emotive was founded over 15 years ago with the simple vision of changing lives by helping those who are unwell, access new and amazing treatments that can make them better.

Working in rare disorders and with advanced therapies and orphan products, often comes with unique complexities and challenges. We have a wealth of experience supporting clients across a wide range of rare disorders with novel indications. Currently, 75% of our work is dedicated to rare and ultra-rare disorders at various stages of the product lifecycle and with advanced products such as gene therapies, gene silencing and cell therapies.

We also work closely with our partner, Initiate, a specialist launch strategy and market access consultancy focused exclusively with novel products designed to help those living with rare disorders.

At a community level, we promote engagement in science by students through our sponsorship of the emotive. science lab and annual science prize at a UK girls school. We also work pro-bono on strategy and awareness raising activities for M4RD (Medics for Rare Diseases), a charity committed to promoting greater awareness of rare diseases within the medical profession.

Leadership Team



emotive are a dedicated team of 40+ highly skilled colleagues with science, commercial and creative experience including pharmacists, researchers and academics. They are led by a group of experts from healthcare professional and specialist agency backgrounds:

Chris Edmonds

Chief Executive

 
With a 25-year background in healthcare including in practice and as a leading educator in eye care, Chris is the founder of emotive and has led the team to internationally recognised status, winning multiple industry awards.

Lizzie Nayman

Managing Director

 
Lizzie has over a decade of experience across the spectrum of healthcare communications working with clients across pharmaceuticals, medical devices and consumer health. Lizzie specialises in brand storytelling, and multi-channel strategy and execution for medical and commercial brand experiences.

Director of Strategy

Rachel Farrow

Strategic Director

 
With over 25 years’ experience in healthcare communications, Rachel has led several healthcare agencies, and was previously Global VP of Medical Communications at IQVIA. She is also the Co-chair of the PM Society.

Rob Sampson 

Creative Director

 
Rob is a multi-award winning creative with 18 years industry experience that straddles consumer and healthcare advertising. Originally art director, his CD experience spans global, European and domestic clients over a wide variety of work, from branding through to fully integrated campaigns.

Germano Ferrari

Vice President – Advanced Therapies

 
With a PhD in Biotechnology, Germano is an expert in Cell and Gene Therapies as well as having research experience in Hematology. He previously spent 18 years in a variety of medical affairs and commercial roles at biopharma and diagnostics and as a Programme Manager at the UK’s Cell Therapy Catapult.

 

Andy Parry

Client Services Director

 
With a strong academic background and MSc in Public Health, Andrew has a decade of experience in healthcare communications across both pharmaceuticals and medical devices working on some top blockbuster brands.
In recent years, he has specialised in healthcare advertising and brand promotion working on multiple product launches at the global and international level.

Natalie Lilienthal

Client Services Director

 
Experienced in excellent client partnerships, supporting cross-functional teams to deliver medical and marketing plans from global to local levels.
With a key focus on supporting teams to make sense of complex scientific deliverables and driving alignment to strategy. Natalie has developed launch plans and supported their roll-out in several therapy areas during her 8 years in the Medical Communications industry.​

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