Who we are

Roboleo & Co has been successfully developing new products and services for Pharma and Med-tech clients since 2004.

The core team:

Pharma pricing and reimbursement

Rob Whitemore

Educated in Business Studies and Marketing, Rob has over 25 years experience profitably building multinational and early stage businesses within Pharmaceutical, Medical Devices, Diagnostic and Consumer Healthcare market sectors - both in the UK and internationally.

He has been consulting to the healthcare industry for fifteen years and founded Roboleo & Co in 2004 with a specific focus on innovation, market entry and customer engagement/management. Rob started his career in marketing research at Boots before assuming senior marketing/general management positions with RPR, Pharmacia, Unipath (Unilever) and Bayer. In addition, he has held a number of executive and non-executive directorships of SMEs within the pharmaceutical and healthcare industry.

As a strategist and marketer Rob brings a detailed understanding of how to evaluate the evidence, and devise innovative, differentiated and compelling market entry strategies, but passionately believes that success (or failure) is primarily driven by how well those strategies are implemented and ensures that these principles are integrated into every assignment.

07855 367380
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Med tech value dossiers

Iain Claxton

Iain is an experienced Medical Communications professional with extensive experience gained over the last two decades. Prior to this, he spent the early part of his career in the Pharmaceutical industry in a variety of commercial roles including senior sales and marketing positions. Iain has also worked in Diagnostic markets in both the UK and internationally.

His Med Comms experience spans both Big Pharma, having managed projects for many leading Pharmaceutical companies as well as many Pharma/Biotech SME’s. More recent experience has involved working on ATMP’s for rare disease, including Stem Cell and Gene Therapies.

Iain has worked with senior payers, clinicians, patient groups and institutions throughout Europe and the US over a number of years and has a deep understanding of the many key issues facing the pharmaceutical healthcare industry in today's ever changing landscape. He is a highly experienced communications project manager and has extensive experience working with and managing cross functional teams.

07885 444274
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Pharma pricing and reimbursement

Prof Chris Bojke PhD

Chris is Chair in Health Economics (specialising in HTA) at the University of Leeds. He is an empirical health economist specialising in the analysis of observational datasets and their role in HTA. He combines a technical expertise with an ability to understand the bigger picture, specifically where and how new technologies can demonstrate their economic argument, early identification of the challenges of demonstrating that argument and knowing which elements of an argument to enhance and those which should be avoided within an economic evaluation framework.

Previously Chris was Senior Research Fellow at CHE University York and a director of a leading health economic consultancy.

He has been a consultant with Roboleo & Co since 2009

Laura Bojke PhD

Laura Bojke PhD

Laura has a BA in Business Economics, an MSc in health economics and a PhD in Economics from the University of York. Her PhD looked at structural uncertainty within decision analytic models and the use of expert elicitation. She joined the economic evaluation team at the Centre for Health Economics (CHE), University of York, in 1999.

Laura has worked on a wide range of applied and methodological projects and has gained extensive experience of modelling the cost-effectiveness of arthritis and musculoskeletal diseases, especially psoriatic arthritis. Her research interests include:
  • The assessment and implications of structural uncertainty within decision analytic models
  • The use of elicited data within decision analytic models
  • The application of methods of evidence synthesis within a decision analytic framework
  • Extrapolating costs and benefits beyond evidence
  • Value based pricing, effective price changes and managed entry

Laura has been working with Roboleo & Co since 2011, bringing her considerable experience in technology assessment, both trial-based and modelling projects to clients. She has worked in a wide range of disease areas and has contributed towards assessments undertaken for the technology appraisals process at NICE.

Med tech value dossiers

Louise Crathorne MSc

In addition to her work at Roboleo Louise has over eight years’ experience as an academic researcher at the University of Exeter Medical School specialising in health technology assessment and health economics, as well as experience of using evidence synthesis and budget impact modelling in local decision making in a clinical commissioning group (CCG).

