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Speakers

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Discover Our Speakers

Meet the people behind this year's sessions.

bhbia2026 brings together voices from across healthcare business insights, people working in pharma, agencies, analytics, market research and fieldwork who are ready to share what they’ve learned and explore what’s next for our industry.

Through presentations, panel debates, fireside chats and workshops, they’ll offer practical perspectives and honest reflections on the challenges and opportunities shaping our work today.

Yousaf Ahmad, ICS Chief Pharmacist and Director of Medicines Optimisation - NHS Thames Valley ICB

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. 

LinkedIn Profile 

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.

LinkedIn Profile

Laura Baldock, Compliance Officer - Ipsos

Laura is Compliance Director within Ipsos UK’s Healthcare Service Line, drawing on more than two decades of experience in healthcare research and compliance. Her career spans the NHS and commercial research agencies, encompassing healthcare market research, observational research, clinical audits, and service evaluations.

Previously Quality and Compliance Lead at a global HEOR and market access consultancy, Laura brings extensive expertise in compliance, research ethics, pharmacovigilance and data privacy, underpinned by a deep passion for maintaining ethical standards in healthcare market research.

A member of the Ethics & Compliance Committee since October 2024, Laura is looking forward to helping BHBIA members navigate the evolving compliance landscape, while continuing to advance industry standards and champion the exceptional work of the committee.

LinkedIn Profile

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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Hannah Brown, Vice President Strategic Accounts - M3 Global Research

Hannah Brown MBA is works across M3 Global Research, QQFS, All Global, m360 Research, ekas, Med Planet, pharma-insight, Michael Allen Company, and M3-MI. She previously worked in medical publishing, and joined M3 in 2015 as marketing director, with responsibilities including growing the membership of Doctors.net.uk and working across both med comms and market research divisions (M3 EU, medeConnect, and M3 Global Research). 

In 2025 she was appointed to the BHBIA’s Board of Directors, and is the board liaison for the fieldwork committee. Outside of work she co-hosts two football podcasts, is a season ticket holder at Stockport County, and is a member of the club’s DEI external working group. In 2015 she co-founded a women’s virtual networking, peer coaching, and mentoring hub, Women at Work, which now has over 3,000 members. She is a mother of twin tweens (about as much fun as it sounds), and a pug whose snoring she has to apologise for every time she’s on a call.

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Danielle Campbell, Director, Insights - Madano

Danni leads the primary research division within our Insights practice. She is involved in the full spectrum of primary research, including quantitative surveys, qualitative insights from interviews, focus groups, workshops, online communities and ethnography. Her passion is qualitative research, particularly around sensitive topics and conducting research with vulnerable groups, such as patients and caregivers.

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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.

LinkedIn Profile

VIP STREAM LEAD

Simon Edmondson, Global Business Insights - Oncology - Astellas

Simon Edmondson is Senior Manager in Global Business Insights at Astellas, specialising in Oncology. He brings over 15 years of experience across the pharmaceutical industry and business intelligence sectors, leading a broad range of mixed-methods market research projects with local, regional, and global scope. Simon has a keen interest in psychology with a particular focus on understanding human behaviours.    

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Lili Ferguson, UK Rare Disease Brand Manager - Pfizer Ltd

Lili Ferguson is a Brand Manager specialising in rare diseases, with a strong focus on driving brand strategies in complex therapeutic areas. Lili brings expertise in patient-centric approaches and cross-functional collaboration, ensuring that insights translate into meaningful outcomes for healthcare professionals and patients alike.

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Timothy Futter, Principal Consultant – IQVIA

As Principal at IQVIA, I am responsible for leading the Primary Data Collection business within the UK. This involves consulting with our clients to understand their objectives, developing study concepts, as well as the implementation and reporting of robust non-interventional studies. I bring to IQVIA an excellent understanding of the regulatory and research governance processes that underpin clinical research, coupled with experience in working with all the key stakeholders involved in research; clinicians, patients and sponsors.

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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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Georgina James, Senior Insight Consultant - Bryter

Georgina is a Senior Insight Consultant at Bryter, working across qualitative and quantitative methods to develop clear answers to complex strategic questions. She brings a rigorous and analytical approach to research and has a particular interest in applying behavioural science to better understand the factors that shape healthcare decision-making. Her experience spans a range of therapy areas, and she is particularly motivated by research in rare diseases and chronic conditions, where high-quality insight improves understanding of patient experience and outcomes.

