About Verpora

A novel approach to delivering VBA success

Verpora is a highly-specialised agency in the field of innovative contracting and value-based pricing.

Pharmaceutical companies frequently struggle to demonstrate the true value of their innovations to stakeholders and in a science and evidence-led sector, the relationship between people, data, and the systems in which they interact is often overlooked.

In a novel, first-of-its-kind approach, Verpora has pioneered the integration of human performance factors with payer behavior, data science & commercial negotiation strategy to deliver outcomes that are outstanding. Clients who have partnered with Verpora have:

  • Opened access to restricted patient populations through innovative contracting
  • Successfully developed and deployed several hundred value-based agreements globally and in the U.S.
  • Minimised gross to net erosion
  • Transformed their market access operations by implementing human performance factors
  • Forged the use of indication-based and true value-based pricing


Nick Merryfield

CEO & Head of Business Consulting

Nick is a pioneering healthcare executive with over twenty years’ experience in leading world-class market access, clinical trial, and real-world data organizations. Having started his career with GSK and Boehringer-Ingelheim, Nick set up Health Sector Publishing in 1999 to help pharmaceutical manufacturers manage rapidly evolving payer landscapes. As technology advanced, Nick invested in creating global businesses to solve research and drug commercialization challenges across the world. Nick now draws on his comprehensive industry knowledge to advance the wider use of innovative contracting and expand patient access to life-enhancing technologies through the use of value-based reimbursement strategies.

Adam Meads

COO & Head of Research Analytics

Adam began his career as a research analyst in banking and finance specializing in behavioral research and decision performance as well as buy-side data solutions. He moved into the life sciences sector as a consultant on health system data intelligence and more recently has spear headed Verpora’s initiatives in innovative pricing and VBA contracting strategy. He heads Verpora’s Research & Analytics function.

Omar Ali

Head of Payers

It takes a payer to know a payer’s mind, and Omar’s long experience puts him in an ideal position to unlock critical payer insights. A previous pharmacy & therapeutics payer and adviser to the UK national HTA appraisal body NICE, Omar’s experience encompasses the managed entry of new medicines and health technology appraisals with a deep knowledge of market access, pricing, reimbursement and health economics. For Verpora, Omar manages a global team of experienced pharmacy payers who bring in-depth insights to product value propositions and validation of market access strategy across international launch sequence portfolios. Omar is presently studying for his PhD in Value-Based Contracting.

Chris Webber

Head of Negotiation

With 17 year’s pharmaceutical industry experience as a brand manager for Roche and Commercial Director at GSK, Chris has real-world understanding of the challenges industry faces in achieving its commercial goals. Following his career in pharma, Chris became Head of Consulting at The Gap Partnership. Chris specializes in sales & negotiation excellence with a focus on commercial performance and bringing plans to life in front of complex customers. His expertise in decision making and influence enables commercial teams to fundamentally rethink their approach and operate in ways that generate deeper intimacy and partnerships with stakeholders.

Matt Lindley

Head of Human Performance

Drawing on 25 years as a RAF/Commercial pilot, Matt advises on change management, focusing on human performance factors and risk. Using lessons learnt in aviation to drive efficiency, whilst reducing exposure to human error in the workplace, Matt’s experience makes him an acknowledged and in-demand subject expert in speak-up culture, debriefing, human cognition, leadership, communication, situational awareness, decision making under pressure and resilience.

Mary Knowles

Head of HEOR

With 30 years health industry experience across the EU, US and international markets, Mary is widely recognized for her expertise in specialty areas such as health economic evaluations, patient feedback, ethnographic observations, measuring the impact of new technologies, healthcare professional research, customer experience, customer loyalty and employee engagement. For 10 years' Mary was Sales Director and Business Development Director at Innovex/Quintiles and she holds a Masters Degree from Birmingham University in Health Economic and Health Policy.

Andrew Wiles

Chief Technology Officer

Andrew has a long and distinguished career in data warehousing and analytics. Following his early career in the aviation industry as a Development Manager for Rolls Royce, Andrew switched sectors and led technology teams within the software industry at the SAS Institute and several start-ups. His expertise in advanced Microsoft technology brought him to the field of hospital episode statistics, where he played a pioneering role in the early development of technology to allow pharma to utilise this data. Andrew is now an approved Research Innovator for the Centers for Medicare & Medicaid Services. As part of this role he is the licenced custodial authority, and Verpora’s lead expert, in accessing the record-level claims data of over 40-million beneficiaries for the purpose of assisting innovative contract design.