The situation
He had the audience, the knowledge and the sense of humour. What he did not have was a spare evening every week to face a blank page. So nothing got published, which is the most expensive outcome there is.
← All work
Content systems
How a working GP started publishing every week in about twenty minutes
A practising GP who wanted to write a weekly newsletter for trainees, covering the guidance and news that actually changes how they work.
Before
A blank page, and no evening to face it
After
About 20 minutes, weekly
“He writes it. The system does everything around the writing.”
What we built
Not a newsletter that writes itself. A system he runs. Once a week it sweeps his approved sources and recommends what to lead on. He picks, and gives his own take, because that is the part nobody can outsource. Then it drafts the issue in his voice. It never sends. He does.
The voice is not a guess
Built from his own writing. Two comedy sketches, a scoping call, a banned words list, and a signed off voice card covering tone, rhythm and exactly where the jokes stop.
What we found that they did not know
The first design ran on a schedule and waited for him. Obvious, and wrong. The moment a system needs a human opinion mid run, a timer is the enemy. Rebuilding it as something he drives made it simpler and deleted a pile of moving parts.
The thing that would have broken the handover
The generated HTML could not be pasted into his email platform. The template lives at account level; a broadcast holds only content. Found before delivery rather than three weeks after.
What changed
- About twenty minutes to produce an issue, weekly
- Written in his own voice, from a signed off voice card built out of his own writing
- Governance rules on anonymisation and disclaimers override voice and structure, always
- Runs in his own account, on his own subscription
- Nothing is ever sent automatically
- Sector
- Healthcare
- What we built
- Content systems
- Sends automatically
- Never
- Built on
- Claude, Kit, a written voice card