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 ten 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 and commercial management/directorships with Rhone-Poulenc Rorer, 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, gather insights, and devise innovative, differentiated and compelling market entry strategies. However he passionately believes that success (or failure) is primarily driven by how well those strategies are implemented – and will ensure 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 15 years. Prior to this he spent the initial part of his career in the Pharmaceutical industry in a variety of commercial roles including senior sales and marketing positions. Whilst most of his career has been in Pharmaceuticals, he has also worked in Diagnostic markets in both the UK and internationally.

His Medical Communications experience includes working for many of the leading Pharmaceutical companies developing and implementing local, regional and global communication programmes, across a number of different therapeutic areas.

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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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.

Pharma pricing and reimbursement

Chris Bojke PhD

Chris is a Senior Research Fellow at the Queen‘s Anniversary Prize winning Centre for Health Economics (CHE), University of York. He holds a 1st Class Honours degree in Economics, an MSc in Statistics and a PhD in applied economics.

Prior to re-joining CHE, Chris was a senior research consultant and director of Pharmerit Ltd, where he led a variety of projects including health economic analyses designed to support NICE/SMC reimbursement applications and other health policy decisions.

As an academic and expert in economic evaluation, Chris 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.

Chris in also a standing member of the NICE Safer Staffing Advisory Committee to industry and has modelling experience in Crohn’s Disease; advanced gastric cancer; rheumatoid arthritis; diagnostic imaging; influenza; Transcatheter Aortic Valve Replacement (TAVR), overactive bladder conditions and primary chronic insomnia.

Course teaching commitments this year include:
  • CBS-SIMI Executive 'Managing Medical Product Innovation’' Health Economics Module
  • 'Statistics for Health Economics' Module co-leader and tutor on the UoY postgraduate diploma in health economics for health care professionals distance learning programme
  • 'Regression Methods for Health Economic Evaluation' (UoY short course)
  • Analysing Patient Data: how to use the Hospital Episode Statistics (HES) to evaluate health care policy and practice' (UoY short course)

Chris has been an active member of the research community including acting as a referee for several journals including Health Economics, the Journal of Health Economics and the Journal of the Royal Statistical Society. He joined the team at Roboleo & Co in 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.

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.

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.

Med tech value dossiers

Louise Crathorne

In addition to working as the lead medical writer for Roboleo & Co, Louise is a Research Fellow at the University of Exeter, Peninsula Technology Assessment Group (PenTAG) where she is responsible for coordinating either the systematic reviews of existing effectiveness and cost-effectiveness evidence together with a new economic analysis of the decision problem (‘Multiple Technology Assessment' process); and/or reviewing and critiquing the evidence supplied by the manufacturers of new drugs or medical devices on behalf of NICE.

Louise's activities include writing-up the background sections, clinical and cost-effectiveness reviews; and, editing the collated report for style and consistency. She identifies and liaises with external stakeholders - clinicians, statisticians and liaises with the NICE Technical Team and representatives of other reviewing bodies.

Louise holds an MSc in Health Economics and Health Policy from the University of Birmingham, and a BA in English Literature. Her experience also includes medical education and project management (e.g. the publications activity of the global REACH Registry Publication Committee) with leading Medical Communications and Public Relations agencies.

Dr Mark Edwards

Dr Mark Edwards

Mark is a medically-qualified and seasoned 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 significant experience at the R&D interfaces between academia, the NHS and the biopharmaceutical industry e.g. having helped lead the establishment of 1) MRC/industry pre-competitive consortia in COPD and RA and 2) 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 R&D Director for the Ethical Medicines Industry Group, Director of MRC Technology, a member of Manchester University’s Drug Discovery and Life Sciences Advisory Boards, the Pharmaceutical Sector Expert for the UK Innovation Forum and the Pharmaceutical Business Adviser for South East Health Technologies Alliance Ltd.