Lydia Martin is an Associate Director in APCO Worldwide’s London office, where she gives trusted strategic advice to healthcare clients. Ms. Martin worked in Government communications for over eight years, managing its reputation during several crises: since working in the Department of Health press office during the swine flu pandemic, she led the Government’s communications response to the horsemeat scandal, severe flood events and an MRSA outbreak on a farm. She pioneered Government communications strategies, briefed Health Secretaries for high-profile broadcast interviews such as the Act F.A.S.T launch and trained a press team at No 10. While working at the Department of Health, Ms. Martin worked very closely with National Clinical Directors, including launching the Cancer Drugs Fund with Sir Mike Richards. As Press Secretary to the Chief Dental Officer, she broke years of negative media coverage of access to NHS dentists by generating positive coverage that included The Telegraph front page. Ms. Martin’s approach to communications is typically collaborative. This has included securing third party endorsement, targeting audiences through stakeholder channels, leading disparate teams in a crisis response, bringing opposing parties into agreement, and forging new partnerships to achieve shared aims.