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Our People


Miranda Mapleton

Chief Executive Officer


Miranda founded White Swan in 2017 and has led it ever since, having previously held senior roles in global organisations such as PepsiCo and Mars, as well as in eCom where she developed her technology focus.  She wanted to use her skills to make a positive difference, having a personal passion for health and wellness.


Beth Fordham

Operations Director

Beth looks after White Swan’s clients and volunteers on a day-to-day basis. With nearly 20 years of experience in the digital and insights sectors, she’s delivered a wide range of projects and tech platforms. Beth enjoys applying that knowledge to the world of healthcare and engaging partners in our work.

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James Wright

Senior Data Scientist

James is our Data Science expert. He started his career as a Research Engineer in the aerospace industry before moving into Data Science at Black Swan, where he focused on machine learning and natural language processing to extract insights from large data sets. We then welcomed him into our team to lead our data science capability.

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Lucy Bell

Strategic Insight Consultant

Lucy joined the White Swan team after supporting the charity as a volunteer. She has extensive experience in utilising global insight, analytics, NLP and consulting to understand and improve patient and consumer experiences.

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Philip Hedges



Philip founded the highly successful UK business advisory and chartered accountancy firm Ecovis, which has won numerous professional awards and is represented in over 90 countries. He has a passion for philanthropy and helping entrepreneurs succeed and brings extensive experience to White Swan as our Chair of Trustees.

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John Clift


John has been a technologist professionally since 1985, spending 25 years at the Walt Disney Company where he was Executive Director of Data Technology. He studied Scenario-based Strategy at the Saïd Business School in Oxford and is now a consultant and business advisor, working internationally with NormanPartners.

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Paul Clift



Paul is an esteemed Cardiologist and the Clinical Lead for the Centre for Rare Diseases at University Hospital Birmingham, He has published and lectured in many areas, and is now the NIHR CRN National Speciality lead for Cardiovascular. He brings a wealth of clinical experience and passion for innovation that enables better patient outcomes.

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Debbie Simmons


A successful entrepreneur, Debbie founded, grew and sold three profitable marketing companies.  She then began her second career: screenwriting. With a talent for storytelling, she has written seven scripts, her latest BIG DATA DOCTOR, is based on Julie and Steve King's amazing story and focuses on the events that led to the founding of White Swan.



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Our volunteers

We are very lucky to have the support of over 130 volunteers with a broad range of skills including data scientists, insights specialists, clinicians, technologists, marketers, financial analysts, graphic designers and great connectors who help us build our network.  If you think you can help us we would love to hear from you.

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Clinical advisors

White Swan is fortunate to benefit from the support of our clinical advisory board who take an active role in shaping the development of our Million Minds platform. Their expertise in clinical informatics, data science and general practise is invaluable to furthering our charitable efforts. ​


Our work

See how we use technology and analytics to unlock the patient's voice and improve the health of society

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Case studies

See how Million Minds has helped organisations to improve the health of society



Interested in joining us? 
We have >130 volunteers with a wide range of skills who kindly donate their time

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