Client: Midlands Air Ambulance Charity
Challenge
The Midlands Air Ambulance Charity (MAAC) offers a helicopter-led emergency
service across six counties, providing advanced care beyond the statutory
Ambulance Service with hospital-level procedures and medicines on-site.
Celebrating their 30-year anniversary in 2021, MAAC sought to build on their strong reputation and financial stability. View from the Hill was commissioned to help the CEO, COO, and Senior Leadership Team develop a five-year strategic plan for the next decade and beyond.
Approach
To develop the strategy, we implemented a structured program using workshops, interviews, and in-house data. Regular discussions with the COO guided the project, with workstreams allocated to senior managers. Our collaborative approach refined the strategy, providing multiple engagement opportunities with staff. We offered critical and constructive feedback, iterating the strategy drafts with the senior leadership team, preparing for presentation to the Trustees in Autumn 2021. Nicky facilitated the Board Away Day to gather Trustee input and feedback on the proposed strategy. Collaborating with the COO, she developed the agenda, ensuring ample interaction and engagement.
Impact
The strategy and away day were positively received. The CEO praised the
outstanding work, and the Board agreed in principle to the strategic direction in October. The MAAC leadership team is now implementing the strategy, with adoption planned from 2022.
Testimonial – Emma Gray, COO, MAAC
“We were very pleased with the work provided by Nicky and the View from the Hill team. She worked collaboratively across the whole organization, helping us develop our thinking and create a strategic framework we can successfully take forward. The outcome of the Away Day was particularly pleasing, with Trustees praising the quality of work and facilitation provided by Nicky.”
