Adam Walker’s Pharma Prescribed Podcast

Pavel Trofimov spent roughly 15 years in international B2B sales across complex technical markets before moving into clinical research — where he noticed something the industry treats as normal. Founders, scientists and operational leaders were doing the delivery and the business development themselves. In most other regulated industries, that commercial work sits with a dedicated team.
That gap became Lab-2-Business (L2B). Pavel's mission, in his own words: to help excellent scientific and technological companies be as deliberate about winning business as they are about delivering it.
In this episode he unpacks the imbalance at the heart of clinical research — delivery machines built to be precise and never make mistakes, with almost no one positioned to make the value clear and turn it into revenue. He's sharp on why founder-led growth hits a ceiling, why he refuses "twin mandates" (so he never becomes the networking "head that changes its body" at every conference), and why he rejects the word "fractional" altogether — he embeds as an extended team member, aligned on scope and outcomes, in it for the long run.
The conversation's most provocative turn is on AI-native startups. Pavel argues they face a harder sell than anyone: they're not selling a product into the clinical trial ecosystem, they're selling behaviour change — convincing people to change how they work, measure and invoice. His prediction: once the early adopters move and the regulatory rules settle, the companies that move fastest could own the clinical trial market, and parts of the old industry may simply collapse.
Adam and Pavel also trade notes on a live concern: AI "personas" now cold-approaching people on LinkedIn, and why validating that you're talking to a real human matters more than ever.
A commercial lens on an industry that rarely applies one to itself.
🎧 LISTEN TO THE AUDIOSpotify: https://open.spotify.com/show/7Ks5oLfSDf0u9F1I8GUjtiApple Podcasts: https://podcasts.apple.com/gb/podcast/adam-walkers-pharma-prescribed-podcast/id1829715970Amazon Music: https://music.amazon.com/podcasts/1a43eb87-b83e-441d-9a87-321263e3f821/adam-walker%E2%80%99s-pharma-prescribed-podcastPodbean: https://pharmaprescribed.podbean.com
Youtube: https://youtu.be/Fb4HYN0J6Zk Full transcript and episode notes: https://pharmaprescribed.com/episodes
⏱️ CHAPTERS0:00 Intro0:35 Meet Pavel and Lab-2-Business2:00 Spotting the commercial gap4:00 The limits of founder-led growth14:00 Embedded, not fractional18:00 The pivot into life sciences26:00 AI-native tools and selling behaviour change35:00 Quickfire and golden rule
👤 ABOUT PAVEL TROFIMOVFounder of Lab-2-Business (L2B). Commercial specialist with ~15 years in international B2B sales across complex technical products and services, now focused on clinical research and life sciences. Works as an embedded commercial team member helping founder-led scientific and technology companies build deliberate, systematic business development — with particular interest in AI-native companies stripping manual work and friction out of clinical trials.💼 Search "Pavel Trofimov" on LinkedIn
🎙️ ABOUT PHARMA PRESCRIBEDPharma Prescribed is the podcast where leaders, innovators and hidden voices in healthcare open up. No soundbites, no spin. Just raw insight, one prescription at a time. Hosted by biometrics consultant Adam Walker.🌐 https://pharmaprescribed.com▶️ https://www.youtube.com/@pharmaprescribedpodcast💼 https://www.linkedin.com/in/adamwalkerbiometrics🏢 https://uk.linkedin.com/company/pharma-prescribed-podcast
#PavelTrofimov #Lab2Business #ClinicalResearch #BusinessDevelopment #CommercialStrategy #PharmaPrescribed #AIinPharma #ClinicalTrials #FounderLedGrowth #B2BSales #LifeSciences

Henrik Nakskov | An AI Can't Ask Questions of the Future - Data Trust in Clinical Research | Pharma Prescribed
Henrik Nakskov is a Danish life sciences specialist with more than 20 years in clinical drug development — a medical chemist by training who became one of the field's more original thinkers on data integrity. He spent a decade at Novo Nordisk in haematology and coagulation, held senior roles at NNIT, and led biometrics at Symphogen. That experience now runs through three companies: Sims Consult (his life sciences consultancy), Novyra Life Sciences (where he's CEO and Clinical Information Management Lead), and Safe Implant Technology (where he leads the science).
