This week on Behind the Scenes, we’re chatting with the head of content and communications at Florence, Isabel Clift.
With years of content marketing experience under her belt, she knows what it takes to build and maintain brand awareness.
Who are you and what do you do at Florence?
My name’s Isabel, and I’m head of content and communications at Florence. I joined Florence just over three years ago after working in SEO content production at agencies for about five years.
My job is to stay on top of health industry news, create content strategy and handle company PR and general comms. I also write content and work closely with the rest of the marketing team. It’s a fun role, and I’m never bored.
What made you want to join Florence?
I’ve always been a writer and worked in content marketing for brands, including a big household goods conglomerate and a hostel-booking site. I wrote about travel, tech, food – all sorts of things – and really enjoyed myself.
When I heard about Florence, I felt excited because I’d always wanted to work in healthcare. In my agency roles, I wrote content that sold products; at Florence, I’d be able to use my skills to help a purpose-driven tech company make a difference in the world. In the end, I couldn’t resist the opportunity.
What’s the best advice you’ve ever been given?
That’s a great question! The best advice I’ve ever been given is that when you have a lot to do, don’t tie yourself in knots trying to optimise it from the get-go. Don’t agonise over all the moving parts, or you’ll feel paralysed and end up wasting time.
Instead, do the things you need to do without worrying too much about perfection. You’ll reach your goal, and the next time you encounter whatever bothered you in the first place, you’ll know what to do. In other words, you’ll have learned by doing.
After I got that advice, I gave myself permission to make mistakes and focus on the end result, which felt like a breath of fresh air.
What’s your favourite thing about working at Florence?
At Florence, you can get stuck in and do a bit of everything – you don’t have to stay in one particular box, which is really fun. I love the autonomy I’ve been given and how collaborative everyone is. People communicate well, and if you need help, they point you in the right direction.
There’s a real spirit of togetherness at Florence because we’re all driven by a common purpose. We’re all in this mission together, and it shows. It’s a fantastic place to work.
What’s the biggest challenge Florence is facing at the moment?
I would say it’s figuring out how our product works in different marketplaces. We need to replicate the magic of what’s happened in the UK in other regions, some of which have different users or totally different regulations. We have to translate what we’re produced here into a format that works everywhere, so that we can help people all over the world.
What piece of advice would you give to someone thinking about joining Florence?
Come in with an open mind and consider the possibilities. If you feel stuck or ignored in your current role and you’re worried things will be the same at Florence, flip that thinking around because things are very different here.
You’ll find lots of places to share great ideas, and if they fly, you’ll probably see them in action. There’s so much room for you to make a difference at Florence, so bring your whole self to the table.
Where do you see Florence in five years?
I reckon we’ll be much bigger than we are now, and I think a lot more workers will be using Florence. I think Florence will exist in many other countries – and possibly many more settings beyond care. It’ll be great fun to find out what happens next.
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