4ways appoints Francesca Cullen as Head of Sales – North
4ways is proud to announce the promotion of Francesca Cullen to Head of Sales – North, marking an exciting new chapter in her journey with the business and reinforcing our commitment to supporting NHS Trusts and partners with insight-led, people-first solutions.
Since joining 4ways as a Business Development Manager, Francesca has quickly established herself as a trusted partner to clients across the healthcare sector. Her ability to understand the real-world pressures facing radiology departments, combined with her collaborative approach, has helped strengthen relationships and uncover opportunities to better support patient pathways.
Francesca brings more than ten years of NHS experience into her new leadership role, including positions at NHS Supply Chain and United Lincolnshire Hospitals—experience that has shaped her deep understanding of system-wide challenges.
In her new role as Head of Sales – North, Francesca will lead regional engagement with NHS Trusts, Health Boards and independent providers, with a strong focus on building long-term, value-driven partnerships. Her priority will be to ensure 4ways continues to evolve its services in line with the needs of frontline teams, helping organisations address reporting backlogs, improve access to diagnostics, and ultimately deliver better care for patients.
Francesca’s approach is grounded in listening first, understanding the nuances of each client, the challenges faced by clinical teams, and the strategic priorities shaping service delivery. This people-focused mindset will be central to how she leads her team and supports clients in the North, ensuring solutions are not only effective, but aligned to real operational needs.
Commenting on her new role, Francesca said:
Francesca’s promotion reflects 4ways’ ongoing investment in its people and its mission to deliver high-quality, responsive teleradiology services. Her leadership will play a key role in supporting NHS organisations across the North to meet growing diagnostic demand while maintaining the highest standards of care.
We’re delighted to see Francesca step into this role and look forward to the continued impact she will have, for our clients, and the patients they serve.