The majority of my academic experience has been as a health technology assessment analyst for the Peninsula Technology Assessment Group (PenTAG), one of 10 teams conducting research to support the work of the UK National Institute for Health and Care Excellence (NICE) HTA programme. This included systematic reviews of diagnostic test accuracy, systematic reviews of clinical and cost effectiveness, and the critique and development of de novo health economic models.

In addition she has experience of using evidence synthesis in the local decision-making process through her role as Clinical Evidence Scientist at the North East and West (NEW) Devon CCG, conducting rapid reviews of both interventions (without NICE guidance), surgical procedures to summarise available clinical and cost-effectiveness evidence as well as conducting budget impact analyses.

Louise’s consultancy experience includes:
  • Preparation of regulatory documents (development of trial protocols, investigator brochures, clinical trial reports and regulatory submission packages for submission to the US FDA and EMA)
  • Development of HTA dossiers for submission to UK policy making bodies (NICE, SMC, AWMSG and also submission to policy making bodies in The Netherlands, and Italy
  • Preparation of communications including core/global value dossier (applying evidence synthesis methodology); advanced budgetary notifications; formulary packs; primary publications; slide decks; conference newsletters; preparation of materials for satellite symposia; and advisory board meetings

Louise holds an MSc in Health Economics and Health Policy from the University of Birmingham (2014), and a BA in English Language and Literature from the University of Swansea.

Dr Sandra MPhil, PhD

Sandra Nestler-Parr MPhil, PhD

Sandra has extensive experience in the global biotech and pharmaceutical sector, and has held international medical and market access roles. She has a unique understanding of HTA and commissioning processes, and is highly experienced in navigating the complex policy and stakeholder landscape to obtain sustainable market access, with particular expertise in the field of orphan drugs and highly specialised technologies. Most recently, Sandra headed market access and reimbursement strategy at a leading specialist public policy agency and has successfully managed stakeholders in various high profile commissioning projects for rare disease therapies.

Sandra holds an MPhil in Biochemistry from Cambridge University and a PhD in Toxicology from the University of London. She worked in biomedical research and teaching roles at renowned academic institutions before joining the biotech sector. Sandra is currently completing an MSc in Health Economy, Policy and Management at the London School of Economics.

As a member of the Leadership Panel of the ISPOR Rare Disease Special Interest Group, Sandra continues to undertake academic research.

Vanessa Lane BSc, MPhil, PhD

Vanessa Lane BSc, MPhil, PhD

Vanessa is a Senior Medical Writer with over 20 years of experience in the pharmaceutical industry. She has an MPhil/PhD from Cambridge in Cardiovascular Pathology (1993) and held a Postdoctoral research position in the Oncology Department at Cornell Medical School, New York (1993-1995).

In subsequent positions as Editorial Director, Head of Medical Writing and Director at leading international medical communication companies in the US and UK, she has been involved in the production of a wide range of global and regional medical education materials. These have included peer-reviewed publications; meeting, marketing and training materials, systematic literature reviews; as well as information for patients. In recent years, she has had particular experience in producing a variety of digital material, including content for web platforms, animations, e-learning materials and easy access tools to help support and improve clinical decision-making. In addition, she has aided in the preparation of submissions for SMC and NICE.

She has extensive experience working across a wide range of therapeutic areas and has worked directly with many worldwide key opinion leaders.

Dr Mark Edwards

Dr Mark Edwards

Mark is a medically-qualified and highly experienced drug developer with 20 years' pharmaceutical R&D experience. He has worked at all phases of clinical drug development across a wide variety of therapeutic areas, including orphan diseases. He was a Global Clinical R&D Director and then Director of Science and Medical Public Affairs at Pfizer in Sandwich. Earlier in his career he was an NHS anaesthetist and intensive care doctor.

He has also significant experience at the R&D interfaces between academia, the NHS and the biopharmaceutical industry e.g. having helped lead the establishment of the MRC/industry pre-competitive consortia in COPD and RA and the UK Government's Translational Research Partnership Programme.

Mark has Medical Advisor to Roboleo & Co since 2011 and provides 'hands-on' clinical, scientific and policy leadership to small and medium-sized pharmaceutical companies. He is currently Director of the South West Academic Health Science Network