Deprecated: Hook custom_css_loaded is deprecated since version jetpack-13.5! Use WordPress Custom CSS instead. Jetpack no longer supports Custom CSS. Read the documentation to learn how to apply custom styles to your site: in /var/www/wp-includes/functions.php on line 6078

Notice: Only variables should be passed by reference in /var/www/wp-content/themes/faculty/option-tree/ot-loader.php on line 98

Notice: Only variables should be passed by reference in /var/www/wp-content/themes/faculty/option-tree/ot-loader.php on line 326

Deprecated: Unparenthesized `a ? b : c ? d : e` is deprecated. Use either `(a ? b : c) ? d : e` or `a ? b : (c ? d : e)` in /var/www/wp-content/plugins/js_composer/include/classes/editors/class-vc-frontend-editor.php on line 648

Deprecated: The each() function is deprecated. This message will be suppressed on further calls in /var/www/wp-content/plugins/js_composer/include/classes/core/class-vc-mapper.php on line 111
Health Risk Bias | The psychology of health threat behaviour and its impact on adherence.


A health and consumer psychologist and marketer, I have recently completed my doctoral research at Kings College London within the university’s institute of Pharmaceutical Sciences. My research was focussed on health risk bias within cardiovascular disease specifically unrealistic optimism and pessimism and includes risk expectancies, behavioural economics, judgement and decision making and cognitive processing strategies. 

I have spent the last 25 years within the consumer and healthcare sectors consulting on consumer, patient and healthcare professional behaviour before taking a Masters degree within marketing and consumer behaviour at Durham University and now having obtained a PhD in health psychology at Kings College London. I have worked internationally for and with a number of pharmaceutical companies to create launch strategies for new drug entities, research patient behaviour and help develop healthcare education programmes.

Career Profile

  • 20202015

    PhD Doctoral Thesis

    Kings College London

  • 20142012

    Postgraduate Masters Degree

    Durham University

  • 20122009

    Global Head Healthcare Brands

    Bauerfeind AG

  • 20092008

    Healthcare Planning Director

    Landor Associates | WPP

  • 20081998

    Managing Partner

    The Oyster Group

  • 19981996

    Group Account Director

    Design House

  • 19961993

    Marketing Manager

    Julius Meller

  • 19931990

    Group Product Manager


  • 19901987

    Product Manager


  • 19861980

    Owner Manager

    Community Retail Pharmacy

Academic Qualifications

  • MA 2014

    Masters Degree | Marketing

    Durham University

  • B.Pharm 1980

    Bachelor of Pharmacy

    Kings College London

Professional Organisation Membership

  • 1980
    Pharmaceutical Society of Great Britain
    B.Pharm M.R.Pharm.S