Speakers

Yousaf Ahmad, ICS Chief Pharmacist and Director of Medicines Optimisation - NHS Frimley

Yousaf Ahmad is currently the Director of Medicines Optimisation and Integrated Care System (ICS) Chief Pharmacist at NHS Frimley ICS. Yousaf has extensive experience within primary and secondary care, having worked in large health systems in the UK and internationally. He has represented pharmacy at a national level through past committee memberships and chairships with UK Clinical Pharmacy Association and the Royal Pharmaceutical Society bodies. Yousaf also holds several Non-executive and Board roles at various institutions including a digital health care company and several peer-reviewed research houses. In 2020, Yousaf was appointed by the Privy Council to the governing council of the General Pharmaceutical Council in the UK and therefore responsible for the regulation of over 80,000 pharmacists and pharmacy technicians and approximately 13,000 pharmacy premises in the UK. Yousaf has worked in Pharmacy and in the wider pharmaceutical industry for over 20 years now. Yousaf holds several postgraduates and undergraduates’ degrees in Pharmacy and Clinical Pharmacy, as well a number of certifications within Global Health and Healthcare Leadership. 

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Dana Al-Juburi, Consultant - Instar Research

Dana is a healthcare insights specialist with five years of experience in both quantitative and qualitative market research. With an academic background in Human Sciences, she has a strong interest in understanding how people think, behave, and make decisions - an interest that has shaped her approach to generating meaningful, actionable insights for healthcare brands. She began her career as a researcher, working across multiple therapy areas and methodologies, before transitioning into a more strategic role. Dana joined Instar Research in 2024, where she focuses on building long-term client partnerships and providing strategic oversight across global and local research programmes. Her work centres on helping life science organisations bridge the gap between data and decision-making, with a particular focus on innovation in quantitative approaches and understanding HCP behaviours. Originally from Iraq, Dana has lived in several countries and is now based in Madrid.

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Helen Bennis, Senior Director – Ipsos UK

Helen has over 20 years experience within the healthcare sector working within insight and strategy roles. She is passionate about health equity and amplifying the patient voice.  She has lead a number of projects generating insights and points of view around how to tackle health inequities.  She has spoken at various patient empowerment and patient partnership conferences and been invited to speak on panels at non-industry lead events about the role of insights/ research in challenging health inequities.

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Mohammed Saleh Bham, Division Head, Healthcare – Massive Wave Research

Mohammed Saleh Bham is a healthcare communications and medical affairs specialist with extensive experience supporting global biopharmaceutical teams. He has worked across multiple therapy areas and has partnered with medical affairs and commercial teams to deliver expert engagement, medical education and evidence driven strategic initiatives.  Mohammed completed two in-house secondments with Pfizer. He first served as GLocal Real World Evidence Acceleration Team Lead in 2023, followed by a Medical Analytics Associate role in 2024. Across both placements he supported cross functional teams, streamlined processes and contributed to global medical strategy.  He has collaborated with organisations including AstraZeneca, BioMarin and Vertex Pharmaceuticals on KOL strategy, advisory boards, congress activities, speaker training and internal capability building. His experience spans cardiovascular medicine, rare diseases and other therapeutic areas, with a strong focus on strengthening relationships between companies and external experts.  Mohammed now heads the healthcare division at Massive Wave Research Healthcare where he oversees client relations, business development and healthcare fieldwork delivery.

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Barbara Brese, Patient Engagement Manager – Boehringer Ingelheim

With over two decades of experience across the NHS and the pharmaceutical industry, Barbara brings a unique blend of clinical understanding and strategic expertise to advancing patient-centred healthcare. A pharmacist by background, she spent 22 years in the NHS, gaining first-hand insight into patient care pathways and the operational realities of healthcare delivery. Since moving into the pharmaceutical sector, Barbara has worked across three leading companies, focusing on innovative service redesign, contracting solutions, and evidence-based approaches to improve access to medicines. Her work bridges policy, practice, and patient experience—ensuring that access strategies are both equitable and sustainable.

In her current role as Patient Engagement Manager, Barbara integrates the patient voice throughout the lifecycle of medicines development—from clinical trials and real-world evidence generation to reimbursement and beyond. She is also deeply engaged in market research, driving initiatives that capture authentic patient insights to inform business intelligence, shape research priorities, and strengthen partnerships between industry and key healthcare stakeholders. Barbara will share how embedding patient perspectives within market research can generate richer insights, support more meaningful engagement, and ultimately lead to innovations that reflect real patient needs. Committed to collaboration and continuous improvement, Barbara is passionate about turning patient engagement into measurable, transformative impact across the healthcare ecosystem..

