What this means for your practice
Keep the historical project date clear and review present-tense statements and linked destinations. Preserve accurate history while correcting misleading current implications.
An example to discuss with your team
Read the case study without its internal project context and identify statements a new prospect could interpret as current guarantees.
What to discuss with your agency
Ask the agency to read the case study without internal project knowledge. Which sentences sound current? Check service links, contact routes and present-tense claims. Distinguish an original measured result from an expectation for future clients, and keep any continuing approval arrangements with the published record.
Put the brief into practice
Keep the project date and measurement period easy to find so readers can recognise the case study as a historical account. Review present-tense statements separately from the original project facts. A description that was accurate at delivery may now sound like a current service promise if the page gives no context. Ask the agency to check linked service pages, contact routes and any ongoing claims during ordinary content reviews.
Preserve supported historical results rather than rewriting them to match today's configuration, but clarify where current arrangements differ if that matters to the reader. Keep the publication approval record available when proposing substantial edits. An older case study may still be useful when its relevance is explained honestly. Review it as a new prospect would, without knowledge of the internal project history, and remove implications of present availability or guaranteed future outcomes that the original evidence never established.
How to check the result
Track outdated current-service claims corrected during case-study reviews.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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