Health Economics and Outcomes Research (United Kingdom)

Health Economics and Outcomes Research (United Kingdom), trading as HEOR, is an independent market access consultancy headquartered in Cardiff, United Kingdom. Established in 2011, the company describes itself as founded on a passion for science and research and is known for innovation and technical expertise in health economics and outcomes research. Its work sits at the intersection of three disciplines: market access, modelling and analytics, and value communication. HEOR provides integrated market access services that span the product development and commercialisation lifecycle. Its service lines include global market access strategy, evidence review and synthesis, health economic modelling, health technology assessment (HTA), data science and analytics, operational research, policy and health systems work, and value communication. Specific offerings range from systematic literature reviews, network meta-analyses and indirect treatment comparisons to cost-effectiveness models, budget impact models, disease and natural history models, and complex simulation models. The firm also supports dossier development and submission, post-submission support, early access to medicines schemes, and national and local model adaptation. The company has a global presence, working across the UK, Europe, the US, Canada, Central and South America, Asia-Pacific and the Middle East. It positions itself as a fully integrated market access partner across the product life-cycle, helping teams plan evidence early, generate decision-grade insights, and translate data into clear, credible narratives for payers, policy and HTA bodies. Its stated ethos emphasises flexibility, integrity to scientific principles and best practice, and true partnership with clients. HEOR is led by Chief Executive Officer Phil McEwan, with a leadership team that includes Senior Director Carrie Fidler, Chief Financial Officer Matthew Hansard, and directors covering operational research, value and access, market access, creative direction, finance, and human resources. The firm also has non-executive directors. It organises the HEOR Insights & Innovation Conference (iCon), an industry event. As a private consultancy, it is not listed on a stock exchange.

HEOR was established in 2011 as an independent market access consultancy in the United Kingdom. The company was founded on a passion for science and research, and it built a reputation for innovation and technical expertise in health economics and outcomes research. Its headquarters are in Cardiff, United Kingdom. From its base in the UK, HEOR expanded its reach to serve clients globally, working across the UK, Europe, the US, Canada, Central and South America, Asia-Pacific and the Middle East. The firm developed an integrated service model spanning the product development and commercialisation lifecycle, combining market access strategy, evidence generation, health economic modelling, HTA support, data science, operational research, policy and health systems analysis, and value communication. Over time, HEOR has positioned itself as a partner that helps teams plan evidence early, generate decision-grade insights, and translate data into clear, credible narratives for payers, policy and HTA bodies. It has also developed a conference offering, the HEOR Insights & Innovation Conference (iCon), with a 2026 edition promoted on its website. The company remains privately held and independent, led by CEO Phil McEwan and a leadership team with expertise across health economics, operational research, market access, value communication and finance.

• 2026

  HEOR Insights & Innovation Conference (iCon 2026) promoted on the company website.

• 2011

  HEOR established as an independent market access consultancy in the United Kingdom.

Independent, science-led market access consultancy offering integrated evidence generation, modelling and value communication across the product life-cycle.

• Global Market Access

  Market access opportunity assessment, global and national market access strategy, product positioning, pricing and reimbursement strategy, launch sequencing, landscape and feasibility assessments, evidence gap analysis and generation plans, advisory boards.

• Evidence Review & Synthesis

  Evidence generation planning and strategy, systematic literature reviews, rapid, scoping, umbrella and narrative reviews, clinical efficacy and real-world effectiveness, cost-of-illness and economic evaluations, health-related quality of life, epidemiology and treatment guidelines, ITC and NMA feasibility.

• Health Economic Modelling

  Model strategy and design, model testing and validation, cost-effectiveness models, budget impact models, disease and natural history models, complex simulation models, national and local model review and adaptation.

• Health Technology Assessment

  End-to-end strategic consultancy, stakeholder and early engagement, dossier development and submission, post-submission support, national and local adaptations, advisory boards and expert validation, expert opinion elicitation, early access to medicines schemes.

• Data Science & Analytics

  Patient level and patient subgroup analyses, protocol development, statistical analysis plans, predictive analysis using AI and machine learning, indirect and mixed treatment comparisons, generation of health state utility values, novel statistical methods, medical record reviews.

• Operational Research

  Integrating expertise across operational research, health economics, artificial intelligence, data science and advanced mathematics.

• Policy & Health Systems

  Informing policy-relevant discussions through rigorous evidence and system-level insight.

• Value Communication

  Communicating complex evidence and strategy through clear, credible narratives tailored to the needs of different stakeholders.

1. 1HEOR - Experts in health economic modelling, statistical analysis & value communicationheor.co.uk
2. 2About - HEORheor.co.uk
3. 3Services - HEORheor.co.uk
4. 4Team - HEORheor.co.uk
5. 5Health Economics and Outcomes Research (United Kingdom) - Wikidatawikidata.org