The healthcare system can be complex and confusing. When time is of the essence, figuring out how to get support can be overwhelming.

One in two of us will be diagnosed with cancer in our lifetime. A diagnosis doesn’t only affect the individual. It reaches deep into the lives of those looking after them too. But with the right advice and support individuals can more effectively work through their journey.

Businesses want to do the best for their people but they often lack the resources and expertise to help in the way they would like to. That’s where the team at Reframe can help.

Our values

Reframe practical value

We place our clients at the heart of our service, giving them the skills, confidence and tools they need to make the right decisions about their journey. We are there to provide an extra helping hand in times of need.

Reframe positive value

We act as a source of support and hope, guiding our clients as they work through their journey. We fight their corner, leaving no stone unturned, and uplifting them even in dark times.

Reframe progressive value

We stand up for what’s right, championing the needs of our clients. We use advanced technologies to connect and accelerate access to support, and deliver a greatly enhanced healthcare experience.

What makes us different?

Cancer care in general tends to concentrate on clinical treatment. Our service is different. 

Our experience as leaders in cancer support has identified the importance of addressing all aspects of care. We help individuals balance a range of complex emotional, clinical, financial and practical issues at a time when they may feel overwhelmed.

Research shows that individuals who self-manage their situation also achieve the best possible outcomes and experience.

At Reframe we encourage resilience by clarifying options and giving more choice. We empower individuals to take control of their journey.

Who do we help?


Managing cancer in the workplace is our specialty. We support individuals who choose to stay at work and return to work quicker, minimising disruption and health related costs.


Every client has a Reframer by their side to ensure they find the right information, the right specialists and the right support at a time when they need it.

We make sure individuals are at the centre of their care and offer a holistic support system so they can focus on the future, whatever that may be. So when the worst happens, their world doesn’t have to stop.

Find out more

Our people

We are a team of highly experienced nurses, case managers, mental health first aiders, innovators and account managers. Working together Reframers make a powerful team to bring individuals the best possible outcomes and experience. That is why we are leading the way in cancer support.

Meet our team

Our leadership team

Catherine McDermott Reframe CEO
Catherine McDermott

Chief Executive

Commander in chief Catherine brings a sharp and analytical mind and a wealth of experience in problem solving, technology and operations gained working with big brands TescoAmazon and McKesson. Catherine has worked in healthcare for the last 10 years: her interim COO for the NHS gave her first-hand experience of the challenges Covid is presenting in healthcare. Catherine has an independent and inquisitive personality and outside her work life enjoys hiking in the great outdoors.

Andrew Gueterbock, Reframe COO
Andrew Gueterbock

Chief Operating Officer

Operations skipper Andrew brings a wealth of experience. His varied career with corporates Procter & Gamble, Eli Lilly through to start-ups at Lovecrafts and Haygain has taken him around the world, literally in 1996 as watch leader on a round-the-world yacht race. But he has his feet on firm ground when it comes to implementing improvements. Andrew lives on the South Coast where he enjoys year-round sea swimming and multisport. 

Linda McQuaid Clinical Director at Reframe
Linda McQuaid

Clinical Director

Our client champion Linda is passionate about ensuring that top-quality patient care is delivered wherever she is. Originally trained as a nurse at Great Ormond Street Children’s Hospital and Royal Berkshire Hospital she has enjoyed a long career in the NHS, holding various board-level positions there over the past 20 years. Outside work Linda enjoys watching tennis and gardening. 

Emily - financial Controller
Emily Churchill

Financial Controller

Our chief reckoner Emily started out in accountancy along the South Coast before gaining recognition from her governing body and a successful stint at Fintech specialist firm, FlinderThis high-flyer is excited about finding ways to save money by streamlining processes, and her tech-savvy approach means new accountancy technology has become her go-to to find those solutions. Outside work Emily loves to find new recipes to cook up in the kitchen. 

Dame Ann Gloag DBE, Reframe Founder and Non-Executive Director
Dame Ann Gloag DBE

Founder & Non-Executive Director

I founded Reframe in 2012 to provide a basket of services and support that champion the individual needs and preferences of people affected by cancer.  Reframe sits at the junction of my twin passions of improving healthcare and supporting growth businesses.