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Carly Brown, CEO - Liberating Research Ltd

Carly created Liberating Research 10 years ago, having worked in healthcare fieldwork since 2005, with a founding principal that our industry needs to hear from real Patients and they need to be part of the conversation. A Multiple Sclerosis Patient herself, she created one of the first specialist Patient research communities of its kind in Healthcare MR, Liberating Research recruits in over 300 different conditions in the US, Europe and Canada and have run over 3,000+ Patient, Carer & PAG studies.

From Chronic conditions, Rare Diseases, all the way through to stage 4 Cancer patients, Liberating Research pride themselves on deep condition knowledge and empathetic understanding of what it takes to get a Patients involved in research. Pioneers in the use of digital marketing, charity and patient support group engagement and creative custom recruitment in this sector, Liberating Research has generated over £250,000 in donations to health charities through the work they do. You can read more about Liberating Research at www.liberatingresearch.com/about.

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Nael Clarke, Director of Commercial Development - Somerset NHS Foundation Trust

I have a varied background spanning biomedical research (immunodiagnostics), the UK Pharmaceutical Industry- including a significant spell developing the early versions of market access programmes. I've spent just over 2 decades within healthcare in roles that have spanned service development, improvement and commercial lead roles. My remit as a Commercial Director for an integrated provider involves development and delivery of a wide ranging commercial strategy. Core commercial themes within the NHS at provider level include- innovation development and commercialisation, subsidiary companies and joint ventures, private care, third-party contracts and strategic working with industry partners and healthcare partners.

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Pamela Cusick, Senior Vice President – Rare Patient Voice

Pam Cusick is an experienced research professional with more than 30 years of expertise in study design, implementation, and analysis. Her background in public health communications and research, coupled with her passion for patient advocacy, dovetail with Rare Patient Voice’s mission and vision. Pam hopes to expand Rare Patient Voice’s panels to include all patients and caregivers who want to share their opinions and impact their disease category. Pam earned a BA in Psychology from Sweet Briar College, and a MA in Psychology from the New School for Social Research. She is Past-President of the Board of Directors and Scientific Advisory Council Lead for the Horses and Humans Research Foundation. As Senior Vice President, Pam’s focus is on the continued growth and success of RPV, with an eye on client services, business development, and oversight of patient outreach, panel management, and marketing.

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Vicky Davies, Senior Insight Director - Bryter

Vicky, a Senior Insight Director at Bryter, has enjoyed over 20 years uncovering and embedding meaningful healthcare insights that inform innovation, branding, and communications. She leads the design and delivery of foundational pharmaceutical research programs, applying advanced qualitative and behavioural science techniques to surface strategic, actionable findings.

Her experience spans client and agency-side, diverse therapy areas and varied stakeholder groups but the motivation is always the same: translating complex voices and needs into clear insights that guide decision-making. Vicky is a strategic planner, an experienced moderator and a creative thinker who thrives on the ability to balance analytical rigour with emotional engagement.

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Paul Dermody, Head of Learning & Development - Propel Performance Limited

As Head of Learning & Development at Propel Performance, Paul leads the design and delivery of Human Performance Factors training programmes that help organisations enhance leadership capability and drive lasting behavioural change.
With over 36 years of experience in senior leadership roles, Paul brings deep expertise in Learning & Development and a proven track record of creating and delivering bespoke training solutions across a range of sectors, including pharmaceuticals, financial services, and digital technology.
He specialises in senior leadership development, strategic thinking, and management training, with a particular focus on building and sustaining high-performing teams.

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Franco Esposito, Managing Director - All Global

Franco Esposito is Managing Director for All Global, leading both All Global teams based in the UK and America. Franco has more than 20 years experience in the market research fieldwork industry, holding different commercial and operational roles both in the UK and in New Zealand over the years.  Franco has presented in the past at other BHBIA conferences and has actively participated in past BHBIA forums and working groups. His experience encompasses HCP, KOL, Patient and Payer research involving a wide variety of complex research methodologies. Franco is extremely passionate about the respondent experience and engagement in research, driving and embracing change to ensure professional opinions, behaviours, clinical data and PROs are truly accurate and authentic.

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Darren Fleetwood, Head of Data and Analytics – Madano

Measuring what truly counts has been the common thread in Darren’s career. In his role at Madano, Darren helps clients find meaningful answers in their data – from the reach and engagement of scientific publications to the commercial outcomes of strategic initiatives. He honed his evaluation expertise in roles spanning the NGO world and global research firms, giving him a unique perspective on how evidence-based insights can drive change in any sector.

Darren has built and implemented measurement frameworks that go beyond traditional metrics, focusing on real impact and behaviour change rather than just what’s easy to count. He is particularly known for working closely with client teams to embed these frameworks into everyday practice – whether partnering with Medical Affairs professionals to evaluate scientific communications or with commercial excellence leaders to link metrics to business objectives. Darren’s approach is collaborative and pragmatic: recognising that introducing new measures often requires managing change.