Henrik cares more about where data comes from than almost anyone. In this episode he explains how he borrowed from Second World War supply-chain theory and Toyota's just-in-time management to rebuild the way trial data is collected and cleaned — taking last-patient-out to database release from a normal 8–12 weeks down to one week, and in some studies to two days. He tells the story of trauma trials collecting 1,102 data points in three hours under conditions of war and car accidents, and of mapping the full chain of a stroke patient's care — onset, admission, CT scan, treatment — so precisely the FDA used it to teach what data intelligence actually means.
Then the conversation turns to AI, where Henrik is refreshingly precise. He runs Grok and ChatGPT against each other to hunt for the "black holes," builds explicit frameworks and guardrails so the models can't wander, and makes a sharp philosophical point: an AI can only work from references it has already learned — it cannot ask a genuinely new question of the future, so the more you use it, the more surveillance your safety monitoring needs to compensate for the unknowns you've introduced.
Coaching over policing, trust over box-ticking, and a continuous-monitoring vision for where quality is heading. A masterclass for anyone who works with clinical data.
🎧 LISTEN TO THE AUDIOSpotify: https://open.spotify.com/episode/40WRQLAD3Ed6ibFV9Fm7wZ?si=QRbYluxTT-2E6O3jeGRWiA Apple Podcasts: https://podcasts.apple.com/us/podcast/an-ai-cant-ask-questions-of-the-future-data/id1829715970?i=1000792188722 Podbean: https://pharmaprescribed.podbean.com
Youtube: https://youtu.be/9ZbJ9PXOJBM Full transcript and episode notes: https://pharmaprescribed.com/episodes
⏱️ CHAPTERS0:00 Intro0:35 Meet Henrik Nakskov6:00 Faster trials, better quality12:00 From Novo to consulting16:00 Building Sims Consult25:00 Culture and change management34:00 Trust, standards and due diligence39:00 Coaching, not policing41:00 AI in clinical quality42:00 Frameworks and guardrails49:00 Why old-school approaches fail51:00 The black-box risk problem57:00 A continuous-monitoring vision1:00 Quickfire and golden rule
👤 ABOUT HENRIK NAKSKOVMedical chemist and clinical data specialist with 20+ years in drug development. Former Project Data Manager at Novo Nordisk (haematology and coagulation), senior roles at NNIT, and biometrics lead at Symphogen. Founder of Sims Consult; CEO and Clinical Information Management Lead at Novyra Life Sciences; CEO and science lead at Safe Implant Technology. Specialist in data integrity, clinical informatics, quality management systems and the governed use of AI in regulated research. Occasional contributor to regulatory guidance.💼 Search "Henrik Nakskov" on LinkedIn
🎙️ ABOUT PHARMA PRESCRIBEDPharma Prescribed is the podcast where leaders, innovators and hidden voices in healthcare open up. No soundbites, no spin. Just raw insight, one prescription at a time. Hosted by biometrics consultant Adam Walker.🌐 https://pharmaprescribed.com▶️ https://www.youtube.com/@pharmaprescribedpodcast💼 https://www.linkedin.com/in/adamwalkerbiometrics🏢 https://uk.linkedin.com/company/pharma-prescribed-podcast
#HenrikNakskov #DataIntegrity #ClinicalDataManagement #ClinicalTrials #AIinPharma #Biometrics #PharmaPrescribed #ClinicalInformatics #DataIntelligence #QMS #DrugDevelopment

Dr Sonit Handa | Building a Tumour tissue bank for $1M a day Children’s Cancer Research and Treatment Centre | Pharma Prescribed
Dr Sonit Handa is the founder and CEO of Biovance Consulting, where he helps biopharma leaders navigate global launches, operating-model transformations and post-merger integrations. He trained as a physician in India, then moved to the United States — drawn to the intersection of medicine, science, technology and business.
