Dr Belinda Coker is the founder and CEO of Your Trusted Squad, a boutique IVF and fertility concierge service that helps high-achieving, ambitious couples who have difficulty getting pregnant to navigate their fertility treatment, reduce the stress and overwhelm of their journey, and feel supported and empowered to make informed decisions.
Belinda has personally felt the devastating impact of infertility and repeated baby loss over the last 11 years, which led her to start Your Trusted Squad. She is an experienced NHS GP and Executive Medical Director with a wealth of expertise in fertility, women's health, customer experience and clinical quality spanning 20 years.
Dr Belinda Coker is an experienced NHS GP and Medical Director with a wealth of expertise in fertility, women's health, customer experience and clinical quality spanning 20 years. She is also the founder and CEO of Your Trusted Squad - a boutique IVF and fertility concierge service that supports and empowers high-achieving, ambitious couples who have difficulty getting pregnant to navigate their fertility treatment, reduce the stress and overwhelm of their journey, and feel supported and empowered to make informed decisions.
For years Belinda has suffered from debilitating pain and fatigue from endometriosis. Her symptoms have worsened since her fertility journey began 11 years ago. She has been pregnant on four occasions and lost each baby in the first trimester. She found that having fertility treatments, grieving for the loss of her babies and repeated failed IVF cycles whilst working full time were some of the hardest challenges she faced. Therefore she is genuinely passionate that women feel supported during their fertility journey and have a better experience than she did. Belinda and her husband are now hoping to start their family with the help of a gestational surrogate.
Belinda has had an extraordinary portfolio career overcoming adversity whilst shattering the glass ceiling to become a senior leader and board director. Belinda completed her medical degree at the prestigious Imperial College School of Medicine. After spending three years training in obstetrics, gynaecology and sexual health at the highly-regarded Chelsea & Westminster Hospital, Belinda spent two further years working in sexual and reproductive health and community gynaecology. She obtained the Diploma of the Faculty of Family planning and Reproductive Medicine (DFFP) and the Diploma of the Royal College of Obstetricians and Gynaecologists (DRCOG) and then embarked on a GP training programme. Belinda successfully completed the Membership of the Royal College of General Practitioners (MRCGP) assessment to become a GP in 2009.
As a GP, Belinda cared for patients in South East London. She particularly enjoyed bringing her reproductive health knowledge and skills into general practice helping patients with fertility, gynaecological and sexual health conditions. A few years later, alongside her clinical practice, Belinda began the next stage of her career in healthcare management, joining a leadership scheme in NHS Bexley, specialising in service design, patient experience, and safety. She was also appointed as a medical adviser at NHS England.
Belinda was soon promoted to senior leadership roles within the NHS. In 2011 she completed an Executive MBA program in Innovation, Entrepreneurship, and Design at Imperial College Business school and won the IBM prize for innovation, design and entrepreneurship. Soon after, she was appointed as the Executive Medical Director of SELDOC, an independent NHS service provider that delivered out of hours GP and urgent care services. Belinda was the clinical lead and board director, responsible for oversight of patient experience and the performance of clinicians and overall leadership of the organisation, ensuring the service was safe, and effective, delivered high standards of care and fulfilled its statutory obligations. During her time at SELDOC, the company underwent considerable growth to expand across South London. Belinda was also promoted to Deputy Medical Director at NHS England. In addition, she continued her clinical practice as a GP on evenings or weekends.
After leaving SELDOC, Belinda continued to work in an advisory capacity with prominent healthcare organisations such as the General Medical Council, Innovate UK, NHS England and digital health companies that develop software apps, gadgets, products, and online healthcare services, including Lantum, Babylon Health, Thriva, LiveSmart and Daye. She worked with companies to support the compliance, quality assurance, safety and user experience of products or services, vetting and oversight of the performance of clinical professionals, input into clinical governance strategy and introduction of new products and services for use by the public or clinicians and assessing grant applications for innovation funding. Throughout this time, Belinda continued to practice as an NHS GP in South London.
Belinda is on the clinical advisory board of Daye, is a member of the British Fertility Society and, in November 2021, was named in the top 150 leaders globally in Femtech.
Belinda brings her wealth of expertise and passion to Your Trusted Squad and after experiencing the devastating impact of infertility and repeated baby loss personally, Belinda’s mission is to transform the experience of infertility for women and couples who are trying to start or grow their family.