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Lee Gazey, Head of Insights and Digital - Madano

Lee Gazey is Head of Insights and Digital at Madano, part of AVENIR GLOBAL. He helps pharma and healthcare brands make smarter, more human decisions by combining behavioural insight with digital strategy and execution. With more than 20 years in market research and consultancy, Lee has worked with global teams to uncover what truly drives healthcare professionals, patients, and brands — and to turn that understanding into meaningful action. He leads a multidisciplinary team of researchers, data scientists, and digital specialists who translate evidence into growth — from launch readiness and omnichannel engagement to content strategy and measurement.

Passionate about connecting strategy to execution, Lee champions making insights practical, powerful, and designed to drive real change. A passionate advocate for ensuring best in class insights should sit at the heart of brand strategy, he’s excited to be presenting “Futureproofing Insights: The Human Skills That Will Matter Most in 2030”, a thought provoking paper that will  exploring how empathy, creativity, and curiosity will define the next generation of insight professionals in an AI-driven world.

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Bors Hulesch, Captain – Brains&Cheek

Bors trained as a social scientist in Budapest and Amsterdam. He has been a market researcher since 1997, and in pharma since 2005. He sits on the board of the BHBIA and is the Chair of its Sustainability Committee. He is a founding partner of Brains&Cheek, a small, global pharma MR agency. 

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Lorna Kirman, Senior Director and Head of Sustainability - Healthcare Research Worldwide

Lorna has always been curious, making her well suited to a career in market research.  She has been getting to the crux of the issue for clients for over 15 years, enjoying digging deep not only with doctors or patients to understand the answers, but also turning those skills to determining what the key questions are at the outset. With a strong focus on integrated insights, Lorna thrives on developing long-term strategic partnerships with her clients.  Inside and outside of work, Lorna is a passionate advocate for a more sustainable world, committed to her own Zero Waste journey, and passionate about gardening. Lorna is Head of Sustainability at HRW, and since taking on the role has lead the team to setting SBTI targets, tracking and reducing carbon emissions, delivering to clients' sustainability requirements and increasing the awareness and education of the team at HRW. Lorna loves walking and cycling in the beautiful Lincolnshire Wolds where she lives with her family, tortoise, guinea pigs and an abundance of house plants!

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Ben Lorkin, Senior Director - Day One Strategy

Ben has 19-years healthcare experience, is a qualified NLP practitioner and is passionate about behavioural science and pioneering the use of new thinking and approaches Ben is fascinated by understanding why people do what they do and how this can be leveraged to influence behaviour and brand strategy.

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Anna Meadows, Head of Behavioural Science – Healthcare – Ipsos UK

Anna has more than 20 years of multinational experience in advertising, market research, marketing and behavioural science consultancy. She now specialises in the analysis of human behaviour and applied behavioural science in healthcare and is currently Head of Behavioural Science - Healthcare at Ipsos UK. ​

Anna has worked with many global organisations (e.g. Nestle, Unilever, HSBC and The Motion Picture Association) devising and implementing large qual and quant research projects and developing communication strategies for their many brands. She has also worked closely with public sector Clients including The Singapore Government on health behaviour change initiatives. ​

Anna lived and worked in Asia Pacific for 18 years as Client Service Director at Lowe Advertising in Australia and as Head of Qualitative at Kantar (Millward Brown) in Singapore. Anna holds an MSc in Behavioural Science from the London School of Economics and sits on the Research Board of the Global Association of Applied Behavioural Scientists.

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Laurence Olding, Director - Bryter

Laurence, a Director at Bryter, is a seasoned expert with over 15 years of in-depth research in this evolving market. His unique approach combines innovative research methods with a keen focus on simplifying complex concepts. Laurence’s expertise lies in integrating novel techniques with clear, impactful deliverables, providing insights that extend far beyond the confines of a single presentation. His work resonates with audiences, offering a clear and comprehensive understanding of the subject matter.

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Olga Ostrovska, Director of Operations - QQFS

Olga is an experienced market research specialist with a demonstrable history of working across both healthcare and consumer sectors. With 16 years of experience behind her back, and has been involved in multiple operational roles. Olga joined QQFS when she moved to Sweden in the beginning of 2021. She is highly skilled in both project and account management, client servicing and leading a team of project managers across both quantitative and qualitative departments. Olga is passionate about providing impeccable client service as well as coaching team members to achieve success.

