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Discovering customers beyond the NHS (Industry)

TheHill’s NHS Market Access Accelerator programme includes 6 months of workshops and 1:1 support, including business advice, clinical opinions and a deep dive into NHS structures, reimbursement and access routes. We also offer support at two levels: one for start-ups with a beta product, ready to engage with the NHS; and one for start-ups at an earlier stage of development who need to refine their value

This workshop will help entrepreneurs to understand the workings of potential customers beyond the NHS i.e. pharma/biotech/CRO, insurance and retail, how they are organised and what drives their decisions (value) over new vs existing product life cycle. Partnering with the industry is a lucrative strategy for start-ups but converting them into partners or customers is often challenging and needs a targeted approach. This session will equip participants with insights and simple tools to approach this opportunity in a targeted way.

About speaker

Samir is a global health market access specialist with more than 8 years of experience in the Life Sciences & Healthcare industry. He has worked and collaborated with top 10 FTSE Pharma industry, payers such as leading global insurance firms as well as retail brands in health, mainly on topics of evidence-led pricing, reimbursement, acquisitions and collaborative innovation across both chronic and acute diseases. Samir is also an industrial review panellist for the NHSX’s AI Award 2020 (£250Mn). Samir is an advisor to >20 growing start-ups and a mentor at UK’s leading accelerators including KQ Labs, P4 Precision Medicine, Creative Destruction Labs and TheHill. Samir received the Bill and Melinda Gates Fellowship Award to complete his PhD in Pharmacology at Cambridge University and has co-authored papers in Nature and is co-inventor of a vaccine for Hepatitis E in India and drug targets in neurological and cardio-vascular diseases in the UK.


(1) Welcome & Ice-breaker

(2) MasterClass (Part-1) on Customer Discovery beyond NHS – Why & Who

(3) Break Out Exercise: explore a day in an industrial decision-maker’s job


(4) MasterClass (Part-2) on Customer Discovery beyond NHS – When & How

(5) Break Out Exercise: make a plan for targeted engagement

(6) Conclusion & Feedback