September 10, 2014

Samantha Friedman, West End Strategy Team
Office: 202-776-7700; Cell: 202-215-9260;


Former Managing Director of NHS Choices to lead European Expansion of MyDirectives

Joins mass movement to ensure people’s voices are heard


DALLAS – MyDirectives®, the award-winning, digital advance medical directive service, today announced the expansion of its operations in Europe as its audience continues to grow. The expansion will be led by Jonathon Carr-Brown, the former managing director of the UK’s NHS Choices. Based in Dallas, Texas, MyDirectives is a service focused on improving healthcare by engaging consumers in their own care.

Carr-Brown takes his experience creating one of the world’s largest health information services during his tenure at the UK’s National Health Service to, where he will oversee the growing mass movement for quality, accessible advance care planning. As in the USA, MyDirectives users in the UK and the rest of Europe can easily complete their digital advance directives, also known as advance decisions in the UK, and keep them updated and accessible whenever and from wherever necessary.

“MyDirectives already has consumer users throughout the UK,” Carr-Brown said, “but as quality advance care planning is the next key piece of the NHS digital revolution, I look forward to helping the NHS stay a step ahead and focused on the voice of the consumer.” 

Jonathon Carr-Brown 

Jonathon Carr-Brown

Directing a 180-person team, Carr-Brown increased consumer traffic to NHS Choices from seven to 43 million visits a month in just four years. Prior to that role, Carr-Brown had a career in investigative journalism and politics. “At Choices, we armed people with reliable and accurate information about health and social care,” said Carr-Brown, “and now it is time individuals speak out and help the NHS understand how they want to be treated. I’m honored to join the MyDirectives team and look forward to helping doctors, nurses, consumers and families deliver and receive the most tailored and personalized medical treatment.” is a free-to-consumer digital service that allows people to record their treatment and care choices to ensure that, in a crisis, clinicians are not treating a stranger. MyDirectives also lets users express their values and goals for treatment, and it ensures family and friends do not have to guess what care a person would or would not want, or carry guilt associated with making those decisions in a crisis. Healthcare industry providers and payers fund the MyDirectives service so that doctors can have real-time access to a person’s legal, actionable care plan. Users can grant permission to view, not edit, their directive to those family and friends they wish. They can rescind that permission at any time, and they can see a viewing history to know which doctors have seen their care plan.

MyDirectives’ global system already has users throughout the USA, the UK and in more than 20 other countries. The secure platform also allows users to upload video messages, documents, photos and music in order to have confidence their personal voice is heard and understood.

The global initiative complies with the UK’s Data Protection Act as well as EU, USA and other international laws. In the United States, MyDirectives is the only advance care program to be certified compliant with HHS’ meaningful use regulations.

“With his deep experience and knowledge of healthcare in the UK and Europe, Jonathon is the ideal person to lead our European efforts,” said Jeff Zucker, CEO of MyDirectives. “This is an exciting time in the UK and in global healthcare. The voice of the consumer is critical to higher quality care. Our approach complements existing NHS technology and the drive by Simon Stevens, NHS England’s chief executive, toward personalized care and the concept of ‘no decision about me without me.’”



MyDirectives®, a service of Dallas, Texas-based A|D Vault, Inc., is the first completely digital advance directive that is secure, legal, easy to understand and free to consumers. has been recognized by the U.S. Department of Health and Human Services for becoming one of the first small businesses to reach full Blue Button® compatibility, which allows individuals to easily, quickly and securely download their electronic healthcare records. MyDirectives is also the first advance care platform to receive meaningful use certification from HHS so that hospitals may be eligible for incentive payments from Medicare and Medicaid under the American Recovery and Reinvestment Act when using this technology. MyDirectives’ Universal Advance Digital Directive (uADD)™ is the first all-digital directive to be used worldwide. The uADD simplifies more than 200 legalistic forms throughout the world and offers users the chance to include audio and video messages designed to create a superior advance care plan.

MyDirectives can also be found on Facebook at and Twitter at