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Meet the Judges

The PMEA judging panel comprises a range of experts with a breadth of knowledge and experience, from pharmaceutical marketing specialists to leading management consultants to top business school academics.

Gavin Birchall

Gavin Birchall,  FRPharmS, MA graphic design, founder and managing director at DOSE Design and Marketing Ltd. Gavin is a pharmacist, designer and marketer who has created, led and marketed businesses at senior level and carried out the first research into the brand of pharmacy on the planet.
Having spent 15 years in community pharmacy, practising in both independent and multiple owned pharmacies, Gavin has worked in academia, primary care and representation. He was instrumental in setting up a 21 strong community pharmacy group where he was operations and marketing director and superintendent pharmacist.
Frustrated by the lack of recognition received by pharmacy, Gavin completed research into the brand of pharmacy as part of a Masters in Graphic Design and in 2015 set up a pharmacy specialist design and marketing agency, DOSE Design and Marketing Ltd, to support pharmacies to present and promote themselves more effectively.
Gavin and his team now support a range of clients in community pharmacy and beyond.

Linda Cowie

Linda Cowie, director patient experience at Bionical. Most recently she was head of patient and consumer engagement at Hamell, Linda has over 25 years’ international director level experience in healthcare marketing and communications spanning both client and agency side. Passionate about facilitating patient engagement and empowerment, Linda has specialised in this area over the past 10 years. Her focus has been on identifying and addressing the challenges associated with facilitating delivery of behaviour change through effective healthcare information and communication. Her consultancy in this area is built from both commercial experience and independent academic research via an MPhil completed in 2012. Linda is also an Advisory Board member for the Patient Information Forum (PiF) and has presented at an Inside Government conference on ‘Putting Patients at the Centre of NHS Modernisation’.

Karen Fraser

Karen Fraser is managing director of Acuitas, a consultancy providing astute commercial insight and international KOL perspective to the biopharma and investment communities. She has over 30 years' industry experience, which includes senior sales and marketing positions in companies such as Amersham International, Glaxo Laboratories and Lorex Synthélabo. Karen also set up a successful marketing consultancy specialising in the provision of commercial planning and implementation for companies wishing to enter the UK market. Prior to setting up Acuitas, she spent 15 years as vice president at Quintiles, providing marketing and therapeutic insight to support global Due Diligence and Business Development activities.

 Stephanie Hall

Stephanie Hall is managing director of Uptake Strategies, an award winning healthcare marketing consultancy specialising in brand planning, strategy and launch with a mission to inspire excellence and innovation in healthcare marketing leading to measurable business impact and more capable, motivated teams.  Stephanie works across the US, Europe, Latin-America and Asia with large and small healthcare companies across pharma, biotech and consumer healthcare. Before founding Uptake Strategies, Stephanie worked in the pharmaceutical industry for over 20 years across a number of roles across marketing, finance and sales at GSK, Eli Lilly & Co and Sanofi. Stephanie is a Chartered Management Accountant and Chartered Marketer. She has been a post-graduate lecturer at the Chartered Institute of Marketing (CIM) and also speaks several European languages. Stephanie speaks and publishes across the industry on brand planning, customer experience and launch excellence, having worked on 100 healthcare launches in the past ten years.

Daniel Mathews Daniel Mathews is the managing partner of EY’s Life Science, Consumer Products and Retail Practice. His passion lies in the pharmaceutical industry where he has over 20 years of transformation experience working across the USA, Asia and Europe. Throughout his career, Daniel has focused on delivering novel and effective marketing programmes particularly focusing on patient services and health outcome programmes to drive growth. Daniel is currently leading the development of EY’s “Outcome Services” to enable both Life Science Companies and Health Providers to deliver patient value.
Eamon O%u2019Brien

Eamon O'Brien - executive coach and facilitator - is the managing director of the CR&C Organisation. Eamon believes that people and teams can be quite unusually brilliant. Eamon believes that when you think out loud about what needs to be thought about then you can make things happen.

