Proven Results Across Life Sciences
In regulated markets, claims need evidence. The same principle applies to consultants. I don't ask you to trust that my approach works — I show you the outcomes it produces.
The projects below span digital health, research tools, and diagnostics — different industries, different challenges, but a common thread: each one started with a commercial problem that the science alone couldn't solve. A healthcare app that clinicians wouldn't recommend. A product catalogue that customers couldn't find. A gene panel that needed to launch in two countries with completely different regulatory systems. In each case, the solution wasn't more science — it was better strategy.
These are also, not coincidentally, the kinds of problems I see most often. If any of them sound familiar, there's a good chance we should be talking.
Healthcare App: Turning Sceptical Clinicians into Active Recommenders
The situation: A leading women's health app — used by millions of consumers — had a problem at medical conferences. Clinicians saw it as a consumer product, not a clinical tool. Booth traffic was low, conversations were shallow, and the commercial team had to explain why a physician should actively recommend the app to patients. The science was there, but the positioning wasn't.
What I did: Repositioned the entire conference narrative from "consumer health app" to "clinical decision support tool" — grounding the messaging in published evidence and clinical utility. Designed an interactive diagnostic game for the booth that demonstrated clinical relevance in under 90 seconds. Built a tiered engagement model and equipped the teams with clinical talking points and objection responses.
Results:
- 21% contact capture rate from booth visitors (2x target)
- +254% increase in conference traffic vs. previous year
- 700+ qualified clinical leads generated
Services: Messaging Architecture, Sales Enablement, Conference Strategy
Research Tools Provider: From Invisible Catalogue to Revenue Engine
The situation: A leading life science research tools provider had over 5,000 products — antibodies, assay kits, reagents, instruments — but researchers couldn't find them. Products that should have dominated search results were buried on page three. The catalogue had grown organically over years, resulting in inconsistent naming, overlapping descriptions, and metadata that didn't match how scientists actually search for products.
What I did: Started with customer research — analysing how researchers, lab managers, and procurement officers actually search for products (which turned out to be completely different from what the company assumed). Built a structured keyword architecture across 5,000+ SKUs. Identified cannibalisation between product lines, restructured metadata, and consolidated positioning. Implemented technical SEO improvements and created a scalable system for all future launches.
Results:
- +30% increase in conversion rate across optimised product pages
- +20% increase in organic traffic within 6 months
- £M+ attributable revenue impact in the first year
Services: Product Positioning, Voice of Customer, Digital Strategy
Gene Panel: Navigating Two Regulatory Worlds Simultaneously
The situation: A diagnostics company had developed a gene panel with strong clinical evidence but a fragmented go-to-market approach. The UK and Japan launches were being planned independently — different teams, different timelines, different messaging. The regulatory landscapes (MHRA/NICE in the UK, PMDA/NHI in Japan) required completely different evidence packages and market access strategies, but the positioning needed to be consistent.
What I did: Created a unified commercial framework that respected regulatory differences while maintaining consistent positioning. Aligned regulatory submission strategy with the commercial narrative in each market. Developed parallel market access strategies for NHS procurement (UK) and National Health Insurance reimbursement (Japan). Identified and engaged key opinion leaders in both markets. Phased the launch to maximise the impact of regulatory approvals.
Results:
- Dual regulatory approval achieved in both UK and Japan
- National Health Insurance coverage secured in Japan
- <2 years from fragmented strategy to dual-market launch
Services: Go-to-Market Strategy, Regulatory-Commercial Alignment
Common Patterns
Most of my clients come to me with some version of the same three problems:
- "We have strong science but it's not translating into sales." The clinical evidence is there, but the commercial story doesn't land. Clinicians don't see the relevance, payers can't see the value, and the sales team defaults to feature-based selling. → Messaging Architecture + Product Positioning
- "We're about to launch and we don't have a commercial strategy." Regulatory approval is approaching (or already happened), but there's no market access plan, no channel strategy, no competitive response plan, and no sales enablement. → Go-to-Market Strategy + Sales Enablement
- "We're investing in marketing but can't prove it's working." Budget is going out the door, activity metrics look fine, but nobody can connect the dots between marketing spend and commercial outcomes. → Voice of Customer & CX Analytics
If one of those sounds like you, let's discuss your project →