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Bridget Pumfrey, Partner - BPR Pharma

Bridget is a specialist in healthcare business insights with over 25 years of experience helping organisations turn research into meaningful commercial impact. She has held senior leadership and director roles at Martin Hamblin, GfK, and Double Helix, leading insight programmes across the healthcare and pharmaceutical sectors.  In 2011, Bridget co-founded BPR Pharma with Matthew Brooks, combining deep sector expertise with a clear focus on delivering insights that genuinely drive client success. She is known for her curiosity, strategic thinking, and ability to translate complex data into clear, actionable recommendations.  An active and long-standing member of the British Healthcare Business Intelligence Association (BHBIA), Bridget currently serves as Deputy Chair of the BHBIA DE&I Committee. She has run webinars focused on designing inclusive research for neurodiverse individuals and addressing access to healthcare issues for the transgender community. Bridget brings her commitment to diversity, equity, and inclusion, alongside her extensive experience, to every project and initiative she undertakes.

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Lee Ronin, Commercial Director - CSL

Lee has worked in healthcare business intelligence since 2002, beginning as an analyst and CRM manager before spending time in an SFE role as well as having the amazing opportunity of a secondment as a medical sales rep. He has a passion for helping clients use data and visualisations to make informed decisions – Lee’s experience in the field gives him a unique insight into the challenges and opportunities offered by the healthcare sector.  Lee previously served on the BHBIA board, and has just finished 10+ years as a member of the BOBI committee with a focus on organising the BHBIA Analyst of the Year competition, as well as the Newcomer competition.

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Michael Schulte, Senior Vice President - Account Management – Sago Health

Michael Schulte is Senior Vice President, for Sago Health. In this role he manages several global healthcare accounts and provides consultative services for his clients, ranging from strategic account planning, partner collaboration and project execution.  Michael has been in marketing research his entire professional career, starting off as a project manager for Horizon Insight – a full-service research consulting agency. With that experience, he learned the fundamentals but consistently challenged the status quo and in the process, developed a well-defined research strategy for the market research environment as we know it today. Michael attended the University of Kentucky and achieved his Certificate of Proficiency in Qualitative Research from the Burke Institute .  He’s an active member of both PMRC and Intellus and works out of Tampa, Florida. 

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Matthew Stinchcombe, Engagement Manager – IQVIA

Matt has over 18 years of experience in life sciences market research consulting. He specialises in custom primary market research (PMR), delivering insights from healthcare professionals, payers, and patients to address strategic, business-critical questions across all stages of the product lifecycle.  He leads the design and execution of both UK-specific and global ad-hoc research studies, ensuring the voice of the customer is embedded in decision-making—particularly in areas such as patient pathways, disease burden, access, and value communication.  Matt works within IQVIA’s Primary Intelligence team, which is increasingly supporting clients with protocolised PMR (pPMR) approaches and developing tailored research solutions that meet rigorous methodological standards while remaining agile and responsive to evolving client needs.

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David Thorne, Transformation Director - Well Up North PCN

David is Transformation Director of Well Up North Primary Care Network, covering north Northumberland and its 63,000 patients. Well Up North is a leading example of advanced neighbourhood and integrated working. His work is focused upon Northumberland’s place as a leading development site for Advanced Foundation Trust and Integrated Healthcare Organisation working. Originally a nurse, David has since taken on leadership positions across various NHS sectors. He has served as both Chair and CEO for several primary care alliances, received recognition as a past CCG Manager of the Year, and acted as programme director for major transformation initiatives. 

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Aida Tovar, Chief Panel Officer - M3 Global Research 

Aida Tovar started her career in market research in 2009 as a fieldwork manager at M3 Global Research, giving her broad exposure to both qualitative and quantitative recruitment. She has been instrumental in the significant growth of the M3 Global Research panel, and during her eight years of experience in panel management, she has led the recruitment and engagement of healthcare professionals across Europe, North America and LatAm. In 2017 she was promoted to her current role of Chief Panel Officer, and now oversees a panel, sampling, and fieldwork team of over 100, who collectively focus on maximising engagement, panel growth, project recruitment, feasibility assessment, data integrity and quality assurance, underpinned by M3’s panel management commitments in line with its ISO 20252 certification. She is passionate about collaborating with healthcare stakeholders globally to ensure the delivery of high quality, data-driven insights that ultimately improve patient outcomes, and amplifying the physician and patient voice to bring about real change.

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Rhys Williams, Director – Instar Research

Rhys has worked across several leading research teams, blending together multiple sources of data to help clients maximise their understanding of therapy areas, competitive context and commercial opportunity, and the success of their drugs across broad stages of the product lifecycle. He enjoys researching and experimenting with how AI can improve our industry, 'outside the box' research approaches and specialises in oncology (but has researched plenty of other conditions!). He had a couple of careers before research, lives in Cheshire and recently became a dad for the second time.

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