His path started with a swerve. Watching everyone around him in medical school run the same race toward the same specialties, Sonit went looking for the thing beyond traditional medicine. He found it in the late-90s wave of medical transcription being outsourced to India — his first glimpse of technology transforming healthcare — and followed it into biomedical and tissue engineering in the US.
That led to St Jude Children's Research Hospital in Memphis: a non-profit where no family pays for treatment, funded entirely by donation to the tune of roughly a million dollars a day. Sonit was hired to build the operations of its tissue bank — 25 years of samples stored without a proper database — so researchers could actually find and request what they needed and turn it into discoveries for children with cancer. He's candid about how he got there: cold emails through the night, visa deadlines, and one CSO in the city he was already living in who wrote back.
From there the conversation opens out into the ideas that run through his work: why culture is an emotion you feel, not a line in a job description; why EQ will matter as much as IQ for the next generation; why change management is the one discipline AI makes non-negotiable; and the ethics of drug pricing seen from both sides of the world.
Warm, wide-ranging and genuinely reflective — a reminder that, looking back, the dots connect.
🎧 LISTEN TO THE AUDIOSpotify: https://open.spotify.com/show/7Ks5oLfSDf0u9F1I8GUjtiApple Podcasts: https://podcasts.apple.com/gb/podcast/adam-walkers-pharma-prescribed-podcast/id1829715970Amazon Music: https://music.amazon.com/podcasts/1a43eb87-b83e-441d-9a87-321263e3f821/adam-walker%E2%80%99s-pharma-prescribed-podcastPodbean: https://pharmaprescribed.podbean.comFull transcript and episode notes: https://pharmaprescribed.com/episodes
🔗 RELATED EPISODESonit and Adam return again and again to kindness and cultural fit — the same ground Graham Allcott (Think Productive) covers on KIND, psychological safety and the quiet power of kindness at work:▶️ YouTube: https://youtu.be/1i1_TIZRBmI🎧 Spotify: https://open.spotify.com/episode/04glB17p7bBWVmLjlwIO7z🍎 Apple: https://podcasts.apple.com/gb/podcast/graham-allcott-on-kind-psychological-safety-the-quiet/id1829715970?i=1000778402287
⏱️ CHAPTERS0:00 Intro0:35 Meet Dr Sonit Handa1:00 Mission and approach2:00 From India to the US3:00 A tech spark in medicine5:00 The St Jude tissue bank8:00 Immigration and kindness11:00 Choosing the MBA path14:00 Building Biovance Consulting16:00 Support and advice for students22:00 AI, EQ and attention28:00 A consultant's problem-solving31:00 The change management playbook41:00 Ethics and access46:00 Quickfire and close
👤 ABOUT DR SONIT HANDAFounder and CEO of Biovance Consulting. Physician trained in India, with graduate study in biomedical and cell/tissue engineering in the US. More than two decades in life-science leadership across clinical development, regulatory affairs, market access, commercial operations and transformation. Advisor to biopharma leaders on aligning strategy with execution — global launches, operating-model change and post-merger integration. Mentor to students entering the field.💼 Search "Sonit Handa" on LinkedIn🌐 https://www.biovanceconsulting.com
🎙️ ABOUT PHARMA PRESCRIBEDPharma Prescribed is the podcast where leaders, innovators and hidden voices in healthcare open up. No soundbites, no spin. Just raw insight, one prescription at a time. Hosted by biometrics consultant Adam Walker.🌐 https://pharmaprescribed.com▶️ https://www.youtube.com/@pharmaprescribedpodcast💼 https://www.linkedin.com/in/adamwalkerbiometrics🏢 https://uk.linkedin.com/company/pharma-prescribed-podcast
#SonitHanda #BiovanceConsulting #StJude #ChangeManagement #LifeSciences #PharmaPrescribed #PharmaConsulting #EQatWork #AIandWork #MarketAccess #PostMergerIntegration

Gerrie Hawes on the HOPE Framework: How Behaviour, Not Strategy, Actually Changes Organisations | Pharma Prescribed
Gerrie Hawes is a corporate behavioural psychologist who works in boardrooms and on stages, helping leaders turn strategy into behaviour people actually adopt. She's worked behind the scenes with most of the pharmaceutical companies you could name — a self-described "hidden person," which makes her a fitting guest for a podcast about hidden voices.
