BHBIA NEWS
Reflections from our 2025 Rising Stars Conference Prize Winners
May 27th, 2025
The 2025 Rising Stars Conference Prize, an initiative designed to support newer professionals in the healthcare business insights community, provided two funded places at the BHBIA Annual Conference, alongside the chance to shadow members of the BHBIA Board.
This forms part of our wider commitment to help early-career professionals engage more actively with the BHBIA and develop their skills, networks and confidence. The initiative builds on similar opportunities from 202.
This year’s Rising Stars — Alice Carden from Adelphi Research and Sabrina Iqbal from Prescient Healthcare Group — joined us at bhbia2025 and spent two days attending sessions, connecting with peers, and gaining first-hand insight into how the BHBIA operates.
Their reflections highlight the value of stepping forward, getting involved and being part of the community, even in the early stages of your career.
We recognise that conference attendance isn’t always easy to prioritise for junior team members — but there are plenty of other ways to get value from your BHBIA membership, especially early in your career.
If that sounds like you, here are a few great places to start:
- Rising Stars Connect Group – tailored for early-career professionals
- BOBI Best Newcomer Award – launching December 2026
- Virtual events and webinars – free to all BHBIA members
- Getting Started in Healthcare Business Insights – Foundation training, Wednesday 17 September 2025, 09:00 - 17:00
When I found out I’d won the BHBIA Rising Stars Prize, I felt a mix of excitement and nerves. The idea of shadowing board members at the annual conference sounded like a unique opportunity, but I wasn’t exactly sure what to expect. Those nerves faded as soon as I arrived. The board were incredibly welcoming and supportive. Meeting them in advance helped break the ice, as having friendly, familiar faces in the rooms throughout the conference made all the difference. From the very start, I felt included, and encouraged to ask questions, join conversations, and get truly involved!
The conference itself was a whirlwind of energy, ideas, and inspiration. Packed with discussions and networking opportunities - it was a real chance to see the breadth and depth of our industry up close. Several sessions stood out to me and have already started to shape my thinking:
- Orchestrating Harmony in Patient Support: Paul Tinworth and Charlotte Moore’s approach of interviewing both healthcare professionals and patients together was surprisingly effective. By reframing the session so both parties entered as equals, they uncovered honest, nuanced insights. It was fascinating to see how HCPs and patients could gently challenge each other’s perspectives and fill in the gaps in each other’s knowledge. It got me thinking about how we can incorporate similar approaches into our own work.
- The Patient Will See You Now: Jemma Reast, Sam Robinson, and Roxy Murray’s message was clear: involve patients (and nurses) as early as possible in research. Patients want to be heard, and nurses - who often know the patient best - can bring invaluable insights. It was a powerful reminder that research isn’t just about data, but about real people’s experiences.
- Not All Respondents Are Created Equal: Hannah Brown and Alixis Austin discussion highlighted how respondent fatigue is a real issue, with some specialists, like oncologists, receiving up to 20 survey requests a day! It’s made me rethink how we design surveys: they need to be as concise, relevant, and engaging as possible. Adding elements of gamification, making questions simple to answer, and making sure our surveys stand out can make all the difference.
A prominent theme that emerged throughout the conference was the growing role of AI in healthcare business insights; it’s clear that clients are interested in how we can harness AI to improve our work. However, what stood out to me was the importance of using these tools thoughtfully - choosing the right moments and outcomes - rather than just using AI for the sake of it.
Shadowing the board was a genuine highlight, and gave me an even deeper appreciation for the work that goes into running such a successful event. Getting a behind-the-scenes look at how the conference comes together and how decisions are made was fascinating. The board were open, down-to-earth, and always willing to answer questions or share their experiences. I even had the chance to contribute during the closing meeting, which made me feel like a valued part of the team.
Another big plus was the chance to network. It was great to put faces to names with clients and agencies I’d only known via email, and to meet new people doing fascinating work. Getting to know the other Rising Stars winner, Sabrina, was a bonus, as we hit it off straight away and found we shared a lot of the same experiences and ambitions.
I’m excited to take what I’ve learned back to my team at Adelphi Research. In particular, I want to explore how we can adopt joint HCP-patient interviews, champion involving patients and nurses earlier and throughout our project process, and use innovative approaches to keep our research engaging and relevant. I’m also keen to share ideas around AI and see how we can use it responsibly and effectively.