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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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Joanna McDonald, Global Strategic Insights – GSK

Jo has over 25 years experience in healthcare pharma Insights and is a bit of a unicorn in the insights space having worked client and vendor side multiple times, covering global and local as well as running her own consultancy supporting organisations across a range of insight needs.

Jo is currently a Global Strategic Insights lead in Oncology at GSK, responsible for market research and forecasting in Gynaecological Oncology. Prior to this, I led all market research activities for the UK affiliate.

With a background in marketing and qualitative insights Jo is keen to ensure that pharmaceutical clients are making decisions based on market needs and competitive threats and also how agency and clients can work together better to communicate data and insights to drive action. Jo works with dashboards on a regular basis and will bring this experience to the fore during the Hackathon workshop.

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Rory Mitchell, AI Lead - Healthcare Research Worldwide

Rory is HRW's dedicated AI lead, applying the latest advancements to make healthcare market research more engaging, insightful, efficient, and creative. He ensures AI is used safely, runs presentations with clients, and keeps colleagues at the forefront of innovation.

LinkedIn Profile

Jarlath Mulhern, Senior Data Scientist - Madano

Jarlath specialises in AI-driven social listening, digital ethnography, and emotional analysis. He has developed methodologies that move beyond surface-level sentiment to map patient journeys, decode emotional drivers, and identify the narratives shaping stakeholder decision-making.  Recent projects include leading the data science workstream for a digital ethnographic study, applying AI to extract and analyse nuanced patient and clinician perspectives; supporting European-level policy work through AI-enabled mapping of policymakers and their positions on a specific therapy area; and developing evidence-based recommendations to inform public-facing communications.  With a background in Political Communication, Jarlath applies narrative mapping and advanced analytics to uncover the human stories embedded in large datasets. His work focuses on helping organisations strengthen strategy, policy engagement, and communications with greater precision and empathy.

LinkedIn Profile

Ed O'Ferral, Senior Insight Consultant - Bryter

Ed is a Senior Insight Consultant at Bryter, where he deploys innovative qualitative methodologies and behavioural science techniques to interrogate the underlying drivers and barriers shaping treatment decision making. With extensive experience supporting pharmaceutical clients across long-term conditions, oncology, and market access; Ed brings strategic depth to every engagement. His most extensive work spans supporting successful oncology treatment launches in the UK and driving the ongoing development of digital health solutions and consumer health technologies worldwide. Ed holds a particular passion for advancing the use of genomics and pharmacogenomics within the UK healthcare system and is a firm advocate for evidence-based innovation in this space. Ed led the Bryter project team that took home the ‘Best Customer Insight’ award at the 2024 BOBI Awards.

LinkedIn Profile

Neil Osmond, Entrepreneur & former CEO

With a career that began in pharmaceutical analytics and evolved through strategic insight, commercial, marketing, and digital transformation, Neil brings a holistic perspective to business challenges. His early roles at ZS Associates and SmithKline Beecham provided a strong foundation in commercial strategy and business analysis, which he later combined with a passion for people, technology, user-centred design and strategic execution to drive successful outcomes.  In 2007, Neil co-founded Earthware, initially developing interactive mapping solutions before pivoting the company into a full-service healthcare creative digital agency. Under his leadership, Earthware delivered award-winning digital products—including web platforms, and mobile apps—primarily for global pharmaceutical clients.  Neil’s passion is helping businesses navigate the intersection of technology, healthcare, and human behaviour, ensuring digital solutions not only meet commercial goals but deliver real-world value to users (often patients and clinicians).  Neil also has a passion for using Agile values and principles, and the Scrum methodology, to drive innovation and productivity and has personally trained or coached over 400 pharmaceutical professionals in Agile and Scrum.

LinkedIn Profile

Neil Phillips, Chief Strategy Officer - M3 Global Research

Neil joined M3 in March 2017, and as CTO leads the engineering and infrastructure teams. A graduate in mathematics, operation research, statistics, and economics, he has a wealth of experience in client-side research, full service market research and data collection across healthcare, consumer and B2B markets. During his 30 years working in market research he’s built a reputation as an engaging presenter and panellist, speaking at MRS, BHBIA and EphMRA events.