She opens with a story that reframes the whole conversation. Coaching a global IT leader on her opening speech, Gerrie asked her a question no one asks an IT director: "Why do you work here — you could work anywhere?" The leader paused, reached into her handbag, and produced a family photograph. Lung cancer. "They're dead, and they're dead." She'd chosen that company because it was at the leading edge of the treatment. That, Gerrie told her, is what you tell your team — not the strategy, the why beneath it.
From there Gerrie unpacks her HOPE framework — Happiness, Optimism, Playfulness, Empathy — a practitioner's model for the human dynamics that strategy decks miss. She explains why she hunts for a specific kind of laughter in the room (the edge between the learning zone and the panic zone), why happiness starts with the self but can't end there, and why empathetic leadership means understanding what drives other people, not assuming they're driven by what drives you.
She's also clear-eyed on AI: the more it can do, the more the durable human advantage becomes the things it can't — playfulness, genuine empathy, reading the space between people. Plus boundaries, burnout, toxic cultures, upward empathy, and the quiet power of listening and introversion.
A thoughtful, practical conversation about the behaviours that actually move organisations — long after the away-day is over.
🎧 LISTEN TO THE AUDIOSpotify: https://open.spotify.com/show/7Ks5oLfSDf0u9F1I8GUjti Apple Podcasts: https://podcasts.apple.com/gb/podcast/adam-walkers-pharma-prescribed-podcast/id1829715970 Amazon Music: https://music.amazon.com/podcasts/1a43eb87-b83e-441d-9a87-321263e3f821/adam-walker%E2%80%99s-pharma-prescribed-podcast Podbean: https://pharmaprescribed.podbean.com Full transcript and episode notes: https://pharmaprescribed.com/episodes
🔗 RELATED EPISODEIf Gerrie's take on empathy and safe spaces resonated, hear productivity author Graham Allcott (Think Productive) on KIND, psychological safety and the quiet power of kindness at work:▶️ YouTube: https://youtu.be/1i1_TIZRBmI 🎧 Spotify: https://open.spotify.com/episode/04glB17p7bBWVmLjlwIO7z 🍎 Apple: https://podcasts.apple.com/gb/podcast/graham-allcott-on-kind-psychological-safety-the-quiet/id1829715970?i=1000778402287 
⏱️ CHAPTERS0:00 Intro0:35 Meet Gerrie Hawes4:00 Purpose and anti-purpose6:00 Inside boardroom culture18:00 Extreme role modelling20:00 The HOPE framework explained24:00 HOPE vs the AI advantage28:00 Happiness as a value30:00 Boundaries build respect33:00 When work turns toxic34:00 Objectives and upward empathy37:00 Playfulness vs burnout40:00 Safe spaces for honesty45:00 Listening and introversion47:00 Quickfire round
👤 ABOUT GERRIE HAWESCorporate behavioural psychologist specialising in change leadership and culture across pharma, consulting and global organisations. She helps senior teams turn strategy into adopted behaviour, and coaches speakers one-to-one on confidence, clarity and reading a room. Creator of the HOPE framework (Happiness, Optimism, Playfulness, Empathy). UK-based, working across global time zones.💼 Search "Gerrie Hawes" on LinkedIn
🎙️ ABOUT PHARMA PRESCRIBEDPharma Prescribed is the podcast where leaders, innovators and hidden voices in healthcare open up. No soundbites, no spin. Just raw insight, one prescription at a time. Hosted by biometrics consultant Adam Walker.🌐 https://pharmaprescribed.com ▶️ https://www.youtube.com/@pharmaprescribedpodcast 💼 https://www.linkedin.com/in/adamwalkerbiometrics 🏢 https://uk.linkedin.com/company/pharma-prescribed-podcast 
#GerrieHawes #HOPEFramework #BehaviouralScience #Leadership #OrganisationalCulture #PharmaPrescribed #ChangeLeadership #EmpatheticLeadership #WorkplaceCulture #AIandWork #Burnout

Clive Bonny on Atrial Fibrillation, Blood Thinners & the "Sudden Death Syndrome" Nobody Checks For | Pharma Prescribed
⚠️ This episode discusses suicide and bereavement. If you're affected, please reach out to a professional or a crisis line — in the UK, Samaritans are available free on 116 123, day or night.
