About us

Sarah has been at the forefront of health tech communications for over 15 years. She spearheaded the international media division for HIMSS, where she was instrumental in launching publications and leadership events that would give suppliers a bespoke route to market as well as running the organisations communications team. Prior to that, she held roles as a senior account director at a healthcare agency and as a trained multimedia journalist, she led an editorial team at the UK’s leading digital health publication.

At Silver Buck, she oversees a team of the brightest, most experienced PR and marketing minds, supports clients on creating and executing unique and impactful strategies and has grown the company in just five years to support almost 100 ambitious scale-ups and forward-thinking digital health companies. Sarah has led campaigns that have shaped innovation in the NHS, such as Axe the Fax, and has an unwavering dedication to using communications to enable a brighter future for global healthcare. She is also a NED and a regular columnist for digital health companies and publications.

A successful entrepreneur, accomplished businessman and strong leader, Steve has been a big-name in health IT, exhibitions and conferences for over 20 years. He was first involved in healthcare in 1997 when he was appointed operations director at the British Journal of Healthcare Computing. Then, in 2002, he started his own company Crusade Exhibitions, before founding Citadel Events in 2008, which he sold to the renowned Chicago-based health organisation HIMSS, in 2014. Steve was subsequently appointed as Managing Director of HIMSS Europe and HIMSS UK – a position he relinquished to start Silver Buck, with his former HIMSS Europe colleague, Sarah Bruce.

Dillan brings a wealth of international experience and expertise to Silver Buck. He spent 10-years at HIMSS, where he served as the international managing editor for esteemed titles such as Healthcare IT News, MobiHealthNews, HIMSS Insights, and HIMSS TV. In this position, Dillan was responsible for managing all editorial and custom media content, as well as leading the EMEA news team during a period of remarkable audience growth.

Dillan’s journalistic training, combined with his deep passion for transforming healthcare, has equipped him with the skills to create innovative media campaigns for a diverse range of partners within the digital health ecosystem. As a result Dillan cultivated an extensive network of contacts and deep knowledge in the UK, Europe, and Middle East regions. Dillan’s dedication to driving meaningful change in the healthcare industry helps Silver Buck’s clients to connect more closely with the NHS and unlock their potential in global markets.

Natalie has almost fifteen years’ experience working in healthcare communications, delivering PR and marketing campaigns across the private, public and third sectors. She specialises in health-tech and has worked with blue-chip companies, start-ups, scale-ups and entrepreneurs – implementing projects in brand development, lead generation, reputation management, media relations and digital marketing, crisis communications, stakeholder engagement, event management and public affairs.

Prior to joining Silver Buck, Natalie held senior policy and communication roles at the technology industry trade body, techUK, and a leading Anglo-Irish EPR supplier.

Matt is a chartered marketer (CMktr) with over 15 years’ experience across both public and private sector. He first cut his teeth in media and communications as part of the award-winning team at South Yorkshire Police, working on many local, regional and national campaigns. From there he spent time working for a rapidly growing eCommerce company where he developed an indepth understanding of digital marketing and PR. Prior to joining Silver Buck, Matt spent five years at digital care company Servelec working across health and local government tech. During his time there, he helped grow the in-house marketing team, played a leading role in the company’s rebrand post-acquisition and led many successful marketing and PR campaigns.

As an account director, Matt is responsible for the development of impactful communication strategies for a wide variety of health tech clients, overseeing their successful execution.

Kate’s spent her entrire career working in agencies, in-house, as a freelance PR consultant and as a brand manager. She also worked as a journalist in the US, supplying news and features to US and UK titles. She’s driven, enthusiastic and creative and her campaigns have gained national and international attention – and a couple of awards along the way. Prior to joining Silver Buck, Kate worked for three years as PR lead at ORCHA, the Organisation for the Review of Care and Health Apps, where she worked with international, national and trade media to promote the use of safe digital health technologies.

Kat has over nine years of experience in marketing, communications, business development and events working in the public sector. Most recently she headed up the marketing team at NHS Providers and played a key role in doubling attendance at its flagship annual conference and exhibition. She also worked alongside the business development team, developing the high-level strategy for corporate companies who wanted more brand visibility within the NHS. This is where her passion for digital health began and she now helps healthtech clients of all sizes – from startups to corporates – with brand, messaging, marketing, social media as well as PR and content creation. She’s passionate about using her knowledge of the healthcare sector to help Silver Buck’s clients show their value to the NHS in exciting, engaging and innovative ways through marketing and communications.

Jodie is a communications and marketing specialist with almost 20 years’ experience in marketing digital solutions to the NHS and private healthcare providers. Prior to joining Silver Buck, Jodie worked at System C where she was responsible for delivering high impact marketing and communication strategies that supported the growth of the company into one of the biggest health and social care software providers in the UK. Here she also delivered the communication plans for the System C & Graphnet Care Alliance – a first of its kind strategic alliance formed of seven UK companies working together to provide digital transformation at an integrated care system level.

