Care Ideals | Providing the balance between good business and exceptional care

David Beattie

Founder and Managing Director

David has been working in health and social care for more than 22 years. For the first 12 years, he delivered positive change and growth to various large mental health and learning disability operations.

In 2014, David founded Care Ideals. Initially much of our work was focused on crisis management, but over time David developed and refined an original concept for care businesses, whereby the focus is revenue, profitability, margins, marketing, business sustainability and business systems.

It is very important to David that:

all vulnerable people receive the most appropriate care possible;
staff are invested in;
workplace culture is healthy and proactive; and
all the parts of a care business are fully supported, as without this, the care business will always be found wanting to a greater or lesser extent.

David and the Care Ideals team work hard supporting clients to make these key principles a reality, thereby driving improvement and innovation for social care businesses.

Georgia Hazelgrave

Digital Marketing and Social Media Manager

Georgia is a dynamic digital marketing professional with a passion for creating meaningful campaigns. Her creativity and analytical skills have enabled her to work across numerous sectors prior to joining Care Ideals including medical, retail and B2B.

In Georgia’s previous role in the medical devices sector, her strategic digital campaigns connected with patients on a deeper level, creating trust and improving overall patient experience.

Georgia is delighted to be working for Care Ideals so that she can support clients to improve their general marketing, digital marketing and social media output. Her focus is very much about helping clients to connect with their audience and develop their care businesses.

Antonia Fick

Operations Manager

Antonia has been an Administrative Manager within a healthcare setting for over 18 years and is passionate about supporting people and businesses.

Having been part of fledgling and well-established teams, she understands how integral investing in people and teamwork is to achieving success. Antonia enjoys implementing processes and systems that deliver efficient administrative support along with exceptional customer service.

Antonia provides the day-to-day operational support required by our clients and team members, so that we deliver an outstanding and constantly evolving service.

Lorna Smith

Care Business Adviser

Lorna has a BSc Social Work degree and has been a registered manager for a multi-site care company. She has acquired extensive knowledge and experience working within local authorities as a community social worker, and more recently as the Head of Care for three large domiciliary care offices.

She has overseen and delivered person-centred and outcomes focused support for adults with physical disabilities, learning disabilities, a mental health diagnosis or those with dementia.

Lorna has an excellent understanding of care regulations, compliance and business development. This, combined with her action focused and personable style and her positive attitude, enables Lorna to support others to develop and grow successfully, and allows her to drive change and improvement within the social care sector.

Kimberley Pledger

Executive Coach and Behavioural Change Consultant

Kimberley is an executive coach and behavioural change consultant with over a decade of experience supporting leadership excellence across healthcare, technology, and financial services.

Passionate about regenerative leadership and creating human-centred working cultures, she enjoys helping leaders and teams thrive and deepen their understanding of the systems around them. Kimberley specialises in coaching through change — whether stepping into a new role or leading business transformation.

She began her career in commercial management at ITV and Sky before retraining as a clinical massage therapist, specialising in mental health and end-of-life cancer care. This diverse background shapes her relational coaching style and brings a unique perspective to her work. Her knowledge of stress physiology, trauma, and the mind-body connection also underpins her focus on burnout prevention and recovery.

Kimberley is accredited as a Senior Coach Practitioner with the European Mentoring & Coaching Council and is a member of the Climate Coaching Alliance. She offers coaching and consultancy in both English and French.

Our Mission

David Beattie

Georgia Hazelgrave

Antonia Fick

Lorna Smith

Kimberley Pledger

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