pharmacist by training, but has spent 25 years working in healthcare marketing and communications for various pharmaceutical and nutritional companies and healthcare communication agencies.  

Linda is currently Director Behavioural Sciences at FCB Health Europe.

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Joanna Dundon

National Clinical Informatics Lead – Public, Digital Health and Care Wales

Joanna works at Digital Health and Care Wales, a Special Health Authority for digital services which has been formed from NHS Wales Informatics Service. She is working on a new Welsh Government sponsored Digital Services for Patients and the Public Programme to develop the NHS Wales App for patients to be empowered to be responsible for and contribute to their health and wellbeing, have access to information and records, and interactions with health and care professionals.

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Morag Evans

Library and Knowledge Specialist

Morag has worked at Dorset County Hospital NHS Foundation Trust Library Service for ten years, initially as a library assistant, later as librarian and recently as library and knowledge specialist. She is the lead for health literacy at the Trust and has set up a network of health literacy champions who advocate quality health information and communication with colleagues and patients/service users. Morag is passionate about making information as patient-friendly as possible and is involved in the reviewing of patient information leaflets at the Trust.

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Hannah Ensor

Founder, Stickman Communications and Chair of the Hypermobility Syndromes Association

Hannah lives with a hypermobility syndrome, and autonomic dysfunction, and has volunteered with the Hypermobility Syndromes Association for over 10 years, including as chair of the board of trustees since 2019. She is also the founder of Stickman Communications Ltd - creating clear, practical ways of communicating about disability.

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Lynsey Hawker

Librarian - The King's Fund

Lynsey has worked in health libraries since 2005, working in academic sector and the NHS before joining The King’s Fund’s library service in 2016.

She has been an active member of CILIP Health Libraries Group (HLG) committee since 2016 and recently took on the role of Co-Chair of the group in 2021.

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Steph Jury

Health Content Manager, Guy’s and St Thomas’ NHS Foundation Trust

Steph specialises in health information and digital content design in the NHS. She leads on inclusive and accessible information delivery across 5 hospitals and community sites. With a background in frontline care, Steph is deeply committed to implementing practices that address health inequalities and uplift groups at disproportionate risk.

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Rachael Middle

Clinical Quality Improvement Lead in Learning Disability and Mental Health Services, Isle of Wight NHS Trust

Rachael has worked in the NHS since 2009. Rachael's clinical background is as a Speech and Language Therapist. Rachael currently works in clinical quality improvement in mental health and learning disability services. Rachael has a particular interest in public health and the link between good quality accessible health information and the prevention of health inequalities.

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Dr Knut Schroeder

GP and Health Information App Producer, Founder and Director of Expert Self Care Ltd

Knut is a practising GP in Bristol and helps organisations provide health information, promote self-care and signpost services through PIF TICK certified mobile apps.

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Dr Alice Wood

GP and Clinical Director

Alice is a GP, clinical director at Cognitant Group and clinical lead at ApptHealth. In all her roles, Alice advocates for empowering patients and the public with knowledge and understanding to improve their own health and wellbeing. She has a particular interest in child health and prevention.

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Dr Juhi Tandon

Medical Director, Cognitant

Juhi has been a practicing NHS doctor since 2005 and a GP for over a decade.  In April 2018, she became Co-founder and Clinical Director for Cognitant Group and is now Medical Director. She is strongly focused on innovating the content and delivery of health information making it accessible, memorable and easy to understand through the use of immersive technology. Juhi is passionate about preventative medicine, overcoming literacy barriers, tackling misinformation and ultimately empowering patients to make informed decisions about their care. Juhi is based in the US and is our international advisor.

PIF TICK Steering Group

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Sion Baldwin-Jones

Health Content Lead, Parkinsons UK

Sion has worked in health content production since 2011. His current role is at Parkinson's UK, where he leads on the content strategy and design of their digital and print health and support content. He acted as deputy editor and editor of their information and support magazine for 6 years. Prior to this, he worked at Rethink Mental Illness and the NHS. He is passionate about creating user-first, insight-led information that helps people manage their condition better.

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Caroline DeBrún

Knowledge and Evidence Specialist – South West, UK Health Security Agency

Caroline studied at Coventry University, specialising in health information literacy. She has worked for the UK Health Security Agency (formerly Public Health England) since 2014. Her current role involves finding the evidence to inform public health decision-making and providing current awareness services on topics including global health, mental health, and COVID-19. She has worked in medical libraries in various settings since 1999. Throughout her career, she has focused predominantly on information literacy, evidence based practice, knowledge management, and improving access to good quality health information for all.

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Sophie Dopierala-Bull

Education and Health Communications Director, CoppaFeel!

Sophie is the Director of Education and Health Comms at CoppaFeel!, a breast cancer charity working to raise awareness amongst 18-35 year olds. She has worked within the sector for 8 years, leading on education strategy development, health information and impact monitoring for the organisation. She is passionate about ensuring young people are educated and informed so they can be proactive about their health.

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Emma Rushton

Information and Services Manager, Multiple System Atrophy Trust

Emma Rushton is the Information and Services Manager at the Multiple System Atrophy Trust (MSA Trust). The MSA Trust supports people with MSA, a rare progressive neurological condition that affects adult men and women. Emma joined the Trust in 2014 and has responsibility for ensuring that quality support services are offered to all people affected by MSA and those supporting them. She has worked with both the Information Standard and PIF TICK accreditations, ensuring the organisations resources are of high-quality and meet service user needs. Prior to working at the Trust, and after graduating from the University of Plymouth, she worked in primary school education settings providing support and guidance to vulnerable children and their families.

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Julie Smith

Content Director, EIDO Healthcare

In September 2019, Julie joined EIDO Healthcare as their Content Director, managing a library of patient information that serves to support informed consent. Before that, she was the editor of journals including the British Journal of Healthcare Assistants, British Journal of Community Nursing and the British Journal of Nursing for over a decade. Julie is a trustee of The Lindsay Leg Club Foundation and provides editorial support for their patient and clinical information. She is passionate about clear, accessible health information and is delighted to be a member of the PIF TICK Steering Group.

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Emma Wallis

Senior Content Manager, Diabetes UK

Emma has been working in health content production and strategy for over 12 years. Currently at Diabetes UK, Emma leads excellence in audience-led, impactful health and lifestyle content across a range of formats and channels. Prior to this, Emma developed her passion for producing high-quality patient information during her time at University College London Hospitals NHS Trust and Macmillan Cancer Support.