Client Case Study: Cocoon Healthcare

Over the last year, we have worked as a strategic PR and communications partner to Cocoon Healthcare, a Yorkshire-based healthcare provider founded by Sam Naughton following her own experience of baby loss. Originally established around pregnancy, fertility and women’s wellbeing, Cocoon has since expanded into preventative healthcare, diagnostics and at-home services, creating a growing healthcare brand with both lived experience and clinical expertise at its heart.

Sam Naughton - Founder & CEO, Cocoon Healthcare

Our work has supported that evolution through strategic communications planning, messaging and positioning, integrated campaigns, media relations, thought leadership, founder and expert profiling, patient storytelling and influencer engagement. Rather than treating each development as a standalone announcement, we have worked with Cocoon to build a wider narrative around its purpose, people, expertise and growth.

The first major phase centred on Sam’s story as Cocoon’s founder. Having experienced miscarriage and the anxiety of pregnancy after loss, Sam created Cocoon partly in response to the support she felt was missing during her own experience. We developed a campaign around Parent Mental Health Day that enabled her to share that story sensitively while contributing to wider conversations about baby loss, parental mental health and pregnancy after loss.

The campaign secured coverage and interviews across BBC News, Channel 5 News, BBC Radio England, The Big Issue, Take a Break and The Yorkshire Post, alongside substantial regional and specialist coverage. Longer-form podcasts and first-person articles created further opportunities for Sam to discuss both her lived experience and the thinking behind Cocoon in greater depth.

As the business grew, our communications work expanded with it. We supported the launch of Cocoon’s larger Harrogate clinic and its move into preventative healthcare and diagnostics, followed by Cocoon At Home, its clinician-to-your-door blood testing service. We developed positioning and campaign narratives around prevention, accessibility and changing approaches to healthcare, generating coverage across outlets including Birmingham Live, The Yorkshire Post, Business Insider, Healthcare Today and HealthInvestor UK.

Another priority has been ensuring Cocoon is recognised for the expertise of its wider clinical team. We have worked closely with Lead Midwife Kate Mortimer to establish her as an expert voice across maternity care, birth trauma, breastfeeding, maternal mental health, neurodivergence, pregnancy and early parenthood.

This has led to broadcast interviews and commissioned expert contributions for HuffPost UK, Netmums, The Yorkshire Post, Yorkshire Times, Motherhood, Infant Journal and other specialist platforms. By developing Kate alongside Sam, we have helped broaden Cocoon’s external profile from founder-led storytelling towards a stronger combination of leadership, lived experience and clinical authority.

Patient storytelling has become another important strand. We have worked sensitively with patients to develop stories around experiences including baby loss and neurodivergent pregnancy and motherhood, bringing lived experience together with Cocoon’s clinical expertise. Recent activity around one neurodivergent mother’s experience has generated multiple articles, commissioned first-person pieces and broadcast interest while creating a wider conversation about neurodivergence within maternity care.

Alongside this, we have developed podcast, influencer and event opportunities, securing interest from creators with substantial health, parenting and lifestyle audiences and identifying opportunities for Cocoon’s team to participate in relevant women’s health and wellbeing conversations.

During the first six months of 2026 alone, our work generated 44 print and online opportunities, eight broadcast opportunities, five podcast opportunities, five influencer opportunities and two event opportunities.

Over the course of the year, the focus has ultimately been much broader than securing coverage. We have helped Cocoon develop its communications as the organisation itself has developed, building recognition around its founder, clinical experts, patients, services and wider perspective on healthcare while ensuring the human purpose that led to its creation remains visible throughout.

If your organisation is looking for strategic communications support that builds visibility, strengthens positioning and turns expertise into meaningful opportunities, please get in touch to discuss how we can work together.