Jodie’s long stay in the industry stems from the combination of exciting transformative tech and the opportunity to support services striving for healthcare excellence. At Silver Buck, she channels this enthusiasm and her extensive hands-on experience across the marketing and communications mix to effectively shape and fulfil our clients’ objectives.

Rob has spent well over a decade in healthcare, spending 5 years in digital communications in the NHS, and several years in health technology PR and marketing.

An experienced and qualified marketing professional, Rob has a track record of successful delivery in multiple areas of the marketing mix. He brings insight and ideas that can make health tech campaigns stand out from the pack, and a genuine commitment to customer success.

Siobhan joined Silver Buck in 2021 leveraging her extensive experience as the Marketing Manager for an early stage startup. In her current role as account manager Siobhan works with digital health clients on messaging development, brand awareness and activation campaigns, and cultivates strategic media relationships with key journalists. Siobhan’s curious nature, creative mindset, and proactive approach has led her to secure national exposure and recognition for her clients, establishing them as thought leaders within their respective industries, and providing invaluable support in managing their reputation through various acquisition processes. Her keen eye for captivating health tech stories ensures that no stone is left unturned.

Steve is a strategic marketing professional with a wealth of experience spanning over two decades. His portfolio extends across the wide spectrum of marketing, social media, PR and events, with previous roles held across both the public and private sector, including NHS Vanguard health transformation, public health, central and local government, police, chamber of commerce and blue chip private sector.

His expertise and drive shines through, and during his career he has delivered numerous local, national and regional campaigns, including internationally recognised award-winning public safety campaigns. He is passionate about the growth of digital marketing and communications, and as an Account Manager works closely with a number of our heath tech clients, applying his skill and experience on a daily basis to shape and deliver health communication strategies.

Ben is Creative Digital Lead at Silver Buck, which means he is responsible for delivering compelling and beautiful digital experiences for a wide range of our clients. Ben leads Digit, a team of 20 who are our trusted partner for all things digital. Comprising user researchers, UX specialists, back-end and front-end developers, data engineers, as well as UX/UI designers and award-winning creatives.

Ben’s team have produced enterprise grade websites and web software for the likes of Boehringer Ingelheim, Abbott and Pfizer as well as apps, elearning systems, and many other digital properties for health tech start-ups and innovators. Comprising two cross-functional multi-disciplinary teams, Ben and his team are strong advocates for Agile project management and development processes.

Anaa has three years experience working in marketing and communications. In her previous agency role, she worked on experiential events and digital marketing campaigns for high-profile clients including Amazon Prime, Levi’s and Major League Baseball, as well as a campaign by the Cabinet Office focused on encouraging 18-24 year olds to get vaccinated during the pandemic. That’s where her passion for healthcare and the role digital can play in supporting patients started. Anaa loves to use her marketing and multimedia editing experience to create relevant content for Silver Buck’s health tech clients that is engaging and demonstrates the value digital tools can have within health and care.

Dominic’s experience includes marketing, business development, and events in the public sector, having joined one of the World’s largest  PR and Communications industry straight out of university in 2021. At Silver Buck, Dominic works closely with marketing teams to craft, oversee, and execute PR strategies within the ever-evolving digital health sector. Dominic serves as a link between health tech clients and media partners, facilitating partnership negotiations, fostering thought leadership, and efficiently managing social media activity. He is endlessly fascinated by the intricacies behind B2B communications, supporting Silver Buck’s clients in effectively conveying their value to the NHS.

Rich has worked as a non-Executive director on a series of health technology and communications start-ups assisting each in their year-on-year growth these include Draper and Dash, Forward Healthcare and Silver Buck. He was a founding member of the EU Commission’s Health Cloud and AI Council, the Information Security Forum’s Open Data working group and the global KLAS advisory board. Rich has over 25 years’ experience in diverse CIO roles across public and private sectors including Chief Information Officer for the Health Service Executive in Ireland and CIO at Boots. Rich was the first Silver Buccaneer to be appointed and has been a champion of  hte company’s growth ever since.

Dom leads on technology and strategy as a specialist advisor in the NHS Artificial Intelligence Lab, recently setting up a team in the Lab to focus on the practical use case of AI in medical imaging.

He has run a number of businesses and despite being more technical in his current role, also has more creative leanings, having led teams in creative agencies.

Dom spends time looking at how the future of technology will impact the way we both organise and deliver health, using this knowledge to create a spark and amplify the power of his health system colleagues.

