Thirty years in medical devices. Still learning.

My background is in wound care. That is where I learned the industry — a category where clinical evidence, reimbursement, procurement and the relationship with the clinician all matter at once, and where getting any one of them wrong is enough to stall a good product.

From there the work widened into ostomy, continence, skin health, nutrition and the broader world of single-use medical devices and consumables. Over thirty years that has meant commercial leadership, brand building, product development, international market development and partnerships in more than thirty countries across four continents, for some of the industry's most recognised names and for small businesses with everything still to prove.

Across brands I have launched, transformed or revitalised, that work has generated more than £100m in sales.

I set up Med Dev Services to do that work independently. Independence matters here: no product to push, no parent company's portfolio to favour, and a deliberately limited client list so that the advice stays specific and the confidentiality stays real.

I still find this industry genuinely interesting, which is the honest reason I am still in it. Markets shift, reimbursement rules get rewritten, procurement changes what it will accept as proof. Thirty years buys you pattern recognition. It does not excuse you from paying attention.