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New COO at NHS Direct

NHS Direct has appointed Ronnette Lucraft as Chief Operating Officer (COO) to lead the Trust’s plans to improve its operational efficiency.

Ronnette took over as Acting COO, following the resignation of Paula Higson in January this year. Prior to this she was the Trust’s Commercial Director.

Ronnette was NHS Direct’s Executive Lead for the National Pandemic Flu Service. She worked closely with Department of Health, Strategic Health Authority and BT officials to mobilise and secure the success of the National Pandemic Flu Service, which was operated by NHS Direct.

She has also overseen the development of NHS Direct’s integrated online symptom checkers and pioneered the use of new channels such as web chat and social media forums.

Ronnette commented: “It’s an exciting time to be part of NHS Direct as we carry out our plans to reduce our operational costs and increase efficiency, whilst at the same time retaining the high quality and availability of the service.

“NHS Direct has a unique and well-developed operating model and staff show a high degree of professionalism and care. It’s with these strong foundations that we’ll be able to continue to improve the service we provide patients and the support we offer the rest of the NHS.”

Ronnette has both public and private sector experience within communication and new media industries including BT, ntl and as the Chief Executive of an NHS LIFT company.

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