He also considers his spirit animal to be a cat, and challenges colleagues and friends to guess which of these ‘facts’ about him are true: he started his career picking potatoes at the age of 11, he has been to Cairo many times but has never been to the pyramids, and he has an obsession with printed tea towels. Feel free to get in touch if you know which one is a lie!

Sam is a clinician and Digital Health adviser, working in the NHS with a public health and technology background.  He is also one of the most connected people  in healthtech,His proudest professional achievement so far has been founding the Faculty of Future Health with the College of Medicine and Dentistry, Ulster, and is most passionate about using technology to reduce inequalities and improve access to services. Among other roles, Sam is also the Chief Medical Strategy Officer at Numan, Clinical Director at the Ivory Clinic and Chair of HETT Steering Committee. Sam wanted to join the Buccaneers because they seem a fun bunch, who are willing to speak their minds!

Jon Hoeksma is a highly experienced health IT journalist and commentator and CEO and founder of Digital Health. Digitalhealth.net provides more than 20,000 individuals with independent business, policy and technology news, research and events focused on developments in health IT in the NHS and UK health.

Hassan is a founder, advisor and lecturer with a global perspective on digital health and medtech.

His background is in clinical informatics, and he was a founder of a startup that expanded internationally and bootstrapped to exit.

He then spent 4 years as the Global Digital Health Specialist for Healthcare UK, part of the UK Government, covering 96 countries, developing the national offer for digital health investment and for trade and supporting startups into and out of the UK, until 2022.

He is now a founder at Vita, which focuses on health innovation programmes and executive education. He is also a founder at Trade Aide, and a NED at Opto Health. He is sought after as an advisor, and he supports organisations including Newton’s Tree, Inovia.Bio, Cognitant, ORCHA, ValiHealth, Peerr, and the London Institute of Healthcare Engineering (LIHE) at Kings College London.

He mentors at 5 startup accelerators; the NHS Innovation Accelerator (NIA), the P4 Precision Medicine Accelerator at UCL, MedTech SuperConnector at Imperial College London, KQ Labs at The Francis Crick Institute, and Edison with Wayra and GE.

He lectures at the world’s first business school dedicated to health – UCL Global Business School for Health (GSBH) – where he lectures on ‘Innovation’ on the MBA Health, and on ‘Startups’ on the MSc Digital Health Entrepreneurship.

He is also currently a Vice-Chair of the HIMSS UK community, on the Editorial Board of The International Journal of Digital Health, a member of the All4Health&Care, Masala and AnalystX communities, and Commercial Director at the Health Data Research UK Hub for Cancer; DATA-CAN.

As the CEO of an award-winning professional services firm, Rachel is a highly regarded health tech advisor. With her passion for delivery and digital services, Rachel built and sold Difrent in just 1,000 days. Recent projects delivered include transforming the NHS Jobs platform and building the Covid Home Testing service to help frontline workers return to work during the first stages of the pandemic. Prior to founding Difrent, Rachel held the key position of Digital Delivery Director within NHS Digital. She has now started The Grafter, a business consultancy helping professional services businesses grow, scale and exit maximising their value in the process.

Rachel is immensely passionate about the impact technology has on improving the lives of patients, caregivers and healthcare professionals and holds a number of NED positions at digital health companies including Careology and Leva. She is also a guest lecturer at UCL Global Business School for Health.

Matt leads the national teams supporting the development of Integrated Care Systems, working alongside regional directors, that will transform how local services are integrated and supported to deliver improved population health outcomes. He leads teams working on the national oversight of commissioning of primary medical, dental and optometry services and the transformation of primary care. He and his teams work to support regions, systems and professionals in delivering the NHS Long Term Plan ambitions and government manifesto commitments for increasing general practice workforce and additional appointments for patients, the development of digital first primary care and the continued development of Primary Care Networks.

Matt has over twenty years of experience in leading local NHS organisations to make a difference to services and to improve outcomes for patients and communities. He has worked across Yorkshire, London and the South East, principally in commissioning but also in acute hospital management, primary care, strategy, performance, clinical governance and corporate teams. Before joining NHS England and Improvement he led data and analytical teams in NHS Digital to make better data available for improving health.

Lloyd is a technology entrepreneur, corporate executive & board advisor with 20+ years of experience building digital businesses @ Induction Healthcare, Zesty, Badoo, Kelkoo, Yahoo! UK and Yahoo! Europe.

Lloyd co-founded Zesty in June 2012, building the company through multiple investment rounds from leading European & US Venture Capital funds into an award winning UK Digital Health company and sale to Induction Healthcare Group PLC in May 2020.

His 10+ years board member and advisory board experience includes Zesty Ltd, the Deepbridge Capital Life Sciences fund, Ten-X Digital Health fund, Octopus Ventures Future of Health fund, UK Digital Healthcare Council, Coalition for a Digital Economy and various Digital Health and Technology start-ups.