1. Current Status, Position

• Professor of Prescribing studies;
• Head of Medicines Optimisation;
• Deputy Head of School of Pharmacy.

2. Education

His career spans the pharmaceutical industry, the UK NHS and academia. He currently heads a unit which provides strategic advice on investment in and disinvestment from medicines in our local health economies. This includes critical appraisal and systematic reviews, prescribing and healthcare data analysis and implementation strategies.

3. Research Area

He currently specialises in medicines optimisation, the implementation of evidence based medicine and prescribing data analysis. They have recently developed a programme of clinical simulation, including using avatar for undergraduate and postgraduate education. Latterly they have developed this further using augmented reality apps to create virtual patient information leaflets whereby an avatar stands on top of a medicine packet and explains the medicine inside to the patient.

Conflict of interest: None