Who We Are

I’m Joanna Aitkens. I help complex businesses explain what they actually do. I founded Aitkens Media in 2005, and I still lead every client relationship personally.

We’re a specialist copywriting and content consultancy. Our focus is healthcare, medical technology, life sciences, defence, and B2B technology – sectors where the subject matter is complex and the stakes are high.

I’ve been doing this since 1994. Over three decades, I’ve worked with everyone from early-stage startups to Microsoft Research. I’ve written about surgical simulation, tactical combat casualty care, AI-powered diagnostics, cybersecurity solutions, and body-worn camera systems. I genuinely find this work fascinating – and that curiosity shows in the quality of what we produce.

For larger projects, I work with a network of trusted specialists including website designers, graphic designers, and project managers that I’ve collaborated with for years. You get a curated team when you need one, without the overheads of a big agency.

What Makes Us Different

Deep sector expertise. I know why your NHS messaging needs to be different from your private healthcare pitch. I can write about orthopaedic innovations without needing a three-hour briefing first. I understand SaaS offerings, cybersecurity threat finding reports and can handle your biotech PR articles and blog writing. This means you spend less time educating your copywriter and more time moving forward.

Research that goes beyond Google. Good copywriting starts with understanding — your market, your buyers, your competition. I dig into the details, ask the questions others miss, and find the angles that make your content stand out.

Copy that understands sales. I know the difference between content that sounds impressive and content that actually moves people to act. Every piece I write is built around what your buyers need to hear, not just what you want to say.

A genuine creative partner. I’m not here to take orders. I’m here to bring ideas, challenge assumptions, and help you see your business through fresh eyes. Some of my best work has come from conversations that started with “we’re not sure what we need.”

What We Do

We write the words that make complex businesses easier to understand — and easier to buy from.

Website copy that finally explains what you do (without the jargon)
Case studies that prove your impact, not just describe your features
White papers and reports that position you as a thought leader
Blog content that attracts the right readers and keeps them engaged
Email campaigns that get opened and acted on
PR and thought leadership that gets you noticed by the people who matter

Sectors We Know Inside Out

Healthcare & Medical Technology
From surgical simulation to telehealth platforms, we’ve written for medical device companies, healthcare IT firms, and clinical education providers across the UK, US, and Europe. We understand the regulatory landscape, the buying cycles, and how to pitch differently to a Chief Medical Officer versus an IT Director.

Life Sciences & Diagnostics
Whether you’re launching a diagnostic tool or positioning a biotech innovation, we translate the science into language that resonates with investors, clinicians, and commercial buyers.

Defence & Security
Body-worn cameras, training technologies, tactical medical equipment – we help defence companies communicate complex capabilities to military and civilian decision-makers. We know how to be clear without compromising what needs to stay confidential.

B2B Technology & Cybersecurity
Enterprise SaaS, security solutions, managed services — we help technology companies explain their value in terms their buyers actually care about.

Why Companies Choose Aitkens Media

We bridge markets and cultures

We help you maintain your brand’s core strength whilst adapting your message for different business cultures. We know what resonates in Silicon Valley versus the City of London, what works for US healthcare versus the NHS.

What Clients Say

“Joanna understands our industry, quickly grasps technical topics, and turns them into engaging, well-structured content that speaks to our audience. She requires minimal input — making the process straightforward even when we’re busy.”
— Tautvydas Karitonas, Managing Director, Test Labs

“Joanna is brilliant to work with — easy to brief, full of ideas, and she quickly understands what’s needed. She’s a great sounding board when brainstorming ideas.”
— Clare Simpson, Head of Marketing, Reveal Media

“If you are a physician with a new product, and need someone who can both understand your product and communicate its benefit, I would recommend speaking to Joanna.”
— Russ Jelsema, Medical Director, Natera Inc

“Joanna is highly professional and knowledgeable about the healthcare education industry. She brings extensive research and creativity to our marketing.”
— Martin Currie, Marketing Director, Operative Experience

How We Work

We’re based in Rutland, in the heart of England, but we work with clients across the UK, US, and Europe. Most projects happen remotely, though we’re always happy to travel when it makes sense.

• Market Entry Strategy – Your roadmap for UK/EU success
• Strategic Content Programmes – From thought leadership to lead generation
• Brand Positioning & Messaging – Making sure you sound like you, just better
• Digital Marketing & PR – Getting you noticed by the right people
• Fractional CMO Services – Senior strategic guidance without the senior price tag

Typical engagements include:

• One-off projects — website copy, case studies, white papers
• Ongoing content partnerships — monthly retainers for regular content needs
• Strategic messaging — brand positioning, key messages, tone of voice

We’re not the cheapest option. But if you’ve tried cheaper and ended up rewriting everything yourself, you already know why that’s a false economy.

About Joanna

I started my first business in 1994, back when “digital marketing” meant having an email address. I’ve watched the industry evolve from dial-up modems to AI, and I’ve learned that while the tools change constantly, the fundamentals don’t: understand your audience, be clear, be useful, bring ideas.

When I’m not working, I’m probably running (I founded Just1MoreMile, a community for charity marathon runners), painting portraits, or playing one of several musical instruments with more enthusiasm than skill.

Connect with me on LinkedIn

Let’s Talk

Joanna Aitkens | Founder, Aitkens Media

The best way to start is a conversation. Whether you’ve got a specific project in mind or you’re still working out what you need, we’d love to hear from you.

Book a Conversation: No pitch, no pressure, just a proper discussion about your challenges and whether we can help.

Or email hello@aitkensmedia.com – I read everything and reply personally.

“After three decades in this business, I’ve built Aitkens Media around a simple principle: brilliant companies deserve brilliant marketing. Not complicated, not over-promised, just strategic thinking and excellent execution that drives real results.” – Joanna Aitkens

Aitkens Media is a specialist copywriting and content consultancy based in Rutland, UK. Founded by Joanna Aitkens, we work with medical device companies, healthcare technology firms, life sciences businesses, defence contractors, and B2B technology companies across the UK, US, and Europe.