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Emma Pulman, Insight Consultant - Bryter

Emma is a mixed-methods market researcher with a quantitative edge, known for turning complex data into clear, engaging stories. Her experience spans from consumer health, oncology to rare diseases, and she has been part of BHBIA award-winning research recognised for both Best Business Impact (2023) and Best Customer Insight (2024). During her time at Bryter, Emma became the team’s go-to for data visualisation and design, shaping how insights are brought to life. What began as a complementary skill quickly became central to her role, helping make research outputs more intuitive, accessible, and impactful. She is particularly interested in advancing survey design through advanced analytics and creatively integrating behavioural techniques. Emma enjoys pushing beyond traditional approaches to uncover deeper insights while ensuring outputs remain engaging, actionable, and easy to understand.

LinkedIn Profile

VIP STREAM LEAD

Nick Reynolds, Decision support, Insight and Commercial Enablement - Viatris UK

Nick is a data and insight driven commercial leader with a focus on helping people decide better. He currently leads the Decision Support, Insight and Commercial Enablement team for Viatris UK. Nick started his career with data and market research agencies before moving client-side at Pfizer where he developed and led strategy, analytics and commercial effectiveness functions locally, regionally and globally. He has also led large scale change and capability programs in Customer Experience, Innovation, and data literacy.  In between Pfizer and Viatris, Nick spent time in life sciences consulting with a focus on customer centric go-to-market transformation as a Partner at Wavestone. After many years away, Nick is pleased to be back with a UK focus and having a chance to reconnect with the BHBIA where it all began for him at a training course in Ashridge in 1996.

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Lee Ronan, 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.

LinkedIn Profile

Jessica Santos, Chief Compliance and Privacy Officer - Konovo

Jessica Santos is Chief Compliance & Privacy Officer at Konovo, leading global compliance, AI governance, data privacy, legal, and cybersecurity risk. She has over 20 years of experience in healthcare industry, with expertise in clinical and real-world research, HEOR, medical affairs and market research. Previously, she served at Oracle Life Sciences as Global Compliance & Quality Director and Data Protection Officer, and held leadership roles at Cerner, Kantar Health, Sermo, and TNS, and was an associate professor. She holds a PhD in Social Sciences, is a Certified AI Governance Professional, serves on multiple industry boards (BHBIA, EphMRA, ISPOR, and MAPS), and is a MRS Fellow.

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

Michael Schulte is Senior Vice President, for TriVoca 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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Lucy Snowball, Senior Business Analyst - Chiesi

Lucy is a Senior Business Analyst at Chiesi, working closely with the Special Care and Rare Disease business units to deliver performance and forecasting reporting, drive strategic planning and optimise business outcomes. Keen DE&I advocate, active member of both the BHBIA committee and Chiesi's steering group.

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Andrew Thorndyke, Executive Vice President - Sales - All Global

Andrew has worked in research and consulting for 18 years across multiple industries, including Defence, Aerospace, Energy, IT and Healthcare. Having spent 15 years in consulting at Frost & Sullivan, he moved to M3 Global Research as a sales leader and in 2026 moved to All Global to head up the Global Sales organisation. A common thread throughout Andrew's career has been a passion for data driven decision making both in terms of client advisory as well as building out internal data led client centric programs. Having worked on a variety of digital transformation projects across his career from airline digitalisation tracking programs to satellite launch systems business cases to multi-industry benchmarking and use case development initiatives Andrew brings experience across multiple industries to healthcare and life sciences. 

LinkedIn Profile

Hannah Tough, Senior Research Director - Day One Strategy

Hannah Tough is a Senior Research Director at Day One Strategy. She has worked agency-side in the industry since 2006 and is a quantitative expert. Hannah is obsessed with excellence in research design and making quantitative data work harder to generate clear strategic direction for her clients. She is equally committed to building strong, collaborative partnerships with her clients, working together to make sure research findings land well and have a meaningful impact. Being part of Day One, Hannah is also of course a big fan of the potential of AI to enhance the amazing work we do.

LinkedIn Profile

Sponsors & Exhibitors

  • M3 Global Research
  • Bryter
  • Convosphere
  • IQVIA
  • Konovo
  • Vepora
  • Purdie Pascoe
  • Fine Research
  • GRG Health
  • Holden Healthcare
  • myTranscriptionplace