Clive Bonny is a management consultant and business advisor of 36 years, specialising in responsible business standards, intellectual property protection and ethical, outcome-driven leadership. He's also a health advocate who lives with atrial fibrillation and is a prostate cancer survivor — and in this episode, business and biology meet.
Clive and host Adam Walker discover how much they share: both live with AF, both lost a sibling to suicide, both were endurance athletes. That common ground makes for an unusually open conversation about what AF actually feels like, how it's diagnosed — often by accident — and why Clive calls it "sudden death syndrome": nearly a million people in the UK have it, and many don't know until it's too late. His practical message is simple: check your pulse, and if it's consistently low, ask for a test.
Clive shares his own dramatic diagnosis — a resting pulse of 30 discovered on an operating table, two weeks in intensive care, heparin, cardioversion, a pacemaker and an ablation — the same ablation procedure Adam was himself about to undergo. Both discuss life on long-term anticoagulation (DOACs) and the different level of cardiac care that followed.
The conversation ranges wider too: Clive's career innovating for Bayer and Hoechst, taking inventions through IP protection and clinical trials, robotic prostate surgery, and building social value through local volunteering.
Honest, warm and genuinely useful — two patients comparing notes in public so others don't get caught out.
🎧 LISTEN TO THE AUDIOSpotify: https://open.spotify.com/show/7Ks5oLfSDf0u9F1I8GUjtiApple Podcasts: https://podcasts.apple.com/gb/podcast/adam-walkers-pharma-prescribed-podcast/id1829715970Amazon Music: https://music.amazon.com/podcasts/1a43eb87-b83e-441d-9a87-321263e3f821/adam-walker%E2%80%99s-pharma-prescribed-podcastPodbean: https://pharmaprescribed.podbean.comFull transcript and episode notes: https://pharmaprescribed.com/episodes
⏱️ CHAPTERS0:00 Content warning0:35 Intro1:00 Meet Clive Bonny1:30 Mission and values3:00 Early influences7:00 The open-minded connector11:00 A career in pharma innovation14:00 How the microcurrent device works17:00 Living with atrial fibrillation24:00 Adam's AF experience26:00 Clive's prostate cancer story32:00 Da Vinci robotic surgery34:00 ESG and social value37:00 Local volunteering wins44:00 Life outside work45:00 Golden rule47:00 Closing and contact
👤 ABOUT CLIVE BONNYManagement consultant and business advisor since 1990, specialising in responsible business standards, intellectual property protection, dispute resolution and cost-efficient operational strategy. Former innovation lead for Bayer and Hoechst. Board-level governance advisor and mediator. Health advocate living with atrial fibrillation and a prostate cancer survivor.💼 Search "Clive Bonny" on LinkedIn
https://consult-smp.com
🎙️ ABOUT PHARMA PRESCRIBEDPharma Prescribed is the podcast where leaders, innovators and hidden voices in healthcare open up. No soundbites, no spin. Just raw insight, one prescription at a time. Hosted by biometrics consultant Adam Walker.🌐 https://pharmaprescribed.com▶️ Youtube https://youtu.be/6ssayU4ouNc💼 https://www.linkedin.com/in/adamwalkerbiometrics/🏢 https://uk.linkedin.com/company/pharma-prescribed-podcast
ℹ️ Nothing in this episode is medical advice. Views on treatments and devices are personal experience only — always consult a qualified clinician about your own care.
