Our Services
Our story
We pride ourselves on working in genuine partnership with our clients. Our customer success team bring PREMs and PROMs expertise to your business, helping you create patient-feedback programmes that make a real difference.
Jacob Lippa
Jacob Lippa, MPH is an internationally recognized expert in value-based health care, patient-reported outcomes, and patient experience. Prior to his current role as Sr Manager of Real World Data Analytics at Freenome, a biotechnology company focused on early cancer detection and prevention, he led the patient-reported outcomes program at Providence, the third largest nonprofit health system in the US. Prior to that, he held dual appointments at the Harvard Business School and the International Consortium for Health Outcomes Measurement, where he led system-wide initiatives in the US, Australia, and Brazil to measure and improve health outcomes. He is a member of the PROMIS Health Organization and presents regularly at PROMIS conferences and workshops, and has published extensively on the importance and real-world implementation of outcomes measurement in publications including the Harvard Business Review, the Journal of Patient-Reported Outcomes, JAMA, and the European Medical Journal.
Professor David Cella
Professor
Professor David Cella is an international expert in the measurement and application of patient-reported outcomes in research and clinical settings; many health systems, international registries and clinical trials use the measures developed by him and his collaborators.Cella is also director of the Center for Patient-Centered Outcomes within the Institute of Public Health and Medicine and the Ralph Seal Paffenbarger Chair Emeritus in the department of Medical Social Sciences. He led the first group to pioneer the use of item response theory (IRT) in health measurement, opening up new approaches to accurately assessing patients’ symptoms, functioning and perceptions of health and well-being. He also led the development of the NIH Roadmap Initiative to build a Patient Reported Outcome Measurement Information System (PROMIS), the Neurology Quality of Life (Neuro-QoL) Measurement System and the Emotional Health domain of the NIH Toolbox.
has been a Thomson-Reuters Web of Science (Clarivate Analytics) highly-cited researcher for each of the past seven years with over 1000 peer reviewed articles focused on the patients perspective upon the evaluation of healthcare.
Dr. Fahad G. Attar
CEO & Co-Founder
Fahad Attar is a consultant orthopaedic surgeon with extensive expertise in regenerative orthopaedics and value-based healthcare. His business acumen and innovative approaches to healthcare delivery have led to impactful outcomes in patient care and organizational growth. Fahad has been recognized for his contributions to advancing medical practices, earning prestigious awards in both regenerative medicine and healthcare management. His leadership in these fields demonstrates a commitment to improving healthcare systems and patient experiences.
Raheel Shariff
Co-Founder & Executive Director
Raheel Shariff is a Consultant Trauma & Orthopaedic Surgeon with an active interest in value-based healthcare and outcomes measurement. He has served on the Scientific Committee of the PROMIS Health Organisation and the Global Education Committee PHO on PROMs delivery.
He serves as an advisor to payors, regulators, and healthcare organizations on patient-reported outcome measures (PROMs), helping shape strategies that improve patient outcomes and healthcare efficiency in system wide settings. With a proven track record in quality performance and change management across hospital settings, he is passionate about patient centric care models using healthoutcomes measurements.
Irrum Afzal
Irrum graduated from Imperial College London and most recently received the National Orthopaedic Alliance (NOA) Director’s Award. She is MICR, MRQA, and a Master of Public Health qualified researcher. Irrum has both research and management experience having successfully completed both the PRINCE2 Practitioner and Foundation exams.
Irrum has a great interest in Patient Reported Outcome Measures (PROMs), Evidence Based Medicine and Artificial Intelligence. Irrum has experience of Digital Health Transformation in the NHS and private healthcare sector. She also has experience in implementing PROMs and using the data to analyse and publish in peer-reviewed journals. Irrum frequently presents at national and international meetings.
Irrum holds multiple positions of responsibility, including being Vice Chair of Research and Innovation, a professional member of the Research Ethics Committee for the Health Research Authority (HRA) actively providing her expert opinion and guidance on research ethics and governance.
Irrum is an active member of the British Orthopaedic Sports Trauma & Arthroscopy Association (BOSTAA) Committee, BOSTAA Research Committee in line with the British Orthopaedic Association (BOA), and is the Equality, Diversity, and Inclusivity Lead for BOSTAA. Additionally, Irrum is a Non-Executive Board Member of the Orthopaedic Research and Education Foundation (OREF).
Dr. Sabah Attar
Dr. Sabah Attar is an accomplished leader in organisational development and strategic management with over two decades of experience in overseeing complex, multi-national projects across the UK and Europe. With a strong foundation in engineering and a PhD from the University of Sheffield, Attar has successfully led diverse, remote teams in the health research sector, particularly in the realm of clinical trials.
As Chief Transformation Officer for the conect4children Clinical Research Network, Dr. Attar spearheaded the development and implementation of innovative services across 21 European countries, driving the operationalisation of clinical trials in collaboration with leading academic and commercial institutions.
Farhan Syed
Farhan Syed is an IT solutions expert with over 17 years of experience across the US and India. Specializing in healthcare technology, he designs and implements enterprise-scale systems, develops custom web and mobile applications, and delivers AI-driven automation and data-informed solutions. Leveraging predictive modeling, machine learning, and advanced analytics, he empowers organizations to enhance patient outcomes, improve processes, and drive sustainable growth.
Our leadership team
Rather than being detached from clinical/operational practice; we actively seek out and attract healthcare pioneers who continue to spend time at the coal face, understand the demands of balancing high-quality healthcare delivery with time constraints and costs.


