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With decades of experience in global market access and health economics outcomes research (HEOR) consultancy, we work tirelessly to ensure our clients achieve the best outcome.

Our blend of knowledge and experience helps us deliver with purpose and generate bespoke solutions throughout the product’s lifecycle. From early strategic pricing and payer research to core economic modelling and local HTA, we work persistently to deliver access.

We have worked in over 50 countries to leverage clinical data, synthesize HEOR data, and highlight the value of our clients’ products. In an ever-changing access environment, we seek to simplify and demonstrate value in a way that resonates with payers.

As HTA assessors in several Australasia markets, we understand how to demonstrate the value of our clients’ products. This enables us to improve our own submission development and constantly generate unique insights. We ensure successful access through the following:

In-depth knowledge

Our direct involvement in assessments has given us a deep understanding of the HTA process, which ensures a nuanced approach to developing submissions.

Data presentation

Understanding what information HTA committees prioritise allows us to optimise data presentation to enhance the persuasiveness of submissions.

Insider perspective

Our insights into the expectations and criteria of HTA committees give us valuable perspectives that increase the likelihood of successful submissions.

Risk mitigation

We anticipating potential challenges and proactively address them, as such improving the overall quality of our work.

Adaptability

We regularly adjust strategies and submissions based on evolving regulatory landscapes

Efficiencies

We streamline the submission process using our experience and efficient preparation, and as such, reduce the likelihood of delays.

We have carried out

over 130 global submissions and proudly maintain a 98% success rate

for our HTA submissions.

History

Established in 2019 on a foundation of 25+ years of industry experience, Initiate is an owner-operator SME with satellite offices in Northamptonshire, London, and Zug, Switzerland.

Our team enjoy a hybrid working environment and are based across the UK and mainland Europe. Our client portfolio boasts top 20, mid-sized, and smaller pharmaceutical companies, who mainly work in rare and complex diseases. We are also proud to work with various med-tech and medical device clients. Initiate acts as an outsourced HTA assessor in several Australasian markets, which affords unique insights into Health Technology Assessment strategy and best practices.

Company values

Our company values are at the core of our company culture and key to the service we provide to our clients. They not only enable our team to collaborate effectively with each other, but also allow us to become a partner and a core part of your team, working alongside you ensure patient access to treatments and therapies.

We give recognition to our team annually for those that best exemplify these values:

Collaboration

By respecting other people’s views and seeking solutions together, we can surpass ‘okay’ and achieve ‘outstanding’.

Empowerment

We relish new challenges and opportunities to learn. By nurturing and challenging our team and ourselves, we continue to develop and deliver outstanding results to clients and patients.

Integrity

We hold ourselves and others accountable to the highest standards of our industry, recognising and addressing areas that can be improved, no matter how large or small.

Pragmatism

Our strength lies in our ability to both think strategically and act tactically to develop practical solutions that enable the best possible outcome.

Meet the team

Leadership team

Andrew Mumford

CEO

Joanne Mumford

Head of HTA

Oliver Darlington

Head of Health Economics & Evidence Synthesis

Jane Moorhouse

Head of Value, Access & Pricing

Luciana Strait

Head of Business Development

Sarah Coyle

Sarah Coyle

Head of Operations

Value, access,
& pricing

Jane Moorhouse

Head of Value, Access & Pricing

Adelaide Shaw-Maguire

Senior Consultant

Reece Coleman

Analyst

Jonathan Gibson

Consultant

Sarah Smart

Sarah Smart

Analyst

Health Technology Assessment

Joanne Mumford

Head of HTA

Georgia Roberts

Senior Consultant

Imogen Taylor

Senior Consultant

Harry Lewis

Consultant

Sarah-Jane Lyttle

Consultant

Myrtle Greenwood

Associate Consultant

Cameron Huke PhD

Analyst

Health economics
& evidence
synthesis

Oliver Darlington

Head of Health Economics & Evidence Synthesis

Elise Evers

Senior Consultant

Tom Edmonds

Consultant

Charlotte Ahmadu

Consultant & SLR Lead

James Wantling

Associate Consultant

Andreas Charalambous

Analyst

Operations, Business Development, & Marketing

Sarah Coyle

Sarah Coyle

Head of Operations

Luciana Strait

Head of Business Development

Ellie McSweeney

Ellie McSweeney

Analyst

Legal

Initiate Consultancy is a limited company registered in England and Wales.
Registered number 11903774.
Registered office: 18A/20 King Street, Maidenhead, Berkshire, SL6 1EF, UK.