#CliveBonny #AtrialFibrillation #AFib #DOAC #Anticoagulants #ProstateCancer #PharmaPrescribed #PatientVoice #HeartHealth #MedicalDevices #ResponsibleBusiness

Ashish Rishi on The Patients Clinical Trials Leave Out — and the Evidence That Counts Them In | Pharma Prescribed 
Ashish Rishi is Founder and CEO of Unwritten Health, the Manchester-based patient experience data platform working to make life science's evidence reflect the people it's meant to serve.
His mission is unsentimental — and it starts with his father. At 17, Ash watched his dad spend three years fighting for a GP referral for worsening back and bone pain. The eventual diagnosis was terminal prostate cancer, delivered to an 18-year-old and his mother — for whom English is a fourth language — in a two-minute conversation and a flyer, with no family network to turn to. His father lived six more years and passed away three months before Ash's graduation.
That experience became a company. In this episode Ash explains "inclusion debt" — his term for how bias compounds at every stage of drug development: unmet need defined without the real patient voice, multi-billion-pound programmes built on focus groups of eight to ten patient experts, recruitment budgets thrown at social ads that reach the already-reachable, and value dossiers that carry only the majority narrative. By market access, it's too late to fix.
The Patients Clinical Trials Leave Out — and the Evidence That Counts Them In
His answer is Equity Engine: a 6,000-strong UK participant panel profiled across the social determinants of health, built through gurdwaras, mosques, temples, churches and community groups, generating longitudinal lived-experience data at a scale focus groups never could — and turning it into submission-ready evidence.
Honest about being a "failed scientist," about burnout and anger, and about the trust he has to earn in every room. A powerful conversation about fixing inequity as an evidence and design problem, not just a moral one.
🎧 LISTEN TO THE AUDIOSpotify: https://open.spotify.com/show/7Ks5oLfSDf0u9F1I8GUjtiApple Podcasts: https://podcasts.apple.com/gb/podcast/adam-walkers-pharma-prescribed-podcast/id1829715970Amazon Music: https://music.amazon.com/podcasts/1a43eb87-b83e-441d-9a87-321263e3f821/adam-walker%E2%80%99s-pharma-prescribed-podcastPodbean: https://pharmaprescribed.podbean.com
Youtube: http://www.youtube.com/@pharmaprescribedpodcastFull transcript and episode notes: https://pharmaprescribed.com/episodes
⏱️ CHAPTERS0:00 Intro0:35 Meet Ashish Rishi1:00 A father's diagnosis3:00 From neuroscience to comms4:00 The clinical trial wake-up call7:00 The Demand Diversity movement9:00 Building Equity Engine12:00 Inclusion debt explained15:00 UK data fragmentation17:00 Barriers and misinformation19:00 AI-powered patient insights26:00 Neurodivergent-friendly trials28:00 Quickfire round30:00 Golden rule and wrap up
👤 ABOUT ASHISH RISHIFounder and CEO of Unwritten Health and creator of the Equity Engine platform. Neuroscience MSc and former health communications specialist. Sits on the scientific advisory board of IHI READ-Y (an EU Innovative Health Initiative / Horizon Europe programme advancing inclusive clinical research) and the equity committee of the US Prader-Willi Syndrome Association. Advocate for re-engineering health inequity as an evidence and design problem.💼 Search "Ashish Rishi" on LinkedIn🌐 https://www.unwrittenhealth.com
🎙️ ABOUT PHARMA PRESCRIBEDPharma Prescribed is the podcast where leaders, innovators and hidden voices in healthcare open up. No soundbites, no spin. Just raw insight, one prescription at a time. Hosted by biometrics consultant Adam Walker.🌐 https://pharmaprescribed.com▶️ https://www.youtube.com/@pharmaprescribedpodcast💼 https://www.linkedin.com/in/adamwalkerbiometrics🏢 https://uk.linkedin.com/company/pharma-prescribed-podcast
#AshishRishi #UnwrittenHealth #InclusionDebt #HealthEquity #ClinicalTrials #ClinicalTrialDiversity #PharmaPrescribed #PatientExperience #SocialDeterminantsOfHealth #RWE #HealthInequality

Louise Callin on dementia, photos sparking conversation & making care more human | Pharma Prescribed
Louise Callin — founder and CEO of ReelLife Conversations — joins Adam Walker for a warm and moving conversation about dementia, human connection and building technology that makes care more human, not less.
