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The senior team at Cogentia comprises founder and director James Morris who leads our HTA, Evidence Synthesis and Real World Evidence practices and David Alderson who leads our Market Access and Pricing and Reimbursement practices. The senior team are supported in our Cambridge office by a team of researchers and analysts with expertise in healthcare research, statistics and economic modelling.

James Morris

James Morris

James is founder and director at Cogentia. He began his career in the UK NHS, working at Nottingham Health Authority while completing a Master’s degree in public health and epidemiology. Following this James joined the pharmaceutical industry working in economic evaluation, outcomes research, strategic market access as well as pricing and reimbursement. He has led numerous Health Technology Assessment (HTA) submissions to NICE and other similar bodies and has experience in every aspect of HTA from early model development and scoping through to consultation and appeal. In 2010 James founded Cogentia with a view to offering a comprehensive range of market access services to the pharmaceutical and medical technology industries. He is a Fellow of the Royal Society for Public Health and a member of the International Health Economics Association (IHEA).

David Alderson

David Alderson

David is a director at Cogentia. David’s life science’s career over the last 23 years has spanned roles in both Pharmaceutical and Biotech companies, and in Market Access consulting. He has significant commercial, market access and strategy experience, having led a range of market access and pricing projects, within a range of therapy areas. His particular interest is in integrating payer perspectives and value into early development. Most recently David was EU Practice Lead for Evidera, heading up a London based team focused on Payer Research and Market Access. Prior to this he was VP Europe, GfK Market Access. His global industry experience has spanned Glaxo, Novartis, Napp, and Medimmune (Cambridge Antibody Technology), with a significant focus on commercial strategy, market access and opportunity, portfolio analysis and pipeline development. David has a MBA from Cranfield, and postgraduate Marketing Diploma (Chartered Institute of Marketing), and is a Chartered Engineer (IMechE).