Martin Parkinson’s Martin Parkinson's experience encompasses the health service, the pharmaceutical industry and management consulting. As a pharmacist he held senior roles within hospital pharmacy before moving into payer organisations to lead medicines strategy and policy across primary and secondary care. He led several major initiatives including the development of one of the first joint medicines formularies joining community and hospital medicines strategy together. Following a move to Pfizer, he initially worked in health economics and outcomes before leading payer and market access strategy and tactics for several blockbuster brands alongside joint working initiatives with the NHS. Within Pfizer he also worked across Europe and other regions to develop capabilities to better engage and manage subnational payers and key account management as key elements of an evolved go-to-market approach. Martin is now a member of the life sciences practice at PA Consulting Group focusing on market access, key account management and integrated health solutions. Martin holds postgraduate qualifications in advanced therapeutics and prescribing sciences.
Jo Pisani PMEA Jo Pisani is a partner leading the UK Pharma and Lifesciences Consulting Practice at PwC Strategy&. She has thirteen years of industry experience in the pharmaceuticals, energy, petrochemicals, and fast-moving consumer goods industries with BP and SmithKline Beecham where she held positions in the engineering, operations, IT, and commercial functions. Before joining PwC, she spent three years with Booz&Co, a strategic management consultancy where she focused on strategic issues in the pharmaceuticals and energy sectors. Jo assists clients developing strategy, supporting deals and conducting valuations. Her clients include Big Pharma, biotech, generics, OTC, contract manufacturers, contract research organisations, ministries of health, private equity and banks. She is a key author on PwC’s Pharma2020 thought leadership series.
Professor Brian D Smith

Professor Brian D Smith is an academic, author and advisor who has worked in the industry for almost 40 years. He researches the evolution of the life sciences industry at both SDA Bocconi and Hertfordshire Universities and has published 300 papers, books and articles about strategy in the industry, including The Future of Pharma and, most recently, Darwin’s Medicine. As Principal Advisor of Pragmedic Limited, he advises many of the industry’s leading companies about how to adapt to changing market conditions.

Paul Stuart-Kregor

Dr Paul Stuart-Kregor is one of the three founders of The CELLO Health Consultancy and has worked in pharmaceuticals for 30 years, both client side and consultancy.
Paul has wide-ranging pharmaceutical, OTC and consumer marketing experience in UK and overseas, with expertise focused in the areas of market scoping and market insight for new and existing therapy areas, marketing strategy (Phase II to in-market compounds), brand development/repositioning, organisational design and process development plus marketing and operational excellence.
He holds an MA from Cambridge University and a PhD in Reproductive Endocrinology . He has been extensively published across a range of industry journals.

Michael Thomas

Michael Thomas, partner, Pharmaceutical & Healthcare Team,
A. T. Kearney. Michael is a member of A. T. Kearney’s global pharmaceutical and healthcare practice and leads the UK pharmaceutical team. He has consulted for over fifteen years in the pharmaceutical industry, helping pharmaceutical and biopharmaceutical clients formulate strategic responses to changes in the healthcare environment, regularly working with senior management teams. His current area of interest is in examining the opportunities that the pharmaceutical industry has to partner with healthcare providers to improve access and returns on the new generation of specialist / biotech products, both in developed and emerging markets. He has contributed to many industry articles and is frequent conference speaker.
Before joining A.T. Kearney, Michael was EMEA leader for Sales & Marketing in the pharmaceutical practices of IBM and PwC Consulting. He has held a senior management position in Strategy and Planning with SmithklineBeecham, and before entering consultancy ran a PR agency specialising in lifestyle products.

Christian Zerbi

Christian Zerbi is a partner at McKinsey & Company and he co-leads the Medical Products and Marketing & Sales Practices in Europe. He focuses most of his efforts in helping pharma and medical device players achieve full potential growth through commercial excellence and product/service/business models innovation.
Before moving to consulting, Christian spent 8 years in the Medical Device industry in a broad set of roles ranging from product development to regional commercial P&L ownership.
He holds an MBA from MIT Sloan School of Management, a MS degree in computer science engineering from Politecnico di Milano and a MS degree in general engineering from ENSTA Paris.