After nearly 30 years leading technology and transformation for global corporations including American Express, Louise left to build something with more direct impact. Her mother's dementia journey inspired the idea: photos aren't a memory test, they're a conversation waiting to happen. ReelLife Conversations uses AI to turn family photographs into dementia-friendly conversation prompts — analysing each picture for colours, objects and places, then linking one photo naturally to the next. She's since secured venture capital investment and is building partnerships across the UK and internationally.
Adam and Louise met at a conference — and her energy is unmistakable.
🎧 LISTEN ON YOUR PREFERRED APPSpotify → https://open.spotify.com/search/Louise+Callin+pharma+prescribed/episodes ⚠️ SWAPApple Podcasts → https://podcasts.apple.com/gb/search?term=Louise+Callin+pharma+prescribed ⚠️ SWAPAmazon Music → https://music.amazon.com/podcasts/1a43eb87-b83e-441d-9a87-321263e3f821/adam-walker%E2%80%99s-pharma-prescribed-podcastPodbean → https://pharmaprescribed.podbean.com/
Youtube → https://youtu.be/wq1GShCpCYE 
📖 WHAT WE COVER- The superpower Louise didn't know she had — linking one photo to the next in real time- Why photos should never be a memory test: "Do you remember when?" versus "I remember when"- The green top story — how colour, not context, unlocks connection- Turning physical albums into digital assets that work for dementia- Accessible design with no standard to follow: fear-free buttons, no menus, opens straight to use- How the app works: facial recognition, family admin naming, AI conversation prompts- Why each photo links to the next to support natural conversation flow- The carer as the third leg of the stool — and why social care struggles with retention- Louise's mum's journey — and how love led her to quietly cover up early symptoms- Why dementia statistically affects women more — as patients and as primary carers- Dr.Tommy Wood on sleep, supply and stimulation — the non-pharmacological approach- Securing VC investment for a values-driven, volume-based, low-subscription model- Sailing, mind maps and "common sense is not very common"
⏱️ CHAPTERS0:00 Introduction & podcast mission1:00 Meet Louise Callin — founder of ReelLife Conversations1:30 Mission: technology that makes care more human2:00 Her mother's dementia journey and the inspiration2:30 Photos spark conversation — the coffee table superpower4:00 Why the carer couldn't use the photos alone5:00 Colours, objects and places — not just faces6:00 Photos are a conversation waiting to happen8:00 No memory tests: "Do you remember" versus "I remember"9:00 The green top and turning language around11:00 From analogue albums to digital assets12:00 Accessible design for dementia — no written standard13:00 Fear-free buttons and opening straight into use14:00 Designed for two people, side by side15:00 The family admin portal and uploading photos16:00 Facial recognition, naming and location data17:00 AI conversation prompts — the game changer18:00 Linking each photo to the next19:00 The carer as stimulus — the third leg of the stool20:00 Every journey is unique — Uncle Geoff's story22:00 Louise's mum: covering up early symptoms out of love24:00 Social connection as critical — not surfacing memories26:00 From corporate life to founder — securing funding28:00 The volume model: small subscription, huge need30:00 A values-driven business31:00 Women and caregiving — menopause, sleep and stress34:00 Women outliving men and the caregiving needle35:00 Dementia at the forefront, like mental health before it36:00 From pharmacological to non-pharmacological care37:30 Quick-fire: I matter too38:30 The water, sailing and a fish in a previous life40:00 Golden rule: common sense is not very common41:00 reellifeconversations.com and closing thanks
👤 ABOUT LOUISE CALLINFounder and CEO of ReelLife Conversations, a social care technology company helping families, carers and providers create meaningful conversations for people living with dementia. Nearly 30 years in technology and transformation.🌐 https://www.reellifeconversations.com💼 Search "Louise Callin" on LinkedIn
🎙️ ABOUT PHARMA PRESCRIBEDLong-form conversations with leaders in clinical research, digital health and mental wellbeing, hosted by Adam Walker.🌐 https://pharmaprescribed.com💼 https://www.linkedin.com/in/adamwalkerbiometrics
#LouiseCallin #ReelLifeConversations #Dementia #DementiaCare #PharmaPrescribed #AdamWalker #SocialCare #NonPharmacological #CaregiverSupport #WomenAndDementia #DigitalHealth #HumanConnection #Alzheimers #DementiaFriendly #Wellbeing

Andreas Beust on how a small CRO covers the globe without growing | Pharma Prescribed
Andreas Beust is CEO and Managing Director of GCP Service International, a Bremen-based CRO working across medicinal products, medical devices and in vitro diagnostics. He's also President of ACROS — the Association of International CROs — and a guest lecturer at the University of Bremen.
