Too often, healthcare innovation is driven by technological capabilities rather than real-world needs. The truth is that having a great product isn’t enough: success also depends on how well it meets user needs and fits into patient lives, clinical workflows, and healthcare systems. My approach helps ensure that innovation is not just technically solid but also usable, valuable, and commercially successful.

• Patient and HCP-centric from the start: I conduct research and work with teams to map real-world challenges, unmet needs, and decision-making journeys, ensuring that innovation is built around what truly matters to patients and HCPs.
• Ensuring market and adoption readiness: I integrate opportunity assessment with insights into adoption barriers and behavioural considerations to inform go/no-go decisions and guide product development. I also support teams during product ideation, ensuring key features align with user needs and real-world decision-making.
• From insights to positioning: I help turn insights from unmet needs, opportunity assessment, and patient/customer journey research into strong positioning and messaging that clearly communicates the product’s value to HCPs, payers, and other stakeholders.

By putting patients, HCPs, and system-wide adoption factors at the centre of innovation, I help you develop solutions that don’t just work in theory but also thrive in practice.

Definitely. The earlier you bring in behavioural and strategic insights, the better positioned you are to avoid common pitfalls and make sure you're developing the right product: one that aligns with real unmet needs and opportunities. Successful innovation isn’t just about a great technology - it’s about identifying where to play from the start, balancing technology push with market pull to drive adoption and commercial viability.

The foundational work you do now to understand the market landscape, user journeys, pain points, and jobs to be done won’t just help you in the early stages. It will serve as a strategic guide all the way through development, ensuring that by the time you launch, you’re prepared and confident rather than scrambling to fix avoidable issues.

Yes. Many adoption challenges only become visible once a product is in the market, but by applying behavioural science and strategic insights early, we can identify potential roadblocks before they impact success. The earlier you figure out what’s standing in the way, the more time you have to make adjustments and build smart strategies to clear the path before launch.

Traditional market research often focuses on awareness, perceptions, and intent, but these don’t always translate into real-world behaviour. I use decision simulation, behavioural models, and advanced research methodologies to:

• Uncover hidden adoption barriers, including workflow friction, prescribing habits, and risk perception.
• Simulate real-world decision-making to test how HCPs, patients, and payers will respond in practice.
• Identify early warning signs that could lead to low uptake, hesitation, or market resistance.

By proactively addressing these issues before launch, you can strengthen positioning, refine engagement strategies, and set your product up for success.

I support launch readiness by helping you identify early barriers to adoption and ensuring your positioning, messaging, pricing, and overall commercial strategy align with real stakeholder needs, workflows, and decision-making structures. The goal is to craft a launch strategy that fits the reality of clinical practice based on insight rather than assumption.

Absolutely. Many factors can create friction in adoption, including:

• Prescribing habits and existing treatment inertia.
• Patient inertia due to lack of awareness, motivation, or opportunity.
• Value misalignment, with HCPs, payers, or patients not seeing the full benefit.
• Hidden workflow barriers affecting real-world usage.

I help identify and address these obstacles using behavioural and strategic insights, ensuring your product resonates with HCPs, patients, and payers.