Attending the BHBIA Conference as a Rising Star has genuinely broadened my perspective. I feel more connected to the wider industry, and more inspired to try new things. My advice to future applicants would be to go for it - you have to be in it to win it! If you are lucky enough to attend the conference, be curious, talk to as many people as you can, and make the most of every opportunity to learn and share ideas. You’ll come away with new knowledge, fresh inspiration, and a network of supportive peers.
Thank you to the BHBIA Board and everyone who made this experience so memorable. I can’t wait to see where this journey leads next!
My Experience as a Rising Star at the BHBIA Conference 2025
Attending the BHBIA Conference 2025 was a very exciting moment in my career. As my first-ever professional conference, I wasn’t entirely sure what to expect, but I’m happy to say it exceeded all the expectations I did have. From the insightful sessions to the welcoming atmosphere, it was an experience that left me feeling inspired and motivated. I returned to Prescient with new ideas, a fresh perspective, and a deeper appreciation for the healthcare BI community.
Expectations vs Reality
Going into the event, I’ll admit I had some preconceived notions about what a conference might feel like—long keynote speeches, quiet workshops, and an overwhelming exhibition hall where I’d hesitate to approach anyone. The reality couldn’t have been more different. The keynote speakers were engaging and relevant, tackling topics that resonated with the challenges and opportunities in our industry. The workshops were interactive and practical, offering tools and insights I could immediately apply to my work. And when it came to networking, the atmosphere was so approachable that even as a first timer, I felt comfortable striking up conversations. The event was thoughtfully organised, creating a balance between learning and connecting that made every moment feel valuable.
Shadowing the Board: A Behind-the-Scenes Look
One of the most unique aspects of my experience was the opportunity to “shadow the board.” I wasn’t entirely sure what to expect from this, but it turned out to be one of the highlights of the conference. The process was relaxed and flexible, allowing us to either follow a set schedule of shadowing one member at a time, or explore freely on our own during the day but still attend the board meetings before and after the conference. Alice (the other Rising Star) and I opted for the latter, and it worked out perfectly. We navigated the conference together, met up with our colleagues, and had the chance to connect with board members in an informal setting. A standout moment was the dinner with the board the evening before the conference began. It was a fantastic icebreaker, giving me the confidence to ask questions and engage with the board members throughout the event. The post-conference “re-group” was equally enlightening—it was fascinating to hear their reflections on what went well and their plans for the future. Even more rewarding was knowing that our feedback was valued and taken into account - it truly felt like our voices mattered!
People and Perspectives That Stood Out
What left the biggest impression on me were the people I met and the ideas I encountered. Networking with like-minded professionals outside of Prescient was a rare and rewarding experience, and the recognition we received at the conference—being introduced on the big screen—was a great conversation starter (and, admittedly, made me feel like a bit of a celebrity!). The connections I made and the conversations I had were invaluable, and I left the event feeling more connected to the broader healthcare BI community.
Among the many sessions I attended, two stood out in particular. The first was the paper on “Who Watched the Watchmen? Compliance, AI, and the Need for Human Insight.” This session was a wake-up call about the challenges and responsibilities we face as AI continues to transform our industry. The analogy of “building the plane as we’re flying it” resonated deeply, highlighting the need for human oversight in navigating this rapidly evolving space. The second session, “Orchestrating Harmony in Patient Support,” explored the role of patient and HCP groups in primary market research. It was fascinating to see how they leveraged these groups to generate impactful insights, despite the challenges involved. It inspired me to think creatively about how we might apply similar approaches in the future at Prescient.
A New Chapter in My Career
Attending the BHBIA Conference 2025 as a Rising Star has been a transformative experience for me. It opened my eyes to the possibilities beyond the traditional scope of my work and deepened my appreciation for what the BHBIA has to offer. I’m now more eager than ever to engage with their webinars and events, knowing how much value they provide. On a personal level, the experience has boosted my confidence and motivated me to aim higher in my career. I’m ready to push myself further and deliver even greater value in my future projects.
I’m incredibly grateful to the BHBIA for this opportunity and to Prescient for supporting me along the way. This experience has reinforced my passion for the industry and my drive to continue learning and contributing. It’s a journey I’m excited to keep building on!