He started on the biostatistics desk. He's now running the company, elected by a leader who — not yet 50 — went looking for a successor because clinical research moves too fast to leave succession to chance.
In this episode Andreas makes complex things accessible, which is his stated mission. He explains the ACROS model: ten similarly-sized, like-minded CROs from the US to Europe, the Middle East, India, China and Australia, who agree that once a partner joins, their country is off-limits to the others. It lets a small CRO run trials globally — 20 concurrent studies across Spain, Italy and Portugal through one trusted partner — without ballooning into the kind of large, rigid, expensive organisation that can't serve smaller sponsors. Grow together, not bigger.
He's refreshingly frank on AI: a lot of overpromise and underdeliver, quarter-of-a-million-per-seat licence fees that no small or mid-size company can pay, and real but modest gains in medical writing, programming and knowledge capture — always human in the loop.
And he's honest about the thing that actually drives growth: discomfort. Curiosity, listening first, and putting yourself in the shop window of the unknown.
An optimistic, grounded conversation about how the human end of this industry actually works — and how to break into it.
🎧 LISTEN TO THE AUDIOSpotify: https://open.spotify.com/show/7Ks5oLfSDf0u9F1I8GUjtiApple Podcasts: https://podcasts.apple.com/gb/podcast/adam-walkers-pharma-prescribed-podcast/id1829715970Amazon Music: https://music.amazon.com/podcasts/1a43eb87-b83e-441d-9a87-321263e3f821/adam-walker%E2%80%99s-pharma-prescribed-podcastPodbean: https://pharmaprescribed.podbean.comFull transcript and episode notes: https://pharmaprescribed.com/episodes
⏱️ CHAPTERS0:00 Intro0:35 Meet Andreas Beust3:00 From the biostats desk to CEO7:00 Podcasting, curiosity and listening first11:00 Breaking into clinical research16:00 Advice for young talent21:00 Hiring for attitude23:00 Leading without ego26:00 A flexibility mindset27:00 Building the ACROS alliance30:00 The presidency and the mission35:00 A communal growth model37:00 AI in clinical trials — a reality check42:00 Compliance, costs and human in the loop44:00 Hope amid uncertainty46:00 Quickfire round50:00 Final takeaways
👤 ABOUT ANDREAS BEUSTCEO and Managing Director of GCP Service International (Bremen). President of ACROS, the Association of International CROs. Guest lecturer at the University of Bremen. Biologist by training who joined GCP Service in the biostatistics department and rose to lead the company through its international expansion. Advocate for accessible clinical research and for training new talent from the ground up.💼 Search "Andreas Beust" on LinkedIn🌐 https://www.gcp-service.com
🎙️ ABOUT PHARMA PRESCRIBEDPharma Prescribed is the podcast where leaders, innovators and hidden voices in healthcare open up. No soundbites, no spin. Just raw insight, one prescription at a time. Hosted by biometrics consultant Adam Walker.🌐 https://pharmaprescribed.com▶️ https://youtu.be/GxVq88C6ChA💼 https://www.linkedin.com/in/adamwalkerbiometrics🏢 https://uk.linkedin.com/company/pharma-prescribed-podcast
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